Rajshree Upadhyaya | Business Remedies | By launching a better snacking brand in India, Mridula, Vidushi and Shaurya Kanoria have carved out a strong identity for themselves. They founded Eat Better Co in Jaipur in 2020. The idea was simple yet powerful: most packaged snacks available in India force consumers to choose between taste and health.
For the founders, this gap was deeply personal. What began as careful experimentation in their own kitchen gradually evolved into a business idea rooted in traditional Indian food wisdom combined with modern nutritional awareness. The founders believed that everyday snacking could be reimagined using clean ingredients-without preservatives, refined sugar, or palm oil-while still offering familiar flavours that feel comforting and enjoyable.
From its early days, Eat Better Co positioned itself as a brand that celebrates mindful eating without guilt. The founders focused on creating snacks that fit seamlessly into daily routines, whether as a mid-day bite or an evening craving. The brand’s growing portfolio-featuring sugar-free dry fruit laddoos, millet-based namkeens made without palm oil, and nut and seed mixes designed for balanced nutrition-resonated strongly with urban consumers who were becoming increasingly label-conscious.
Word-of-mouth and online traction helped the company steadily expand beyond Jaipur into several Indian cities through a direct-to-consumer model. As the business grew, the founders invested heavily in sourcing high-quality ingredients and ensuring consistency across batches. This focus helped Eat Better Co stand out in an increasingly crowded healthy snacking space. Transparent packaging and honest communication built trust and enabled the brand to develop a loyal base of repeat customers. By the time Eat Better Co entered the national spotlight, it had already achieved strong monthly revenues and built a fast-growing digital presence across marketplaces and quick commerce platforms.
Rapid Growth in Demand Across Online Platforms
A major turning point came when Eat Better Co appeared on Shark Tank India Season 4. The founders delivered a confident pitch, sharing their journey, growth metrics, and long-term vision of building a large, homegrown “better-for-you” snacking brand. They sought an investment of Rs. 50 lakh for 0.5% equity, valuing the company at Rs. 100 crore.
The sharks were impressed by the clarity of the business model, product differentiation, and execution. Namita Thapar ultimately matched the founders’ ask and added a royalty structure until her investment was recovered-marking a rare moment of alignment between entrepreneurial confidence and investor trust.
Following the episode’s telecast, Eat Better Co saw a sharp surge in demand across online platforms, significantly boosting brand visibility and credibility. Building on this momentum, the company raised Rs. 17 crore in a pre-Series A funding round in 2025, led by Prath Ventures and Spring Marketing Capital. The funding was aimed at expanding the product range, strengthening supply chain capabilities, and deepening presence across quick commerce and direct-to-consumer channels.
Focused on Innovation in Clean Snacking
Today, Eat Better Co is fully operational and growing rapidly. The brand fulfills millions of orders every month and is available both on major quick commerce platforms and its own website. Its focus remains firmly on innovation in clean snacking, while staying rooted in Indian flavours and ingredients.
What began as a family-driven idea has now evolved into a nationally recognised brand that reflects changing consumer preferences in India. The journey of Eat Better Co demonstrates how authenticity, disciplined execution, and a clear understanding of customer needs can transform a homegrown idea into a fast-growing startup.
With its expanding range of better-for-you snacks and strong investor backing, the company is carving out a distinct position in India’s rapidly evolving food and FMCG landscape.
