Malaika Arora Backs D2C Healthy Dessert Start-up Get-A-Way

A straightforward kitchen experiment resulted in a really nutritious ice cream line. Dessert is something that everyone loves eating but we all also take our fitness seriously.
Malaika Arora Backs D2C Healthy Dessert Start-up Get-A-Way

A straightforward kitchen experiment resulted in a really nutritious ice cream line. Dessert is something that everyone loves eating but we all also take our fitness seriously. Market desserts are frequently loaded with a lot of sugar and high-fat content. 

 Get-A-Way creates ice creams that are incredibly delicious while still being nutritious. They include a tonne of whey protein and have zero added sugar. Currently, Mumbai, Pune, Bangalore, Chennai, Delhi NCR, Surat, Jaipur, and Ahmedabad provide Get-A-Way products. 

Founded in 2018 by two siblings and their mother– Jash, Jimmy, and Pashmi Shah, Get-A-Way offers low-calorie, high-protein frozen desserts such as ice creams, popsicles, and kulfis.

Startup company Get-A-Way for healthy desserts has bought most shares from cloud kitchen company Biryani by Kilo (BBK). Get-A-Way has received $2 Mn from BBK, and additional funding is probably coming. It competes in India with companies like Eat. Fit and Rebel Foods, among others.

ENTRY OF MALAIKA ARORA

Malaika Arora, a Bollywood actress, spent an undisclosed amount in the healthy dessert start-up Get-A-Whey. Arora has also been appointed the startup’s brand ambassador as part of the agreement.

Get-A-Whey intends to launch keto cheesecakes, vegan gelato, and other healthy sweets in one to two months after securing Malaika Arora. The business will spread its offline and online presence throughout India with the new capital.

Malaika Arora said, “I can’t wait for everyone to get their hands on my hand-picked desserts and get away with eating them. We have some really fluffy, sweet, and ambitious ideas set up ahead which will enable dessert and fitness enthusiasts to enjoy their sweets guilt-free.

“Malaika is a true fitness icon which is dedicated to encouraging people to adopt healthy habits. This completely aligns with the core values of our brand. Pashmi Shah, co-founder, and CMO of Get-A-Whey stated, “At Get-A-Whey, we want to revolutionize the way people eat, and our vision is to assist that through our products.

The firm sells goods on its own website as well as other food tech platforms including Blinkit, Zomato, Swiggy, and Swiggy Instamart, among others.

OTHER INVESTORS

Aman Gupta, Ashneer Grover, and Vineeta Singh, the show’s judges, invested INR 1 Cr in Get-A-Whey after they saw them on the startup funding TV show Shark Tank India Season 1.

The packaged dessert industry in India was estimated to be worth INR 4,368 Cr in 2021 by the IMARC group. The industry is projected to grow at a CAGR of 19.40% from 2022 to 2027, reaching an estimated market size of INR 12,763 Cr.

The business previously said that it was present in over 160 cloud kitchens and intended to expand its collaboration to 300 cloud kitchens. It added that its monthly revenue rate (MRR), which was 2.5 Cr in 2022, is now expected to reach 50 Cr this year (2023).

As part of the agreement, Get-A-Way will continue to operate independently and utilize BBK’s supply chain, mid-senior management, and distribution channels to grow in the ecosystem. BBK will also serve as the startup’s leader in product innovation.

Get-A-Whey wants to develop its sales channels, increase its product line, and improve its manufacturing skills, according to the startup.

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