| Brand | Lil’ Goodness |
| Company Name | Happytizers Private Limited |
| Founders | Damanbir Singh, Harshavardhan |
| Original Ask | Rs. 1 crore for 1% equity at a valuation of Rs. 100 crores |
| Deal | Rs. 50 lakhs for 1% equity at a valuation of Rs. 50 crores & Rs. 50 lakhs in debt @10% interest rate. |
About the Product
Lil’ Goodness is a brand that focuses on offering healthy and nutritious food options for children and teenagers. Their product portfolio includes a variety of snacks and drinks made with traditional ingredients from different parts of the world.
One of their popular snacks is the Multigrain puffs and veggie crackers made with real veggies. These are healthy alternatives to traditional fried snacks and are a great source of fibre and nutrients. Another snack they offer is super grain teff, which contains no trans-fat, palm oil, or added colours or preservatives. It is made of traditional African ingredients, teff and other super grains like quinoa and oats.
Lil’ Goodness also offers prebiotic chocolates, which are a healthier option for those with a sweet tooth. These chocolates are made with turmeric, a spice that is known for its health benefits, and contain 35% less sugar than regular chocolates. The brand’s B12 Jaggery and Teff flour are other healthy alternatives for cooking and baking.
Their teff puffs are a unique offering, made with a combination of 23% teff, 23% quinoa, and 45% super grains. They are a great source of fibre, protein, and nutrients, making them a perfect snack for both kids and adults. Lil’ Goodness also offers an oats milkshake that contains 50% less sugar than regular milkshakes.
All of Lil’ Goodness’s products are made using 100% cocoa butter, ensuring they are high quality and healthy for consumption. The brand’s use of traditional ingredients like teff from Africa and turmeric from India sets them apart from other snack brands in the market. Once can buy their products from their own website & other Marketplaces like Amazon.
Founders & their story
Damanbir Singh
Harshavardhan
Harshavardhan discovered the need for better nutrition while working on a diabetes screening program in Telangana during his job at TATA Health and TATA Industries Limited. When he became a father in the same year, he wanted to provide his child with better food options than he had growing up. He wanted to make sure that she grew up eating nutritious snacks that would help her maintain good health in the long run.
This sparked an idea in Harshavardhan’s mind, and he decided to start a business that would cater to people who were looking for healthier snack options. His goal was to produce nutritious snacks that could be consumed by anyone, including children, adults, and people with diabetes.
He shared his idea with his colleague, Damanbir Singh, who was also a father and had the same concerns about his child’s nutrition. Together, they decided to co-found Lil’ Goodness, a family food and nutrition brand that offers healthy and nutritious food options for kids and teenagers.
Their philosophy was simple – if the next generation eats healthily, there will be fewer diabetics in the future. Their passion for philanthropy and the desire to provide better food options for his daughter led them to start Lil’ Goodness. Today, the brand has become a popular choice among health-conscious individuals who are looking for healthier snack options for themselves and their children.
About the company:
Launched in March 2020, Lil’ Goodness is a brand that provides healthy and nutritious food options for children. It seeks to empower millennial parents by offering food products that are tasty and packed with healthy ingredients like prebiotics. The brand aims to revolutionize children’s eating habits by providing a comprehensive ecosystem of fresh and packaged meal options integrated with technology to create awareness about healthy eating.
The company has made a mark for itself in the Indian food industry by offering innovative, wholesome, and global food products. Lil’ Goodness was among the first to launch prebiotic chocolates and the ancient super grain teff in India. Lil’ Goodness has gained popularity among health-conscious families due to its focus on providing children with healthy and nutritious food options. The brand has successfully created a niche in the market, and its increasing demand is a testament to its popularity among consumers.
Amounts Raised:
The total amounts raised are Rs. 11.5 crores at 48% equity dilution.
Revenue:
Monthly sales are Rs. 1.45 crores, of which 60% are from chocolates, 20% from milkshakes, 15% from Puffs & 5% from Milk Mixes. Their monthly burn is Rs. 30 lakhs.
Their monthly expenses are; Rs. 47 lakhs – COGS, Rs. 23 lakhs – Logistics, Rs. 19 lakhs – Marketing, Rs. 27 lakhs – Salaries, Rs. 12 lakhs – Distribution, Rs. 28 lakhs – One-off Expenses.
The blended Gross Margin is 66% & the split is; Chocolates – 69%, Milkshakes – 64%, Puffs – 70% & Milk Mixes – 59%.
Founders’ Ask
Rs. 1 crore for 1% equity at a valuation of Rs. 100 crores
Offers:
Peyush offered Rs. 50 lakhs for 1% equity at a valuation of Rs. 50 crores & Rs. 50 lakhs in debt @12% interest rate.
Founders’ Counteroffer
Rs. 50 lakhs for 1% equity at a valuation of Rs. 50 crores & Rs. 50 lakhs in debt @10% interest rate.
Final Deal
The deal was finalized with Peyush for Rs. 50 lakhs for 1% equity at a valuation of Rs. 50 crores & Rs. 50 lakhs in debt @10% interest rate.
