Business Remedies |Rajshree Upadhyaya | June 7, 2025 | Nitin Kalra, a former executive at ITC and PepsiCo, began to grow increasingly concerned about the health implications of snacks laden with preservatives, palm oil, and artificial flavors. He feared that children consuming these could be inviting health problems. This worry led him to consider an alternative: why not make snacks using 100% groundnut oil, which does not adversely affect children’s health ?
With this conviction, he began experimenting in the kitchen of his Delhi home along with his wife Chitra Gupta, mother Neelam Kalra, and family member Geetanjali. The aim was to craft snacks that were not only delicious and familiar but also clean and wholesome. This idea took shape in 2021 as Let’s Try, a health-first snack brand launched under the banner of Earth Krust Private Limited. From the beginning, Let’s Try committed itself to doing things differently. All their snacks are made using 100% groundnut oil, completely free from preservatives, artificial colors, or flavoring agents. Even their savory mixes prioritize higher proportions of core ingredients, making them a better choice for health-conscious consumers. However, this quality-driven approach results in a product pricing roughly 15% higher than mainstream brands like Haldiram.
Available Through Over 2,000 Offline Retail Stores
In its early months, the brand focused on word-of-mouth and quality-driven growth. Without any major marketing push, their monthly revenue jumped from Rs. 50,000 to Rs. 16 lakh within just seven months. This impressive leap was largely due to the family’s hands-on approach to customer base building, product development, and quality control. The snacks were soon made available through the brand’s own website, major e-commerce platforms like Amazon and Flipkart, and more than 2,000 offline retail stores across Delhi-NCR. The brand also posted healthy business fundamentals, with gross margins of 55-60% and net margins of around 25-30%.
A turning point came with the brand’s appearance on the first season of Shark Tank India. The founders impressed the sharks with their clean-label ingredients and strong margins, securing an offer of Rs. 45 lakh for 2% equity. Eventually, after discussions, Aman Gupta closed the deal at Rs. 45 lakh for 12% equity. This exposure gave Let’s Try national recognition.
Product Line Expanded to Over 50 SKUs
Following Shark Tank, Let’s Try attracted strong investor interest. The brand was already gaining traction with seed funding support from prominent names like Venture Catalysts, Kiran Kumar (former PepsiCo India head), and Prateek Sabharwal (former Kellogg’s director). This momentum culminated in a $2.5 million pre-Series A funding round led by Singapore-based SWC Global, with participation from Wipro Consumer Ventures, 100 Unicorns, and Aman Gupta himself.
With this capital infusion, the company scaled operations, strengthened its supply chains, expanded into Tier 2 and Tier 3 cities, and invested in omnichannel brand-building. In under three years, Let’s Try grew from a Rs. 1 crore brand to one with an annual run rate of Rs. 120 crore, with aspirations to hit Rs. 1,000 crore by 2028. Its product line has expanded to over 50 SKUs, including roasted makhana (fox nuts), chana (chickpeas), bhujia, cookies, and much more, all developed in-house to maintain quality and innovation flexibility. Its multi-channel distribution network across modern trade, general trade, D2C, and e-commerce ensures that the brand stays close to its growing consumer base.
Clean-Label, Nutrient-Rich Choices
What makes Let’s Try particularly relevant is its alignment with the evolving consumer behavior in India. As Indian snackers move away from fried and synthetic-filled products towards clean-label and nutrient-rich options, Let’s Try is carving a distinct niche by blending traditional Indian flavors with modern health sensibilities. In a market growing at over 8% CAGR, the brand is not only advancing but also setting the pace. At its core, the brand is rooted in a family’s desire to feed their children better. It proves that with purpose and perseverance, even the simplest idea can transform into a nationwide movement for mindful snacking.
Written & Edited By:
Rajshree Upadhyaya
