Protein-focused snack brand Phab has secured $4 million in a pre-Series A funding round co-led by OTP Ventures and Chona Family Office, marking another important milestone in its growth journey. The fresh investment highlights rising investor confidence in India’s health-conscious consumer market and reinforces the growing momentum behind D2C food and beverage brands that are building products at the intersection of nutrition, convenience, and taste.
The latest fundraise comes just over a year after the Mumbai-based startup raised $2 million in seed funding led by OTP Ventures, with participation from Capri Global, Sim&San Law Firm, and several angel investors. The new capital will be deployed towards brand building, geographic expansion, and strengthening the company’s team as it prepares for its next phase of growth.
Founded in 2022 by Gayatri Chona, Phab is building a differentiated position within India’s rapidly expanding health and wellness category. The brand focuses on creating high-protein, calorie-efficient snacks that combine food science with consumer-friendly taste profiles. Its portfolio includes protein milkshakes, energy bars, and protein-powered snacks designed to appeal to consumers seeking healthier alternatives without compromising on flavor.
The funding round stands out as one of the notable D2C funding news developments within India’s consumer startup landscape. Investors continue to increase their focus on wellness startups and emerging food brands that are aligned with changing consumption habits, growing health awareness, and premiumization trends. As a result, brands operating within nutrition, functional foods, and fitness-focused categories are attracting significant attention across the D2C ecosystem India.
Phab’s growth reflects larger D2C market trends 2025, where consumers are increasingly looking for products that support active lifestyles, balanced nutrition, and convenient consumption. The company has successfully positioned itself within this opportunity by offering products that cater to modern consumers seeking protein-rich snacks for everyday consumption.
A key contributor to the brand’s growth has been its omnichannel distribution strategy. According to the company, nearly 50% of its business now comes through offline channels, including modern trade and general trade networks. At the same time, Phab has established a growing presence across quick commerce platforms and dark stores, particularly in Tier II and Tier III cities.
This balanced approach reflects the importance of omnichannel D2C strategy and D2C retail vs ecommerce integration in today’s consumer market. While digital channels help brands scale rapidly and reach new consumers, offline distribution remains critical for building awareness, trust, and repeat purchases. By investing across both channels, Phab is positioning itself to capture demand across multiple consumer segments and geographies.
The company operates in an increasingly competitive market alongside established brands such as SuperYou, Max Protein, The Whole Truth, and Yoga Bar. However, the category itself continues to expand rapidly as consumers become more conscious about fitness, protein intake, and overall wellness. This broader market expansion creates opportunities for multiple brands to grow simultaneously while driving innovation and category awareness.
The latest investment will also support stronger brand-building initiatives, which remain a key growth lever for modern D2C brands India. As customer acquisition channels become more competitive, successful brands are increasingly investing in community building, consumer education, and product differentiation to create long-term loyalty and sustainable growth.
The funding reflects a broader trend where VC-backed D2C brands are moving beyond major metropolitan markets and building deeper penetration across emerging cities. Quick commerce growth, rising disposable incomes, and increasing awareness of wellness products are creating favorable conditions for brands like Phab to scale faster than ever before.
With fresh funding, expanding distribution, growing consumer demand, and a clear focus on product innovation, Phab is well-positioned to strengthen its presence within India’s evolving nutrition and wellness ecosystem. As the market for functional foods and protein-based products continues to grow, the company is emerging as one of the promising D2C startups shaping the future of healthy snacking in India.
The latest funding round is not only a validation of Phab’s business model but also a reflection of the growing opportunities within India’s rapidly expanding health, nutrition, and wellness economy.
