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GOAT Life, a D2C healthy food brand, has raised an additional Rs 1.6 crore in its pre-seed round led by existing investor D2C Insider Super Angels.
The round also saw participation from Consumer Collective by Atrium and angel investors including Vikram Ahuja, Akash Gupta, and Dhruv Kohli, among others.
The startup will use the funds to expand sales on quick-commerce platforms like Blinkit and Swiggy Instamart, introduce new flavours, and grow its supply chain operations.
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Yash Kalra, Founder, GOAT Life, said, “India’s breakfast is fundamentally broken; most options lack protein while being high in carbs and sugar. GOAT Life delivers modern-day complete nutrition for today’s consumers who are determined to live healthier and achieve greatness daily.”
Abhishek Shah, Partner at D2C Insider Super Angels, said, “We’re doubling down on GOAT Life due to Yash Kalra’s exceptional execution, from Kota bootstrapping to Rs65 lakhs monthly revenue via sold out drops and viral campaigns which cementing our conviction in his category dominance.”
Nikita Dhingra, Partner, Consumer Collective by Atrium, said, “This investment is anchored in our belief in Yash, his resilience, creativity and execution mindset. At an early stage, we invest in founders, confident that outcomes will follow, and Yash is already proving us right.”
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About GOAT Life
Founded in 2023 by Yash Kalra, Kota-based GOAT Life is a direct-to-consumer (D2C) healthy food brand that sells protein-rich, high-fibre oatmeal that can be prepared in just 30 seconds. Based in Kota, the brand is known for its spoon-free, drinkable oatmeal.
GOAT Life focuses on making nutritious and convenient breakfast options. Its oats provide 10–20 grams of protein, are high in fibre and come in indulgent flavours like Almond Kulfi and Cookies & Cream, offering a healthier alternative to skipped or carb-heavy breakfasts.
In recent months, the brand has grown quickly, increasing monthly revenue from about ₹10 lakh to nearly ₹65 lakh. Around 70% of sales come from its D2C channel, with the rest from platforms like Amazon and Blinkit. The new funding will be used to expand on quick-commerce platforms such as Blinkit and Swiggy Instamart, launch new flavours, work with influencers, and strengthen the supply chain.
Founder Kalra has driven strong awareness through creative, founder-led marketing. This includes a ₹25,000 “Blinkit Challenge” that gained over 1.7 million impressions, 8,000 followers, and peaked at 1,000 packets sold per day using street-level promotions like food carts and “Protein Langars.” The brand also gained national attention after Kalra pitched on Rahul Dua’s Pitch Please, featuring Anubhav Bassi and Gaurav Kapoor.
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