Mama Nourish is a Mumbai-based clean-label snacking brand that celebrates traditional homemade recipes reimagined for modern life. Founded by Kunal Goel, Usha Shrotriya, and Yash Parashar, the brand secured a ₹2 crore investment from Aman Gupta on Shark Tank India Season 5 — a bold endorsement of its nostalgic yet contemporary approach to healthy eating.
Where Tradition Meets Today
Warmth. Comfort. A taste that feels like home.
This is the flavour of childhood, reinvented.
When Grandma’s kitchen meets modern nutrition, snacks become stories.
Mama Nourish didn’t just make snacks — it bottled memories and served them to a generation hungry for health with heart.
From Grandma’s Recipes to a D2C Snack Mission
-
In 2023, three friends — Kunal Goel, Usha Shrotriya, and Yash Parashar, embarked on a journey rooted in nostalgia and nourishment. Their inspiration came from the wholesome, home-made snacks prepared in Indian kitchens for generations — laddus, nut bars, chivdas, and more, crafted with real ingredients like dry fruits, millets, kamarkas (tigernuts), and natural sweeteners.
-
Usha’s passion for traditional recipes, especially her own mother’s and grandmother’s, became the brand’s heart. The team committed to preserving authenticity while fitting these recipes into convenient, clean-label formats for busy, health-aware consumers. Snacks were made without preservatives, artificial flavours, palm oil, or refined sugar, keeping the essence of homestyle treats but redesigned for on-the-go lifestyles.
-
Mama Nourish launched its first products in 2024, quickly gaining attention for combining nostalgic taste with nutritional integrity.
Shark Tank Validation and Momentum
-
The brand’s heartwarming concept earned national spotlight when Mama Nourish pitched its vision on Shark Tank India Season 5. The founders entered seeking ₹60 lakhs for 1.5 % equity, a valuation they believed reflected their market potential.
-
While many Sharks raised concerns about financials and early performance, Aman Gupta made a bold move, offering ₹2 crore for 20 % equity, valuing Mama Nourish at ₹10 crore and signaling confidence in the team’s mission.
-
That investment wasn’t just capital it was strategic validation from one of India’s most active consumer brand investors. Gupta’s backing provided marketing leverage, deeper network access, and strategic mentorship for scaling in a crowded snacking ecosystem.
Blending Heritage with Healthy Convenience
Mama Nourish’s biggest strategic insight was turning cultural food heritage into a modern consumer product. Rather than launching another health snack in an already crowded category, the brand leaned into authenticity and emotional connection:
-
Celebrating grandma-inspired recipes as the core brand identity.
-
Ensuring clean-label formulations that resonate with health-aware consumers.
-
Designing products with kitchen-grade ingredients — dry fruits, millets, kamarkas, dates — spotlighting flavour without compromise.
This blending of storytelling and nutrition allowed Mama Nourish to stand apart from typical packaged snacks — delivering depth (trust, heritage) and breadth (wide usage occasions — snacks, energy bars, gifting).
Scale, Market Presence & Cultural Impact
Though still early in its revenue journey, Mama Nourish has already:
-
Built a D2C presence via online channels and direct consumer engagement.
-
Launched special edition snack collections celebrating batches inspired by traditional recipes.
-
Positioned itself within India’s growing clean-label and health-snacking market, where consumers increasingly seek gluten-free, preservative-free, natural options.
The brand’s narrative — “modern snacks with grandma’s touch” converts taste into trust, attracting families across age groups.
Nutrition with Nostalgia Creates Purposeful Brands
Mama Nourish’s journey delivers a sharp business truth:
Meaningful brands start with authentic stories, not trends.
When founders anchor products in true emotional value — cultural heritage, family recipes, real human tastes, they unlock deeper consumer affinity. Health and nostalgia, when woven together, uplift commodities into cultural connections.
Mama Nourish is more than snacks.
It’s a bridge between generations, where every bar carries a recipe, a memory, and a promise, that wholesome goodness has timeless value.
Sources: Indian Express, D2C Insider Pulse, Viestories
