Health, taste, affordability: the three main ingredients for healthy snacking in India, according to this food company

Health, taste, affordability: the three main ingredients for healthy snacking in India, according to this food company

Snack Amor, founded by Deepak Grover, aims to help India snack better. Its products include superfoods such as oats, millets, and flax seeds, among others. The company is looking to raise external funding soon.

One of the many things that unite the human race is our mutual love for snacking. Particularly in India where evening tea is a ritual, snacking perfectly accompanies the beverage, and helps quell midday cravings.

Unfortunately though snacking isn’t the healthiest habit given the food items we’re used to consuming – fried potato chips, samosas, and jalebis, among other things.

There has been a radical change in attitudes towards eating healthy in India over the last decade, and that has given birth to a whole new healthy-snacking industry. The sector has been growing at breakneck speed, but recently, people have been demanding an emphasis on nutrition too, which was absent from earlier, so-called “healthy” snacks.

Snack Amor, a Mumbai-based company, touts itself as a brand that lies on the intersection of taste, affordability, and health.

A healthy snack company, Snack Amor was bootstrapped until it raised an undisclosed amount in funding in March this year from investors, including Tarek Sadi, Funding Managing Director of Endeavor, Lebanon, and an active investor and advisor to VC funds; Michael Cooke, Senior Vice President, ABB, Switzerland; Marc Deschamps, former MD and CEO of  Jebson and Jesson,  a leading distributor in South East Asia region; and Sapan Nainani, CEO of US-based food distribution company Mekor LLC.

It was founded in 2017 by Deepak Grover, and has tie-ups with companies such as WeWork, Reliance Retail, and Haiko.

Satiating Indian’s hunger for taste, health, and affordability

Deepak has over 15 years of experience in the food industry, having worked with brands such as US-based Univar, and The Netherlands-based Caldic. 

“Having dealt with the large companies during my years as a professional, I understood the mindset of these large players. They saw that we Indians love our taste buds, and therefore, they made instant gratification in taste as the agenda of their products,” Deepak said.

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