Better Nutrition, a biofortified food brand featured on Shark Tank India, successfully secures ₹10 crore in its latest funding round. The investment came from a strategic group of family offices, high-net-worth individuals (HNIs), and angel investors, including Shark Tank India investors Namita Thapar and Shantanu Deshpande, along with ace shuttler PV Sindhu. The round also saw participation from Aclr8.vc, a fund co-led by Apurva Chamaria (Global Head of Venture Capital & Startups, Google) and Karan Jindal (India Lead, Content Marketing, Meta).
The newly raised funds will help Better Nutrition expand its biofortified food offerings, strengthen distribution channels across quick commerce, offline retail, and direct-to-consumer (D2C) platforms, and invest in R&D. The company plans to scale its farmer training programs and sustainable sourcing initiatives to improve access to nutrient-rich grains. With this funding, Better Nutrition aims to build a ₹1,000 crore brand by the end of the decade, leveraging its proprietary technology to enhance food quality while maintaining affordability for Indian consumers.
1. Understanding Better Nutrition’s Business Model and Mission
1.1 Founders and Their Background Better Nutrition was founded by Prateek Rastogi and Aishwarya Bhatnagar, with a vision to address the problem of hidden hunger in India. They leveraged their expertise in agriculture and technology to create biofortified food products enriched with essential nutrients.
1.2 Business and Revenue Model The startup follows a B2B2C (business-to-business-to-consumer) model. It collaborates with over 15,000 farmers to produce nutrient-rich crops, which are then processed into food products. Revenue is generated through sales on quick commerce platforms like Blinkit, Zepto, Swiggy Instamart, and BigBasket, as well as offline retail and D2C channels.
1.3 Products and Services Offered Better Nutrition specializes in biofortified grains such as wheat, rice, and pulses enriched with iron, zinc, protein, and calcium. These products improve energy levels, immunity, and overall health without requiring significant dietary changes.
2. The Funding Journey of Better Nutrition
2.1 Better Nutrition secures ₹10 crore funding from top tech investors. Before this ₹10 crore round, Better Nutrition’s parent company, Greenday, secured ₹3.1 crore in 2022 from IIM Ahmedabad Ventures. The brand has since witnessed a 3X growth in both revenue and valuation.
2.2 Investors and Their Vision Namita Thapar emphasized the brand’s role in tackling hidden hunger, while Shantanu Deshpande highlighted its potential to reshape everyday nutrition. The participation of investors from Google, Meta, and Shiprocket underscores the strategic value they bring beyond just capital.
2.3 Better Nutrition secures funding. The startup will use the funding to expand its biofortified food categories, enhance distribution, scale farmer training initiatives, and invest in research & development. Additionally, nationwide awareness campaigns will educate consumers about the benefits of biofortified foods.
3. Growth and Market Expansion Plans
3.1 Scaling to a ₹1,000 Crore Brand Co-founder Aishwarya Bhatnagar stated that Better Nutrition is on track to become a ₹1,000 crore brand by the end of the decade. The startup is now extending its proprietary technology beyond staples to include pulses, oilseeds, and foundational crops.
3.2 Market Presence and Expansion Strategy Since appearing on Shark Tank India, Better Nutrition has experienced a 5X revenue increase and a 10X surge in website traffic. The brand has expanded its reach through major quick commerce platforms and plans further penetration into offline retail.
4. Industry Trends and Competitive Landscape
4.1 Growing Demand for Biofortified Foods Consumers are increasingly prioritizing health and nutrition, leading to a rise in demand for biofortified products. The Indian government’s push for food security and sustainable agriculture further supports this industry’s growth.
4.2 Competition in the Nutritional Food Space Better Nutrition competes with brands like Tata Sampann and Organic India but differentiates itself through its proprietary biofortification techniques, direct partnerships with farmers, and strong investor backing.
5. Learning for Startups and Entrepreneurs
5.1 The Importance of Mission-Driven Businesses Startups that address fundamental issues such as nutrition and health have long-term sustainability and investor appeal.
5.2 Building the Right Investor Network Better Nutrition’s strategic approach to selecting investors highlights the importance of securing not just capital but also industry expertise and mentorship.
5.3 Leveraging Quick Commerce and D2C for Growth Expanding through digital platforms can significantly accelerate brand visibility and customer acquisition, as evidenced by Better Nutrition’s post-Shark Tank success.
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