The focus will be on geographical expansion, product development, and hiring talent.

Delhi, 24 August 2021: NOTO, a low-calorie, high-protein ice cream and real fruit popsicles brand with zero added sugar, has announced raising INR 4 crore in a pre-series A funding round. The round saw participation from a group of investors, including Titan Capital, Rockstud Capital, actor-producer John Abraham, WEH Ventures, and a few more angel investors.

The brand was founded by husband-wife duo Varun and Ashni Sheth in 2018. Varun holds a degree in Culinary Arts from New York and focuses on product development. Ashni — a communication major from St. Xavier's College, Mumbai, and design alumni from Istituto Marangoni, Milan — is the marketing and communications head bringing creative flair to NOTO.

NOTO breaks the common myth that if it's easy on the calories, it's really not going to satiate those taste buds. The brand has disrupted this misconception by ensuring that NOTO tastes just as creamy and delicious as the regular ice creams. Each 125 ml tub has only 75-95 calories, 3 grams of fat, 75% less sugar, and higher protein than traditional ice creams. NOTO also has six exciting flavors for popsicle fans. These low-calorie offerings have ZERO added sugar. The flavors are made with 40% real fruit (unsweetened), apple concentrate, vitamin C, and pre-biotic fiber.

Speaking of the funding, Varun Sheth, Co-founder, NOTO, said, "We've been confident and passionate about this concept from the get-go. It's been two years of hard work and sleepless nights, so it's really encouraging to see others share your vision and put their faith in you. We're very excited about these fund raise because it gives us a runway to achieve bigger things, and we are grateful to everyone who has made it possible."

"Having achieved a loyal customer base in Mumbai, we're finally spreading our wings and plan to cover all major cities. We want to expand the healthy ice cream vertical, give customers new fun flavors in different formats, and cater to specific lifestyle and dietary requirements such as vegan, keto, high protein and more. . All of this while staying true to what we believe in, being transparent, and not compromising taste. Being available pan-India is the next big thing we would like to work on. While this will be challenging, we feel confident it's the right approach," said Ashni Sheth, Co-founder & Director, NOTO.

Founders of NOTO

Actor-Producer, John Abraham, said of the investment “After our investment in sport, Priya & I are identifying health and fitness businesses that have growth potential as well as which align with our lifestyle, and NOTO is one such business. We see NOTO as the leading healthy ice cream in the industry with strong promoters and on-point branding. We are excited about the strategic expansion plans to key cities and want to be part of the NOTO growth story.”

Talking about their investment, Bipin Shah, Partner, Titan Capital, added, "We are really happy to partner with Ashni and Varun in their mission of keeping sugar away from tasty ice-creams rich in vitamins and proteins. Titan has been looking to back a player in this category for the last two years, and our search ended with finding this stellar team. They have been able to achieve a perfect mix of taste and nutrition."

Another Investor, Abhishek Agarwal, Managing Partner of Rockstud Capital, said, "There has been acceleration in consumers' preference towards healthier desserts. NOTO, with its calibrated product offerings, is well placed to cater to this rising demand. It is a brand that aims to revolutionize the way people consume ice creams without compromising on taste."

Indians have a strong sweet craving, but they also wish to reduce their sugar intake for health reasons. When it comes to their daily sugar binges, the brand provides a healthier, guilt-free alternative. Diets are no longer a trend but rather a way of life, and people want to eat well in order to feel well; and NOTO caters to this very need. NOTO was founded to change the way people consume ice cream and sweets, and it has since sold over five lakh units and served over 30,000 customers delighted scoops of low-calorie ice cream.

About NOTO

Founded by Varun Sheth and Ashni Sheth in 2018. NOTO brings healthy, low-calorie ice creams and real fruit pops with zero added sugar for those with an incurable sweet tooth. It's a good-for-you ice cream that you can binge on, guilt-free, and not just on cheat days.

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