This Jaipur-based mother/son/daughter-in-law trio, which founded a healthy snacking venture in 2020, now earns Rs. 1 crore every month

The Jaipur-based D2C food brand "Eat Better" provides snacks that are 100% natural and made using quality ingredients. The startup was launched by Mridula, Shaurya Kanoria, and Vidushi Kanoria.

The brand is combining old-age food wisdom and modern-day needs of nutrition.

They offer sugar-free, nutritious ladoos under the brand name "The Better Ladoos," as well as nut and seed mixes and salty snacks like millet and quinoa seed mixes. Their entire selection of snacks is sugar-free, gluten-free, and vegan.

The Family of Founders

Mridula, the company's one of the founders, has over 25 years of experience in the field of nutrition and creating recipes for nutritious foods.

Shaurya, her son, has over 10 years of business and digital marketing expertise, and Vidushi, her daughter-in-law, is the co-founder and chief marketing officer of Eat Better. Vidushi also co-founded the D2C clothing company Soxytoes.

"Our in-house production setup helps us ensure the highest quality standards." "If you look at the back labels of our products, you’ll see a list of ingredients that are natural, clean, and familiar. All of them are sourced directly from the farms, making the farmers our trusted partners." Shaurya tells your story.

Eat Better claims that it has discovered demand among working professionals, mothers, fitness fanatics, and in nuclear households where there is less time to prepare. The company is primarily targeting people over the age of 30.

Investments and Profits

Eat Better was initially bootstrapped with an initial capital of Rs 25 lakh, and this year it raised Rs 6 crore in a seed round led by Java Capital and Mumbai Angels. Plan B Capital, Capier Capital, and Shiprocket Ventures all participated in the round. 

Among the entrepreneurs who took part in the round were Harpreet Grover, Arjun Vaidya, Radhika Ghai, Vishesh Khurana, Bimal Kartheek Rebba, Ishank Joshi, Venus Dhuria, Bhavik Vasa, Divij Bajaj.

Karteek Pulapaka, Partner at Java Capital, stated at the time of investment, “Very few brands managed to get a taste, form factor, and healthy ingredients right at the same time. Eat Better has been able to do so which is reflected in the 38% MoM growth and high customer retention rate."

The company has reported monthly sales of more than Rs 1 crore and claims to be profitable since its inception. Eat Better claims that over the past two years, it has had over 400% YoY growth, yet the company does not provide sales data.

Strength of the Startup

Over 100 people work in Eat Better's in-house manufacturing plant in Jaipur. About 60 of those employed are women, in keeping with the brand's goal of empowering women. The startup quadrupled its manufacturing capacity in June of this year.

The brand has over 35 SKUs. The range of costs begins at Rs 99 and rises to Rs 525.

Eat Better delivers throughout India. The firm mainly sells through online marketplaces like Amazon and Kindlife. in as well as its website.

Their Plans

The business plans to expand into offline retail and other markets.

“We will also be increasing the number of products we are offering. Our goal is to be the go-to brand for a family's healthy snacking needs,” Shaurya tells Your Story.

The firm faces competition from brands like Farmley, Yoga Bar, Nutty Gritties, and Happilo, among many others.