India’s ice cream industry is undergoing a significant shift as consumers increasingly seek healthier alternatives to traditional options. While legacy players like Amul, Mother Dairy, and Kwality Wall’s have long dominated the market, a new wave of brands is gaining traction, catering to the growing demand for healthier choices.
Among these new entrants is Go Zero, an ice cream startup founded in July 2022, which is carving out its niche with high-protein, low-calorie, sugar-free, and plant-based options. Positioned as a go-to brand for health-conscious ice cream lovers, Go Zero aims to tap into a market that is increasingly focused on better-for-you options.
Founder Kiran Shah, a former leader at Apsara Ice Creams, is confident that the brand can make a significant impact despite the saturated market. Shah believes that today’s health-conscious consumers are no longer willing to compromise on taste or nutrition. With over 5,000-6,000 ice cream manufacturers in India, only a few have seen significant financial success, with Naturals being the standout in terms of revenue.
To achieve his ambitious goals, Shah is leveraging his decade-long experience in the ice cream industry and focusing on quick commerce as the primary growth strategy. Go Zero is already available on leading food delivery and quick commerce platforms like Swiggy, Zomato, Swiggy Instamart, Blinkit, and Zepto, across 16+ cities including Mumbai, Bengaluru, and Delhi NCR.
With over $2.5 million raised from investors like DSG Consumer Partners and Saama Capital, Go Zero is rapidly growing. The brand has generated monthly revenues of INR 4-5 Cr, and its FY24 net revenue reached INR 11.1 Cr. Shah projects a nearly threefold increase in revenue by FY25.
Go Zero’s journey, however, extends beyond its product offerings. Shah’s background in brand management and his experience with Apsara Ice Creams shaped the startup’s approach. Apsara, a Mumbai-based chain known for its seasonal flavors, had limited presence and a focus on B2B sales until Shah joined. He recognized the need for a stronger brand identity and a more modern approach to ice cream.
The surge in demand for healthy, sugar-free desserts during the pandemic was a key motivator for Shah to leave his family business and start Go Zero. He recognized a trend in brands like NOTO and Get-A-Way, which positioned themselves as guilt-free ice cream alternatives. As awareness around sugar’s health effects grew, Go Zero emerged as a brand focused entirely on zero-sugar offerings—a bold move that aligned with the growing “better-for-you” wave.
One of Go Zero’s major differentiators is its use of quick commerce to drive sales. The decision to list the brand on platforms like Swiggy and Zomato has resulted in a significant revenue boost. Within just six months, Go Zero’s sales grew from INR 25-30 lakh to INR 3.5 crore monthly. Today, quick commerce channels contribute to 70-80% of the brand’s sales, with 20-25% coming from Swiggy and Zomato.
The brand’s appearance on Shark Tank India in January 2025 further elevated its visibility, leading to a substantial increase in its user base. From around 4-5 lakh monthly users, Go Zero now sees 8-10 lakh users per month. It is now one of the top five most searched ice cream brands in the country, with its net revenue expected to reach INR 35 crore in FY25.
Looking ahead, Go Zero plans to expand its product range to include sugar-free shakes and desserts. The company is also focused on scaling up production and increasing brand awareness through offline events. With ambitious growth targets, Go Zero is aiming for INR 10 crore in monthly sales by May 2025.
Despite its impressive progress, Go Zero faces the challenge of managing increasing competition and evolving consumer preferences in India’s INR 268 billion ice cream market. As the brand continues to expand, the question remains: Can Go Zero maintain its competitive edge and stay at the top of the market?
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