Jhatak, a fast-emerging D2C food and beverage brand, has secured seed funding to accelerate its growth journey in India’s evolving premium condiments market. The funding round was led by Atul Rajani and Deeksha Rajani, Co-founders of The Be. Life, alongside Sidhant Keshwani, Founder and CEO of Libas. The round also witnessed participation from Sifat Khurana, Founder and CBO of Innovist, Dhruv Bhasin, Co-founder of Arata, and several other angel investors.
The latest D2C funding news highlights growing investor confidence in emerging consumer brands that are building differentiated products for modern Indian consumers. While the company has not disclosed the size of the investment, the fresh capital will be deployed towards team expansion, distribution growth, market penetration, and brand building as Jhatak scales its presence across India.
Founded by four international students from India, Indonesia, Mexico, and Argentina during their Bachelor’s program at Tetr College of Business, Jhatak is introducing authentic Indonesian sambal to Indian consumers through a clean-label, preservative-free product portfolio. The startup is building a unique position within the Direct-to-Consumer India landscape by bringing globally inspired flavors to everyday Indian meals.
As consumer preferences continue evolving, Indian households are increasingly exploring international cuisines, premium pantry products, and healthier food alternatives. This shift in D2C consumer behavior India has created significant opportunities for innovative food startups. Jhatak aims to capitalize on this trend by offering handcrafted sambals made with fresh ingredients, free from preservatives and artificial chemicals, while adapting authentic Indonesian recipes to suit Indian taste preferences.
Currently, the company offers two variants—Garlic Sambal and Tomato Sambal. Both products are designed to complement a wide range of Indian and global dishes, including snacks, noodles, rice bowls, home-cooked meals, and fusion recipes. The products serve both as condiments and cooking companions, expanding their appeal among modern consumers seeking convenience and flavor innovation.
The startup presently operates through its direct-to-consumer platform and plans to strengthen its omnichannel D2C strategy by expanding across online marketplaces, offline retail outlets, and B2B partnerships. The company is also exploring collaborations with restaurants, cafés, and specialty food retailers to build awareness around Indonesian sambal in India.
What makes Jhatak particularly interesting within the D2C ecosystem India is its focus on category creation. Rather than competing in highly saturated food categories, the company is introducing a relatively underexplored international condiment segment. Investors believe this positioning, combined with increasing consumer curiosity around global flavors, could unlock significant growth opportunities.
According to the founding team, urban Indian consumers are becoming more experimental with food choices and are actively seeking new taste experiences. This trend aligns closely with broader D2C market trends 2025, where premiumization, international influences, and health-conscious purchasing behavior are reshaping consumer demand.
The company plans to expand its operations across major metros as well as Tier I and Tier II cities. Future plans also include launching new product variants, increasing brand visibility, strengthening retail partnerships, and expanding distribution channels. These initiatives are expected to help the startup establish a stronger foothold within India’s growing food and beverage sector.
As one of the latest D2C startups attracting investor interest, Jhatak reflects the growing momentum within India’s consumer startup ecosystem. The combination of a differentiated product, strong founding team, rising consumer demand for global flavors, and fresh funding positions the company well for future growth. As D2C brands India continue innovating across categories, Jhatak’s journey highlights how niche food brands can build scalable businesses by combining authenticity, product quality, and cultural relevance.
With seed funding secured and expansion plans underway, Jhatak is now focused on transforming Indonesian sambal from a niche international condiment into a mainstream kitchen staple for Indian consumers.
