Business Remedies | Rajshree Upadhyaya | June 20, 2025 | In 2018, a post-workout craving sparked an idea that would eventually transform India’s frozen dessert market. Jash Shah, a fitness enthusiast tired of artificial-tasting protein supplements, turned to his mother, Jimmy Shah, a passionate home chef, with a simple request-could she create a dessert that was both healthy and indulgent? Rising to the challenge, Jimmy crafted a homemade ice cream infused with whey protein. The taste and texture hit the sweet spot between nutrition and indulgence. That accidental creation became the seed for what would grow into a household brand: Get-A-Whey.
Encouraged by positive feedback from family and friends, Jash, his sister Pashmi, and their mother Jimmy launched Get-A-Whey in early 2019. With a mission to offer guilt-free indulgence, they created high-protein, no-added-sugar ice creams boasting 12 grams of protein per serving. Without any paid advertising, they sold nearly 50,000 units in the first year alone, distributing across Mumbai, Pune, and Delhi. Their clean-label products found early favor among health-conscious millennials craving healthier alternatives without compromising taste.
Despite the initial traction, scaling the business proved challenging. Seeking support and visibility, the Shahs appeared on Shark Tank India in Season 1, asking for 1 crore in exchange for 8% equity. Their compelling pitch, supported by strong monthly revenue and a premium product priced at 135 per tub, struck a chord with the Sharks. Vineeta Singh, Aman Gupta, and Ashneer Grover made a joint offer of 1 crore for 15%, which the family gladly accepted. The exposure led to an overnight boom-Get-A-Whey’s website crashed under traffic, inventory sold out, and revenues quadrupled within weeks.
With newfound mentorship, the brand scaled quickly. Cloud kitchen presence expanded from 10 to over 160 locations in 45 cities. The Sharks provided more than just capital-Vineeta helped streamline organizational strategy, while Aman’s restaurant network unlocked new partnerships. By the end of 2022, the company’s annual revenue had crossed 8 crore. Realizing the potential beyond whey-based products, the brand rebranded itself as Get-A-whey to better represent its broader mission of offering healthier alternatives across dessert categories.
The product range grew to include keto cheesecakes, vegan gelatos, diabetic-friendly kulfis, and even pastries with reduced sugar. This rebranding was not just cosmetic; it reflected a philosophy that dessert could be both enjoyable and functional. The company’s visibility further soared when Bollywood fitness icon Malaika Arora joined as an investor and brand ambassador, lending credibility and appeal across mainstream audiences. Strategic distribution through platforms like Swiggy Instamart, Zepto, Blinkit, and Zomato helped the brand reach new customer segments with speed and convenience.
Behind the rapid success remained a commitment to quality and innovation. The Shahs spent over six months refining their formulations to ensure the right balance of flavor, creaminess, and nutrition-without added sugar or artificial flavors. While there was occasional feedback about taste and texture inconsistencies on platforms like Reddit, the team remained responsive, continuously iterating to enhance their offerings.
Jimmy Shah, who still oversees recipe development, believes Get-A-whey fills a crucial nutritional gap in Indian diets, especially for vegetarians. A single tub delivers 10 to 14 grams of protein in a form that’s enjoyable and accessible. The brand’s origin as a family experiment continues to define its core. While Jimmy ensures the quality, Jash contributes fitness-driven innovation, and Pashmi leads branding and digital strategy, creating a synergy that powers their momentum.
With a team of 50 and operations across India, Get-A-whey is now focused on deepening its presence in Tier 2 and Tier 3 cities and expanding internationally. Their roadmap includes introducing more low-calorie, clean-label desserts and scaling production to meet rising demand. What began as a homemade treat has grown into a 30-crore brand redefining how India indulges-one healthy scoop at a time.
