Scoop of Courage: How Kiran Shah Traded Legacy for a Guilt-Free Revolution

Image Source: Startup pedia

Story in Focus: Kiran Shah, once heir to Mumbai’s iconic Apsara Ice Cream empire, chose to walk away from his family’s legacy to build something radically different—Go Zero, a zero-sugar, guilt-free ice cream brand that’s now scooping up success across India. His journey is a masterclass in purpose-driven entrepreneurship, blending nostalgia with nutritional innovation.

Turning Point Highlights:

Despite modernizing Apsara’s operations and expanding its footprint, Shah felt constrained by legacy limitations

Motivated by the struggle between indulgence and guilt, he designed a dessert that was not a compromise on health

In 2022, he started Go Zero with a lean team of 35 and a vision to reimagine frozen desserts

Brand Milestones:

Go Zero retails low-calorie, high-protein, and vegan ice creams made from plant-based sweeteners

The brand reached ₹100 crore of recurring annual revenue with a 30–40% market share in the guilt-free dessert space

Scheduled a deal on Shark Tank India Season 4, Aman Gupta investing ₹1 crore for 1.5% equity

Raised $1.5 million in follow-on pre-Series A round from DSG Consumer Partners, Saama Capital, among others

Why It Matters:

Go Zero is not just a product—it's a mindset shift in India's ₹30,000 crore ice cream market

Shah's story is part of a growing wave of second-generation entrepreneurs choosing purpose over heritage

The brand's success indicates growing demand for health-conscious indulgence among Indian consumers

Sources: Startup Pedia, CEO VINE, The BarberShop Podcast, Shark Tank India, CEOVine, Business Today.