The direct-to-consumer (D2C) healthy snacking brand, Eat Better Co, has recently announced a significant milestone in its growth journey. The Jaipur-based startup has successfully raised ₹17 crore (approximately $2 million) in a pre-Series A funding round. This investment was co-led by Prath Ventures and Spring Marketing Capital, with notable participation from existing investors, demonstrating continued confidence in the brand’s vision and potential.
This fresh influx of capital will be strategically deployed to bolster Eat Better Co’s expansion efforts. The primary focus will be on broadening its already diverse product portfolio and scaling its operational reach across burgeoning quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart. This move signifies the brand’s commitment to making healthy snacking options readily accessible to a wider consumer base.
Eat better Healthier Twist on Traditional Treats
Founded in 2020 by the visionary trio of Mridula Kanoria, Vidushi Kanoria, and Shaurya Kanoria, Eat Better Co has carved a niche for itself by offering a compelling range of “clean-label” snacks.Their offerings span from traditional Indian favorites like dry fruit laddoos and roasted namkeens to contemporary options like nutritious nut and seed mixes.What sets Eat Better Co apart is its unwavering focus on health, taste, and transparency in its ingredient sourcing and preparation.
The brand has successfully positioned itself as a modern and healthier alternative to conventional Indian snacks, skillfully balancing the desire for indulgence with the growing consumer consciousness towards wellness.This strategic positioning resonates strongly with today’s health-aware consumers who are actively seeking guilt-free snacking options.
Eat better National Recognition and Impressive Growth
Eat Better Co gained significant national visibility through its appearance on the latest season of the popular reality show, Shark Tank India. The startup impressed the sharks, securing a commitment of ₹50 lakh from Namita Thapar, Executive Director at Emcure Pharmaceuticals, at an impressive valuation of ₹100 crore. This exposure undoubtedly amplified the brand’s reach and consumer awareness.
The company’s traction in the market is further evidenced by its impressive order volume, currently fulfilling over 200,000 orders monthly through its own dedicated platform and various third-party marketplaces. This robust performance underscores the increasing demand for functional and “better-for-you” food products in the Indian market.
Strong Financial Performance Signals a Bright Future
Financial data sourced from Tofler reveals a remarkable growth trajectory for Eat Better Co. The company’s standalone revenue nearly tripled in the fiscal year 2024, soaring from ₹5.33 crore in FY23 to ₹14.47 crore in the fiscal year ending March 31, 2024.
Furthermore, Eat Better Co has demonstrated improved financial efficiency by significantly reducing its net loss by 46%, bringing it down to ₹63 lakh from ₹1.18 crore in the previous financial year. This positive trend indicates effective cost management alongside its impressive revenue growth, painting a promising picture for the brand’s sustainability and future profitability.
Co-founder Mridula Kanoria’s statement, “When we started, it was just about making great snacks for friends and family. But over the years, we realised we were solving a much bigger problem—people wanted delicious, healthy snacks they could trust,” encapsulates the core mission and the driving force behind Eat Better Co’s success. With this new round of funding, the brand is well-positioned to further its mission and revolutionize the healthy snacking landscape in India.
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The focus on clean-label and ingredient transparency really sets Eat Better Co apart. It’ll be interesting to see how they maintain that standard as they scale across high-speed delivery platforms like Zepto and Swiggy Instamart.