Rajshree Upadhyaya | Business Remedies | With the aim of rethinking chewing gum that stubbornly sticks to roads and pavements, brothers Mayank B. Nagori and Bhuvan B. Nagori founded the startup Gud Gum and carved out a unique space for themselves. Most conventional chewing gums were not just flavored food waste, but also contained plastic. This realization sparked deeper curiosity about everyday products that people consume without questioning. In 2022, the brothers officially launched Gud Gum with the mission of reinventing chewing gum.
The idea behind Gud Gum was rooted in responsibility rather than trends. While researching the category, the founders discovered that traditional gum bases were made from synthetic polymers that never fully biodegraded. Determined to challenge this norm, they began experimenting with plant-based alternatives and eventually arrived at natural chicle-a tree-derived resin that was traditionally used before industrial gum bases became common. This laid the foundation for a plastic-free chewing gum aligned with both environmental values and modern consumer expectations.
The development process was slow and deliberate. Mayank and Bhuvan repeatedly tested formulations, focusing on texture, flavor retention, and ingredient transparency. Instead of artificial sweeteners and colors, Gud Gum relied on xylitol and stevia, eliminating sugar while preserving taste. The result was a biodegradable, vegan chewing gum, designed to deliver a clean ingredient profile without compromising on the experience consumers expect.
Building a Distinct Identity by Reimagining Chewing Gum
As the product took shape, Gud Gum positioned itself as more than just another FMCG brand-it became a conversation starter. Many consumers were unaware that they had been chewing plastic all along, and this realization became a core part of Gud Gum’s narrative. The brand focused heavily on education, explaining not just what the product was, but why it needed to exist. Over time, it sparked awareness in a category that had gone largely unquestioned for decades.
A major turning point in Gud Gum’s journey came in 2024, when the Nagori brothers appeared on Shark Tank India Season 3. Their pitch highlighted a simple yet powerful problem: a daily habit followed by millions was silently harming the environment. Seeking Rs. 50 lakh for 5% equity at a valuation of Rs. 10 crore, they showcased the scale of India’s chewing gum market and the opportunity to disrupt it with a sustainable alternative.
The clarity of the problem and the uniqueness of the solution impressed the Sharks. A collective offer of Rs. 80 lakh for 10% equity, with a royalty clause until the investment was recovered, was made and supported by Aman Gupta, Vineeta Singh, Anupam Mittal, and Ritesh Agarwal.
Buzz Across Social Media, Startup Circles, and Sustainability Forums
National-level recognition from the show propelled Gud Gum into the mainstream. What was once a niche, conscious consumer product quickly became a topic of discussion across social media, startup circles, and sustainability forums. The brand established itself as an eco-friendly challenger in a traditional category, reinforcing its mission-driven roots.
At the core of Gud Gum’s offering is its expanding product portfolio. All Gud Gum variants are made using the same plant-based chicle foundation and are available in flavors such as mint, cinnamon, raspberry, charcoal mint, cardamom, fennel, ginger, and strawberry. Each variant follows the same philosophy-sugar-free, biodegradable, and free from artificial additives. Building on this base, the company expanded into functional innovation, introducing caffeinated chewing gum and other utility-focused options that pushed the boundaries of what chewing gum could offer beyond freshness.
Gud Gum’s journey reflects a broader shift in consumer mindset, where even small everyday products are evaluated through the lenses of health and sustainability. Instead of chasing mass appeal through aggressive pricing or flashy branding, the company built its space by questioning industry standards and offering a thoughtful alternative. From its launch in 2022 to gaining visibility on one of India’s most influential startup platforms, Gud Gum stands as an example of how observation, intent, and perseverance can transform a simple idea into a purpose-driven brand.
Through their work, Mayank B. Nagori and Bhuvan B. Nagori have shown that innovation does not always mean inventing something entirely new-sometimes, it means redefining things people have long taken for granted.
