Business Remedies | Rajshree Upadhyaya | With sheer determination, Yasser Ali and Nayyar Hussain launched Amore Gelato, transforming it from a tiny kiosk into a nationally recognized franchise. Their journey began in 2006 in Bandra, with just a 100-square-foot kiosk, where childhood friends Yasser Ali and Nayyar Hussain took it upon themselves to bring authentic Italian gelato to India. Their mentor, Italian chef Luigi Panero, taught them the discipline of balancing texture and flavor, and the traditional art of slowly blending milk, sugar, and fruits over low heat to achieve perfection.
That early guidance ensured Amore would never be “just another ice cream brand.” Instead, it would always remain true gelato – rich in flavor, dense in texture, and made daily in small batches. For the founders, the mission was less about competing with industrial ice creams and more about introducing India to a dessert that felt indulgent yet natural, premium yet accessible.
The early years were far from glamorous. In Mumbai’s humidity, machines often broke down, power cuts spoiled batches, and convincing customers why gelato was different from ice cream required patience. Yet, word of mouth kept them going. Slowly, one kiosk grew into multiple stores, and Amore began securing its place in a city always hungry for new flavors. By the late 2010s, the brand expanded beyond Mumbai to Pune and Hyderabad, relying on franchising and centralized kitchens to stay viable. Staying true to its promise of “clean-label affordable luxury,” Amore’s range grew to include vegetarian gelati, vegan variants, and fresh sorbets. For a generation of young Indians, Amore became a sweet spot between neighborhood ice-cream parlors and expensive imported delicacies.
Strengthening the franchise playbook and ensuring product consistency across outlets
When the founders appeared in Shark Tank India Season 2, they didn’t just bring tubs of gelato, but nearly two decades of persistence. Their pitch was simple: Rs. 75 lakh for 4% equity. They spoke calmly about margins, scalability, and the continued need for consumer education in India’s gelato market. While Anupam Mittal saw potential, he hesitated over valuation. Eventually, he offered Rs. 75 lakh for 7.5% equity – contingent on Amore reaching Rs. 80 lakh in monthly sales by March 2023.
It was a disciplined deal – recognizing the brand’s strength while pushing it towards clear goals. The exchange became memorable not only for the numbers but also for the banter around the founders’ tone. Immediately after, Amore gained visibility. Sales grew, franchise inquiries surged, and the brand leveraged digital presence and new outlet launches to harness this momentum.
Unlike many businesses that rush into expansion after Shark Tank fame, Amore chose to strengthen its systems first. The founders invested in supply chains, refined the franchise playbook, and ensured product consistency across all outlets. Gelato in India faces a unique challenge: the cold chain. In tropical conditions, frozen desserts require constant innovation in storage, transport, and last-mile delivery. Amore turned this obstacle into an operational advantage by building protocols that supported scale without compromising quality.
Expanded to over 30 outlets
As the initial buzz settled, Amore found itself in an interesting position. Online discussions questioned its packaging design, with some critics comparing it to global players. Yet, customers kept ordering – valuing not only the reliability of delivery but also the distinct taste that set gelato apart from ice cream. Repeat purchases became the real validation, proving that in food, execution matters more than commentary.
By the end of 2024, Amore had expanded to over 30 outlets, balancing aggressive franchising with careful brand management. The “Shark Tank” tag was cleverly used in marketing but never overshadowed the brand’s authentic story of craftsmanship. What makes Amore’s rise remarkable is that it never relied on hype. The founders patiently built it, turning craftsmanship into systems and systems into a scalable business. From Luigi Panero’s early lessons on texture to negotiating equity with a Shark, this journey reflects a rare blend of tradition and modern entrepreneurship.
Today, Amore occupies a sweet spot where indulgence meets reliability – a brand that began as a kiosk and grew into a national presence without losing its roots. Its story isn’t about overnight stardom but about slow, thoughtful growth – a story that, like its gelato, only gets richer with time.
Written & Edited By:
Rajshree Upadhyaya
