NOTO Ice Cream, a leading brand in the healthy ice cream sector in India, has successfully secured ₹15 crore in its latest funding round. The investment was led by Inflection Point Ventures (IPV), with participation from JITO and Lets Venture. The company plans to use the funds to drive its expansion into Tier 1 and Tier 2 cities, introduce new flavors and formats for the upcoming summer season, enhance its marketing efforts on food-tech aggregators and quick-commerce platforms, and invest in infrastructure upgrades. Additionally, a portion of the funds will go towards increasing brand visibility through immersive customer experiences.
Founded in 2019, NOTO Ice Cream has made a significant impact in the Indian dessert industry by offering indulgent yet healthy alternatives that maintain high taste standards. With a mission to provide guilt-free indulgence, the brand is quickly becoming a leader in the growing “good-for-you” ice cream category. NOTO’s vision has also attracted high-profile investors and supporters, including celebrities like John Abraham, Rannvijay Singha, and Kunal Bahl, who share the brand’s goal of making healthier dessert options accessible to all.
NOTO was co-founded by Varun Sheth, a chef and serial entrepreneur with a strong background in the hospitality industry, and Ashni Shah, a design and fashion enthusiast with expertise in marketing and operations. Sheth’s previous venture, 1Tablespoon, helped popularize sourdough pizzas in Mumbai, while Shah’s creative entrepreneurship established her as a leading figure in hospitality.
Vinay Bansal, co-founder of Inflection Point Ventures, highlighted the growing demand among health-conscious consumers for desserts that do not compromise on taste or nutritional value. “The existing options often fall short in either taste or nutritional quality, creating a gap in the market. NOTO’s innovative flavors and commitment to both nutrition and indulgence address this issue, making it a scalable startup with meaningful impact,” he said.
NOTO currently operates in several major Indian cities, including Mumbai, Delhi, Bangalore, Hyderabad, Chennai, and Pune, and is aggressively expanding into new markets such as Ahmedabad, Kolkata, and Lucknow. The brand is also available on popular food delivery platforms like Swiggy and Zomato, as well as quick-commerce platforms such as Zepto, Blinkit, Instamart, and Flipkart.
The company’s focus on premium ingredients, innovative flavors, and low-calorie, low-sugar options has made it a top choice among health-conscious consumers. Its brand ethos, “Eating, Not Cheating,” resonates strongly with its audience and reflects the core mission of offering indulgent desserts that do not compromise on health.
Varun Sheth, co-founder and CEO of NOTO, expressed his excitement about the company’s growth: “At NOTO, ‘Eating, Not Cheating’ is at the heart of everything we do – we provide desserts that are both guilt-free and flavorful. This funding will help us expand into more cities and fuel the development of innovative products. We’re grateful for IPV’s support as we redefine the ice cream experience.”
NOTO’s achievements include several accolades, such as being named “Product of the Year” for its Chocolate Mini Bites at the Channelier FMCG Awards in 2022 and “Most Loved Brand on Social Media” and “Top Consumer Packaged Brand” in 2023 by LBB x Nykaa. The brand’s Vegan Mango Raspberry flavor was also awarded “Best Vegan Ice Cream” at the Peta India Vegan Food Awards in 2023.
The Indian ice cream market, valued at ₹228.6 billion in 2023, is projected to grow to ₹956 billion by 2032, driven by increasing disposable incomes and a shift toward healthier, premium dessert options. NOTO Ice Cream is well-positioned to capitalize on this growth, as demand for healthier and innovative ice cream offerings continues to rise.
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