Business Remedies | Rajshree Upadhyaya | June 30,2025 | During the lockdown, Priyank Jain and Uttam Kumar noticed a gap in the way people approached healthy eating. While volunteering at a food distribution drive, they realized that nutritious food could also be convenient, and their immunity-boosting soups with ashwagandha and other natural ingredients were received with enthusiasm by people who were craving healthier options. That moment sparked the idea behind SoupX, a brand that blends wellness and convenience through soup-based meals.
Priyank Jain, a software engineer turned finance professional, had worked with global firms like Goldman Sachs and Deloitte before stepping into entrepreneurship. With an MBA from IIFT Delhi, international accolades from the CFA Research Challenge, and a passion for innovation, Priyank brought strategic insight to the table. His co-founder Uttam Kumar, also an engineer with prior startup experience, shared the vision of creating India’s first healthy soup-meal brand designed for busy, health-conscious individuals.
In late 2021, SoupX was launched with the simple yet disruptive idea of offering freshly prepared, calorie-counted soups free from preservatives, designed to meet wellness goals like weight loss, muscle gain, diabetes management, and general fitness. Within months, their cloud-kitchen model had developed over 99 unique soup recipes, crafted by nutritionists and chefs, along with healthy sides like salads and whole wheat sandwiches to complete the meal. They also introduced DIY soup kits with a six-month shelf life, offering convenience without compromising on nutrition.
The brand operates on a dual model of on-demand orders and flexible subscriptions, making it easier for consumers to stay committed to healthy eating. SoupX found early traction through major delivery platforms like Swiggy, Zomato, Amazon, and BigBasket, catering to Delhi NCR and gradually expanding beyond. Their digital presence, supported by Instagram marketing and transparent nutritional data, allowed customers to tailor their meals to specific fitness goals with ease.
In 2023, Priyank and Uttam took SoupX to Shark Tank India Season 2, seeking Rs. 75 lakh for 6% equity at a valuation of Rs. 12.5 crore. Their pitch received mixed reactions. While sharks like Anupam Mittal and Namita Thapar questioned the research depth and taste consistency, Vineeta Singh recognized the potential in their concept. She offered Rs. 50 lakh for 18% equity along with Rs. 25 lakh in debt at a 12% interest rate, with the condition that both founders commit full-time to the business. The deal was finalized, valuing SoupX at Rs. 2.78 crore, marking a significant milestone for the young startup.
The Shark Tank exposure fueled rapid growth. Monthly sales increased from Rs. 6 lakh to Rs. 8 lakh within three months, driven 85% by delivery platforms and 15% by subscriptions and co-branding deals. The company maintained healthy gross margins of 45% with a controlled burn rate of Rs. 1 to Rs. 1.5 lakh covering operations, chef salaries, and raw materials. With over 100 soup varieties, including options for vegan, diabetic, and keto diets, SoupX became a convenient, affordable solution for India’s health-conscious consumers.
Though feedback varied, with some customers loving the innovation and others critiquing taste or pricing, the brand remained focused on constant improvement. Priyank and Uttam are determined to refine recipes, enhance customer experience, and expand their reach. With a target to deliver one million meals in the next 18 months, SoupX continues to transform healthy eating into a convenient, everyday choice, empowering Indians to adopt a nutritious lifestyle, one bowl of soup at a time.
Written & Edited By:
Rajshree Upadhyaya
