Let’s be real—building a food brand in India is tough. Consumers have strong preferences, deep-rooted cultural habits, and above all, are price-conscious. Before investing in Eat Better, we met plenty of founders trying to crack the code in this space, but Eat Better stood out.

Eat Better perfectly embodies the Early Spring investment thesis—tapping into a deep consumer category with a large market building for the Indian consumer in a familiar space. but doing it better. Better ingredients, better quality, and better-for-you products that people truly love.

The team at Eat Better is taking a deeply loved, everyday category—Indian sweets and snacks—and making it better: better ingredients, better quality, and better for you, without losing the flavours we all grew up with and recognise. From developing their own manufacturing facility in Jaipur to obsessing about taste and developing form factors of their favourite ingredients that consumers find convenient, their product innovation and story had us hooked.

Founders Mridula kanoria , Vidushi Kajaria and Shaurya Kanoria (or like we call them Saas, Bahu and Shaurya) started Eat Better in 2020, in an effort to make healthier laddoos for friends and family. The overwhelming love and demand led them to foray into other snacks as well, and what began as a small passion project has quickly grown into a brand that now reaches homes across India.

We’re elated to partner with them in this journey and take Eat Better to more parts of the country. And fulfill our snacking dreams while at it :)

Check out the Eat Better Co ladoos and namkeens on your favourite Q-comm platform, and let us know what you think!

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