Founded in 2021, FitFeast’s vision is simple yet bold: to make protein-rich snacks a part of everyday lifestyle, without ever compromising on taste or convenience. Whether it’s protein chips, chocolate smoothies, or dessert-inspired bars, they are reimagining health in formats people already love and crave.

Aditya Poddar, Founder and CEO, FitFeast, brings a rare blend of technical skill, entrepreneurial drive, and personal passion to the world of health and nutrition. A B.Tech graduate in Information Technology from JIIT, he began his career in analytics at AXA before diving headfirst into entrepreneurship. Having founded two startups during college, Aditya went on to bootstrap FitFeast to over Rs. 1 crore in ARR within its very first year without external funding. His deep understanding of the wellness space comes not just from business experience, but from his own 20kg weight loss journey, making him a founder who truly lives the problem he’s solving.

Aditya appeared on Shark Tank India in March 2025 where he shared his inspiring journey and bold vision for India’s protein revolution. The episode spotlighted FitFeast’s mission to make protein mainstream, propelling the brand further into national recognition.

Vinay Bansal, Founder, Inflection Point Ventures says, “India is experiencing a growing awareness around the importance of protein in daily nutrition, driven by rising health consciousness and lifestyle changes. With protein playing a crucial role in muscle growth, metabolism, and overall wellness, the demand for convenient, high-quality protein-rich foods is accelerating. FitFeast offers all of this and more, having established themselves on Shark Tank India they are now backed by legendary cricketer Shane Watson. This shows the trust and commitment of the brand towards their products poised for significant growth and ready to redefine the health and fitness landscape.”

FitFeast isn’t just winning over customers, it’s earning the trust of legends. Shane Watson, retired cricketing legend (CSK, RCB, RR, Australia) and IPL icon, has come onboard as an investor and long-term believer in FitFeast. Indian all-rounder Axar Patel also backs the brand as both investor and ambassador, strengthening its credibility.

“The first time I tried FitFeast Protein Chips and Malai Kulfi Protein Shake, I was genuinely hooked by the quality and taste. After a few months as a regular user, I knew I wanted to be part of this journey. This is a long-term play for me as we build FitFeast together,” said Watson.

More than just a brand ambassador, Watson brings his deep expertise in sports and business to FitFeast.

FitFeast is redefining the protein space by putting taste at the forefront offering flavour-packed products like White Chocolate Peanut Butter, Malai Kulfi Protein Shakes, and Peri Peri Chips that resonate deeply with Indian palates. With a strong focus on innovation and localization, the brand has cultivated a loyal, repeat-heavy customer base, especially among Gen Z and young professionals. What further sets FitFeast apart is its robust D2C engine, with the majority of sales coming through its own website, ensuring customer ownership and direct engagement. On the operations front, FitFeast is growing rapidly with over Rs. 50 lakhs in monthly revenue, PAN-India fulfillment through it’s own website, Q-commerce and marketplaces. The brand has clocked a 5x month-on-month growth in the last four months, highlighting its strong momentum and scalable foundation.

Aditya Poddar, Founder & CEO says, “At FitFeast, we’re on a mission to prove that protein-rich food doesn’t have to taste boring. It can be bold, fun, and downright irresistible. IPV believed in that vision from day one, not just with capital, but with conviction. This round isn’t just about scaling a brand, it’s about rewriting the rules of how India consumes protein, one delicious bite at a time.”

FitFeast is rapidly emerging as a leading protein brand in India featured on Shark Tank Season 4, selling over 10 million grams of protein, and earning cricketers Shane Watson & Axar Patel’s backing as investor and brand ambassador. Its products are available across Zepto, Amazon, Flipkart, and more, with deliveries made to 20,000+ pin codes nationwide.

India’s health and wellness F&B market is a booming $30 billion opportunity, with protein-based products alone accounting for over $4 billion. Within this space, protein snacks are among the fastest-growing categories, expanding at over 20% annually. The rise of digital-first brands is also being fueled by a 29%+ growth rate in India’s food and beverage e-commerce sector, making it a prime time for innovation and scale in functional, better-for-you foods.

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Founded in 2019, NOTO Ice Cream has disrupted the ice cream industry by offering indulgent, healthy ice cream options that don’t compromise on taste. With a mission to provide healthier alternatives without sacrificing flavor, NOTO is rapidly becoming a market leader in the good-for-you ice cream category. The brand is also backed by well-known personalities such as John Abraham, Rannvijay Singha, and Kunal Bahl, who share NOTO’s vision of making guilt-free indulgence accessible to all.

Vinay Bansal, Co-Founder, Inflection Point Ventures, says: “Health-conscious consumers often struggle between satisfying their sweet cravings and adhering to a healthier lifestyle. The existing options often compromise on taste or nutritional value, creating a gap in the market for truly guilt-free indulgence. NOTO ice-cream is solving this problem with its unique flavours that don’t compromise on either taste or nutritional values. At IPV, we are drawn to the startup’s commitment to address a real consumer need. Their vision to redefine desserts aligns with lots of Indians, making it a scalable startup with meaningful impact.”

NOTO is operational across multiple cities including Mumbai, Delhi, Bangalore, Hyderabad, Chennai, and Pune, and is expanding aggressively into new markets such as Ahmedabad, Kolkata, and Lucknow. The brand is listed on food delivery platforms like Swiggy and Zomato, as well as quick commerce platforms such as Zepto, Blinkit, Instamart and Flipkart.

Varun Sheth, Co-Founder & CEO, NOTO, says “At NOTO, Eating, Not Cheating is at the heart of everything we do – we serve desserts that are guilt-free and full of flavor. This funding fuels our expansion into Tier 1 and Tier 2 cities, paves the way for more NOTO-riously good innovations. As we continue to redefine the ice cream experience, we’re excited to scale new heights. We appreciate IPV’s support in this journey.”

NOTO Ice Cream has garnered significant recognition, with notable achievements including being awarded “Product of the Year” for Chocolate Mini Bites at the Channelier FMCG Awards in 2022, being named “Most Loved Brand on Social Media” and “Top Consumer Packaged Brand” in 2023 by LBB x Nykaa, and receiving the title of “Best Vegan Ice Cream” for its Vegan Mango Raspberry flavor at the Peta India Vegan Food Awards in 2023.

The post John Abraham-backed NOTO Ice Cream raises Rs. 15 Crore in funding round led by Inflection Point Ventures appeared first on Business of Food.