What Open Secret does

Open Secret is a Mumbai-based consumer packaged goods company founded in 2019 by Ahana Gautam and Udit Kejriwal that manufactures and sells healthy snack products under the positioning 'India ki UnJunk Dukaan' (India's Un-Junk Store). The company's product portfolio spans over 250 SKUs across 15+ categories including baked cookies with 40-50% real nut content, flavored nuts, protein supplements (DailyWHEY+ and Daily Plant Protein), cereals, millet-based namkeen, baked bhujia, gift hampers, and specialty items like Kashmiri walnut kernels and California almonds. Its core technical differentiator is the 'un-junking' formulation methodology: eliminating maida, palm oil, refined sugar, and artificial preservatives from products traditionally containing these ingredients, while maintaining taste through natural sweeteners like jaggery and a four-source plant protein blend (pea, rice, moong, guar).

The business operates on a multi-channel revenue model: direct-to-consumer e-commerce through its Shopify-powered storefront at opensecret.in (primary channel), quick commerce distribution via Blinkit, Zepto, and Swiggy Instamart for 10-minute urban delivery, and a B2B corporate gifting channel for bulk orders. Products are priced on a one-time purchase basis ranging from ₹55 to ₹2,499, with discounts of 4-55% off MRP and value combo bundles driving higher average order values. The company serves three primary segments: health-conscious individual consumers (primary), corporate/B2B gifting customers, and urban quick commerce shoppers. By 2023, Open Secret had served over 1.5 million families and built a platform ecosystem of 100+ partner brands.

The company has raised approximately $11.4 million+ across five funding rounds between 2019 and 2024, with notable investors including Z47 (formerly Matrix Partners India), Sixth Sense Ventures, Ananta Capital, and Titan Capital. It employs 251-500 people with a workforce that is majority women, including mothers on the production floor providing quality oversight. The company operates exclusively in India and has received recent regulatory attention from FSSAI regarding quality complaints on specific date products.

Name

Open Secret

Legal name

Open Secret

Website

https://opensecret.in

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

251–500 employees

Short description

Open Secret is a Mumbai-based healthy snack brand founded in 2019 that manufactures and sells unjunked snacks—cookies, nuts, protein supplements, cereals, and namkeen—free from maida, palm oil, and refined sugar, serving health-conscious Indian consumers through D2C e-commerce, quick commerce platforms, and B2B corporate gifting.

Ownership category

akta.pro rank

Product category

Healthy Packaged Snacks

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Other Snack Food Manufacturing (311919)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)

Keywords

• Healthy snack foods
• Unjunked snacks
• Plant protein powders
• Dry fruits nuts
• Corporate gifting hampers

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Open Secret generates revenue primarily through direct-to-consumer sales via its own e-commerce platform (opensecret.in). Customers purchase products at listed prices with occasional discounts ranging from 4% to 55% off. The company also offers bundled products and value combos to drive higher average order values.
2. Quick Commerce Distribution: Revenue through quick commerce platforms including Blinkit, Zepto, and Swiggy Instamart. The company benefits from increased visibility and impulse purchasing behavior on these platforms, which have become significant growth channels for D2C brands in India.
3. Corporate and Bulk Orders: Open Secret offers bulk order and corporate gifting services, targeting businesses for festive gifting, employee gifting, wedding gifting, and pantry snacking needs. This B2B revenue stream serves as an additional channel beyond direct consumer sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Open Secret manufactures and sells 'unjunked' packaged snacks across cookies, flavored nuts, dry fruits, protein powders, breakfast oats, cereals, baked bhujia, millet-based namkeen, supergrain chips, and curated gift hampers. All products are formulated without maida, palm oil, refined sugar, or artificial preservatives and preservatives, with flagship innovations including DailyWHEY+ whey + plant protein blend and a four-source vegan plant protein blend. The company sells through its own Shopify storefront, quick commerce partners (Blinkit, Zepto, Swiggy Instamart), and a dedicated B2B corporate gifting and bulk order channel.

Product overview

Open Secret is a Mumbai-based healthy snack brand founded in 2019, positioning itself as 'India ki UnJunk Dukaan' (India's Un-Junk Store). The company offers a diverse portfolio of over 250+ products across 15+ categories including cookies, nuts, protein supplements, cereals, chips, namkeen, and gift hampers. The core product philosophy is 'Un-junking' - eliminating maida, palm oil, refined sugar, and artificial preservatives from all products. Key product lines include DailyWHEY+ (India's first Whey + Plant protein blend), Daily Plant Protein (vegan option), Nutty Cookies (40-50% real nuts), flavored nuts with prebiotics/probiotics, high-protein breakfast options (oats, cereals), and various millet-based snacks. The company operates primarily through its Shopify-powered e-commerce platform and distributes via quick commerce channels including Blinkit, Zepto, and Swiggy Instamart. Open Secret partners with 100+ food and beverage brands to offer a comprehensive healthy food marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• DailyWHEY+ Whey + Plant Protein Blend India's first whey + plant protein dual-source blend providing 24g complete protein per scoop at only 131 kcal, with a natural digestive blend (ginger, fennel, cinnamon, fenugreek) and FSSAI certification plus third-party NABL lab testing. Targeted at fitness-conscious adult consumers seeking clean-label protein supplementation.
• Open Secret Daily Plant Protein Vegan plant protein powder powered by four sources (pea, rice, moong, guar) delivering 24g protein per scoop at 122 kcal with natural herbs for digestion; FSSAI certified. For vegan and lactose-intolerant consumers seeking complete amino acid profile supplementation.
• Open Secret High Protein Healthy Breakfast Oats High protein breakfast oats with 22% protein content, high fiber, no refined sugar, made with almonds, soy protein, and pumpkin seeds. Marketed under the 'Un-junked' product line for health-conscious consumers seeking convenient high-protein breakfast options.
• Open Secret Choco Almond Cereal Un-junked desi cereal made with Daliya and Red Poha, rich in fiber and protein, zero added maida and artificial preservatives; contains rolled oats, almonds, red poha, jaggery, and honey. Targeted at families seeking healthier breakfast cereal options.
• Open Secret Assorted Nutty Cookies (Pack of 30) Baked cookies with 40–50% real nuts (almonds, cashews, peanuts), no maida, no palm oil, no refined sugar, no artificial preservatives; available in Choco-Almond, Peanut Butter, and White Chocolate Cashew flavors. Targeted at health-conscious families and children.
• Open Secret Assorted Gourmet Cookies Celebration Gift Box (12 Pcs) Gift box of handcrafted nutty cookies with 40–50% nuts, 60% less sugar than regular cookies, and zero added maida; features Choco-Almond, Peanut Butter, and White Chocolate Cashew varieties. Targeted at consumers and corporate buyers seeking premium healthy gifting options.
• Open Secret Sweet Nuts Combo Premium roasted nuts (cashews, almonds, peanuts) with no palm oil, no refined sugar, coated with live prebiotics and probiotics for gut health; available in Caramel Sea Salt and Orange Cocoa flavors. Targeted at consumers seeking gut-friendly snacking.
• All in One Nuts Combo Pack Assorted flavored nuts pack including Caramel Sea Salt Almonds, Orange Cocoa Almonds, Cream & Onion Cashews, and Tandoori Masala Nut Mix; all roasted, not fried, with prebiotics and probiotics. For consumers seeking variety in healthy nut-based snacking.
• Open Secret Premium Whole Cashews 100% natural whole cashew kernels, gluten-free, zero trans fat, zero cholesterol, rich in healthy fats, protein, and fiber. Targeted at health-conscious consumers seeking premium dry fruits.
• Open Secret Unjunked Walnut Kernels Kashmiri walnut kernels, zero trans fat, protein-packed, rich in iron, gluten-free, high in antioxidants and Omega 3s. For consumers seeking premium unjunked dry fruits.
• Open Secret Premium California Almonds Premium quality California almonds, rich in protein and healthy fats. For consumers seeking premium everyday almonds.
• Open Secret Premium Makhana Plain makhana (foxnuts) with hygienic packaging, premium quality, fresh and handpicked, protein-rich and fiber-rich; low-calorie snack suitable for weight management. Targeted at weight-conscious and health-focused consumers.
• Open Secret Unjunked Bhujia Baked bhujia snack, not fried, zero palm oil, no maida, no added preservatives; part of the 'Un-junked' chips and snacks category. Targeted at traditional Indian snack consumers seeking a cleaner alternative.
• Open Secret Supergrain Chips Chips made with supergrains, available in Tandoori and Chilli Pizza flavors; not fried, part of healthy snacking options. For consumers seeking flavored chip alternatives without palm oil and preservatives.
• Open Secret Unjunked Namkeen Range Millet-based namkeen snacks including Chilli Chatpata Millet, Khatta Meetha Millet, Lemon Pudina Millet, Papad Namkeen, Corn Namkeen, Sabudana Namkeen, and Bhel Namkeen; all unjunked with no harmful ingredients. Targeted at Indian households seeking healthier traditional namkeen options.
• Open Secret Gift Hampers Curated gift boxes including Snack Box, Unjunked Gift Box, Dry Fruit Gift Box, Dry Fruits and Cookies Gift Box, Dry Fruits and Herbal Tea Gift Box, and festive celebration gift hampers. Targeted at both individual consumers and corporate buyers for gifting occasions.
• Assorted Flavored Nuts Powerplay Pack of 8 Variety pack containing Cream and Onion Nutty Cashews, Tandoori Masala Nut Mix, Caramel Sea Salt Almonds, and Orange Cocoa Nutty Almonds (2 packs each). For consumers seeking a mix of flavored nuts in one pack.
• Open Secret Un-junked Dates Healthy un-junked dates product distributed via Flipkart Minutes quick commerce delivery platform, positioned as a natural sweetener and energy snack. Targeted at health-conscious consumers seeking clean-label dates.
• Corporate and Bulk Gifting Service Dedicated B2B service for corporate gifting, employee gifting, wedding gifting, festive gifting, and pantry stocking, with custom packaging and volume-based pricing on inquiry. Targeted at companies, HR/admin teams, event planners, and wedding organizers.

Quantifiable outcome

• 1200%+ growth recorded in 2020
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BlinkitcoreChannel Partner/ Reseller/ DistributorQuick commerce platform partner enabling 10-minute delivery of Open Secret products in urban areas. Blinkit has emerged as a significant growth channel for D2C brands, driving scaling through impulse purchasing behavior.
• ZeptocoreChannel Partner/ Reseller/ DistributorQuick commerce platform partner providing rapid delivery services for Open Secret products. Zepto is one of India's fastest-growing quick commerce companies serving urban consumers.
• Swiggy InstamartcoreChannel Partner/ Reseller/ DistributorQuick commerce arm of Swiggy enabling delivery of Open Secret products alongside food delivery services. Swiggy Instamart has become a significant channel for D2C brand discovery and purchase.
• 100+ Food and Beverage Brands (Platform Partners)minorStrategic or Co-development PartnerBy 2023, Open Secret partnered with over 100 food and beverage brands to create a unique one-stop platform for unjunked foods and beverages. This platform approach extends beyond Open Secret's own products to curate a wider range of healthy food options.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Plix: Plant-based nutrition and wellness brand offering protein powders, snacks, and beauty nutrition. Direct peer in DailyWHEY+/Daily Plant Protein category and adjacent to Open Secret's better-for-you positioning.
• True Elements: Better-for-you Indian D2C brand across breakfast cereals, snacks, and seeds. Overlaps with Open Secret in oats, muesli, dry fruits, and millet-based healthy snacks targeting similar health-conscious urban consumers.
• Farmley: Premium dry fruits, nuts, and seeds brand selling through D2C and quick commerce. Direct overlap on roasted nuts, flavored cashews, almonds, and corporate gifting — competing head-to-head on Blinkit/Zepto.
• Slurrp Farm: Healthy kids' and family snack brand with millet-based noodles, dosa, and pancakes. Overlaps with Open Secret on family/kids healthy snacking and the no-maida positioning.
• The Whole Truth: Clean-label Indian snack and protein brand with a 'no hidden ingredients' philosophy. Direct peer on the transparency/un-junked positioning axis, D2C-led model, and category overlap in cookies, protein bars, and supplements.
• Wellbeing Nutrition: Indian D2C nutrition brand offering melts, protein supplements, and functional snacks. Direct overlap with Open Secret's DailyWHEY+ and Daily Plant Protein launches in the protein supplements category.
• Yoga Bar: India's leading better-for-you snack brand (muesli, protein bars, nuts). Most direct comparable on positioning, target consumer (health-conscious urban Indians), and D2C-first go-to-market, with similar reliance on quick commerce for scale.
• Himalayan Natives: Premium Himalayan dry fruits, nuts, and seeds brand with strong D2C and quick commerce presence. Direct competitor in the nuts/dry fruits category that is core to Open Secret's assortment.

Broad incumbents

• Britannia Industries: India's largest packaged bakery and biscuits incumbent. Represents the broad incumbent threat — replicating better-for-you cookie and snack formulations with vastly superior distribution and shelf presence.

Emerging players

• Nourish You: India-based D2C brand focused on millets, seeds, and plant-based protein. Emerging player with partial overlap in millet-based namkeen and breakfast categories where Open Secret has expanded.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OpenSecretsnack
• Facebookfacebook.com/opensecretsnacks
• Instagraminstagram.com/opensecretsnacks
• LinkedInlinkedin.com/company/opensecretsnacks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Open Secret