We focus on creating products that strike a perfect balance between health, taste, and convenience.
Our flagship product, GoOAT, exemplifies this ethos that offers a delicious drinkable oatmeal option packed with 24g of protein and 6-8g of fiber. With its quick preparation time of under 30 seconds, which is super convenient to carry in six flavorful varieties, we claim GoOAT to be the tastiest oatmeal in India, keeping you full for hours.
Startup Description
GoOAT offers India’s tastiest oatmeal, uniquely designed to be drinkable and takes 30 seconds to prep. Each serving provides 17-27g of protein and comes in 6 delicious flavors. Our products stand out by excluding refined sugar, oils, and preservatives commonly found in competitors like muesli and oatmeal offerings.
During our beta phase, we tested our market presence in Kota for 2 months, Delhi for 3 months and then Bangalore for 1 month. This process included over 80 events across diverse segments, engaging with societies, corporates, and fitness enthusiasts to understand consumer preferences & get their feedback about each product. Our direct interactions revealed a strong consumer preference for healthier snacks that also offer great taste.
We operate our facility and production operations in Kota, Rajasthan, where we oversee each and every step, from raw material sourcing to manufacturing and order fulfillment for both Amazon and our website. By managing our facility, we maintain strict quality control and standardization, while also saving significant working capital. This approach allows us to produce in smaller batches, ensuring the freshest products for our consumers. Additionally, it enables us to easily launch a variety of flavors and products.
We also launched the GoOAT Tribe, a community that gathers over 70 women from Kota each month to engage in various physical activities, ranging from yoga and kathak to pilates.Our aim is to encourage all sort of movements.
Product Screenshots
Business Model
Pop-Ups: We regularly host events and free tasting sessions at gyms, office spaces, and residential societies. During these sessions, we offer tasters of our products, and customers can purchase them on the spot.
-85% of customers convert after tasting.
-Higher retention and repeat purchases.
-First-hand reviews and valuable feedback.
Amazon: Amazon is currently our best-performing channel, and we’re expecting even more growth in the next quarter. It has worked exceptionally well over the past three months, so we’ll be increasing our focus on this platform.
Many customers who experience our products at pop-ups are later purchasing through Amazon. Builds credibility. Highly scalable.
Website: Our website has started picking up traction over the last two months, driven by influencer marketing and our 100-day challenge. We anticipate that this channel will overtake both Amazon and pop-ups within the next three quarters.
B2B: This channel includes sales through vendors in Kota, such as general stores, supplement shops, and cloud kitchen collaborations.
*We recently started our first collaboration with Lo Carb Foods, where our products are being listed in their cloud kitchens.
-Quick Commerce ( Not Active )
-Quick commerce can be a major sales driver for us in two quarters. The breakfast category, particularly oats, performs extremely well in this space. For example, in -Delhi-NCR alone, the sale of oats on Blinkit is ₹3 crore.
Customers
based in
India
Business
Modal Type
Marketplace
Type of
Sales
B2C, B2B, B2B2C
Competitors
Direct Competitors: Our spoon-free oat meal is the first of its kind in the Indian market. This unique offering directly addresses a problem personally experienced by the founder. As the first mover in this category, we hold a significant advantage since no drinkable oats product currently exists in the Indian market.
Close Competitors: Healthy Meal Alternatives. The growing market for protein-rich, healthy meal options includes brands like The Whole Truth, Max Protein, Cosmix, and Yoga Bar. While these brands cater to health-conscious consumers, their products often target different meal occasions or formats, such as snacks, Peanut Butters or protein bars.
Traditional Breakfast Options
Staple Indian breakfast items like poha, upma, and dosa are indirect competitors. While these aren't marketed as "healthy," they are deeply ingrained in eating habits. Our goal is to disrupt these habits by providing a convenient and healthier breakfast alternative with oats, appealing to consumers already shifting towards oats as a breakfast replacement.
Teams
Yash Kalra
Founder
Devansh Kalra
Facility & Supply Chain Management
Namrata Arora
Content Strategy and Communication
Kshitiz Bagla
Tech
Why did you decide to start this
company?
As a health enthusiast myself, I’ve personally lost 20 kgs and consumed over 2,100 servings of these oatmeals. Witnessing the shift in consumption patterns across healthy eating it makes sense for us.
Are all the founders full-time on this
project?
Yes
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