Eat Better Co, a rapidly growing Jaipur-born snacking brand, today announced raising Rs. 17 crores in a Pre-Series A funding round led by Prath Ventures and Spring Marketing Capital, with participation from existing investors. The brand also made a successful appearance on Shark Tank where they bagged a deal at a 100-crore valuation from Namita Thapar.
If there’s one gap in the Indian food market that’s impossible to ignore, it’s taste-first healthier snacking. While the space is filled with tall claims, most products fail to deliver on taste. That’s exactly why Eat Better Co, a Jaipur-born brand, is standing out—and scaling fast.
Founded by Mridula, Vidushi, and Shaurya Kanoria, Eat Better Co started with a simple idea – making better-for-you sweets and namkeen using real ingredients, just like homemade snacks. What began as a passion project in a home kitchen soon turned into a nationwide favorite, riding a massive consumer shift—Indians want healthier snacks, but they refuse to compromise on taste.
Today, Eat Better Co delivers over 2,00,000 orders every month and is a hot-selling brand across multiple platforms. “When we started, it was just about making great snacks for friends and family. But over the years we realized we were solving a much bigger problem—people wanted delicious, heathy snacks they could trust,” says Mridula Kanoria, Founder, Eat Better Co.
With the rise of quick commerce, Eat Better Co has made its products available at the tap of a button through Swiggy Instamart, Zepto, and Blinkit. “Snacking is an impulse-driven category. Being present on Q-commerce allows us to meet consumers where they are, exactly when they crave a snack,” adds Shaurya Kanoria, Co-founder.
Commenting on the fund raise, Harmanpreet Singh, Founder, Prath Ventures said “Eat Better operates in product categories that Indians fundamentally love to eat – Namkeens and Sweets. We think there is an opportunity to contemporize these categories through new age flavours and modern nutrition. We are very excited to partner the founders in their journey”
Commenting on the fundraise Kaushik Dasgupta, Head – Investments, Spring Marketing Capital says – “At Spring, we seek to partner with brands that are authentic, innovative, and deeply connected to their consumers. Eat Better Co is a perfect example—reimagining a large and familiar category like snacking, for the Indian consumer, but doing it better—with better ingredients, better quality, and better-for-you products that people truly love.”
With this funding, Eat Better Co plans to expand its product line and double down on Q-commerce. But at its heart, the brand’s mission remains the same—making snacks people love.
