Spring Marketing Capital

Excited to announce our investment in Eat Better Co Let’s be real—building a food brand in India is tough. People have strong preferences, deep-rooted cultural habits, and are mindful of price. We’ve met plenty of founders trying to crack the code in this space, but Eat Better stood out. It perfectly embodies our Early Spring thesis—tapping into a deep consumer category with a large market building for the Indian consumer in a familiar space, but doing it better. Better ingredients, better quality, and better-for-you products that people truly love. They’re taking a deeply loved, everyday category—Indian sweets and snacks—and making it better: better ingredients, better quality, and better for you, without losing the flavours we all grew up with. From developing their own manufacturing setup in Jaipur, obsessing about taste and developing form-factors of their favourite ingredients that consumers find convenient, their product innovation and story had us hooked. Founders Mridula kanoria , Vidushi Kajaria and Shaurya Kanoria (or like we call them Saas, Bahu and Shaurya) started Eat Better in 2020, in an effort to make healthier laddoos for friends and family. The overwhelming love and demand led them to foray into other snacks as well and what began as a small passion project has quickly grown into a brand that now reaches homes across India. Check out the Eat Better Co ladoos and namkeens on your favourite Q-comm platform, and let us know what you think! . . . . #newinvestment #startup #vc #consumer #brand #eat #snack #better  . . . . Raja Ganapathy Arun Iyer Vineet Gupta Antara Raychaudhury Vatsal Khullar Eat Better Co Mridula Kanoria Vidushi Kajaria Shaurya Kanoria

At Spring, our investment philosophy is refreshingly simple—we back brands we genuinely love to eat, wear, and use! Here’s our founder, Raja Ganapathy, putting this into action! 🍴

Now that’s a great #ThrowbackThursday Congratulations Sreeram Reddy Vanga & the team at Moderate on the #SharkTank win! When we first met the Moderate team, we heard a very clear product purpose that we had to bring to life. The purpose was to let people strike the perfect balance between eating what they love and loving what they eat. We're proud to have partnered this amazing team and worked with them to craft the name and build out the brand identity. Here are a few glimpses of the identity, as we celebrate this milestone 🚀 Raja Ganapathy Vineet Gupta Arun Iyer #sharktank #venturecapital #d2c

A year ago, we embarked on a bold journey—to help Mr Butler expand beyond soda makers and carve out a space in Kerala’s thriving beverage market. But where to begin? With India’s $18.9B non-alcoholic beverage industry growing at 7% annually, the potential was undeniable. Together with Adith P Mammen we decided that creating a mass-premium ready-to-drink beverage was the next big move. But it was imperative that we create flavours that would truly resonate with Kerala. So naturally, we immersed ourselves in the category in Kerala, decoding what consumers craved by visiting the local street juice vendors, bakeries and convenience stores. Here are some of the insights that formed the foundation for the rest of our process.   . . . . #SpringRelease #Beverage #Consumer #Kochi #Brand  . . . . Raja Ganapathy Arun Iyer Vineet Gupta Rohan Talati Priyanka Krishnan Ashok Abraham Sandeep Balan Akhil Khandeparkar Vatsal Khullar Lekha Shastry Radhika Nataraj Varun Khullar Anoushka Shah Mr Butler Adith P Mammen

Mr Butler —a beloved legacy brand from Kochi—has turned out to be one of our most exciting and crazy assignments yet. Almost a year ago, we met Adith P Mammen, Rohan Mathew Mammen, and Mr. Mammen with a bold challenge: how do we expand their product portfolio beyond soda makers, (a category they’ve pioneered for decades)? What started as a moonshot project to identify a new category for Mr. Butler evolved into a full-fledged, year-long journey—spanning across product development, price discovery, brand redesign, and GTM strategy. This project pushed ALL of Spring’s expertise to the forefront, from our learnings on early stage businesses and our thesis on the locally inspired RTDs, to our execution capabilities on brand, marketing & product design, and even leveraging our network to work with manufacturers and bottlers. We can't thank Adith P Mammen, Rohan Mathew Mammen and Mr. Mammen for trusting us, collaborating with us and guiding us through the entire process. Introducing the new Mr Butler —the same beloved brand with an expanded product portfolio. Next week, we launch Naadan-inspired Poli flavours in Kochi! Here’s a glimpse of the new product range and brand identity. More coming soon. . . . . #SpringRelease #Brand #project #product #Consumer #india #kochi #soda  . . . . Raja Ganapathy Arun Iyer Vineet Gupta Rohan Talati Priyanka Krishnan Ashok Abraham Sandeep Balan Akhil Khandeparkar Vatsal Khullar Lekha Shastry Radhika Nataraj Varun Khullar Anoushka Shah Mr Butler Adith P Mammen Rohan Mathew Mammen

Gen Z is proudly rewriting the rules when it comes to careers, relationships, even lifestyle. Their mantra — “why stress when you can keep it casual and still win?” And boy, are they winning! When we partnered with RentoMojo, the starting point was very clear - they wanted to speak to the young, ambitious, independent ‘Gen Z’. The generation that likes to keep it casual! And as we spoke to several consumers in the making of this campaign we realised that ‘keep it casual’ is not just an attitude, its a well thought-through way of life. Rentomojo wanted to speak to this mindset of the consumer - that takes pride in keeping in casual. Our newest campaign with them explores various facets of this mindset. A series of films that showcase how, when you speak to a mindset, you don't just ensure cultural relevance but also give them solid reasons to buy. . . . . #SpringRelease #GenZ #Brand #consumer . . . . Raja Ganapathy Arun Iyer Vineet Gupta RentoMojo Geetansh Bamania Dhruv Wahal

The Live Love Laugh Foundation, founded by Deepika Padukone in 2015, was born with the core belief that no life should be lost to mental illnesses. So naturally, the brand refresh for them is a project we hold very close to our hearts. Since the subject demands sensitivity, warmth and hopefulness, the challenge was to make the subject of mental illness a more approachable one through a new and improved visual language. Today, on their 10th anniversary, this topic is more important than ever. And we couldn’t be more proud to be associated with them. Here’s a glimpse of how we brought this identity to life.  . . . . #Redesign #MentalHealth #Foundation #10years . . . . Raja Ganapathy Arun Iyer Vineet Gupta Lekha Shastry The Live Love Laugh Foundation

Kranthi Kumar Panikera has been fondly known as India’s ‘drill man’ for his pursuit of the daring. His most recent feat, however, has put him on the world stage; a new Guinness World Record for stopping 57 electric fans in under 1 minute… with his tongue! So naturally, for Atomberg Technologies , India’s #1 BLDC fan brand, the collaboration was one made in heaven. Given the fleeting nature of these moments, timely execution was the key to remaining relevant in the consumer’s mind. So we made sure the buzz keeps going with an entertaining piece of content!  . . . . #Fans #Brand #Content #Trending #entertainment #BLDC #consumer . . . . Raja Ganapathy Arun Iyer Vineet Gupta Varun Khullar Sandeep Balan Akhil Khandeparkar Rishav Srivastava Atomberg Technologies Arindam Paul Piyush Sethia Shiraley Chandra

 Catch our founder Raja Ganapathy sharing his thoughts on all things Gen Z stereotypes. . . . . #GenZ #Work #podcast

2024 was a defining year for beauty, and as we reflect on the category’s evolution, we cannot help but bring back our first investment from the Spring fund—Purplle.com We had front-row seats to Purplle’s evolution. We’ve witnessed it evolve from a marketplace business into an online + offline model, with its private label products, and straddle the world of modern and general trade. With the business growing and changing, the brand also needed an evolution. We worked closely with the team at Purplle.com to rethink the brand identity, keeping the business ambition in mind — and the Purplle consumer at the heart of the brand. We understand the intimidation and exclusivity that beauty is associated with and rewrote that narrative through this rebrand. Purplle’s story is anchored on 3 pillars - aspiration, accessibility & affordability. The brand’s core strength is their understanding of Bharat’s beauty consumers and the identity speaks to the diverse interpretations and beauty aspirations of this consumer. Inspired by India’s diverse scripts, the Purplle logo combined “प” characters to celebrate diversity and the universal love for beauty. It’s steady, but with a burst of energy – signifying that beauty is for EVERYONE. The dot? Think of it as a celebratory pop! ✨ Scroll to see the Purplle rebrand unfold! Raja Ganapathy Vineet Gupta Arun Iyer Rohan Talati Lekha Shastry Varun Khullar Manish Taneja Rahul Dash #Rebrand #SpringArchive #venturecapital