Rajshree Upadhyaya |Business Remedies | By transforming transparency, innovation, and the way sweets are consumed in India, Ashni Gazaria and Sandhya Seshadri founded Niblerzz in 2022 and established their identity. They entered a category dominated by excessive sugar and artificial additives. Their vision was simple yet bold – to create candies that taste great but are made from clean, natural ingredients. The founders wanted children and adults to enjoy candy without guilt, so they created a range of real fruit gummies, chocolate peanut butter cups, and lollipops. These contained no processed sugar, synthetic colors, or preservatives. Instead, they used ingredients like chicory root extract for sweetness and fiber, fruit-derived pectin for texture, and natural colors from paprika and turmeric. These choices made Niblerzz stand out at a time when health-conscious snacking was rapidly growing in urban India.
Their journey reached the national stage when they appeared on Shark Tank India Season 3 in early 2024, where they sought funding of Rs. 50 lakh for 3% equity. Their pitch was honest and passionate, but the sharks raised questions about their lack of financial preparedness, pricing strategy, and product taste – particularly the lollipops, which some felt were too mild. Despite the criticism, the core idea of clean candy resonated with people, and Aman Gupta stepped forward with a deal of Rs. 10 lakh for 5% equity, along with a Rs. 40 lakh loan at a suitable interest structure. His faith in their vision became a major turning point.
Focused on Expanding Retail Presence, Improving Flavors, and Strengthening Distribution
After the boost from Shark Tank, the founders focused on expanding retail presence, enhancing flavors, and strengthening their distribution network. By their second anniversary, Niblerzz was already available in over 100 stores across nearly 20 cities. Their retail shelves included premium spaces like bookstores and toy stores, allowing them to reach both parents and young customers in natural purchase environments. As they grew, the company remained bootstrapped, operated with frugality, and relied on disciplined spending supported by friends and family.
Product innovation continued to be their strongest pillar. Their real fruit gummies used concentrated fruit pulp, chicory root for prebiotic fiber, and pectin as a plant-based setting agent, giving them a chewy yet light texture. Their chocolate peanut butter cups combined dark chocolate with sunflower lecithin and pink salt for a balanced flavor profile, while their lollipops were made using vegetable-based sweeteners and fruit flavors. Although the products were priced at a premium, the founders believed that the quality justified the cost – especially for parents seeking healthier options for their children.
India Is Ready for a Clean Candy Movement
Even criticism became a stepping stone. While online discussions mocked the founders for weak numbers on Shark Tank and the taste of some products, the team took it as real-world feedback. Over time, they quietly improved formulations, experimented with stronger flavors, and focused on building customer trust through sampling and digital storytelling.
Today, as of 2025, Niblerzz is fully operational and expanding its presence in metro and Tier-2 cities. Their steady growth indicates that India is ready for a clean candy movement – one that blends nostalgia with nutrition. From two founders with a dream to a brand carving out its own place, Niblerzz is an example of how purpose-driven products, when paired with persistence and authenticity, can succeed even in a competitive market.
