Good SEO Performance, but SEO improvement is needed.
ORGANIC TRAFFIC: 7.2K visitors per month.
Founders
Eat Better Co was founded by a trio comprised of a saas-bahu (mother-daughter-in-law) duo, Mridula Kanoria and Vidushi Kanoria, along with Shaurya Kanoria.
They transformed traditional recipes into nutritious snacks.
Brand Overview
Eat Better Co is a snack company that focuses on creating healthy, nutritious snacks based on traditional recipes.
Starting as a home kitchen, they have grown into a company that operates its own 20,000 square foot manufacturing unit.
Shark Tank India Appearance & Ask
During their appearance on Shark Tank India Season 4, the founders of Eat Better Co sought an investment of ₹50 lakh in exchange for 0.5% equity, valuing the business at ₹100 crore.
They impressed the Sharks by presenting their revenue goals of around ₹30 crore this year and mentioned high revenue through BlinkIt.
Season and Episode Air Date
Season: 04
Episode: 38
Episode Air Date: Wednesday, 26 February 2025
Product Overview
Eat Better Co offers a variety of healthy and nutritious snacks made from traditional recipes.
Investor Reactions
The Sharks were generally very impressed with Eat Better Co, particularly with their revenue numbers.
Anupam Mittal: He loved everything about the company but felt the valuation was too high for him. Warned against striking exclusive deals with distributors.
Ritesh Agarwal: Praised the products but didn’t make an offer. Expressed interest in partnering with them via OYO Rooms.
Namita Thapar initially found fault with their packaging and claims but made an offer after hearing their revenue.
Vineeta Singh: Offered ₹50 lakh for 1.5% equity and no royalties.
Kunal Bahl: He offered ₹2.5 crore for 5% equity, emphasizing that he doesn’t want any royalty from them.
Customer Engagement Philosophy
Eat Better Co focuses on creating nutritious snacks using traditional recipes, appealing to health-conscious consumers.
Product Highlights
Healthy and nutritious snacks
Made from traditional recipes
Strong revenue growth
Family-led business.
Focus on healthy snacking.
Future Vision
Eat Better Co is poised for continued growth, leveraging its reputation for healthy snacks and the investment from Namita Thapar.
The brand plans to capitalize on the growing consumer demand for healthy snacking options.
Deal Finalized or Not
Eat Better Co ultimately accepted an offer from Namita Thapar for ₹50 lakh in exchange for 0.5% equity, maintaining their ₹100 crore valuation, with a royalty of 1% until she recovers her ₹50 lakh.
They declined a larger investment offer from Kunal Bahl to maintain their high valuation.
Eat Better Co Shark Tank India Review Website Data
Category
Details
Website Information
Website
Eat Better Co
Platform
E-commerce (Shopify)
SEO Performance
Good, but improvements needed
Organic Traffic
7.2K visitors per month
Founders
Founders
Mridula Kanoria, Vidushi Kanoria, Shaurya Kanoria
Unique Factor
Transformed traditional recipes into nutritious snacks
Brand Overview
Business Type
Healthy snack brand based on traditional recipes
Growth
Expanded from a home kitchen to a 20,000 sq. ft. manufacturing unit
Shark Tank India Appearance
Season & Episode
Season 4, Episode 38
Air Date
26 February 2025 (Wednesday)
Ask
₹50 lakh for 0.5% equity (₹100 crore valuation)
Revenue Goals
₹30 crore (current year), strong revenue through BlinkIt
Product Overview
Product Type
Healthy and nutritious snacks made from traditional recipes
Investor Reactions
Anupam Mittal
Impressed but found valuation too high. Warned against exclusive distributor deals.
Ritesh Agarwal
Liked the product but didn’t invest. Suggested a partnership via OYO Rooms.
Namita Thapar
Initially had concerns about packaging but made an offer after reviewing revenue.
Vineeta Singh
Offered ₹50 lakh for 1.5% equity with no royalties.
Kunal Bahl
Offered ₹2.5 crore for 5% equity with no royalties.
Deal Finalized
Accepted Namita Thapar’s offer of ₹50 lakh for 0.5% equity with a 1% royalty until investment is recovered. Declined Kunal Bahl’s larger offer to maintain valuation.
Customer Engagement Philosophy
Focus on nutritious snacks using traditional recipes for health-conscious consumers.
Product Highlights
Healthy and nutritious snacks, strong revenue growth, family-led business, traditional recipes.
Future Vision
Expansion leveraging health-conscious trends and Namita Thapar’s investment.
Business Potential in India
Market Size
Indian snack market worth $70B (2024), healthy snack segment growing at 12% CAGR
Health Trends
Rising consumer preference for nutritious, minimally processed snacks
E-Commerce Growth
Online platforms enabling greater reach for Eat Better Co
Total Addressable Market (TAM)
Health-conscious consumers looking for nutritious, convenient snacks
Newsletters for promotions, new products, and health tips
Distribution Strategy
E-commerce
Optimize Shopify store
Strategic Partnerships
Blinkit, Zepto, health food stores, fitness studios, corporate wellness programs
Advantages
Healthy & Nutritious
Aligns with consumer health trends
Traditional Recipes
Unique, authentic appeal
Strong Revenue Growth
Proven market traction
Family-led Business
Trustworthy brand image
Shark Investment
Credibility and network from Namita Thapar’s investment
Challenges Faced
High Valuation
₹100 crore valuation may impact future funding
Competition
Increasing competition in the healthy snack segment
Packaging Concerns
Need for design improvements
Success Factors & Mitigation Strategies
Success Factors
Rising demand for healthy snacks, strong e-commerce presence, family-led branding
Product Differentiation
Continuous innovation with unique snack offerings
Packaging Enhancement
Invest in better packaging design
Supply Chain Efficiency
Optimize processes for freshness & quality
Customer Loyalty
Introduce loyalty programs for repeat buyers
Future Business Roadmap & Growth Strategy
Short-Term Goals (1 Year)
Improve SEO, expand product line, partner with local businesses
Mid-Term Goals (2 Years)
Grow team, increase revenue by 30%, build strong customer loyalty
Long-Term Goals (5 Years)
Establish Eat Better Co as a leading brand, expand internationally, increase valuation to ₹300 crore
Eat Better Co Shark Tank India Business Plan
Business Potential in India
Market Size: The Indian snack market is a massive and rapidly growing sector, estimated at over $70 billion in 2024. The healthy snack segment is experiencing significant growth, fueled by increasing health consciousness among consumers. The snacks segment has a robust CAGR of 12%.
Health and Wellness Trends: There’s a strong and growing trend towards healthier food options, driven by increased awareness of nutrition and preventative healthcare. Consumers are actively seeking snacks that are nutritious, low in processed ingredients, and aligned with their health goals.
E-Commerce Growth: The increasing penetration of e-commerce platforms provides a significant opportunity for Eat Better Co to reach a wider audience.
Total Addressable Market (TAM)
Target Market: The TAM for Eat Better Co includes health-conscious consumers seeking nutritious and convenient snack options.
Market Segmentation:
Urban professionals with busy lifestyles
Health-conscious millennials and Gen Z consumers
Families looking for healthier snack options for their children
Individuals with dietary restrictions or preferences (e.g., gluten-free, vegan)
Ideal Target Audience & Demographics
Age Group: 25-45 years
Income Level: Middle to upper-middle class with disposable income for premium snacks.
Location: Primarily urban areas with high internet penetration.
Education Level: College-educated or higher, with an interest in health and nutrition.
Psychographics: Health-conscious individuals who value convenience, quality, and taste.
Family-led Business: Provides a compelling brand story.
Investment from Shark: Gained investment from Namita Thapar, adds credibility and network.
Challenges Faced
High Valuation: Initial valuation of ₹100 crore may limit future funding opportunities.
Competition: The healthy snack market is becoming increasingly competitive.
Packaging Concerns: Address concerns about packaging design.
Reasons for Potential Success & Mitigation Strategies
Success Factors:
Rising demand for healthy and convenient snack options.
Unique brand story and family-led business.
Strong online presence through e-commerce and partnerships.
Mitigation Strategies:
Product Differentiation: Continue to innovate with new and unique snack options.
Packaging Design: Invest in improving packaging design to enhance brand perception.
Supply Chain Efficiency: Ensure efficient supply chain management to maintain product quality and freshness.
Customer Loyalty Programs: Create a loyalty program to encourage repeat purchases and build customer relationships.
Future Business Roadmap & Valuation Increase Plan
Short-Term Goals (Next Year):
Improve the brand’s SEO and social media presence.
Increase product line to include an increasing variety of products.
Grow their network by partnering with local small businesses.
Mid-Term Goals (Next Two Years):
Grow the team to include educated and reputable team members.
Increase revenue by 30%.
Build strong customer loyalty to encourage more purchases.
Long-Term Goals (Next Five Years):
Establish Eat Better Co as a leading brand in the healthy snack category.
Expand into international markets.
Increase brand valuation to ₹300 crore through revenue growth, market expansion, and strategic partnerships.
By implementing these strategies, Eat Better Co can leverage its strengths, address its challenges, and achieve its vision of becoming a leading brand in the healthy snack category while providing consumers with delicious and nutritious snacking options.
Eat Better Co Shark Tank India Episode Review