GOAT Life raises additional pre-seed round led by D2C Insider Super Angels

GOAT Life, a breakfast-focused D2C brand, has raised an additional Rs 1.6 crore, extending its earlier Rs 1.1 crore pre-seed round. The round was led by existing investor D2C Insider Super Angels, with participation from Consumer Collective by Atrium and angel investors including Vikram Ahuja, Akash Gupta, and Dhruv Kohli, among others.

According to the company, the capital will be used to expand distribution on quick-commerce platforms such as Blinkit and Swiggy Instamart, launch new flavours, and scale supply chain operations.

Founded in 2023 by Yash Kalra, GOAT Life operates in the ready-to-eat oats segment, offering high-protein products positioned for convenience. The company rebranded from GoOAT in 2025 and states that its products do not use refined sugar, preservatives, or artificial flavours. It is also evaluating expansion into categories such as protein cookies and powders.

The Kota-based startup said its monthly revenue increased from around Rs 10 lakh to nearly Rs 65 lakh over the past few months. About 70% of sales come from its direct-to-consumer channel, with the remainder from online marketplaces and quick-commerce platforms.

GOAT Life has relied on founder-led marketing initiatives and limited-edition product drops to drive visibility. The company also received wider attention following Kalra’s appearance on Pitch Please, hosted by Rahul Dua.

It may directly or indirectly compete with the other brands in this space such as MiHeSo, Pintola, Alpino, Supertums, True Elements, and others.