Noto Ice Cream Raises ₹21 Cr in Funding Led by Equentis
Noto Ice Cream Raises ₹21 Cr in Funding Led by Equentis
In a major development in India’s health-focused D2C food space, Noto, a Mumbai-based guilt-free ice cream brand backed by Bollywood actor John Abraham, has secured ₹21 crore (approx. $2.5 million) in a fresh funding round. The round was led by Equentis Angel Fund and supported by several high-net-worth individuals (HNIs) and existing investors.
This investment signals strong investor confidence in the future of health-centric consumer products and reaffirms Noto’s place at the forefront of innovation in the Indian dessert landscape.
What is Noto? A Brand Built on Guilt-Free Indulgence
Launched in 2019 by Varun Sheth and Ashni Shah, Noto started with a clear mission: to transform how India consumes ice cream by offering a healthier, tastier, and low-calorie alternative.
Their key offerings include:
Low-calorie ice creams (75–95 calories per serving)
- High-protein and low-fat options
- Vegan sorbets
- Keto and diabetic-friendly flavors
- Zero-added sugar variants
Noto’s products are meticulously crafted to provide a delightful taste experience without compromising on nutritional value, making them a favorite among fitness enthusiasts and health-conscious urban consumers.
The John Abraham Effect
John Abraham’s personal brand — one built on fitness, discipline, and clean living — aligns perfectly with Noto’s ethos. His backing has given the brand not just visibility, but also authenticity in a highly competitive space.
In his words:
“Noto is redefining what indulgence can look like in a health-first world. I’m excited to be part of their journey.”
His endorsement has helped Noto gain a strong foothold in Tier 1 cities, and has significantly boosted its credibility among discerning customers.
Funding Details
- Total Funds Raised: ₹21 crore (~$2.5 million)
- Lead Investor: Equentis Angel Fund (through Equentis Wealth Advisory Services)
- Other Participants: Existing investors and a group of undisclosed HNIs
Use of Funds:
- Expansion into new geographies (Tier 2 cities and beyond)
- Scaling production capabilities to meet rising demand
- R&D investment for new SKUs and innovative formats
- Marketing & brand building, particularly through digital and influencer channels
Distribution Strategy: Where Can You Find Noto?
Noto currently operates across cities like Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, and Chennai, with its products available through:
- Own D2C website
- Quick-commerce platforms: Swiggy Instamart, Blinkit, Zepto
- Zomato and other food delivery apps
- Select premium supermarkets and gourmet stores
With the new funding, Noto plans to widen its distribution footprint, tapping into Tier 2 cities and eventually exploring global markets.
Business Model & Growth Strategy
Noto’s strength lies in its direct-to-consumer (D2C) approach, which enables better customer retention, personalized marketing, and control over brand experience. Its agile product innovation, consumer feedback loops, and ability to build a strong online community have given it a competitive edge.
Upcoming strategies include:
- Launching seasonal and limited-edition flavors
- Collaborating with nutritionists and chefs
- Partnering with fitness chains and wellness resorts
Market Outlook: Riding the Health-Conscious Wave
The health and wellness food segment in India is expected to grow at a CAGR of 20–25% over the next five years. With rising disposable incomes, urban lifestyle changes, and increasing awareness of fitness, brands like Noto are well-positioned to lead the charge.
Investors are now prioritizing brands that blend functional benefits with emotional satisfaction — something Noto has perfected through its guilt-free yet indulgent product offerings.
Conclusion: Noto’s Future Looks Deliciously Promising
The ₹21 crore funding round marks more than just a financial milestone — it’s a signal that India’s consumer preferences are shifting rapidly, and brands that innovate around health, taste, and convenience are poised for success.
Backed by John Abraham and powered by fresh capital, Noto is gearing up to become India’s leading guilt-free dessert brand, while simultaneously shaping the narrative around health-forward indulgence.
As the brand looks to scale operations and expand its reach, consumers can expect more variety, better availability, and deeper engagement in the months to come.
Frequently Asked Questions (FAQs)
1. Who are the founders of Noto?
Noto was co-founded by Varun Sheth and Ashni Shah in 2019 with a mission to offer healthier dessert options to Indian consumers.
2. What makes Noto ice cream different?
Noto’s ice creams are:
- Low in calories (75–95 calories per serving)
- High in protein and fiber
- Low in sugar or completely sugar-free
- Available in vegan and keto-friendly options
- Where can I buy Noto products?
You can purchase Noto ice creams through:
- Their official website
- Food delivery platforms like Swiggy Instamart, Blinkit, Zomato, and Zepto
- Select premium grocery and retail stores in Tier 1 cities
- What is the recent funding amount raised by Noto?
Noto has raised ₹21 crore (approximately $2.5 million)in its recent funding round led by Equentis Angel Fund.5. How will Noto use the new funding?
The funds will be used to:
- Expand into new cities
- Launch new products and categories
- Scale production and supply chain
- Strengthen marketing and digital presence
- Is John Abraham just endorsing the brand, or is he an investor?
John Abraham is not just a brand ambassador but also an investorin Noto, aligning his fitness-first image with the brand’s vision.
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