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§ Private Profile · Jaipur, India
The Eat Better Company is a technology company.
The Eat Better Company develops and markets a range of healthy snack alternatives, emphasizing nutritious ingredients and preparation methods. Their product line includes items like millet-based namkeen and dry-fruit laddoos, focusing on roasted preparations, the absence of added sugars, and no palm oil. The company integrates traditional food wisdom with contemporary nutritional science to formulate offerings that cater to a health-conscious consumer base.
Founded in August 2020 by Shaurya Kanoria and Mridula Kanoria, the company emerged from an observation of modern dietary challenges within busy family life. The founders identified a gap for convenient yet wholesome snacking options, driven by the insight that traditional food practices could be adapted to meet the demands of fast-paced, contemporary lifestyles. Their shared vision led to the creation of accessible, better-for-you snack choices.
The product targets individuals seeking guilt-free snack alternatives that do not compromise on taste or quality. The company's mission is to make delicious and healthy snacking easy, affordable, and readily available. They envision a future where consumers can consistently enjoy snacks that align with both traditional culinary values and modern health principles, promoting overall well-being through conscious eating.
The Eat Better Company has raised $730K across 1 funding round.
The Eat Better Company has raised $730K in total across 1 funding round.
The Eat Better Company has raised $730K across 1 funding round. Most recently, it raised $730K Seed in March 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2022 | $730K Seed | Karteek Pulapaka, Mumbai Angels | V3 Ventures, Arjun Vaidya, Bhavik Vasa, Bimal Kartheek Rebba, Divij Bajaj, Harpreet Singh Grover, Ishank Joshi, Radhika Ghai, Venus Dhuria, Vishesh Khurana, Capier Investments, Planb Capital, Shiprocket Ventures | Announced |
The Eat Better Company has raised $730K in total across 1 funding round.
The Eat Better Company's investors include Karteek Pulapaka, Mumbai Angels, V3 Ventures, Arjun Vaidya, Bhavik Vasa, Bimal Kartheek Rebba, Divij Bajaj, Harpreet Singh Grover, Ishank Joshi, Radhika Ghai, Venus Dhuria, Vishesh Khurana.
Eat Better Co (also known as Eat Better) is a Jaipur-based D2C food startup founded in 2020 that produces healthy, organic snacks blending traditional Indian food wisdom with modern nutrition.[1][2][4][5] It offers plant-based, gluten-free, and vegan products like millet namkeen (roasted, not fried, no palm oil), dry-fruit laddoos (no added sugar), nut and seed mixes, and flavored dry fruits such as hazelnut & chocolate or peanut & chocolate, sold via its website, Amazon, and quick commerce channels.[1][2][6] Targeting health-conscious consumers in India, particularly families seeking natural alternatives to processed snacks, the company solves the problem of chemical-laden, unhealthy snacking by providing 100% natural, additive-free options.[1][2][6] With 56 employees, ₹14.7 Cr revenue in FY24, and total funding of ~$2.7M (₹22.33 Cr) across seed rounds from investors like Java Capital and Mumbai Angels, it shows strong growth, including a recent Pre-Series A in April 2025 and Shark Tank India appearance.[1][2][4][6]
Eat Better Co was founded in August 2020 by Mridula Kanoria and Shaurya Kanoria in Jaipur, India, as a response to the need for wholesome snacks amid rising health awareness post-pandemic.[1][5] The husband-wife duo drew from ancient culinary practices to create modern, nutritious products free of chemicals, artificial flavors, and colors, starting with dry fruits and expanding to millet-based and vegan items.[1][2][6] Early traction came from D2C sales on their site and marketplaces like Amazon, bolstered by seed funding that enabled production scaling, team building, and marketing.[1] Pivotal moments include multiple funding rounds totaling $2.68M–$2.73M, a Shark Tank feature, and plans for quick commerce expansion to capture repeat grocery buys, positioning it as a leader in kids' healthy snacks.[2][4][6]
(Note: A separate U.S.-based "Better Brand" at eatbetter.com uses grain-changing tech for low-carb items like The Better Bagel, but this profile focuses on the Indian Eat Better Co matching the query.[3])
Eat Better Co rides the D2C health food wave in India, fueled by post-pandemic demand for clean-label, organic snacks amid rising obesity, diabetes, and wellness trends.[1][2] Timing aligns with quick commerce boom (e.g., Blinkit, Zepto) enabling impulse healthy buys and e-commerce growth, where it leverages marketplaces for scale.[1][2][4] Market forces like urban health consciousness, vegan/gluten-free shifts, and investor interest in food-tech (e.g., competitors like Slurrp Farm) favor it, with India's snack market projected to grow via natural products.[2] It influences the ecosystem by normalizing additive-free snacking for kids, inspiring similar startups, and using funding for supply chain tech in production/distribution.[1][4]
Eat Better Co is poised for Pre-Series A acceleration, targeting #1 healthy kids' snacks in India via quick commerce, new launches, and production ramps.[2][4] Trends like sustainable snacking, protein-enriched foods, and D2C personalization will shape it, potentially hitting higher revenue with omni-channel dominance. Its influence may evolve by setting standards for natural Indian snacks, expanding exports or categories, tying back to its core mission of delicious, guilt-free indulgence through ancient-modern fusion.[1][6]