Healthy eating: This Jaipur-based D2C brand gives a nutritional twist to Indian snacking.

Indian snacking has a conflicting hassle—most snacks aren’t healthy, and healthy snacks don’t taste properly. The snacks that we see on the market are dangerous and full of preservatives.

"The few that are healthy don't taste excellent," consume better co-founder Shaurya Kanoria says. Combining age-old food understanding with modern-day nutritional desires, family members Mridula Kanoria, Shaurya Kanoria, and Vidushi Kanoria launched Eat Higher in 2020.

The Jaipur-based D2C food brand says its snacks are 100% natural and made with the best ingredients.
In addition to sugar-free ladoos, we offer cool and savory mixes such as millet mix and quinoa seed mix. He explains that all of our snacks are vegan, gluten-free, and sugar-free.

The startup has 35+ SKUs. The price range begins at Rs. 99 and goes as high as Rs. 525.
making snacks healthy the products were advanced by using founder Mridula, who comes with over 25 years of revel in inside the nutrients space and growing healthy food recipes.

Her son, Shaurya, comes with over 10 years of entrepreneurial and digital marketing experience, while her daughter-in-law, Vidushi (co-founder and CMO of Eat Better), has worked at Godrej and also co-founded the D2C apparel brand Soxytoes. Eat Better’s manufacturing is absolutely in-house, in Jaipur, and employs over 100 people.
In keeping with the brand's mission to empower women, around 60 percent of those employed are women. In June of this year, the corporation extended its manufacturing ability by way of a component of 4X.

Making snacks wholesome products had been evolved by founder Mridula, who comes with over 25 years of experience in the nutrients area and growing wholesome meals recipes. Her son, Shaurya, comes with over 10 years of entrepreneurial and digital marketing experience, while her daughter-in-law, Vidushi (co-founder and CMO of Eat Better), has worked at Godrej and also co-founded the D2C apparel brand Soxytoes.

Eat Better’s manufacturing is completely in-house, in Jaipur, and employs over 100 people. In step with the brand's mission to empower women, around 60 percent of those employed are women. In June of this year, the company increased its production capability by a factor of 4X. "Our in-house manufacturing setup assists us in maintaining the highest quality standards," Shaurya adds. "if you observe the back labels of our products, you’ll see a listing of components that can be herbal, clean, and acquainted." All of them are sourced immediately from the farms, making the farmers our trusted partners.

the sort of chook's-eye view of the producing technique is what sets them apart, Shaurya says.
"All our recipes are developed in-house by a group of about 35 women, whereas most brands outsource manufacturing to contract manufacturers using a number of compound substances, additives, and food coloring.

Our snacks are still made in small batches using the best excellent components and are 100% higher while shipped across India.
The startup sells in large part via its website and via marketplaces like Amazon and Kindlife.in. It was funded in advance via bootstrapping with an initial amount of Rs 25 lakh and raised Rs 6 crore this year in its seed round, led by Java Capital and Mumbai Angels.
The round saw cooperation from Shiprocket Adventures, Capier Capital, and Plan B Capital. entrepreneurs together with Harpreet Grover, Arjun Vaidya, Radhika Ghai, Vishesh Khurana, Bimal Kartheek Rebba, Ishank Joshi, Venus Dhuria, Bhavik Vasa, and Divij Bajaj, amongst others, additionally participated in the round. "We are utilising this cash to increment the creation limit, release new items, and put resources into distribution," says Shaurya.

Targeting people over the age of 30, Eat Better says it has found demand among working experts, mothers, health enthusiasts, and in nuclear households where time to cook is constrained. At the time of investment, Karteek Pulapaka, partner at Java Capital, said, "Very few manufacturers controlled flavor, form factor, and healthy ingredients at the same time."

Eat Better has been able to achieve this, which is contemplated within the 38% mom increase and excessive client retention rate. The organisation claims to have been profitable since its inception and has been earning over Rs 1 crore a month. While it didn’t reveal sales figures, consume better says it has registered a 400% YoY increase during the last two years.

The way ahead India is slated to become a $30 billion market for fitness food through 2026, in keeping with IBEF. "Independent companies are unable to compete with FMCG giants." Clients are actively searching for healthy food options, and quality meals are in high demand.

"This makes it notably less difficult for us to benefit our clients' health by providing them with great-tasting healthy snacks," Shaurya comments.

The startup contends with any semblance of Yoga Bar, Nutty Gritties, Happilo, and Farmley, among others. "Clients are waking up to extra-conscious, healthful selections, and at Eat Better, we want to guide them on their journey of fitness without compromising on flavor," highlights Mridula.

The startup intends to scale to disconnected retail and enter various commercial centers. "We can additionally foster the wide collection of things we are offering." "Our point is to be the go-to check for a family's smart dieting wants," Shaurya says.