Eat Better Ventures, a healthy snacking brand, has raised Rs 5.5 crore funding in a seed round led by Java Capital and Mumbai Angels.

Shiprocket Ventures, CapierCapital and Plan B Capital participated in this funding round. The seed round also saw participation from entrepreneurs including Divij Bajaj, Harpreet Grover, Arjun Vaidya, Venus Dhuria, Bhavik Vasa, Radhika Ghai, Vishesh Khurana, among others also participated in the round.

As per the startup, the freshly raised funds will be used to ramp up its production capacity, launch new products, and augment its marketing and distribution channels. 

Eat Better | Helping People Make Healthy Food Choices

Founded by mother-son duo- Mridula Kanoria and Shaurya Kanoria in August 2020, Eat Better is a Jaipur-based direct-to-consumer brand making healthy organic snacks. The brand makes snacks that are 100% natural and without chemicals, artificial flavours and colours.

Speaking about the development, Shaurya Kanoria, Co-founder of Eat Better, said,

“Most packaged foods available are full of chemicals, artificial flavours and preservatives. Eat Better aims to change this narrative. We are excited to welcome an amazing group of investors who have backed and scaled large businesses. Our aim is to build a large and enduring food and beverage brand that offers customers delicious and healthy foods at the click of a button.”

Eat Better primarily sells on its own website as well as marketplaces such as Amazon. The Jaipur-based snack brand claims to have expanded revenues by ten times over the past 18 months.

Snacking is one of the biggest categories within packaged food in India, with annual sales of Rs40,000 crore. As per data from Tracxn, nearly 1500 companies have entered the food and beverages (F&B) segment, raising $1.6 billion over the past five years.

Last month, Bengaluru-headquartered healthy snacking direct-to-consumer brand Happilo raised $25 million from Motilal Oswal Private Equity. In January 2022, snacks brand TagZ Foods raised an undisclosed amount from Ashneer Grover of BharatPe and Namita Thapar, executive director of Emcure Pharmaceuticals.

For more stories of startups, click Startup Stories.

Follow us and connect with us on Instagram, Facebook, Twitter and LinkedIn.