Eat Better Ventures, a Jaipur-based snacking brand, said it has raised Rs 5.5 crore funding in a seed round led by Java Capital and Mumbai Angels.
Shiprocket Ventures, CapierCapital and Plan B Capital. Entrepreneurs including Harpreet Grover, Arjun Vaidya, Bhavik Vasa, Radhika Ghai, Vishesh Khurana, Bimal Kartheek Rebba , Ishank Joshi, Venus Dhuria, and Divij Bajaj among others also participated in the current funding round.
The startup plans to use the funds to ramp up its production capacity, launch new products, and augment its marketing and distribution channels.
“Most packaged foods available are full of chemicals, artificial flavours and preservatives. Eat Better aims to change this narrative. We are excited to welcome an amazing group of investors who have backed and scaled large businesses. Our aim is to build a large and enduring food and beverage brand that offers customers delicious and healthy foods at the click of a button,” said Shaurya Kanoria, co-founder of Eat Better.
Founded in August 2020 by Mridula Kanoria and Shaurya Kanoria, Eat Better makes snacks that are 100% natural and without chemicals, artificial flavours and colours.
“Healthy and snacking need not be at odds with each other. Eat Better is building on India’s rich traditions of healthy snacks to bring time tested nibbles with a twist to suit the modern Indian palettes,” Karteek Pulapaka, Partner Java Capital said.
“While some see this as a short-term phenomenon, we expect this phase to catalyze a larger acceleration in the propensity towards personal health, hygiene, fitness and holistic nutrition. European and Asian nations have adopted functional foods and supplements, the Indian consumer is still predominantly showing a preference for “better for you” foods and home remedies. Ayurveda and herbal are increasingly becoming “back to roots” answers to modern problems,” said Angshuman Bhattacharya, National Leader – Consumer Product & Retail Sector, EY India.
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