Eat Better Co

What Eat Better Co does

Eat Better Co is a direct-to-consumer (D2C) healthy Indian snack brand headquartered in Jaipur, Rajasthan, that manufactures and sells no-added-sugar laddoos, roasted millet and quinoa namkeens, nut and seed mixes, curated combo boxes, and themed gift hampers. Founded in 2020 by Mridula Kanoria, the company targets three primary customer segments: health-conscious Indian consumers seeking clean-label alternatives to traditional sweets and fried namkeens, new and expectant mothers looking for pregnancy- and postpartum-suitable snacks, and corporate clients purchasing bulk gifting hampers. The company reports having served over 1 million (10 Lakh+) families across India.

The product portfolio is organized into four consumer lines (Sweets & Laddoos, Namkeens, Nuts & Mixes, and Combos/Gift Sets), supported by a 50,000 sq. ft. FSSAI and FDA-certified manufacturing facility in Jaipur's Mahindra World City SEZ. Production follows a documented 6-layer quality protocol spanning sourcing, quality check, prepping, cooking, batch testing, and packaging. The formulation thesis is clean-label and Indian-format: date-based natural sweeteners replacing refined sugar, no palm oil or trans fat, roasted (not fried) preparation for namkeens, and use of millets (jowar, ragi), quinoa, dry fruits, and nuts as base ingredients. Products carry functional benefits including 10g protein per pack in protein laddoos, 45 kcal per laddoo, vegan and gluten-free options, and 6–9 month shelf life.

Revenue is generated through one-time purchase transactions across an unusually broad channel mix: the owned e-commerce site (eatbetterco.com), major online marketplaces (Amazon, Flipkart, Tata Cliq), quick commerce platforms (Blinkit, Zepto, Swiggy Instamart, BigBasket), modern trade retail, and a separate B2B corporate gifting division handling bulk orders (minimum 100 hampers, 3–7 day lead time, bulk discount pricing). Unit pricing spans ₹49 (single-serve ragi chips) to ₹1,499 (premium occasion hampers), with combo and value packs anchoring the ₹269–₹749 mid-range. Enterprise gifting customers include JP Morgan, Google, Tata Consumer Products, Danone, Dr. Reddy's, Invesco, Hyatt, Radisson, and Policy Bazaar, though these are episodic gifting clients rather than recurring contractual revenue. The brand's profile has been amplified by its Shark Tank India appearance and earned media coverage in Economic Times, YourStory, and Inc42.

Name

Eat Better Co

Legal name

Eat Better Ventures Pvt. Ltd.

Website

https://eatbetterco.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Eat Better Co is a Jaipur-based D2C healthy Indian snack brand producing no-added-sugar laddoos, roasted millet namkeens, nut mixes, and gift hampers for health-conscious consumers, new mothers, and corporate gifting clients across India via owned e-commerce, marketplaces, and quick commerce.

Ownership category

akta.pro rank

Product category

Healthy Snacks

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919), Sugar and Confectionery Product Manufacturing (3113)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Sugar & Confectionery Products (2060)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)

Keywords

• Healthy snack brand
• Date-sweetened laddoos
• Millet namkeens
• Corporate gifting hampers
• Clean-label snacks

Headquarters

HQ city

Jaipur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. D2C E-commerce (Own Website): Direct sales to consumers through eatbetterco.com. Consumers purchase individual products, combo packs, and gift sets at listed retail prices.
2. Marketplace Sales: Sales through Amazon, Flipkart, and other online marketplaces where the brand listings are available.
3. Quick Commerce & Retail: Distribution via Blinkit, Zepto, Swiggy Instamart, BigBasket, and modern trade retail channels.
4. Corporate Gifting: Bulk customized gifting orders for corporate clients with minimum 100 hampers for customisation. Lead time of 3-7 days with bulk discount pricing available.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Eat Better Co is a direct-to-consumer (D2C) healthy Indian snack brand that manufactures and sells date-sweetened dry fruit laddoos, roasted millet and quinoa-based namkeens, nut mixes, combo boxes, and themed gift hampers formulated without palm oil, refined sugar, trans fat, or cholesterol. Products are produced at a 50,000 sq ft FSSAI and FDA-certified facility in Jaipur and distributed via the company's own e-commerce site, major online marketplaces, quick commerce platforms, modern trade retail, and a dedicated B2B corporate gifting service.

Product overview

Eat Better Co is a direct-to-consumer (D2C) healthy snack brand that appeared on Shark Tank India. The company offers a unified portfolio of four core product lines—Sweets & Laddoos (date-based dry fruit laddoos in multiple flavors), Namkeens (roasted millet and quinoa savory snacks), Nuts & Mixes (nut-based snacks), and Gift Sets/Combos—along with a Corporate Gifting service for B2B bulk orders. All products emphasize natural ingredients, no added sugar (laddoos), no palm oil (namkeens), and clean-label positioning. The company operates a 50,000 sq ft FSSAI and FDA-certified manufacturing facility in Jaipur, India, and serves over 100,000 customers across India through its e-commerce platform and quick commerce channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweets & Laddoos A collection of date-sweetened dry fruit laddoos available in multiple flavors (Hazelnut Chocolate, Vanilla Chocolate, Peanut Chocolate, Coffee Almond, Orange Chocolate, Orange Ginger, Lactation Laddoos, and assorted varieties), marketed as no added sugar, vegan, and gluten-free healthy snack alternatives to traditional mithai for health-conscious consumers and gifting occasions.
• Namkeens Roasted millet and quinoa-based savory snacks including Millet Bhujia (Pudina Masti and other variants), Millet Bhel (Kolkata Jhalmuri, Bombay Bhelpuri), Millet Namkeen (Desi Masala, Pudina Punch, Mango Achaari, Chilli Garlic), Ragi Chips (Thai Chilli Tadka), and Quinoa Namkeen. All namkeens are roasted rather than fried and are free from palm oil, cholesterol, and trans fat.
• Nuts & Mixes A selection of nut-based snacks including Sweet Crunchy Nut Mix, Better Trail Mix (nuts, seeds & raisins), Premium Nut Mix (jumbo nuts & raisins), Seed Mix (Spiced Jaggery), Chocolate Coated Almonds, and Chocolate Coated Cashews, all positioned as no added sugar or refined sugar snacks.
• Combos Pre-curated multi-snack combo boxes that bundle laddoos, namkeens, nut mixes, and other items into a single pack, such as the Ultimate Snack Box (combo of 12 healthy snacks at ₹749), Assorted Namkeen Combo of 4, and Assorted Laddoo Boxes in 24- and 42-count sizes, designed for value-conscious buyers, sampling, and gifting.
• Gift Sets Pre-packaged and customizable gifting solutions including Assorted Laddoo Gift Hampers in tin boxes, themed festive gift boxes (Pyaar Ka Pitara, Tyohaar, Mayur, Anmol, Bandhan, Gajraj), and occasion-specific hampers such as the New Mom Congratulations Kit and The Motherhood Glow-Up Hamper, aimed at Diwali, festivals, birthdays, baby showers, and house warmings.
• Corporate Gifting A B2B bulk gifting service offering customized and personalized gift boxes for corporate events, celebrations, and employee gifting, with customized packaging, personalized message cards, pan-India delivery, and a minimum order quantity of 100 hampers at 3-7 day lead time with bulk discount pricing; used by clients including Tata, Google, JP Morgan, Jefferies, Danone, Dr. Reddy's, Invesco, Manipal University, Radisson, Hyatt, Policy Bazaar, and Caratlane.

Quantifiable outcome

• 10 Lakh+ families served
• +4 more outcomes

Named customers12 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BlinkitcoreChannel Partner/ Reseller/ DistributorQuick commerce distribution partnership enabling rapid delivery of Eat Better Co products to consumers through Blinkit's hyperlocal delivery network across Indian cities.
• ZeptocoreChannel Partner/ Reseller/ DistributorQuick commerce partnership with Zepto for 10-minute delivery of healthy snack products in key metro cities.
• Swiggy InstamartcoreChannel Partner/ Reseller/ DistributorQuick commerce distribution through Swiggy Instamart leveraging Swiggy's food delivery infrastructure for healthy snack delivery.
• BigBasketcoreChannel Partner/ Reseller/ DistributorPartnership with BigBasket for grocery delivery of Eat Better Co products, enabling scheduled and bulk delivery options.
• Amazon IndiacoreChannel Partner/ Reseller/ DistributorMarketplace listing on Amazon India enabling pan-India sales through Amazon's e-commerce infrastructure and fulfillment network.
• Tata CliqminorChannel Partner/ Reseller/ DistributorPremium marketplace listing on Tata Cliq, part of Tata Consumer Products ecosystem, targeting quality-conscious consumers.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Happilo: Established Indian premium dry fruits, nuts, seeds, and healthy snacks brand with national retail and modern trade presence. Comparable product overlap in nuts, seeds, and trail mixes, with a larger incumbent footprint across both offline and online channels.
• Wingreens Farms: Indian D2C-plus-retail brand with a broad portfolio of dips, sauces, and better-for-you snacks. Comparable on D2C plus modern trade distribution and healthy positioning, though wider in category scope than Eat Better Co.

Direct peers

• True Elements: D2C Indian brand offering healthy breakfast, snacks, and millet-based products with no added sugar and clean-label claims. Closely comparable product range (muesli, bars, snacks), D2C website plus Amazon/Flipkart distribution, and similar better-for-you positioning.
• Slurrp Farm: D2C brand selling millet-based noodles, puffs, and snacks for kids and families. Competes in the same better-for-you Indian snack category with overlapping channels (D2C, Amazon, quick commerce) and similar clean-label ingredient story.
• RiteBite Max Protein: India-based protein and better-for-you snack bar brand with D2C and omnichannel distribution. Comparable in functional-snack positioning (high-protein, low-sugar bars) and direct competition in the protein laddoo / snack bar category.
• Yoga Bar: India-based D2C clean-label snack brand offering protein bars, muesli, and millet-based snacks. Directly comparable to Eat Better Co on product category, clean-label positioning, D2C-plus-marketplace distribution, and target health-conscious Indian consumer.
• Farmley: India-based healthy snacks and dry fruits D2C brand (formerly Nourish). Competes in the dry fruit, trail mix, and healthy snack sub-categories with overlapping product SKUs and D2C plus marketplace and quick commerce distribution.
• The Whole Truth: Indian clean-label snack and protein bar brand with a 'no hidden ingredients' positioning. Direct peer given overlapping D2C-led model, marketplace and quick commerce distribution, and health-conscious millennial/parent target customer.

Emerging players

• Plix: Indian D2C brand offering plant-based, functional, and better-for-you snack and supplement formats. Emerging peer with overlapping better-for-you and plant-based positioning, though stronger focus on effervescent and functional formats than traditional Indian snacks.
• Carbamide Forte: India-based D2C health supplements and nutrition brand with growing healthy snack extensions. Partial overlap on health-conscious consumer targeting and D2C-plus-marketplace motion, though primarily known for supplements rather than snacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theeatbetterco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 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 Eat Better Co