Good Monk Secures Funding in a major milestone as it announces a $2 Mn (approximately INR 17 Cr) Pre-Series A round. RPSG Capital Ventures led the round, with additional backing from existing investors including Multiply Ventures, Sharrp Ventures, and ThinKuvate. This capital infusion will fuel product innovation and deepen the startup’s R&D capabilities. Founded in 2022 by Amarpreet Singh Anand and Sahiba Kaur, the Bengaluru-based direct-to-consumer (D2C) startup offers nutrition-focused food mixes designed to enhance meals without altering taste.
The brand’s offerings are tailored for all age groups—children, adults, and elders. With 70% of revenue stemming from its official website and 25% from marketplaces like Amazon and Flipkart, Good Monk has firmly rooted itself in India’s growing nutrition and wellness sector. Its visibility surged after a successful Shark Tank India appearance, where it secured funding commitments from Vineeta Singh, cofounder of SUGAR Cosmetics.
India’s D2C health and wellness ecosystem has evolved rapidly. Startups like Plix, Wellbeing Nutrition, and Pluck are defining new consumption behaviors, contributing to a sector expected to hit $68 Bn by 2030. This capital will help Good Monk scale in a competitive market shaped by informed consumers, growing digital adoption, and a rising appetite for functional foods.
1. Good Monk Secures Funding: Inside the D2C Nutrition Startup’s Model
1.1 Introduction to Good Monk’s Mission
Good Monk Secures Funding comes as no surprise for a company that has embedded nutritional empowerment into everyday meals. Launched in 2022 by Amarpreet Singh Anand and Sahiba Kaur, the brand’s mission is simple yet powerful—make India healthier through invisible nutrition. The startup blends vitamins, herbs, and fiber-rich ingredients into mixes that integrate seamlessly with everyday food, preserving original flavors while enhancing wellness.
1.2 Working Model: Blending Nutrition into Daily Life
Good Monk operates a direct-to-consumer (D2C) business model. Its innovative mixes can be added to home-cooked food without disrupting taste or texture. This makes it easier for consumers to maintain nutrition goals without altering dietary habits.
1.3 Revenue Streams and Sales Distribution
The startup generates 70% of its revenue directly through its website, showing strong customer loyalty and digital presence. Around 25% comes from ecommerce giants such as Flipkart and Amazon. The remaining revenue is likely from niche health platforms or partnerships.
1.4 Products Designed for Everyone
Good Monk’s range of nutrition mixes are suitable for different age groups. Whether for growing children, working professionals, or elders needing micronutrient support, their product line addresses varied dietary needs. The offerings also integrate ayurvedic herbs, aligning with India’s traditional wellness practices.
2. Founders’ Vision and Journey
2.1 Meet the Founders: Amarpreet Singh Anand and Sahiba Kaur
Amarpreet Singh Anand brings deep marketing experience, having held leadership roles in FMCG. Sahiba Kaur complements him with her expertise in consumer insights. As a husband-wife duo, their personal commitment to better family nutrition helped shape the brand’s direction. Their journey reflects the growing trend of couples founding startups rooted in lived experiences.
2.2 Shark Tank India Boost
Their breakthrough moment came on Shark Tank India. With Vineeta Singh’s support, the brand gained validation and visibility. She offered INR 50 Lakh in equity and an additional INR 50 Lakh as debt, signaling investor confidence in the brand’s approach.
3. Funding Milestone: Good Monk Secures Funding
3.1 Details of the Pre-Series A Round
Good Monk raised $2 Mn in Pre-Series A funding led by RPSG Capital Ventures. Existing backers—Multiply Ventures, Sharrp Ventures, and ThinKuvate—also participated. This funding will be directed toward enhancing product innovation and building a robust R&D engine.
3.2 Market Context: D2C and Nutrition Trends
India’s D2C ecosystem is booming. According to Inc42’s 2024 Indian Tech Startup Funding Report, 54.9% of ecommerce investments went to D2C brands. Of the $1.5 Bn ecommerce funding pool, $840 Mn was claimed by D2C startups alone. As of Q1 2025, ecommerce remained one of the most funded segments with $610 Mn invested across 47 deals.
3.3 Competitive Landscape
Startups like Plix, Wellbeing Nutrition, and Pluck have defined the wellness consumption curve. Good Monk’s differentiation lies in its subtle integration of nutrition into daily habits. With no change in taste and consistent health benefits, it has found product-market fit in a growing sector.
4. What the Funding Means for Good Monk’s Future
4.1 Product Innovation and R&D
The newly secured funds will allow the startup to expand its R&D capabilities. This will enable Good Monk to deepen its product range and introduce functional food options customized for niche groups like diabetics, fitness enthusiasts, and children with immunity needs.
4.2 Digital Growth and Brand Expansion
Expect sharper digital campaigns, influencer collaborations, and educational content focused on nutritional awareness. With a strong online sales foundation, the next logical step is deeper consumer engagement and omnichannel expansion.
4.3 Scaling Operations
As demand for wellness products rises, Good Monk aims to scale logistics and distribution. Strengthening backend capabilities will ensure timely delivery, better inventory management, and improved customer satisfaction.
5. Learning for Startups and Entrepreneurs
5.1 Solve Real Problems, Not Trends
Good Monk’s success lies in solving a fundamental issue: nutritional deficiency without diet overhaul. This insight-driven approach resonates deeper than fleeting fads.
5.2 Simplicity is a Superpower
The brand kept its product simple—easy to use, unnoticeable in food, and high on impact. This simplicity builds habit-forming products, driving repeat usage.
5.3 Stay Visible and Human
Their Shark Tank appearance humanized the brand. Founders who communicate with honesty and passion create lasting impressions that convert viewers into customers.
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