Yoga Bar Co-Founder and Better Bite Ventures Launch First Bite India to Back Emerging Food Startups

India’s rapidly evolving food and consumer startup ecosystem has received a fresh boost with the launch of First Bite India, a new early-stage funding initiative backed by Yoga Bar co-founder Suhasini Sampath and Singapore-based venture capital firm Better Bite Ventures.

The initiative is designed to identify and support India’s next generation of consumer food and beverage startups, particularly founders working on healthier, functional and innovative food products.

First Bite India is offering up to ₹2.5 crore (approximately US$260,000) in investment to selected startups. The programme is specifically aimed at very early-stage businesses, including companies that are preparing to launch or have only recently started selling their products.

Applications for the initiative are open until September 23, 2026.

Supporting India’s Next Food Brands

The programme reflects growing investor interest in India’s food and beverage sector, where changing consumer preferences are creating opportunities for new brands.

First Bite India is looking at businesses across categories including healthy snacks, functional foods and beverages, protein and fibre products, better-for-you staples, greens and supplements, spices and condiments, and modern interpretations of traditional Indian foods.

Importantly, founders do not necessarily need significant revenue or an established track record to apply. The programme is designed for businesses that may still be at the product-development or early-launch stage.

Applicants can also be startups that have already received a small amount of funding from angel investors or early-stage backers.

From Building Yoga Bar to Backing New Founders

Suhasini Sampath brings direct experience of building a consumer food brand from an early-stage venture into a large Indian business.

Sampath and her sister co-founded Yoga Bar and developed the company into a major consumer food brand before its eventual exit to ITC.

Through First Bite India, Sampath is now looking to work with founders who are at the beginning of a similar journey.

The initiative is intended to provide more than capital. Selected founders will also have access to Sampath’s experience in building a consumer brand, as well as Better Bite Ventures‘ network and expertise in early-stage food businesses.

What First Bite India Is Looking For

According to the programme’s organisers, the focus is not simply on startups that already have strong sales numbers.

Instead, First Bite is looking for founders with a distinct approach to a large food category, a clear reason for their product to exist and an understanding of why the market needs the product at the present time.

This approach is particularly relevant for India’s consumer startup market, where hundreds of new food and beverage products are entering categories ranging from snacks and beverages to nutrition and traditional foods.

For very young companies, developing a differentiated product and building a recognisable brand can be as important as early revenue.

Changing Consumer Preferences Create New Opportunities

The funding initiative arrives as Indian consumers increasingly explore products positioned around nutrition, convenience and healthier eating.

Protein-rich foods, functional beverages, fibre-focused products and healthier versions of familiar snacks are attracting increasing attention.

Younger consumers are also contributing to this shift, with interest in products that combine nutrition with familiar flavours and convenient formats.

This creates opportunities for startups that can adapt traditional Indian food concepts to contemporary consumer preferences.

For example, traditional ingredients and recipes can be redesigned into convenient packaged foods while retaining elements of their original identity.

Quick Commerce Changes the Consumer Startup Landscape

Another factor supporting the emergence of new food brands is the growth of quick-commerce and digital retail platforms.

Previously, a new food brand often needed extensive offline distribution networks to reach consumers across major cities.

Digital commerce has lowered some of these barriers.

Startups can now test products online, reach consumers in selected markets and collect feedback without immediately building a large nationwide retail network.

For early-stage founders, this can make it easier to experiment with product formats, packaging and pricing before committing to a larger physical distribution strategy.

Beyond Capital: Mentorship and Networks

For very early-stage startups, access to experienced mentors and industry networks can be as important as funding.

First Bite India aims to combine the two.

Selected founders will have the opportunity to draw on Sampath’s experience in developing Yoga Bar, while Better Bite Ventures can provide access to its broader food-tech and investment network.

Better Bite Ventures says it has backed more than 30 startups across Asia-Pacific, including Indian companies such as Greenest, Shaka Harry and Phyx44.

The firm focuses on early-stage businesses across areas including food technology, alternative proteins, agriculture and climate-related food innovation.

A Growing Food-Tech Ecosystem

The launch of First Bite India also reflects a broader expansion of India’s food-tech ecosystem.

Startups are developing products across areas such as plant-based nutrition, functional ingredients, alternative proteins, dietary supplements and healthier consumer packaged goods.

Recent investments in the sector demonstrate continued interest from investors looking for businesses that can respond to changing consumer demand.

At the same time, India’s large domestic market gives consumer startups an opportunity to test products at scale before expanding internationally.

The Opportunity for Traditional Indian Foods

One particularly interesting area is the modernisation of traditional Indian foods.

India has an enormous variety of regional ingredients, snacks, beverages, spices and cooking traditions.

Startups are increasingly exploring ways to package these products for modern consumers while improving convenience, nutrition and shelf life.

This could include contemporary versions of traditional snacks, ready-to-use ingredients, functional beverages and packaged foods based on regional recipes.

For investors, such businesses can potentially combine cultural familiarity with modern branding and distribution.

Building the Next Generation of Consumer Brands

The First Bite India initiative highlights a broader change in India’s startup ecosystem.

Earlier waves of Indian startups were heavily associated with technology platforms, e-commerce, fintech and software.

Today, consumer businesses are increasingly attracting entrepreneurial and investor attention.

Food startups have the potential to build large brands by combining product innovation with digital marketing, quick commerce, modern retail and direct-to-consumer channels.

However, the sector also remains highly competitive. New brands must differentiate themselves while managing manufacturing costs, distribution, customer acquisition and regulatory requirements.

Early Funding Can Make a Difference

For a startup that is still developing its first product, early capital can help finance product testing, packaging, manufacturing, market research and initial marketing.

The availability of funding at this stage can allow founders to experiment before attempting to scale.

First Bite India‘s decision to consider pre-launch and recently launched businesses means the programme is targeting founders at a stage where traditional venture funding can sometimes be difficult to secure.

The initiative therefore represents an effort to move capital further toward the beginning of the startup journey.

Looking Ahead

The launch of First Bite India comes at a time when India’s food startup ecosystem is entering a period of experimentation and rapid change.

Consumers are increasingly looking for products that offer convenience, nutrition and familiar flavours, while digital commerce is making it easier for emerging brands to reach customers.

For founders, the challenge will be turning these opportunities into sustainable businesses with strong products, efficient operations and distinctive brands.

For investors, the focus will be on identifying companies capable of moving from an early product idea to a scalable consumer business.

With First Bite India, Suhasini Sampath and Better Bite Ventures are attempting to support that journey from its earliest stages.

The initiative could provide selected founders with not only early capital, but also practical experience, industry connections and access to a wider food-business network.

As India’s consumer market continues to evolve, initiatives such as First Bite India highlight the growing interest in discovering the country’s next generation of food and beverage brands.

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