A Kitchen-Inspired Innovation
Some of the most remarkable innovations start in a kitchen, and Get-A-Whey ice cream is a prime example. Jash Shah, 26, and his sister Pashmi, 30, found their inspiration when their mother, Jimmy, 52, made a batch of protein ice cream to satisfy their post-workout cravings. This healthy twist on a classic dessert sparked the idea for their startup.
The Birth of Get-A-Whey
Launched in 2018, Get-A-Whey offers an “outrageously healthy yet tasty” ice cream alternative. Each 75 to 80-gram serving packs 10 grams of protein and contains no added sugars. Instead, the ice cream is sweetened with Erythritol, an organic sweetener derived from melons and grapes, providing zero calories and sugars. “I love working out and having protein. We are a family that believes in clean eating, but I also love ice cream,” says Jash Shah, co-founder of the brand.
- “Never doubt that a small group of thoughtful, concerned citizens can change the world. Indeed it is the only thing that ever has.”
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Turning Challenges into Triumphs
Jash’s background in mechanical engineering didn’t deter him from pursuing entrepreneurship. He and Pashmi leveraged their parents’ business acumen and their own marketing and sales experience to launch Get-A-Whey. “Every entrepreneur will agree that there are more lows than highs in the beginning,” Jash reflects. While early rejections from retail stores posed challenges, positive reviews from celebrities and nutritionists kept their spirits high.
A Successful Expansion
Despite initial setbacks, Get-A-Whey has achieved impressive milestones. The company has generated ₹5 crore in revenue and expanded its reach beyond Mumbai to cities like Pune, Nagpur, Surat, and Bengaluru. The brand recently secured a ₹1 crore deal on Shark Tank India, exchanging 15% equity for investment from three prominent sharks: Aman Gupta, Ashneer Grover, and Vineeta Singh.
Navigating Health Claims
While Get-A-Whey’s focus on healthy desserts is groundbreaking, nutritionists caution that even “healthier” options should be consumed in moderation. Erythritol, though calorie-free, can cause gastric issues for some individuals. Dr. Siddhant Bhargava, a fitness and nutritional scientist, advises caution, stating, “Just because it’s ‘healthier’ doesn’t mean you should indulge excessively.”
Looking Forward
Jash Shah’s journey with Get-A-Whey exemplifies how passion and innovation can transform a simple idea into a successful business. As the brand continues to grow, it remains committed to providing healthy, delicious options for ice cream lovers everywhere.
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