Open Secret, a leading direct-to-consumer healthy snacking brand in India, has raised over ₹50 crore ($5.2 million) in a funding round led by Desai Brothers Group. The fresh capital will support the startup’s offline expansion and product portfolio growth, especially in the high-demand savory snacks segment.
- Raised ₹50 crore led by Desai Brothers Group with equity and debt funding
- Plans to expand offline stores and increase savory snacks offerings
- Targets ₹1,000 crore ARR within three years while staying profitable
What happened
Open Secret, a Mumbai-based direct-to-consumer brand specializing in healthier snack alternatives, announced a funding round totaling over ₹50 crore ($5.2 million). The round was led by Desai Brothers Group and included both ₹30 crore in primary equity and institutional debt. This injection of capital is aimed at strengthening the startup’s offline retail footprint across India and expanding its product portfolio.
Currently available in more than 500 outlets, Open Secret plans to diversify its offerings with a sharper focus on savory snacks such as chips and namkeen, which they identify as the fastest-growing segment of their business. Since its founding in 2019 by Ahana Gautam and Udit Kejriwal, the startup has steadily increased its presence across e-commerce and quick commerce platforms, fueling consistent growth.
Why it matters
Open Secret’s funding and strategic focus highlight the increasing momentum of the healthy snacking market in India, driven by growing consumer awareness around protein intake, fitness, and preventive health. The brand’s achievement of crossing ₹200 crore in annual recurring revenue with profitability demonstrates the commercial viability of health-forward snack products in the evolving Indian market.
This investment also underscores the rising investor interest in the health food sector, as India’s market for healthier snacks is projected to become an $8.1 billion opportunity by 2033. Competing with other notable health-focused brands such as Wellbeing Nutrition, Phab, and Yoga Bar, Open Secret’s expansion strategy reflects broader trends of rising disposable incomes and fast-growing quick commerce channels.
What to watch next
Key indicators to monitor include Open Secret’s offline expansion progress and how effectively its new focus on savory snacks can capitalize on growing demand. The startup aims to reach ₹1,000 crore in annual recurring revenue within the next three years while maintaining EBITDA profitability, marking a critical milestone in its growth trajectory.
Additionally, investor activity in Indian health and wellness startups will be important to watch, as other brands continue to secure funding rounds that validate the sector’s potential. The scaling of quick commerce and retail distribution channels will likely be a significant factor shaping competitive dynamics and market share among emerging healthy snacking brands.