Journey of Vegan ice cream brand Minus 30

Know how the sister duo Gayatri Rattha and Shivanie Mirchandani started their vegan ice cream brand Minus 30. From starting in the kitchen to now operating in multiple states of India.

India’s small businesses contribute big to our economy. The 60 million small businesses spread across India, contribute 30% to our GDP. These small ventures are critical to our economy and who majorly operate from one’s own home. One such venture that originated right from one’s own kitchen is Minus 30.

Growing up sister Gayatri Rattha and Shivanie Mirchandani heard praises for their mother’s dishes. The sister duo grew up and used their mother’s recipes and started selling ice creams. They made vegan and sugar-free ice creams from Delhi since 2016. Their initial 6 flavours were an instant hit. They started receiving 5 to 10 orders a day. 

Seeing their brand growing, Gayatri went to Italy to professionally get trained to make gelato. After incorporating Gayatri’s learnings, the venture added additional flavours like hazelnut, Belgian Chocolate Cointreau and Green Tea Matcha. 

Soon this home-based venture gained momentum and branched out to multiple states of India. They are currently present in Delhi, Mumbai, Chennai, Punjab, Gujarat and six other states and is looking into a pan-India expansion. The venture can give same or next day delivery in cities like Delhi, Mumbai, Bangalore and Dehradun. To adhere to this time constraint, they have an in-house delivery channel with 25 delivery personnel spread across the four cities. 

They went from making 5 - 10 orders a day to 5000 orders per month. They have gained a seed fund of an undisclosed amount and had revenue of Rs 3.31 crore in 2020. Also, their repeat purchase rate went around 80%.

India is seeing a wave of vegan brands like GoodMylk, Epigamia, GoodDO and Minus 30. Yet the Indian ice cream sector is highly competitive with 68% value share shared between GCMMF, Unilever, Wells Enterprises Inc., Devyani Foods Industries Pvt. Ltd, Hatsun Agro and Havmor Ice Cream Limited. Will Minus 30 be able to take space in India’s $165.2 billion ice cream industry which will reach $436.2 billion by 2027?

Tags : #Minus30 #GayatriRattha #ShivanieMirchandani #icecream #veganicecream #GoodMylk #Epigamia #GoodDO #vegan #startup #MediSpeak #smitakumar #medicircle

About the Author

Priyal Shah

Priyal Shah is a graduate of Media from Mithibai College, Mumbai. She is a writer, researcher and avid reader.

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