NOTO Ice Cream, India’s leading guilt-free ice cream brand, has secured ₹15 crore in a fresh funding round led by Inflection Point Ventures (IPV), with participation from JITO and Lets Venture. The investment will support the brand’s expansion into Tier 1 and Tier 2 cities, introduce innovative flavors and formats for the summer, enhance marketing efforts on food-tech aggregators and quick-commerce platforms, upgrade infrastructure, and strengthen brand visibility through immersive experiences.
Founded in 2019, NOTO Ice Cream has revolutionized the industry by offering healthier alternatives without compromising on taste. With backing from notable personalities such as John Abraham, Rannvijay Singha, and Kunal Bahl, the brand has quickly established itself as a leader in the good-for-you ice cream segment.
NOTO was co-founded by Varun Sheth, a chef and serial entrepreneur with extensive hospitality experience, and Ashni Shah, a marketing and operations expert with a background in design and fashion. Varun’s entrepreneurial journey began with 1Tablespoon, which introduced sourdough pizzas in Mumbai, while Ashni’s expertise in creative entrepreneurship has contributed significantly to NOTO’s success.
Vinay Bansal, Co-Founder of Inflection Point Ventures, emphasized the brand’s unique positioning, stating that health-conscious consumers often struggle to balance taste and nutrition in desserts. He highlighted NOTO’s success in addressing this gap with its innovative flavors that deliver both indulgence and health benefits, making it a scalable and impactful startup.
Currently available in Mumbai, Delhi, Bangalore, Hyderabad, Chennai, and Pune, NOTO is aggressively expanding into new markets, including Ahmedabad, Kolkata, and Lucknow. The brand is listed on leading food delivery platforms such as Swiggy and Zomato, as well as quick commerce services like Zepto, Blinkit, Instamart, and Flipkart.
NOTO differentiates itself with premium-quality ingredients, ensuring a balance between taste and health. With a focus on low-calorie and low-sugar options, the brand’s philosophy, “Eating, Not Cheating,” resonates with health-conscious consumers.
Co-founder & CEO Varun Sheth expressed enthusiasm for the brand’s growth, stating that the funding will accelerate its expansion and innovation. He reaffirmed NOTO’s commitment to redefining the ice cream experience and expressed gratitude for IPV’s support in the journey.
The brand has garnered numerous accolades, including “Product of the Year” for its Chocolate Mini Bites at the Channelier FMCG Awards in 2022, “Most Loved Brand on Social Media” and “Top Consumer Packaged Brand” in 2023 by LBB x Nykaa, and “Best Vegan Ice Cream” for its Vegan Mango Raspberry flavor at the Peta India Vegan Food Awards in 2023.
The Indian ice cream market, valued at ₹228.6 billion in 2023, is projected to reach ₹956 billion by 2032. With increasing demand for premium, healthier, and innovative ice cream options, the sector is expected to witness significant growth, fueled by rising disposable incomes and the expansion of quick-commerce platforms.