Rajshree Upadhyaya | Jaipur | Business Remedies | The better-for-you bakery brand Awsum has carved out a distinct identity by redefining indulgence. It was started in 2021 by Pranav Sharma and Kratik Thakur. Their clear intent was to rethink fun snacking for a new generation of health-conscious customers. This idea came when Pranav’s previous venture in the healthy snacks space did not work during the pandemic, which forced him to rethink both the product and the business model. Instead of stepping back, he identified a better opportunity-to create bakery-style treats that not only deliver on taste but also exist as better alternatives to traditional products.
This thinking became the foundation of Awsum, which is built on the philosophy of better-for-you indulgence. From the beginning, the brand focused on creating better bakery products and functional chocolates, including tea cakes, brownies, muffins, cream rolls and zero- added sugar chocolates. Awsum differentiated itself by moving away from refined flour and refined sugar and choosing options like whole wheat flour and natural sweeteners. At the same time, it also started functional positioning in some special products, linking certain products with benefits like relaxation or energy.
This mix of indulgence and wellness helped the brand stand out in a market where most bakery products are either completely indulgent or only focused on health, often compromising on taste. Operating from Noida, Awsum built its manufacturing capability with a focus on maintaining consistency and freshness. The company adopted a digital-first approach. In the early stage, instead of expanding rapidly offline, it leveraged direct-to-consumer channels and online marketplaces. This helped the founders stay close to customer feedback, work quickly on products and build a niche but loyal customer base. This strategy showed a clear understanding of changing buying behavior, especially among urban consumers who are looking for healthy options through online platforms.
Brand gains recognition at the national level
The brand gained recognition at the national level after appearing on Shark Tank India Season 5. Entering the tank with a higher valuation, the founders sparked a strong debate among the sharks. While concerns were raised regarding taste consistency, scalability and competition in the food space, the growing demand for better-for-you snacking options was also recognized. After discussions, Awsum finalized a deal of Rs. 1 crore for 1.33 percent equity with Namita Thapar and Ritesh Agarwal, which reduced the valuation but validated the business potential and category relevance.
Financially, Awsum is still in its early growth phase, with revenue around a few crores every year. Instead of expanding rapidly, the company has focused on building a sustainable foundation, prioritizing repeat usage, improving unit economics and strengthening its product portfolio. Its growth strategy revolves around expanding its range of offerings, improving formulations and increasing brand visibility in the premium healthy snacking segment.
Making space in a competitive category
By 2026, Awsum has become operational and is expanding its presence in India’s changing food landscape. The brand reflects a major shift in customer preferences, where eating habits are no longer separate from health. By combining familiar bakery formats with better ingredients and functional positioning, Awsum is continuously making its place in a competitive category, showing how a strong idea and persistence can turn an initial setback into a growing business journey.
