Nutri Makhana, a leading direct-to-consumer (D2C) snack brand, has successfully raised an undisclosed amount in funding. The investment comes from Mohammad Umair, Founder of Wigzo Technologies backed by Shiprocket, and has garnered support from the co-founder of Wigzo as well as several other investors.
Founded by Shanu Goel and co-founder Tejveer Singh, Nutri Makhana is a conscientiously crafted D2C snack brand with a mission to make a positive impact on the lives of millions. By encouraging people to switch from unhealthy junk eating to nutritious Makhana snacks, the company aims to promote healthier lifestyles.
Nutri Makhana currently offers two categories of products: plain Makhana and flavored Makhana. Speaking exclusively to The StartupLab, Shanu Goel highlighted the meticulous process behind their offerings. Plain Makhana undergoes strict quality controls and is available in various sizes. On the other hand, the recipes for flavored Makhana have been developed after two years of intensive research and development. The brand has collaborated closely with the Mallah community, the sole community blessed with the ability to produce Makhana, to source premium quality ingredients. The processing is carried out at a state-of-the-art facility, combining the wisdom of Ayurveda with carefully selected ingredients.
Makhana, rich in micronutrients such as magnesium, iron, calcium, and phosphorus, is not only a healthy source of macronutrients like protein and carbs but is also beneficial for weight loss due to its high fiber content. Additionally, Makhana is packed with antioxidants, which can help prevent chronic illnesses and reduce inflammation.
Shanu envisions building an ecosystem around Makhana, uniting all stakeholders, identifying opportunities, and establishing Nutri Makhana as a household name by offering innovative products that reflect Indian culture on a global scale.
Currently, the startup operates with a team of over 20 members and has generated $62K in revenue in the fiscal year 2022-2023, serving over 6,000 customers. With a decade-long legacy in the Makhana business, the company possesses a robust supply chain and an extensive retail network of trusted stockists and distributors.
Driven by ambitious growth plans, Nutri Makhana aims to raise $200K to fuel new product innovations such as Makhana Pasta, Makhana Chocolates, Makhana Ice Cream, Makhana Smoothies, Makhana Kheer, Makhana Atta, and Makhana Cookies. The company also intends to expand its offline presence to an additional 10 states in the near future. Furthermore, Nutri Makhana aims to establish a strong online presence on various quick-commerce platforms, targeting over 1,000 orders per day and expanding its global footprint through e-commerce channels.
The direct-to-consumer segment in India has witnessed exponential growth in recent times. The nation, which had been skeptical about the e-commerce ecosystem for years, is now experiencing a surge in online purchasing. Reports indicate that D2C brands in India are projected to become a $60 billion industry by the fiscal year 2027.