Angad Hira Transitions into Chief Financial Officer Role at VMG Partners

Passionate Leader and Instrumental Team Member Brings New Perspective to Financial Sector of the Business

SAN FRANCISCO--()--VMG Partners, a private equity firm specializing in building iconic consumer brands, announces today that Angad Hira has been promoted from his previous role as Vice President to Chief Financial Officer at VMG Partners. In his new position, Hira will be responsible for managing all aspects of the Fund’s financial operations leveraging his unique perspective cultivated over 8 years on the investment team of VMG. Hira will remain on the Board of Directors for VMG portfolio brand, Lily's Sweets.

“We are proud of all the great work Angad has done, his commitment to our management team and to the exceptional entrepreneurs with whom we work,” said Mike Mauzé, Founding Partner and Managing Director at VMG Partners. “Angad's analytical approach, diligent work ethic and collaborative demeanor makes him an excellent individual to lead VMG’s finance team.”

“I am thrilled to lead the financial function of VMG and to support the brands and companies about which I am so passionate,” said Angad Hira, CFO at VMG Partners. “Through my tenure at VMG, I have had the opportunity to work alongside this phenomenal team of investors, partners, entrepreneurs and management teams and I am honored to step into this new role where I am tasked with the responsibility and privilege of protecting and growing our business.”

“Angad has an exceptional sense of intellectual curiosity which he couples with a highly collaborative nature making him an incredible partner and mentor to the VMG team and to our growing family of brands,” said Kara Roell, Founding Partner and Managing Director at VMG Partners. “Angad is extremely well suited to strategically guide VMG in the development of capabilities required for our team to achieve outsized success in the years and decades ahead.”

Prior to joining VMG in 2010, Mr. Hira was an investment banker in the Mergers & Acquisitions group of UBS Investment Bank. He joined VMG Partners as it was investing its first fund and has become an instrumental part of the company, leading partnerships with portfolio brands including Vega, Natural Balance, Quest, Lily’s, Bare Snacks and others. Hira will bring his extensive background and vast knowledge of emerging consumer brands to his new position. He holds his B.S. in Commerce from the McIntire School of Commerce at the University of Virginia.

For more information on VMG Partners, please visit

About VMG Partners:

VMG Partners is focused solely on partnering with entrepreneurs and managers to support the growth and strategic development of branded consumer products companies in the lower middle market. Since its inception in 2005, VMG has provided financial resources and strategic guidance to drive growth and value creation in more than 25 companies. VMG's defined set of target investment categories includes food, beverage, personal care, pet products and wellness. Representative past and present partner companies include Ancient Nutrition, babyganics®, Bare Snacks, Colorescience, Daily Harvest, Drunk Elephant, Health Warrior, Humm Kombucha, Justin's, Kernel Season’s, KIND Healthy Snacks, Lantana Foods, Mighty Leaf Tea, Natural Balance, Nature's Bakery, Lily’s Sweets, Perfect Bar, Pirate's Booty, Pretzel Crisps®, Quest, SMASHMALLOW, Solid Gold, Spindrift, Stone Brewing, Sun Bum, Vega, Vermont Smoke and Cure, and Waggin’ Train. VMG Partners is headquartered in San Francisco. For more information about the fund please visit


Robin LaConde / Rebecca Campbell


Robin LaConde / Rebecca Campbell