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Meet the Founder Who Left His Family’s Legacy to Build a Guilt-free Ice Cream Brand that Clocked Rs 100 Cr in ARR
- Kiran Shah, who inherited Apsara Ice Cream legacy, founded Go Zero, a guilt-free dessert brand, to remove the guilt associated with joy of consuming ice creams.
- Kiran's journey involved stepping away from his family business, modernizing Apsara operations, and experimenting with alternative sweeteners to create a healthier dessert option.
- Go Zero's ice creams, sweetened with Stevia and functional ingredients, aim to provide indulgent yet healthy treats, challenging traditional dessert norms.
- Educating the Indian palate, maintaining the cold chain, standing out in the market, and convincing consumers to pay more for quality were some challenges faced by Go Zero.
- The brand focused on building a loyal customer base through early partnerships with gyms and health cafes, emphasizing trust and quality over mass reach.
- Go Zero's marketing strategy revolved around authentic storytelling, micro-influencer collaborations, emotional hooks, and a minimalist aesthetic, resonating with consumers.
- The company's approach to R&D prioritized natural ingredients, functional benefits, and traditional dessert experience, aiming to redefine guilt-free indulgence.
- Go Zero's success was fueled by a strong product-market fit, strategic partnerships, high customer retention, and smart expansion strategies in India.
- The brand's vision includes expanding globally, offering a variety of healthy desserts beyond ice cream, and reshaping the concept of indulgence for the next generation.
- Go Zero, with over ₹100 crore in annual recurring revenue, aims to reach ₹200 crore ARR, focusing on sustainable growth and innovation in the dessert industry.
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