GOAT Life, a direct-to-consumer brand specializing in breakfast products, has successfully raised an additional Rs 1.6 crore, augmenting its initial Rs 1.1 crore pre-seed funding. This latest round was spearheaded by returning investor D2C Insider Super Angels, with contributions from Consumer Collective by Atrium and several angel investors, including Vikram Ahuja, Akash Gupta, and Dhruv Kohli.
The startup plans to utilize the funds to broaden its distribution network on quick-commerce platforms like Blinkit and Swiggy Instamart, introduce new product flavors, and enhance its supply chain operations. Established in 2023 by Yash Kalra, GOAT Life focuses on ready-to-eat oats, promoting high-protein options without refined sugar, preservatives, or artificial flavors. The company, which rebranded from GoOAT in 2025, is also considering diversifying into protein cookies and powders.
Based in Kota, the startup reports a significant increase in monthly revenue, rising from approximately Rs 10 lakh to nearly Rs 65 lakh in recent months. A significant portion of its sales, about 70%, is generated through its direct-to-consumer channel, with the rest coming from online marketplaces and quick-commerce platforms.
GOAT Life has gained visibility through founder-led marketing efforts and limited-edition product releases. The brand’s profile was further elevated by founder Yash Kalra’s participation in the show Pitch Please, hosted by Rahul Dua. The company faces competition from other brands in the sector, including MiHeSo, Pintola, Alpino, Supertums, and True Elements.
