Business Remedies | Rajshree Upadhyaya | Keeping both taste and health in mind, two cousins, Pranav and Karan Korke, launched The Healthy Binge in 2021 under True Agroroots Pvt. Ltd., thereby carving their own identity.
Pranav, who had built his career in finance and agriculture and had also spent time in Australia, returned to India with a new purpose. He wanted to reconnect with his roots and create a venture that could address growing health concerns. With his expertise in marketing and technology, Karan proved to be the ideal partner. Together, they experimented with millet-based recipes. Their vision was inspired by the idea of offering guilt-free indulgence made from nutritious ingredients like jowar (sorghum), ragi (finger millet), quinoa, amaranth, and makhana (fox nuts) — free from the harmful elements of traditional snacks such as trans fat, cholesterol, gluten, refined flour, or palm oil.
Their approach went beyond simply making healthy snacks; it was about making nutrition accessible and enjoyable. The cousins explained that their millet chips contain as much fiber as two apples, as much iron as a bunch of spinach, as much protein as an egg, and as much calcium as half a glass of milk. Priced affordably at around 40 per packet, each serving provides about 180 kilocalories, much lower than the 280 kilocalories typically found in fried chips.
Before launching in the market, Pranav and Karan worked on research and development for a year and invested 1 crore of their own money to set up a certified manufacturing plant near Pune. The plant received USFDA and ISO-22000 certifications, reflecting their commitment to quality and safety. The brand’s product portfolio included bold flavors such as Masala, Cheese, Barbecue, Chaat, Cajun, and Salted Caramel, along with variants like Ragi Crispies, Moringa Jowar Crispies, Amaranth Crispies, Quinoa Crispies, Jowar Crispies, and a multigrain savory mix.
Appreciation for Packaging and Taste
By the time they appeared on Shark Tank India (Season 2, Episode 33), their efforts had begun to bear fruit. The brand had crossed 56 lakh in lifetime sales, and monthly revenue grew from 6.5 lakh in August 2022 to 11 lakh by October. About 60% of sales came through e-commerce, while 40% came from retail outlets across 13 cities.
Despite strong gross margins of 55%, the company was spending nearly 5 lakh per month mainly on salaries and marketing, while operating at only 10% of its manufacturing capacity. On the show, they pitched for 50 lakh in exchange for 5% equity, valuing their venture at 10 crore.
All the Sharks praised the product’s packaging and taste. Peyush Bansal was the first to make an offer, later inviting Aman Gupta to join him, recognizing that Aman’s expertise in direct-to-consumer brands could accelerate their growth. Pranav and Karan accepted the offer and secured 50 lakh for 5% equity, along with the possibility of a follow-up investment of 5 crore if needed.
A Healthier Choice That’s Both Satisfying and Smart
Their clarity and authenticity during the pitch were appreciated, and The Healthy Binge was lauded for filling a genuine gap in the snacking industry with millet-based, baked, nutrient-rich snacks.
After the episode aired, online discussions praised the product’s taste and packaging, though some critics mentioned the seasoning could be strong and the pricing might limit reach. Despite such feedback, customers loved the brand, many ordering and enjoying the products.
Today, The Healthy Binge stands as a vivid example of how entrepreneurial determination, nutritional integrity, and thoughtful branding can redefine snacking. Through strategic partnerships, innovative products, and a passion for nutritious food, Pranav and Karan are building a brand that offers modern consumers a way to indulge without compromise — a healthy choice that is as satisfying as it is smart.
Written & Edited By:
Rajshree Upadhyaya
