Top Clean Label Food Brands in India FY26: The Whole Truth, Farmley and Country Delight Drive Q Commerce Growth

Uncategorized

February 10, 2026

India’s clean label food segment has moved beyond a niche audience and is now seeing strong demand across metros and fast growing urban centres. In FY25 and the first part of FY26, brands built around simple ingredients and transparent labels recorded sharp growth, supported largely by quick commerce platforms such as Zepto, Blinkit and Swiggy Instamart. Industry trackers note that instant delivery has turned healthier snacks and staples into everyday purchases rather than occasional buys.

Among the fastest scaling names, The Whole Truth has built momentum in protein bars, chocolates and breakfast formats. The company reported revenue of about ₹216 crore in FY25, almost doubling year on year, with a large share of orders coming from quick commerce and repeat customers. Farmley has also emerged as a major player in clean label snacking, led by makhana, nuts and seed mixes. The brand closed FY25 with revenue near ₹394 crore and expanded distribution across modern trade and over 20,000 retail outlets, while improving unit economics.

Country Delight continues to anchor the clean label dairy category through a full stack sourcing and delivery model. With FY24 revenue estimated at around ₹1,380 crore, the brand is tracking toward the ₹1,800 to ₹2,000 crore range in FY25, driven by milk, ghee and fresh produce. Faster delivery models are now being tested to align with changing consumer expectations around freshness.

Yoga Bar, backed by ITC, reported FY25 revenue of roughly ₹202 crore and is gaining share beyond large cities through wider retail reach. Slurrp Farm, focused on millet based foods for children and families, closed FY25 at about ₹96 crore in revenue and is seeing rising demand through instant delivery platforms.

While growth is strong, most clean label brands continue to prioritise scale over margins due to high marketing spends and platform fees. Analysts expect the next phase to be defined by tighter cost control as competition from large FMCG players intensifies.

Tamannaah Bhatia Named Mysore Sandal Brand Face as KSDL Targets ₹5,000 Crore Turnover by 2030

SnackTeam

February 10, 2026

Karnataka Soaps and Detergents Limited has appointed actor Tamannaah Bhatia as the brand ambassador for Mysore Sandal and its wider product portfolio, marking a renewed push to expand the state owned company’s reach beyond southern markets. The association will begin from February 10, alongside the relaunch of Mysore Sandal soap with refreshed packaging aimed at younger consumers.

The government backed enterprise expects its turnover to reach about ₹2,000 crore in 2025 to 26 and has outlined a longer term goal of scaling annual revenue to ₹5,000 crore by 2030. Officials said the brand partnership is part of a broader marketing reset designed to raise visibility in large northern and central Indian markets, where the company’s presence remains limited compared to the south.

KSDL currently manufactures 57 products across soaps, detergents and personal care categories, ranging from its flagship sandalwood soap to hand wash, talcum powder, shower gels, incense and packaged drinking water. The company reported record production in the last month across all three of its divisions, driven by higher plant utilisation under a three shift operating model.

Alongside marketing investments, KSDL is adding capacity through upcoming production units in Vijayapura and Dabaspet. Export revenue, estimated at ₹25 to ₹30 crore annually, is also set for expansion, with the company exploring distribution in Europe and West Asia while stepping up outreach to the Indian diaspora.

Founded more than a century ago with the backing of the Mysuru royal family and industrial leaders of the time, KSDL has leaned on its heritage brand for decades. The new campaign signals a sharper focus on contemporary branding and national scale. Tamannaah Bhatia will feature in advertising and retail promotions for two years and will not endorse competing soap brands during this period.

Company executives said the refreshed strategy combines higher production throughput, tighter control on counterfeit products and sustained marketing to lift volumes in high growth urban centres such as Delhi and across central India.

Twirtles Debuts Superpuffs, Claims First-Mover Spot in India’s Protein Chips with Vitamin Fortification

Business

SnackTeam

February 10, 2026

Healthy snacking startup Twirtles has entered the functional foods space with the launch of Superpuffs, a new line it is positioning as India’s first protein chips fortified with essential vitamins and minerals. The product was unveiled at a formal industry event attended by retail partners, food entrepreneurs and health sector stakeholders, signalling the brand’s push beyond conventional snack formats into nutrition-led offerings.

The launch was marked by Padma Shri awardee Dr Arvind Lal, Executive Chairman of Dr Lal PathLabs, who inaugurated the product at the event. The presence of diagnostics and nutrition leaders highlighted Twirtles’ intent to anchor the new range in science-backed formulation rather than lifestyle marketing alone.

Superpuffs has been developed to address a widening gap in everyday snacking, where taste-forward products dominate shelves but nutritional value remains limited. Each variant is fortified with a tailored blend of vitamins and minerals, alongside higher protein content, to help tackle common micronutrient shortfalls observed in urban diets. The company said it has focused on keeping ingredient lists simple and transparent, as clean label preferences gain ground among label-reading consumers.

According to Twirtles, the product is the result of an extended in-house research and development process involving multiple formulation trials to stabilise protein levels and micronutrients without compromising texture or flavour. Achieving this balance in puffed snacks has traditionally been difficult due to processing constraints and taste fatigue associated with fortified products.

Co founders Arjun Veer Singh and Pawanjot Singh said the brand is building Superpuffs as a long-term category bet rather than a limited innovation drop. Twirtles currently sells chips and makhana-based snacks and sees protein chips as a natural extension of its everyday snacking portfolio.

Industry observers note that protein chips remain a small but emerging segment in India, often limited by premium pricing and narrow flavour choices. Twirtles plans to roll out Superpuffs across key metros through modern trade and online platforms in the coming months, as it looks to scale distribution and expand into adjacent healthy snacking categories.

Invogue Secures ₹2 Crore Funding on Shark Tank India to Accelerate Shapewear Expansion

funding

SnackTeam

February 9, 2026

Bengaluru based shapewear startup Invogue has raised ₹2 crore on Shark Tank India Season 5, marking its first external funding since launch and setting the stage for its next phase of growth. The two year old brand, founded in 2023 by entrepreneur Maadhav Saxena and later joined by co founder Ragini, is building a portfolio of performance led shapewear designed for Indian body types and everyday wear needs.

Invogue entered the market at a time when organised players in shapewear were still limited in India. The company focused on fit, fabric engineering and compression performance while keeping customer acquisition costs in check. Since inception, the brand has served over 80,000 customers across India, catering to use cases spanning ethnic outfits and western silhouettes.

The ₹2 crore investment was made by Aman Gupta on the show. The capital will be deployed to strengthen supply chain capacity, widen the product range and support distribution across digital channels and physical retail touchpoints. The founders said the funding will also be used to build deeper manufacturing partnerships and improve inventory planning as volumes scale.

Invogue plans to expand beyond core shapewear into sculpted bras, innerwear, tummy tuckers and swimwear over the coming quarters. The company is also preparing to build an omnichannel presence, with pilots planned across select offline formats alongside its existing online sales channels. As part of its brand building push, Invogue recently partnered with Malaika Arora for a digital campaign aimed at increasing awareness among urban women shoppers.

Industry observers note that demand for functional innerwear and shapewear in India is rising as consumers seek comfort driven solutions that work across long workdays and social settings. With fresh capital in hand, Invogue is positioning itself to scale in a category that remains fragmented and under penetrated.

The founders said the focus in the next phase will remain on product performance and customer feedback led design, as the brand looks to grow from a niche shapewear label into a broader foundation wear player across categories.

Myntra Appoints Former Google Leader Pramod Adiddam as CTO to Strengthen Tech Roadmap

Leadership

SnackTeam

February 9, 2026

Myntra has named Pramod Adiddam as its new Chief Technology Officer, bringing in a seasoned global technology leader to steer the platform’s engineering and digital architecture as the business scales its fashion, beauty and lifestyle marketplace in India. The appointment comes at a time when the company is deepening its focus on platform reliability, faster innovation cycles and sharper personalisation across customer touchpoints.

In his new role, Adiddam will lead Myntra’s end to end technology charter, covering core commerce systems, data platforms, cloud infrastructure and emerging technology initiatives. The company said his mandate includes strengthening platform resilience to handle peak traffic, improving speed to market for new features and building capabilities that support expanding seller, creator and brand ecosystems.

Adiddam brings over 20 years of experience in building large consumer internet platforms. Prior to joining Myntra, he held senior engineering leadership roles at Google and Instacart, where he worked on high scale marketplace systems, platform engineering and product innovation across multiple geographies. His career includes designing systems that support millions of daily users, managing global teams and driving technology programs linked to revenue growth and customer engagement.

Myntra said the leadership addition adds depth to its technical bench as the platform continues to invest in personalisation, discovery tools and creator led commerce. The company has been expanding its technology investments to support rapid category growth, especially in beauty, which has emerged as one of its fastest growing verticals.

Commenting on the appointment, Myntra CEO Nandita Sinha said the platform’s ability to deliver a smooth and reliable shopping experience at scale is closely tied to the strength of its technology foundations. She added that Adiddam’s experience in running global consumer platforms will support Myntra’s next phase of growth.

Adiddam will report to the CEO and work closely with product, data and business teams to advance Myntra’s long term technology priorities.

Dr. Doodley Raises ₹30 Crore to Expand 24×7 Pet Hospitals Across Tier I Cities

funding

SnackTeam

February 9, 2026

Bengaluru based pet healthcare startup Dr. Doodley has secured ₹30 crore in pre Series A funding to accelerate the rollout of its hospital network and deepen clinical capabilities as demand for organised veterinary care rises in urban India. The round includes ₹20 crore in equity and ₹10 crore in debt. Equity investment was led by V3 Ventures, with participation from Campus Fund and the Thackersey Family Office. The round also saw backing from angel investors Yatin Shah and Karan Bhagat of 360 ONE Wealth, along with Gautam Dalmia, managing director of Dalmia Bharat Group.

Founded in 2023 by Utsav Bisaria and Yash Jayprakash Ladda, Dr. Doodley operates a hybrid care model that combines vet at home services with round the clock multispecialty hospitals. The company currently runs three facilities in Bengaluru at Jayanagar, Yelahanka and Whitefield, supported by a team of about 35 veterinarians. Its hospitals offer diagnostics such as X ray, ultrasound and blood tests, along with surgery and inpatient care backed by continuous monitoring. Clinical protocols are standardised across centres, with specialist access in surgery, gynaecology and internal medicine.

The fresh capital will be used to expand hospital capacity and prepare for entry into new markets. Over the next year, Dr. Doodley plans to open four more hospitals in Bellandur, Indiranagar, Rajajinagar and North Bengaluru, taking the network to seven facilities. The company aims to treat more than 100,000 pets during this period and grow its veterinary team to over 100 doctors.

The startup also plans to introduce 30 minute vet at home services and roll out a flat ₹10,000 surgery pricing model across procedures. Over the past year, Dr. Doodley said it handled more than 30,000 pet consultations and performed over 1,000 surgeries. The company operates in a fast growing pet care market alongside organised players such as Wiggles, Supertails, Vetic and Petzzco.

Luckin Coffee Debuts Premium Origin Flagship in Shenzhen as China’s Coffee Rivalry Heats Up

Business

SnackTeam

February 9, 2026

Luckin Coffee has opened its first premium Origin flagship store in Shenzhen, stepping into higher priced specialty coffee and taking direct aim at Starbucks’ Reserve format as competition sharpens in China’s urban café market. The launch marks a clear shift for Luckin, which built scale through compact, app led outlets known for low priced drinks and fast delivery.

The two level flagship sits in one of Shenzhen’s busiest commercial districts near the Hong Kong border. Unlike Luckin’s usual pricing of roughly one to two dollars for core beverages, the new store offers a curated menu of specialty brews such as pour over and cold brew, positioned for customers willing to pay more for sourcing stories and in store experience.

Luckin said the Origin concept focuses on traceable beans and brewing methods. The flagship highlights coffee sourced from Brazil, Ethiopia and Yunnan in southwest China, reflecting a growing interest among Chinese consumers in origin specific flavours. Early social media posts from local platforms show long queues during the soft launch period in late January, with reported wait times stretching beyond an hour, pointing to strong initial curiosity around the premium format.

The move comes as China’s coffee market grows more crowded. Starbucks set the tone for premium café experiences with its Reserve Roastery in Shanghai in 2017, but faces sustained pressure from fast expanding domestic chains and boutique cafés. Luckin reported revenue of about $1.55 billion for the quarter ended September 30, 2025, up nearly 48 percent year on year, underlining its scale advantage. The company crossed the 29,000 store mark globally by the end of September and has positioned the Shenzhen opening as part of its milestone march toward 30,000 outlets.

Starbucks, which runs just over 8,000 stores in China, is reshaping its local business through a proposed stake sale to Boyu Capital, valuing its China unit at roughly $13 billion including future licensing income.

By pairing premium storytelling with its vast retail footprint, Luckin is signalling an ambition to compete across price tiers. If the Shenzhen model delivers steady volumes, similar flagships are likely to follow in Shanghai, Beijing and other large cities, adding pressure on established premium players to defend both share and brand loyalty.

Zappfresh Enters Frozen Veg Snacks With Meevaa Foods, Targets Delhi NCR Rollout From Feb 9

Business

SnackTeam

February 7, 2026

Delhi NCR based meat and seafood delivery platform Zappfresh is widening its footprint beyond fresh proteins with the launch of Meevaa Foods, a new brand focused on frozen vegetarian snacks. The move signals a push into the ready to eat and ready to cook segment as the company builds a broader packaged foods portfolio alongside its core meat business.

The first phase of the rollout will begin in Delhi NCR from February 9, with Mumbai and Bengaluru slated to follow from March 1. Zappfresh said the frozen range will be available across online channels and select retail partners, aimed at urban consumers seeking convenient meal options for everyday consumption and quick home cooking.

As part of the expansion plan, the company has set aside ₹10 crore to scale its frozen foods vertical over the next two to three years. The investment will be directed towards product development, cold chain strengthening, distribution reach and brand building in priority metros.

Meevaa Foods will debut with a pilot portfolio of 12 vegetarian frozen products, including staples such as samosas, momos, kebabs and patties. The company plans to refresh and widen the range every quarter, adding new formats based on early sales data, repeat rates and consumer feedback from launch markets.

Zappfresh expects the frozen foods business to serve both domestic demand and overseas channels over time. The company estimates that imports and exports could account for 15 to 20 percent of frozen volumes as the category scales, driven by demand from international marketplaces and diaspora focused retailers.

With this entry, Zappfresh is positioning itself in a fast growing segment where convenience foods are gaining traction across urban households. The company believes frozen snacks offer a natural extension to its cold chain capabilities and processing infrastructure, allowing it to build a parallel revenue stream while reducing dependence on fresh meat categories. The brand said its near term focus will remain on execution in the three launch cities before expanding to additional markets.

Zero Sugar, Big Ambitions: Chini Kum Raises ₹1 Crore Pre Seed to Take on India’s Beverage Giants

funding

SnackTeam

February 7, 2026

Chini Kum has stepped into India’s crowded beverage space with a clear pitch and fresh backing. The zero sugar beverage startup has raised ₹1 crore in pre seed funding as it begins scaling its presence across the country. The brand is positioning itself as an alternative for consumers who want flavour without the baggage of refined sugar, a segment that is slowly but steadily gaining ground in urban India.

The funding will be used to expand Chini Kum’s product range and distribution, with a strong focus on drinks sweetened using natural alternatives like stevia and monk fruit. Alongside this, the company is also developing gut health focused beverages, tapping into the growing interest around digestion, clean labels and functional nutrition. While this category has seen interest globally, it is still relatively early in India, giving young brands room to experiment and build loyal audiences.

India’s beverage market has traditionally been dominated by high sugar carbonated drinks and fruit based options with added sweeteners. However, rising awareness around diabetes, obesity and lifestyle related issues has pushed many consumers to rethink daily choices. Chini Kum appears to be betting on this shift, aiming to make zero sugar drinks feel less clinical and more enjoyable for everyday consumption.

The startup plans to use the fresh capital to strengthen sourcing, improve formulations and widen availability both online and offline. Early efforts are also expected to go into brand building, as standing out in the beverage aisle requires more than just good ingredients.

With pre seed funding in place, Chini Kum is now entering a critical phase where execution will matter as much as the idea itself. If the brand can balance taste, pricing and trust, it could carve out a meaningful niche in India’s evolving non sugary beverage market.

The Sleep Company Appoints Udhaya Shankar M as CHRO to Lead People Strategy During Expansion

Leadership

SnackTeam

February 7, 2026

The Sleep Company has named Udhaya Shankar M as its Chief Human Resources Officer as the Bengaluru headquartered sleep solutions brand strengthens leadership to support its nationwide expansion. The appointment comes at a time when the company is scaling its retail network, supply chain operations and corporate teams across multiple cities.

Udhaya brings more than 17 years of experience across retail and consumer businesses, with a track record of building large teams, streamlining people processes and aligning workforce strategy with growth plans. In his previous role as Head of HR Operations at Metro Brands Ltd, he worked closely with leadership teams to strengthen talent systems across stores, warehouses and head office functions. His work there focused on hiring at scale, improving frontline engagement, building leadership pipelines and embedding technology across HR operations.

At The Sleep Company, he will oversee talent acquisition, learning and development, rewards, performance management and organisational design. The mandate includes building a strong employer brand in a competitive retail talent market, improving employee experience across physical stores and fulfilment centres, and creating leadership depth as the company expands its footprint.

The company said the role will also focus on strengthening internal capability for rapid store openings, last mile operations and omnichannel growth. As organised mattress and sleep solutions retail gathers pace in India, the brand is adding capacity across functions such as sales, operations, manufacturing support and digital commerce.

Commenting on the appointment, co founder Priyanka Salot said the company is investing in leadership that can build scalable people systems and ensure consistency as the organisation grows. She added that Udhaya’s experience in running HR for large retail networks and his focus on technology led processes will help the company improve efficiency while keeping employee engagement at the centre.

Udhaya is expected to work closely with the founding team and business heads to shape organisation structure, manage workforce planning and support long term growth plans. His appointment signals The Sleep Company’s intent to professionalise people practices as it moves into its next phase of scale.

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