India’s health-conscious snackers have a new reason to celebrate — Eat Better Co just secured Rs 17 crore to fuel its next phase of growth. Here’s how the
India’s health-conscious snackers have a new reason to celebrate — Eat Better Co just secured Rs 17 crore to fuel its next phase of growth. Here’s how the brand is changing the way we snack.
Direct-to-consumer healthy snacking brand Eat Better Co has raised Rs 17 crore (approximately $2 million) in a pre-Series A funding round. The round was co-led by Prath Ventures and Spring Marketing Capital, with additional participation from existing investors.
This fresh infusion of capital will help the brand expand its clean-label snack lineup and boost its presence across major quick-commerce platforms like Zepto, Blinkit, and Swiggy Instamart. It marks a significant step for the Jaipur-based brand that first made waves on Shark Tank India.
Eat Better Co was founded in 2020 by a trio of family entrepreneurs — Mridula Kanoria, Vidushi Kanoria, and Shaurya Kanoria. Frustrated by the lack of clean and truly healthy snacking options in the market, they decided to create their own.
The mission was simple: snacks made with transparency, integrity, and ingredients you can actually recognize and trust. Since then, the brand has grown from a homegrown kitchen idea to a fast-scaling company serving thousands of customers across the country.
Eat Better Co’s snack range stands out for being 100% natural, free from preservatives, and completely clean-label. The focus is on balancing great taste with functional health benefits — without relying on artificial additives or refined sugar.
Dry Fruit Laddoos
Made with 95% dry fruits and nuts, these laddoos are naturally sweetened, making them a healthier alternative to traditional mithai.
Roasted Millet Namkeens
A crispy, savory option made from wholesome millets and available in flavors like Pudina Punch, Mango Achaari, and Chilli Garlic.
Nut and Seed Mixes
These are high-protein, nutrient-dense blends that can be eaten as a snack or added to meals for an extra nutrition boost.
Each product is crafted in-house to maintain quality control and freshness — a rare feat in the packaged food industry.
This is not Eat Better Co’s first brush with investor confidence. The brand appeared on Shark Tank India, where it impressed the judges with its clean ingredients, strong branding, and impressive early traction.
Post-show, it received a Rs 50 lakh investment from Namita Thapar in exchange for a small equity share, reflecting a company valuation of Rs 100 crore. Since then, the brand’s growth has continued steadily, with revenues multiplying year over year.
The latest Rs 17 crore round comes at a crucial time as Eat Better Co prepares to scale up operations and solidify its market position.
India’s snacking industry is undergoing a major shift. While the market is expected to grow to over $12 billion in the next few years, there’s an increasing demand for better-for-you options that don’t compromise on taste.
Modern Indian consumers are reading labels more closely, avoiding refined sugars and additives, and looking for snacks that align with their fitness or lifestyle goals. Eat Better Co’s offerings hit this sweet spot, catering to urban millennials, young parents, fitness enthusiasts, and even diabetics.
The rise of platforms like Zepto, Swiggy Instamart, and Blinkit has also made it easier for brands like Eat Better Co to reach customers within minutes — satisfying the demand for instant, healthy, and tasty snacking.
Eat Better Co has outlined a clear roadmap for this round of funding. Key focus areas include:
Expanding the Product Portfolio
The brand plans to launch new SKUs and snack categories to cater to a broader audience, including kids and people with specific dietary needs.
Scaling Quick-Commerce Distribution
More partnerships and deeper integration with quick-delivery platforms to make their products even more accessible.
Brand Building and Marketing
Increased focus on digital storytelling, influencer collaborations, and educational content to promote mindful eating.
Tech and Supply Chain Upgrades
Investments in backend technology and warehousing to support the brand’s growth and streamline operations.
Eat Better Co’s ambitions go beyond just snacking. The team envisions building a brand that becomes synonymous with clean eating in India. Here’s what’s likely in store:
Offline Expansion
While currently D2C-heavy, the company is exploring entry into modern trade outlets, fitness centers, and boutique health stores.
Sustainable Packaging
The brand is actively working on eco-friendly packaging to align with their philosophy of health and sustainability.
Export Opportunities
With Indian snacks gaining global interest, Eat Better Co may also look to enter international markets with health-focused ethnic offerings.
Eat Better Co is more than just a snack brand. It’s a reflection of how Indian consumers are evolving, demanding not just convenience but also transparency and nutrition from their food. Backed by a family-run vision, a growing fan base, and a team of supportive investors, the brand is well-positioned to lead the clean snacking revolution in India.
With Rs 17 crore now added to their arsenal, they’re set to make bigger moves, reach more homes, and prove that healthy doesn’t have to mean boring.
