“Arjun bhai, how do you do it? Investing is not as enjoyable as constructing”. This Eat Better Co story proves it – 120x development in 5 years! Yesterday, one in every of my good buddies Parag Kaushik referred to as me after a… | Arjun Vaidya

“Arjun bhai, how do you do it? Investing is not as enjoyable as constructing”. This Eat Better Co story proves it – 120x development in 5 years!

Yesterday, one in every of my good buddies Parag Kaushik referred to as me after some time. Like me, Parag offered his Ayurveda enterprise (Upakarma – now with Mankind Pharma). He’s been doing a little investing since. 

I considered his query for some time, possibly he had a degree. 
Then this night, I drove right down to the Eat Better manufacturing facility.

50,000 sq ft. 
Fully automated. 
Not a drop of palm oil in the entire place.

And someplace between that my reply began to kind.

I keep in mind what this enterprise regarded like in 2021. Back then, I used to be on a Google meet with two founders, Vidushi Kajaria and Shaurya Kanoria, sitting in numerous rooms of the identical home in Jaipur. Trisha and I had simply moved to Alibag after the Dr. Vaidya’s by RPSG Group‘s exit.

Shaurya’s mom, Mridula aunty, had spent years quietly perfecting laddoo recipes at dwelling. Vidushi and Shaurya had taken these recipes, packed 30 bins a day by hand, and constructed a small model round them.

₹5L a month. That was the entire enterprise. I even visited their manufacturing facility – it was small and in a home. Everything was accomplished by hand.

But I noticed one thing in them. Here’s why:

1. They did not attempt to invent a brand new class. They made India’s greatest one higher.

The namkeen market alone is over ₹50,000 Cr, rising at 10% yearly. Vidushi and Shaurya did not have to show anybody what a laddoo is – they simply gave present consumers a greater model. 

Roasted, not fried. No palm oil. No added sugar. Redirecting a 100-year-old behavior is 10x cheaper than attempting to create a brand new one. Most founders be taught this too late.

2. The actual moat is not the product. It’s Mridula aunty.

Any meals tech advisor can crack “clean label” and “real ingredients” in ~60 days immediately. But years of a mom iterating recipes in her personal kitchen, for individuals she loves? That’s proprietary R&D no competitor can rent for. The mother is the moat.

3. Their distribution insights are prime notch.

In 2021, most D2C manufacturers had been nonetheless obsessive about their very own web sites, their very own funnels, their very own conversion charges. Vidushi and Shaurya wager early on Blinkit, Zepto and Instamart. 

And, in addition they gained company gifting. Every festive season, this firm is out of inventory – yr on yr. 

That early wager now delivers 2,00,000+ orders each single month.

It made me tremendous tremendous proud 🙂

This is why I like my job. Investing might not be as exhilarating. 

But, should you do it nicely – you will get this kinda story 100x.

God velocity and onwards guys!!!