This One Trend in Snacking is SHOCKING India—Will You Be Left Behind? Discover the Secret Now!

In conversation with Tarun Agrawal, Co-founder and CEO of Healthy Master, we explore the journey of building a clean-label snacking brand that has rapidly scaled to fulfill 75,000 monthly orders and is now set on taking Indian healthy snacks global.

What inspired you to co-found Healthy Master, and what gap did you see in the snacking market?

“The snacking aisle has never lacked options, but for years, it lacked the right ones. When we looked for snacks that we could confidently give our children every day, we found a market full of maida, preservatives, and artificial ingredients. That personal frustration became our founding mission.”

Tarun Agrawal, who previously worked in granite exports, recognized an opportunity in 2018 to create healthy snacks accessible to every home in India. “We did not just want to create a product; we wanted to change a habit,” he added.

How have you built Healthy Master into a strong player in the healthy snacking segment?

Agrawal started small, personally handling deliveries and participating in exhibitions. “Every order mattered, and every customer had a smile on their face,” he recalled. Over time, Healthy Master scaled through a direct-to-consumer model and strong digital marketing, combined with genuine word-of-mouth built on product trust. An appearance on Shark Tank Season 2 was a pivotal moment, leading to nearly 30x growth. Today, the company fulfills approximately 75,000 orders monthly and turned profitable in FY25, with revenue for FY24-25 reported at ₹9.23 crore.

Your products focus on “maida-free, preservative-free, and non-fried”—how important is this positioning today?

“This is our non-negotiable foundation. When we started, staying firm on clean-label was the one key decision that defined us, even when others advised against it,” Agrawal explained. Today’s consumers, particularly Gen Z, are increasingly label-aware, questioning additives and seeking healthier options. “Our positioning is not a marketing claim; it is a product philosophy.”

How do you ensure continuous innovation across 250+ SKUs while maintaining quality?

Innovation at Healthy Master is driven by consumer insight and ingredient integrity. “We work with manufacturing partners who share our commitment to clean processing and continuously improve based on feedback,” Agrawal stated. Each product must solve a specific snacking occasion, ensuring it meets quality standards.

What role has technology played in strengthening your supply chain and operations?

Technology is central to Healthy Master’s operations. Agrawal mentioned they utilize AI to analyze customer reviews, identifying patterns that influence product and packaging decisions. Managing 75,000 monthly orders requires meticulous inventory planning and supply coordination. “Quick commerce has been a major enabler, allowing us to fulfill demand with speed and reliability,” he noted.

Could you tell us more about your corporate snacking ecosystem and vending machine initiative?

The corporate snacking opportunity is vast and largely underserved. Traditional vending machines often stock sugary sodas and processed chips, but Healthy Master is disrupting that space. “We have health-focused vending machines in offices, hospitals, and high-traffic locations, stocked with baked chips, roasted khakhras, flavored nuts, millet cookies, dry fruits, and nutritional bars,” Agrawal explained. The goal is to make healthy snacks as convenient as unhealthy options.

How do you see the demand for preventive wellness shaping the future of the food industry?

Agrawal believes that preventive wellness is becoming mainstream. “The conversation has moved from reactive healthcare to everyday choices, and food is at the center of that shift. Consumers now demand better-for-you options that are not seen as compromises but rather preferred choices,” he asserted. Brands that can deliver health, taste, and convenience will define the next decade of fast-moving consumer goods (FMCG).

What have been your biggest challenges while scaling Healthy Master across India?

One of the first challenges faced was getting consumers to try Healthy Master’s products. “People didn’t know healthy snacks could taste this good, so getting that first bite was everything,” Agrawal reflected. Following this, scaling up to fulfill 75,000 monthly orders while maintaining freshness and quality posed significant challenges. “As we grow, the risk of brand replication increases, making trust through packaging and traceability a priority.”

How do you differentiate your brand in an increasingly competitive healthy snacks market?

Agrawal emphasized that differentiation comes from depth, not just messaging. “Our clean-label credentials are backed by real formulation choices. Beyond the product, our content strategy and quick commerce execution create a seamless experience from discovery to purchase.” Healthy Master competes on trust, taste, and accessibility.

What is your long-term vision for making Healthy Master a global brand?

Healthy Master aims to build a ₹5,000 crore brand that makes healthy snacking a global habit. Currently present in over 30 countries, they have shipped a full 40-foot container to Walmart, marking a significant milestone in their U.S. expansion. “Our target is to be present across all 4,500 Walmart stores in the USA,” Agrawal shared. With a growing appetite for trusted Indian healthy snacking brands, rooted in millets and whole grains, the global vision is clear: “Pura India Khayega and Khilayega,” he concluded.

Rapid Fire

One word to describe Healthy Master?

Purposeful.

One word that defines your entrepreneurial journey?

Relentless.

A healthy snack you personally love the most?

Our Beetroot Chips. Simple, light, and honestly nutritious.

One business leader you admire?

Ratan Tata. He built an empire but never lost his humanity—a balance every founder should aspire to.

If a biography was written about you, what would be the title?

Beyond the Crunch: How One Founder Set Out to Heal India's Snacking Habit.