Shark Tank India-featured snacking brand Eat Better Co raise Rs 17 crore in funding

Direct-to-consumer healthy snacking brand Eat Better Co has raised Rs 17 crore (approximately $2 million) in a pre-Series A funding round co-led by Prath Ventures and Spring Marketing Capital, with participation from existing investors.

The capital will support the startup's efforts to expand its product portfolio and scale operations across quick commerce platforms, including Zepto, Blinkit, and Swiggy Instamart.

Eat Better's offerings

Founded in 2020 by Mridula Kanoria, Vidushi Kanoria, and Shaurya Kanoria, Eat Better Co offers a range of clean-label snacks—from dry fruit laddoos and roasted namkeens to nut and seed mixes—crafted with a focus on health, taste, and transparency.

The brand has positioned itself as a modern-day alternative to traditional Indian snacks, balancing indulgence with wellness.

Shark Tank India's appearance

The Jaipur-based startup gained national visibility after appearing on the most recent season of Shark Tank India, where it secured a commitment of Rs 50 lakh from Namita Thapar, executive director at Emcure Pharmaceuticals, at a valuation of Rs 100 crore. 

It currently fulfils over 200,000 orders monthly through its own platform and third-party marketplaces, riding the wave of demand for functional and "better-for-you" food products.

Financial performance

Financial data sourced from Tofler indicates that Eat Better's standalone revenue nearly tripled in FY24, rising from Rs 5.33 crore in FY23 to Rs 14.47 crore in the fiscal year ending March 31, 2024.

The startup also managed to reduce its net loss by 46%, bringing it down to Rs 63 lakh from Rs 1.18 crore in the previous financial year—a signal of improved cost control amid growth.

“When we started, it was just about making great snacks for friends and family. But over the years, we realised we were solving a much bigger problem—people wanted delicious, healthy snacks they could trust,” co-founder Mridula Kanoria said earlier.