IPV Enters Peanut Butter Market with INR 3 crore Seed Investment in Happy Jars

By Srikanth
4 Min Read
IPV Enters Peanut Butter Market with INR 3 crore Seed Investment in Happy Jars 1

Happy Jars, a health food brand offering natural peanut butter, has raised a seed round of INR 3CR, led by Inflection Point Ventures. It is the 8th deal for 2021 of IPV, who are likely to invest Rs 155 crore this year across 60 plus startups.


Founded in 2016, by couple Surabhi Talwar and Vikram Sekhar in their home kitchen, Happy Jars has now scaled nationally, and has acquired 1% market share of the Indian peanut butter market, standing at INR 250CR today. The funds raised will be used to launch new flavours, scale operations, build brand awareness and expand distribution to Tier 1 and Tier 2 cities, including Mumbai and Bangalore.

As customers actively look for healthy options, the demand for natural, preservative free food brands has been on a rise. Dense with nutrition and recognisably clean, Happy Jars vouches for 100% quality control with their own manufacturing unit based in Delhi. Their unsweetened peanut butter is made with pure nuts, with no hidden ingredients. All their products are vegan and gluten-free, without any oils or preservatives.

Vinay Bansal, Founder & CEO, Inflection Point Ventures says, “As health and immunity take centre stage in our lives, customers are making their choices clear. They want rich nutrition and low-in-sugar food options. Happy Jars is meeting these expectations and the impact of this trend is showing the way forward for brands who are true to their ethos. We found their approach of entering one category – Nut Butter in this case and rolling out various flavours while retaining nutritional value of the ingredients an attractive proposition to invest in.”

Surabhi Talwar, Co-Founder, Happy Jars says, “At Happy Jars, we focus on making products that are so delicious that you’ll eat them every day. Our natural, good-for-you ingredients ensure that you’re eating the right things, and this combination is the magic behind a healthy lifestyle. We are delighted to have Inflection Point Ventures partnering us on our journey. Their mentor and investor network is strong and offers guidance that is invaluable for a start-up that is scaling.”

Happy Jars is available across retail stores in Delhi NCR and all leading e-commerce portals including Amazon, Big Basket, Milkbasket, Swiggy and GOQii. The brand serves approx. 1 lakh customers every year, and is operationally profitable. Among its target audience, Happy Jars is already a category leader with a 30% market share in modern trade stores with a loyal repeat customer base. The business grew 200% during the pandemic and is growing at CAGR 6 times the category.

Happy Jars prides itself on its mouth-savouring unique flavours which are healthy. Their range includes a Dark Chocolate Almond Butter with 74% less sugar than regular chocolate spreads, and a Chilli Chutney savoury peanut butter, for popular Indian breakfasts like poha, dosa, parantha and eggs on toast. Their new product pipeline includes healthy confectionary (to be launched in April), oat-based products and rice-based snacks.

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