The Eat Better Company
The Eat Better Company (Eat Better Ventures Pvt Ltd) is a Jaipur-based D2C brand that manufactures and sells healthy, organic snacks — laddoos, namkeens, nut mixes, combos, and gift hampers — through its own e-commerce site, marketplaces, retail, and a corporate gifting program serving health-conscious consumers and enterprises across India.
- Company typePrivate
- Founded2020
- HeadquartersJaipur, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Eat Better Company does
The Eat Better Company (legal entity: Eat Better Ventures Pvt Ltd, doing business as 'Eat Better Co') is a Jaipur, India-based direct-to-consumer brand that manufactures and sells healthy, organic snacks including laddoos, millet-based namkeens, nut mixes, value combos, and curated gift hampers. The company operates from a 50,000 sq ft FSSAI and FDA certified manufacturing facility and sells primarily through its own e-commerce storefront (eatbetterco.com), supplemented by listings on Amazon India and BigBasket, general retail trade, and a dedicated corporate gifting program. Core product positioning centers on no added sugar (using dates as sweetener), no palm oil, millet-based savory snacks, and clean-label ingredients, supported by a referenced 6-layer quality protocol and dual taste-plus-macro testing.
The company's go-to-market is omnichannel D2C with secondary B2B distribution. Consumer purchases are one-time transactions priced in Indian Rupees across a band of roughly ₹269 to ₹2,100, with no subscription model currently visible. The corporate gifting program serves large enterprises across technology, financial services, FMCG, hospitality, healthcare, and professional services, with named logos including Google, JP Morgan, Jefferies, Invesco, Amazon, Tata Group, Godrej, JSW Group, Dr. Reddy's, Danone, Procter & Gamble, Radisson, Hyatt, EY, LinkedIn, and others. The company claims more than one million satisfied customers cumulatively and gained significant brand visibility from a Shark Tank India television appearance.
The company was founded around 2020 (per firmographics), raised Rs 5.5 crore (~$725K) in seed funding in March 2022 led by Java Capital and Mumbai Angels, and reported a smaller follow-on raise of approximately $572K in February 2025. Leadership listed in the data is Vidushi Kajaria as co-founder and CMO. No proprietary technology platform, no AI/ML capabilities, and no patent or trademark portfolio are disclosed; the business is fundamentally a food product formulation, certified manufacturing, and multi-channel distribution operation, with brand recognition (Shark Tank India, 'Top 10 D2C Snacks Brand' recognition) as a primary intangible asset.
The Eat Better Company firmographics
Firmographics- Name
- The Eat Better Company
- Legal name
- Eat Better Ventures Pvt Ltd
- Website
- https://gottaeatbetter.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Eat Better Company (Eat Better Ventures Pvt Ltd) is a Jaipur-based D2C brand that manufactures and sells healthy, organic snacks — laddoos, namkeens, nut mixes, combos, and gift hampers — through its own e-commerce site, marketplaces, retail, and a corporate gifting program serving health-conscious consumers and enterprises across India.
- Ownership category
- akta.pro rank
The Eat Better Company industry classification
Industry- Product category
- Healthy Snacks
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where The Eat Better Company is headquartered
LocationHeadquarters
- HQ city
- Jaipur
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
The Eat Better Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: One-time transaction-based sales through company's own e-commerce storefront. Customers purchase individual products, combos, and gift sets at listed prices.
- Marketplace Sales: Sales through third-party online marketplaces including Amazon and BigBasket, generating transaction revenue through those platforms.
- Corporate Gifting: B2B corporate gifting program where companies can order bulk quantities of snacks and gift sets for employee gifts, client appreciation, and corporate events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at fixed prices with occasional discounts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
The Eat Better Company product offering
Product offeringCore offering
The Eat Better Company is a direct-to-consumer brand that manufactures and sells healthy organic snacks — including no-added-sugar laddoos (energy balls) made with dates, dry-fruits and nuts, millet-based namkeens, nut mixes, value-pack combos, and curated gift hampers — produced at its own 50,000 sq ft FSSAI and FDA certified facility in Jaipur. Its products are sold via its own e-commerce storefront (eatbetterco.com), Amazon, BigBasket, and general retail, with a dedicated B2B corporate gifting channel serving enterprise customers.
Product overview
The Eat Better Company is a D2C healthy snacks brand that appeared on Shark Tank India. The company offers a unified portfolio of healthy snack products organized into five main categories: Sweets & Laddoos (energy balls made with dates, dry-fruits, and nuts in various flavors like Hazelnut Chocolate, Peanut Chocolate, Coffee Almond, and Vanilla Chocolate), Namkeens (savory millet-based snacks including Millet Bhujia and Millet Bhel), Nuts & Mixes (nut-based snacks and trail mixes), Combos (bundled value packs including the popular Ultimate Snack Box with 12 snacks), and Gift Sets (curated hampers for gifting occasions like the New Mom Kit and Motherhood Glow-Up Hamper). All products emphasize natural ingredients, no added sugar, and no palm oil. The company operates from a 50,000 sq ft FSSAI certified facility and has served over 100,000+ customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultimate Snack Box - Combo of 12 Healthy Snacks A 12-in-1 combo box offering a variety of healthy snacks across laddoos, namkeens, nuts and mixes, targeted at health-conscious consumers and families looking for a curated tasting of the brand's range.
- Assorted Laddoo Box - 24 Laddoos in 6 Different Flavors A box of 24 no-added-sugar laddoos in 6 dry-fruit flavors, made with dates, dry-fruits and nuts, targeted at health-conscious consumers and parents seeking better-for-you Indian sweets.
- Assorted Laddoo Box - 42 Dry-Fruit Laddoos in 6 Delicious Flavors A larger 42-piece assortment of no-added-sugar laddoos in 6 dry-fruit flavors for health-conscious consumers, families, and corporate gifting at higher volumes.
- Assorted Namkeen Combo of 4 A combo of 4 millet-based namkeen varieties that are roasted, crunchy, and chatpata with no palm oil, targeting consumers seeking healthier savory snack alternatives.
- Hazelnut Chocolate Laddoos - Value Pack Value pack of hazelnut chocolate-flavored no-added-sugar laddoos made with dates, dry-fruits and nuts, targeted at consumers wanting a premium chocolate-flavored laddoo without refined sugar.
- Peanut Chocolate Laddoos - Value Pack Value pack of peanut chocolate-flavored no-added-sugar laddoos made with dates, dry-fruits and nuts, targeted at consumers seeking a nut-and-chocolate snack with no added sugar.
- Coffee Almond Laddoos - Value Pack Value pack of coffee almond-flavored no-added-sugar laddoos made with dates, dry-fruits and nuts, targeted at adult consumers who want a coffee-forward healthy snack.
- Vanilla Chocolate Laddoos - Value Pack Value pack of vanilla chocolate-flavored no-added-sugar laddoos made with dates, dry-fruits and nuts, targeted at consumers wanting a mild, classic flavor profile.
- Assorted Laddoo Gift Hamper in a Tin Box A premium gift hamper containing assorted no-added-sugar laddoos in a decorative tin box, targeted at personal gifting occasions and corporate gifting customers seeking premium presentation.
- New Mom Congratulations Kit A wholesome gift hamper designed to celebrate and support new mothers, targeted at parents, family members, and corporate gifting buyers seeking thoughtful mother-and-baby presents.
- The Motherhood Glow-Up Hamper A curated gift hamper designed to celebrate motherhood, targeted at gifting buyers (parents, family, corporate) looking for health-focused mother-oriented hampers.
- Millet Bhujia - Pudina Masti A millet-based savory bhujia (Indian crisp snack) flavored with mint, targeted at health-conscious consumers seeking a no-palm-oil alternative to traditional fried bhujia.
- Millet Bhel - Bombay Bundle A millet-based Bombay-style bhel savory snack, targeted at health-conscious consumers wanting a no-palm-oil alternative to traditional fried bhel mixes.
- Chocolate Fudge - Protein Laddoos Protein-forward laddoos with chocolate fudge flavor, targeted at consumers looking for high-protein, no-added-sugar snack options.
- Corporate Gifting Program A dedicated B2B program for bulk ordering of branded healthy snack gift boxes and hampers for employee appreciation, client gifts, festive gifting (including Diwali), new-employee onboarding kits, and corporate events. Named enterprise customers include Google, JP Morgan, Jefferies, Invesco, Amazon, Tata Group, Godrej, JSW Group, Dr. Reddy's, Danone, P&G, Radisson, Hyatt, Manipal University, Caratlane, Policy Bazaar, EY, Awfis, LinkedIn, and Bloom.
Quantifiable outcome
- 10Lac+ (1 Million+) satisfied customers across India
- +1 more outcomes
Companies that use The Eat Better Company
Customer profileNamed customers20 records
Segments4 records
Ideal customer profiles3 records
The Eat Better Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Eat Better Company partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
The Eat Better Company competitors and assessment
Company assessmentPeers
Direct peers
- Yoga Bar: Yoga Bar is one of India's leading better-for-you snack and nutrition bar brands, selling protein bars, muesli, and clean-label snacks online and offline. It competes head-on with Eat Better Co in the no-added-sugar, functional snack category targeting health-conscious urban consumers.
- Slurrp Farm: Slurrp Farm is an Indian D2C brand offering millet-based noodles, pancakes, and healthy snacks targeted at children and families. It overlaps with Eat Better Co in healthy Indian-format snacks and shares the same 'better-for-you, natural ingredients' positioning.
- The Whole Truth Foods: The Whole Truth Foods is a clean-label Indian snack brand selling protein bars, muesli, and snacks with full ingredient transparency. It is a close peer to Eat Better Co in the no-added-sugar, no-preservatives positioning targeting health-conscious parents and professionals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Eat Better Company social profiles
Digital presenceThe Eat Better Company compliance and trust
Trust signalCompliance2 records
The Eat Better Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Eat Better Company leadership team
Management profileNumber of profiles
Profiles1 record
The Eat Better Company funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Eat Better Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Eat Better Company
What does The Eat Better Company do?
The Eat Better Company is a direct-to-consumer brand that manufactures and sells healthy organic snacks — including no-added-sugar laddoos (energy balls) made with dates, dry-fruits and nuts, millet-based namkeens, nut mixes, value-pack combos, and curated gift hampers — produced at its own 50,000 sq ft FSSAI and FDA certified facility in Jaipur. Its products are sold via its own e-commerce storefront (eatbetterco.com), Amazon, BigBasket, and general retail, with a dedicated B2B corporate gifting channel serving enterprise customers.
Is The Eat Better Company a public or private company?
The Eat Better Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Eat Better Company founded?
The Eat Better Company was founded in 2020. It employs 11 to 50 people.
Where is The Eat Better Company based?
The Eat Better Company is headquartered in Jaipur, India, in the Asia region.
How does The Eat Better Company make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and corporate Gifting.
Who are The Eat Better Company's main competitors?
True Elements is listed as a peer. Direct peers are Yoga Bar, Slurrp Farm and The Whole Truth Foods.
Does The Eat Better Company have an API?
No public API is recorded for The Eat Better Company.
What industry is The Eat Better Company in?
The Eat Better Company's product category is Healthy Snacks. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of AFAKAJAG, Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks). Its NAICS code is 31191 and its SIC code is 2050.