Greenest
Greenest is an Indian plant-based protein food company producing frozen meat alternatives — kebabs, keema, momos, samosas, spring rolls, nuggets, and strips — inspired by traditional Indian recipes and sold direct-to-consumer across Delhi NCR, Chandigarh Tricity, Mumbai, and Bengaluru.
- Company typePrivate
- Founded2017
- HeadquartersDelhi, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Greenest does
Greenest, legally Upstablish Food Technologies Private Limited, is a Delhi-based plant-based protein food company that develops and sells frozen plant-based meat alternatives inspired by traditional Indian cuisine. Founded in 2017, the company operates a direct-to-consumer e-commerce storefront (greenestfoods.com) powered by Shopify and ships frozen products across four Indian metros — Delhi NCR, Chandigarh Tricity, Mumbai, and Bengaluru — with free 2-day delivery and Cash on Delivery payment options. The product portfolio comprises nine SKUs covering plant-based versions of Indian meat dishes: Shami Kebabs (Puraani Dilli and Lucknowi variants, Rs. 350), Amritsari Keema (Rs. 325), Punjabi Keema Samosa and Cocktail Keema Samosa (Rs. 295), Classic Momos (Rs. 320), Crispy Spring Rolls (Rs. 350), Tender & Juicy Nuggets (Rs. 295), and Hot & Spicy Strips. The company holds an FSSAI central food business license (10021011000710) and operates with 1-10 employees.
The core technology is proprietary plant-based protein formulation tailored to authentic regional Indian recipes, with a soy-free product line addressing common allergen concerns. Revenue is generated entirely through one-time direct product sales at unit prices between Rs. 295 and Rs. 350; the company does not disclose subscriptions, B2B accounts, or food-service distribution. Marketing is built around organic social channels (Instagram, Facebook, YouTube, Twitter/X, LinkedIn), on-site customer reviews and testimonials, recipe content, and a 20% first-order discount (code FIRST20). WhatsApp ordering is offered as a convenience channel alongside the web storefront.
Greenest raised a pre-seed funding round in mid-2022 led by Better Bite Ventures with participation from Sachid Madan, and added strategic mentors through the Tortoise program — Sriharsha Majety (Swiggy co-founder) and Lizzie Chapman (ZestMoney co-founder) — bringing food-tech and startup expertise to the founding team. The company's competitive positioning centres on Indian culinary authenticity and soy-free formulations rather than Western-style meat substitutes, targeting urban Indian consumers seeking to reduce meat consumption without forgoing traditional flavours.
Greenest firmographics
Firmographics- Name
- Greenest
- Legal name
- Upstablish Food Technologies Private Limited
- Website
- https://greenestfoods.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Greenest is an Indian plant-based protein food company producing frozen meat alternatives — kebabs, keema, momos, samosas, spring rolls, nuggets, and strips — inspired by traditional Indian recipes and sold direct-to-consumer across Delhi NCR, Chandigarh Tricity, Mumbai, and Bengaluru.
- Ownership category
- akta.pro rank
Greenest industry classification
Industry- Product category
- Plant-based Meat Alternatives
- NAICS
- Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Frozen Food Manufacturing (31141)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Frozen Plant-Based & Vegetarian Meals (CRADADAF)
- akta.pro secondary industry
- Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)
Keywords
Where Greenest is headquartered
LocationHeadquarters
- HQ city
- Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Greenest business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for plant-based meat products sold directly to consumers through their e-commerce platform. Products are priced per unit/pack with prices ranging from Rs. 295 to Rs. 350.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product packs at fixed unit prices |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Greenest product offering
Product offeringCore offering
Greenest (operating as Greenest Foods, legal entity Upstablish Food Technologies Private Limited) manufactures and sells frozen, plant-based meat alternatives inspired by traditional Indian cuisine, including kebabs, keema, momos, samosas, spring rolls, nuggets, and spicy strips. Products are sold directly to consumers through the company's own e-commerce website and WhatsApp ordering, with frozen delivery across four Indian metropolitan regions.
Product overview
Greenest Foods is an Indian plant protein startup operating as a direct-to-consumer e-commerce platform for plant-based meat alternatives. The company produces frozen plant-based mock meat products inspired by traditional South Asian cuisine, including kebabs (Shami Kebabs in Puraani Dilli and Lucknowi varieties), keema preparations (Amritsari Keema), samosas (Punjabi Keema Samosa and Cocktail Keema Samosa), fried snacks (Crispy Spring Rolls), dumplings (Classic Momos), and nugget/strip formats (Tender & Juicy Nuggets, Hot & Spicy Strips). Products are delivered frozen across Delhi NCR, Chandigarh Tricity, Mumbai, and Bengaluru with free shipping and cash on delivery options.
Differentiator
Problem solved
Functional benefit
Products and services
- Shami Kebabs - Puraani Dilli Plant-based shami kebabs inspired by the traditional flavors of Old Delhi (Puraani Dilli), sold frozen ready-to-cook, approximately 300g per pack at Rs. 350, targeted at Indian consumers seeking authentic regional kebab taste without meat.
- Shami Kebabs - Lucknowi Plant-based shami kebabs with Lucknowi culinary influences, sold frozen ready-to-cook, approximately 250g per pack at Rs. 350, targeted at Indian consumers seeking Awadhi-style kebab flavors without meat.
- Amritsari Keema Plant-based minced meat alternative inspired by Amritsari cuisine, sold frozen at Rs. 325 per pack, targeted at Indian consumers seeking a keema substitute for traditional recipes.
- Punjabi Keema Samosa Plant-based samosas filled with spiced keema mixture in Punjabi style, sold frozen, approximately 250g per pack at Rs. 295, targeted at Indian consumers seeking a snack-format meat substitute.
- Crispy Spring Rolls Plant-based crispy spring rolls with savory fillings, sold frozen, approximately 340g per pack at Rs. 350, targeted at consumers seeking ready-to-cook plant protein snacks and appetizers.
- Classic Momos Plant-based momo dumplings with classic filling, sold frozen, approximately 300g per pack at Rs. 320, targeted at Indian consumers seeking a meat-free momo alternative.
- Cocktail Keema Samosa Smaller-sized plant-based samosas with keema filling suitable for appetizers, sold frozen, approximately 250g per pack at Rs. 295, targeted at consumers hosting gatherings and parties.
- Tender & Juicy Nuggets Plant-based nugget pieces with tender and juicy texture, sold frozen at Rs. 295 per pack, targeted at consumers and families seeking kid-friendly meat-free nugget alternatives.
- Hot & Spicy Strips Plant-based spicy strips with a hot and fiery flavor profile, sold frozen, targeted at consumers seeking bold-flavored plant-based snack formats.
Companies that use Greenest
Customer profileSegments2 records
Ideal customer profiles2 records
Greenest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Greenest partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Sriharsha MajetyminorMentor added to Greenest through Tortoise after raising $2.3 million. Sriharsha Majety is Co-founder of Swiggy, bringing food-tech industry expertise.
- Lizzie ChapmanminorMentor added to Greenest through Tortoise. Lizzie Chapman is Co-founder of ZestMoney, bringing fintech and startup expertise.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Greenest competitors and assessment
Company assessmentDirect peers
- GoodDot: Indian plant-based meat startup offering vegan mutton, chicken, and egg alternatives; a direct India-market competitor with overlapping frozen and ambient product formats and similar fundraising-stage profile.
- Wakao Foods: Indian plant-based brand specialising in jackfruit meat alternatives sold through D2C and modern trade; comparable as a homegrown Indian alt-protein startup pursuing mass-market adoption with frozen and ambient SKUs.
- Blue Tribe Foods: India-based plant-based brand producing dairy and meat alternatives including nuggets and tikka; targets the same urban Indian health- and environment-conscious consumers as Greenest via DTC and offline retail.
- Imagine Meats: Indian plant-based meat brand offering keema, biryani, and kebab analogues; competes directly with Greenest in the Indian alt-protein DTC channel with similar product formats and Indian-flavour positioning.
Emerging players
- Alpha Foods: Plant-based frozen meals brand selling burritos, bowls, and snacks via DTC and retail in the US; comparable in operating a frozen plant-based portfolio with direct-to-consumer and omnichannel distribution.
- Plantway: Early-stage Indian plant-based brand offering meat analogues through DTC; overlaps with Greenest in product category and India-focused D2C go-to-market, though at smaller scale and more limited SKU range.
- Herbivore Botanicals (Herbivorous Butchery style CPG peers): Smaller-scale plant-based CPG brands serving niche alt-protein niches via DTC and specialty retail; useful comparables for Greenest's stage, unit volumes, and frozen-DTC business model.
Broad incumbents
- Impossible Foods: Global plant-based meat brand with broad retail and restaurant distribution; comparable as a category-defining incumbent whose international expansion strategy signals future competitive entry into India where Greenest operates.
- Beyond Meat: Global plant-based meat leader with broad retail and foodservice presence; relevant as the category benchmark for product positioning, pricing, and competitive dynamics facing Greenest if the Indian alt-protein market opens to international brands.
Others
- Swiggy (Instamart): Major Indian quick-commerce and food delivery platform; relevant as a potential distribution partner for Greenest's frozen plant-based products and because Sriharsha Majety (Swiggy co-founder) mentors Greenest.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks4 records
Key highlights7 records
Customer concentration
Greenest social profiles
Digital presenceGreenest compliance and trust
Trust signalCompliance2 records
Greenest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenest leadership team
Management profileNumber of profiles
Greenest funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenest 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 Greenest
What does Greenest do?
Greenest (operating as Greenest Foods, legal entity Upstablish Food Technologies Private Limited) manufactures and sells frozen, plant-based meat alternatives inspired by traditional Indian cuisine, including kebabs, keema, momos, samosas, spring rolls, nuggets, and spicy strips. Products are sold directly to consumers through the company's own e-commerce website and WhatsApp ordering, with frozen delivery across four Indian metropolitan regions.
Is Greenest a public or private company?
Greenest is a private company. It is classified as venture growth investor backed and is currently operating.
When was Greenest founded?
Greenest was founded in 2017. It employs 1 to 10 people.
Where is Greenest based?
Greenest is headquartered in Delhi, India, in the Asia region.
How does Greenest make money?
One revenue line is on record: direct Product Sales.
Who are Greenest's main competitors?
Direct peers on record are GoodDot, Wakao Foods, Blue Tribe Foods and Imagine Meats. Emerging players are Alpha Foods, Plantway and Herbivore Botanicals (Herbivorous Butchery style CPG peers). Broad incumbents are Impossible Foods and Beyond Meat. Swiggy (Instamart) is listed as an others.
Does Greenest have an API?
No public API is recorded for Greenest.
What industry is Greenest in?
Greenest's product category is Plant-based Meat Alternatives. Its primary akta.pro industry code is CRADADAF, Frozen Plant-Based & Vegetarian Meals, with a secondary code of AFAKAJAD, Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium). Its NAICS code is 3114 and its SIC code is 2030.