The Eat Better Company

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.

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

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

• Healthy snacks
• No added sugar
• Millet namkeens
• Direct to consumer food
• Corporate gifting snacks

Headquarters

HQ city

Jaipur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Marketplace Sales: Sales through third-party online marketplaces including Amazon and BigBasket, generating transaction revenue through those platforms.
3. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Peers

• True Elements:

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

• Facebookfacebook.com/theeatbetterco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors7 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 The Eat Better Company