In today’s fast-paced world, health often takes a backseat as the working population juggles packed schedules, This leads many to opt for takeouts or convenience foods. However, startups across the country are recognizing this challenge and developing innovative, hassle-free solutions to help people incorporate more protein into their diets. One such startup is GoOAT!, which aims to make healthy eating easier for busy individuals.

Yash Kalra founded GoOAT. Yash has a rich background spanning five years in the realm of healthy food and beverages. Yash started GoOAT from Kota in 2023. Initially, Yash and his team had just some savings and a loan, but today, GoOATS has secured ₹1.1 Cr funding by D2C Insider Super Angels.

India’s Protein Problem

Protein deficiency is a significant public health issue in India, affecting a large portion of the population, particularly among the working demographic.

• Prevalence of Protein Deficiency: According to various surveys, approximately 73% to over 80% of Indians are protein deficient. A study indicated that 91% of vegetarians and 85% of non-vegetarians fall short of their protein needs.
• Daily Protein Requirements: The recommended protein intake for an average adult is about 0.8 to 1 gram per kilogram of body weight. However, the average intake in India is only about 0.6 grams per kilogram. This shortfall is concerning, especially for the working population who require adequate protein for energy and productivity

Protein is required for all the basic functions and protein deficiency can cause various impact on health –

• Stunted growth and development in children.
• Weakened immune system, increasing susceptibility to infections.
• Loss of muscle mass (sarcopenia), particularly concerning for older adults.
• Chronic fatigue and low energy levels, affecting daily activities and work performance.
• Increased risk of obesity and metabolic disorders due to poor dietary choices.

But why Oats?

Plant based sources of proteins are generally incomplete and contain fewer amino acids than animal proteins which usually provide all the essential amino acids necessary for optimal functioning. Most of the vegetarian staple foods like rice, roti and even dals lack one or more essential amino acids. But Oats are considered better most other grains because they contain 11% to 15% more protein by dry weight.

Oats, when combined with with other foods, such as nuts or seeds, create a complete amino acid profile. They are rich in dietary fiber, particularly beta-glucan, which provides numerous health benefits, including improved digestion and heart health. The combination of protein and fiber helps promote satiety, making oats an excellent choice for weight management.

GoOats understood the need for something convenient and protein-rich at the same time. So, they came up with innovative products like overnight oats, designed to be drinkable, eliminating the traditional preparation that requires utensils and time.

Variety offered by GoOAT

GoOAT has categorized its products primarily based on flavors and packaging options. Here are the main categories:

• Flavors:
  • Almond Kulfi
  • Mango Madness
  • Mocha Marvel
  • Choco-Nut Crunch
  • Choco Hazelnut
  • Strawberry Swirl
• Product Types:
  • High Protein Oats: These typically contain around 24 grams of protein per serving and are available in flavors like Choco-Nut Crunch and Mango Madness.
  • Standard Protein Oats: These have a lower protein content, approximately 17 grams per serving, and include flavors such as Strawberry Swirl and Choco Hazelnut.
• Packaging Options:
  • Individual packs
  • Assorted Protein boxes (e.g., packs of 5 or 6)
  • High Protein boxes (e.g., packs of 30)

These categories reflect GoOAT’s focus on providing convenient, nutritious breakfast options tailored to various dietary needs and preferences.

GoOAT is not only focused on delivering healthy and convenient food but is also committed to sustainability. Their eco-friendly packaging and use of locally sourced ingredients contribute to a healthier planet.

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