Get-A-Whey is a high-end brand that specializes in the production and sale of protein ice cream. Jash and Pashmi Shah are the co-owners. It is now present in Mumbai and Pune, and the siblings intend to expand into additional cities once the economic crisis around COVID-19 has passed.
Indians are well-known for their fondness for sweets. According to Smart Research Insights, the average yearly intake of ice cream in India is 400 milliliters. For years, Amul, Mother Dairy, and Vadilal have dominated the market, which is expected to reach Rs 18,786 crore by 2022, according to another Eurometer analysis. Smaller firms, catering to specific niches, are emerging in the ice cream sector.
Previously, consumers had to choose between enticing meals and a healthy lifestyle, but with Get-A-Whey, even health-conscious individuals can enjoy ice cream guilt-free. Get-A-Whey, a home-grown protein ice cream, has debuted across multiple retail chains in India and is aimed not just at consumers who like an active lifestyle but also at those who enjoy ice cream.
In comparison to other ice creams on the market, the product is rich in protein, low in sugar, low in fat and carbohydrates, and low in calories. With these elements, the firm has succeeded in making it delectable in flavor without sacrificing the healthful component. Get-A-Whey ice creams are rich in whey protein, which is an important element of a healthy diet. Furthermore, the sugar has been replaced with an organic sweetener called Erythritol, making it a healthier option.
In today’s world, no business would be complete without marketing. According to Pashmi, the brand has a reasonable reach based on the pillars of marketing techniques and product quality. “We have a consumer-centric strategy,” Jash explains. Before developing new flavors, we distributed Google Sheets to our clients and solicited their feedback.” Pashmi says that influencer marketing on social media platforms has aided in raising brand awareness.
“In Mumbai, we sell via over 100 Category A stores, including chains such as Godrej Natures Basket, Noble Plus, FLAX Foods, Society Stores, and others.” At addition, the firm sells through Swiggy and Zomato in five locations across Mumbai. “The objective is to be available in all premium and modern trade stores across the country (about 5,500 outlets) and in at least 1,000 locations for a simple delivery,” Jash explains. According to the pair, they have sold over 50,000 units across channels last year, and are projecting to hit revenues of Rs 2.5 crore this year.
