Mumbai based food and beverage startup Open Secret, on Thursday (December 19), announced that it has raised an undisclosed amount in a seed funding round led by Matrix Partners India. The round also saw participation from angel investors such as Paytm founder Vijay Shekhar Sharma, cofounders of Snapdeal Kunal Bahl and Rohit Bansal and CEO of Godrej Consumer Products, Vivek Gambhir.
Open Secret will utilise the freshly raised capital to scale up the capabilities in technology, strengthen the team and expand omnichannel distribution presence.
Founded by Ahana Gautam and Udit Kejriwal in 2019, Open Secret offers healthier options in food items such as cookies. The startup has launched its first set of nutty cookie products targeting the increasing consumer preferences for healthier snacks, with an emphasis on tiffin consumption.
Ahana Gautam, Co-Founder, Open Secret, said, “As a daughter of a working mother, I saw first-hand the struggle that families face in providing healthy yet convenient options for their children. This struggle transcends generations and today I see my sister in law experience the same challenges with my niece. No doubt India was found to have one of the most unhealthy packaged foods in the world. We are committed to addressing a mother’s guilt by providing better options and enabling her to make winning choices for the family.”
Open Secret is currently available in the top 60 offline stores in Mumbai, as well on Amazon through the launchpad program and through its own website. The startup uses nuts and chocolates as the primary ingredients in its cookies, maintaining an equal blend between health and taste.
Sanjot Malhi, VP and consumer sector lead, Matrix India said that Open Secret is targeting children’s snacking segment, with a unique combination of taste and health, something both children and mothers can love.
With the first set of products, the brand is targeting the sweet snacking category which hasn’t innovated much in recent years. As of now, the goal for Open Secret is to become the most preferred snacking brand for families.
Open Secret is currently available in 60 offline stores in Mumbai. The startup is also selling its f&b products on ecommerce platform Amazon, through the launchpad programme, and also on their own website.
In 2019, Matrix Partners has invested in a host of f&b startups, which are particularly offering healthier alternatives. Protein bar brand ‘And Nothing Else’ (ANE), which claims to be a clean food company, in November, raised an undisclosed amount from Matrix Partner in a seed funding round.
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