Meet the Founder Who Left His Family’s Legacy to Build a Guilt-free Ice Cream Brand that Clocked Rs 100 Cr in ARR

Some legacies are inherited. Others are challenged. 

For Kiran Shah, growing up amid Apsara Ice Cream was both a blessing and a burden. The family business was successful, deeply loved, and iconic. But even as he served up scoops of ice cream, a quiet discomfort lingered - why did joy always come with a side of guilt?

“I used to watch customers savor our ice cream,” he recalls, “but then I’d hear them joke about hitting the gym afterward.” (BarberShop Podcast)

That contradiction—between joy and guilt—sparked a restless energy in him. He didn’t want to kill the joy. He just wanted to remove the guilt.

So he stepped away from his family legacy. 

The result? Go Zero: A guilt-free dessert brand. 

Meet the Founder

Kiran Shah grew up around a legacy Ice Cream brand. 

His family owned Apsara Ice Cream, one of Mumbai’s most iconic dessert brands. From a young age, he knew what made Indian consumers smile: rich flavours, creamy textures, and loads of sugar.

“But every time a parent handed their kid a scoop, a voice in my head said—is this really the best we can do?” recalled Kiran. 

After studying electronics engineering at Bombay University, Kiran joined Wipro, then went on to pursue an MBA from IIM Lucknow. Post-MBA, he worked at Procter & Gamble for three years in Singapore.

“It was a great career path—but I wasn’t solving anything that truly mattered to me,” he recalled. 

And when he came back to India he joined the family business. 

Also Read: “I Imbibed the Save More, Spend Less Ethos”- Meet the Founder Behind One of India’s Biggest Retail Chains That Clocked ₹10,716 Cr Revenue

Apsara Ice Creams

Before founding Go Zero, Kiran spent time understanding and modernising the operations at Apsara. 

Under his influence, the brand expanded its presence to new cities, streamlined supply chains, and introduced new SKUs to attract younger audiences.

“We brought in data-driven decisions for inventory and marketing, introduced healthier sorbet options, and tightened store formats,” Kiran shared. 

But despite these upgrades, something still felt missing. 

“We were innovating—but within a box. I wanted to break out of it,” he recalled during a podcast. 

Kiran could’ve stayed and scaled Apsara. But he saw a deeper problem: “You can’t retrofit a legacy system to solve a new-age health problem.”

He chose to step away. 

“It wasn’t an easy conversation at home. My father and I had long talks - he didn’t see the point of complicating what already worked,” he shared. 

But his learnings at Apsara weren’t wasted. They helped shape Go Zero’s DNA: quality control, logistics precision, and a sharp eye on consumer preference.

Experiments at Home

Back home, Kiran began experimenting in his kitchen. Monk fruit, erythritol, stevia—alternative sweeteners were trialed, tested, and often failed. 

“One batch was so bitter, even our dog wouldn’t eat it,” he shared. 

Texture proved to be the trickiest challenge. 

“You can fake sweetness, but you can’t fake creaminess,” he said. 

After hundreds of failed batches and feedback loops with friends and family, he landed on a formulation that worked. A dessert that felt indulgent—but wasn’t.

Introducing Go Zero

Go Zero is all about redefining dessert as we know it - decadent, satisfying, and good for you.

The brand started with a radical question, not a product: Can dessert be indulgent, delicious, and healthy, all at once? That’s what Kiran Shah set out to answer.

Made with a proprietary in-house blend, Go Zero’s ice creams are sweetened naturally with Stevia and enhanced with functional ingredients like FOS and Maltitol for that signature texture. They’re free from added sugar, preservatives, and artificial ingredients proving that you can have it all.

Launched in 2022, Go Zero caters to a generation that wants pleasure without punishment. Better, bolder, and guilt-free - every scoop is built to delight.

Also Read:Meet the Husband-Wife Duo Who Built Dot & Key, an Indian Skincare Brand That Clocked Rs 198 Cr Revenue in FY24

Challenges & Roadblocks

Building a guilt-free dessert brand in India wasn’t just about perfecting recipes—it meant changing mindsets, overcoming logistical hurdles, and standing out in a crowded market.

1. Educating the Indian Palate
Most Indians grew up loving sugar-rich sweets. So when Go Zero came in with Stevia and Monk Fruit, reactions ranged from curiosity to skepticism. It took consistent sampling, storytelling, and trust-building to win people over.

2. Cracking the Cold Chain in a Hot Country
Frozen products need precision and in India’s relentless heat, maintaining that cold chain from factory to freezer was a constant challenge. One slip could mean melted ice cream and melted trust.

3. Cutting Through the Noise
With heritage brands and trendy startups all vying for attention, Go Zero had to do more than talk about health. It had to connect—positioning indulgence as something people could enjoy without guilt.

4. Premium Ingredients, Price-Sensitive Market
Quality ingredients come at a cost. But in a market where price often trumps everything, getting consumers to pay more for cleaner, tastier desserts wasn’t easy. Earning trust was the first step to earning their wallets.

Finding Early Customers

The frozen dessert category is crowded, with giants like Amul, Naturals, and Kwality Walls dominating retail space.

But Kiran didn’t see them as competition.

“They weren’t doing what we were doing. They were making desserts. We were trying to build a new relationship between health and happiness,” Kiran shared. 

Instead of going retail-first, he secured freezer space at a few gyms and health cafes and started taking online orders from health-focused communities. 

“If five people loved it deeply, I’d take that over 50 who just liked it,”  he said. 

Laying Down a Solid Foundation

While other startups jumped into exotic flavours, Go Zero launched with just three: Chocolate, Vanilla, and Mocha Chip. 

“Everyone told us to go premium with something like sea salt caramel or saffron quinoa. But we said—let’s earn trust with the basics first,” the founder shared. 

Each product was high-protein, low-calorie, and made with imported monk fruit and dietary fibre. 

“Yes, it costs more. But it’s not about cost—it’s about belief,” Kiran explained. 

A Shift to Quick Commerce

One of the turning points came with a partnership with Zepto in 2022. 

“Dessert is a craving, not a plan. We knew q-commerce was perfect for us,” Kiran shared. 

The Zepto pilot in Mumbai was a hit. “We had a 94% delivery success rate. That’s unheard of for frozen products,” said a Zepto operations manager. 

Blinkit followed soon after. Today, 30% of Go Zero’s orders come via q-commerce. 

“You’ll rarely see us in your local kirana—but open your app at 11 PM, and we’ll be there,” the founder said. 

Customer Feedback 

Every complaint became a data point. 

When customers reported ice crystals, they overhauled their cold chain process. When a diabetic father struggled with the lid, they redesigned the packaging.

“One woman messaged saying she hadn’t had a birthday cake and ice cream in 12 years - until Go Zero. That’s why we exist,” Kiran shared. 

Instead of big influencer campaigns, Go Zero focused on authentic stories. A viral video of a diabetic dad eating ice cream with his daughter increased sales by 22%.

“It feels like cheating—but isn’t,” said fitness coach Varun Verma. Nutritionist Rashi Mehra added, “It’s the only dessert I recommend without a single disclaimer.”

Product Development Philosophy & R&D

Go Zero follows an iterative R&D approach rooted in real user feedback. Their product philosophy prioritizes:

• Natural, clean-label ingredients
• Functional benefits (prebiotics, high protein)
• Taste and texture parity with traditional desserts

They also maintain an internal R&D lab to innovate on formulations and test stability across temperatures and transport conditions.

Also Read: How the Founder of Veeba Who Turned a Failed Restaurant Business Into a FMCG Brand that Clocked ₹1,000 Cr in Revenue

Marketing Strategy: Stories, Not Slogans

Go Zero never relied on flashy ads or celebrity endorsements.

Instead, it built its brand on relatability and resonance. Every campaign, post, and video told a real story - from diabetic parents rediscovering dessert to late-night cravings delivered in under 10 minutes.

“Marketing isn’t about shouting louder. It’s about being remembered—and trusted,” Kiran explained.

Here’s how Go Zero crafted a memorable marketing playbook:

• Micro-Influencer Collaborations: Instead of big-budget influencers, Go Zero worked with fitness coaches, nutritionists, and diabetic bloggers who had niche but loyal followings. These endorsements felt more like testimonials than ads.
  

• UGC-Led Virality: Customers sharing first bites, freezer restocks, and transformation journeys became powerful organic content. The team reposted the best ones, building a sense of community.
  

• Emotional Hooks: One reel of a diabetic father celebrating his birthday with Go Zero ice cream went viral—boosting sales by 22% in a week.

“It wasn’t scripted. It was love captured on video,” Kiran said.

• Q-Commerce Visibility: Go Zero didn’t spend lakhs on hoardings. Being on Zepto and Blinkit gave them a front-row spot during the most impulsive buying moments. “Opening the app is the new billboard,” their marketing lead quipped.
  

• Minimalist Aesthetic, Maximal Impact: Their packaging and online branding leaned clean, honest, and premium—reflecting the product’s no-BS ingredients. “Even our colour palette said ‘healthy, but fun,’” Kiran added.
  

Their marketing mantra? Don’t sell guilt-free ice cream. Sell the feeling of eating dessert without regret.

Investments

Go Zero has raised two key rounds of funding:

• First round: ₹8.3 Cr
• Second round: ₹12 Cr
• Shark Tank:  ₹1 Cr 

The brand is backed by institutional investors including:

• DSG Consumer Partners
• Sama Capital
• V3 Ventures
• Aman Gupta

The capital was primarily used to strengthen supply chain capabilities, expand cold storage networks, enhance last-mile delivery, and refine operational efficiency.

According to Kiran, the goal wasn’t just scale, but sustainability. “It’s about building depth before width,” he said in an interview. 

The Shark Tank India Moment

In 2025, Go Zero’s big break came on Shark Tank India (Season 4), where founder Kiran Shah asked for ₹1 crore for 1% equity, valuing the brand at a bold ₹100 crore. 

His pitch turned heads. But not all the sharks were impressed. 

Anupam Mittal his voiced concern:

“Dar lag raha hai aap zyada hi smart ho,” warning that the valuation felt a bit too ambitious—and that ₹1 crore might not be enough to sustain the brand’s momentum.

Still, interest poured in.

“You’ve cracked product-market fit. Just stay obsessed,” said Aman Gupta.

Here are the offers he received. 

• Aman Gupta led the deal with ₹1 crore for 1.5% equity, valuing the brand at ₹66.7 crore.

• Vineeta Singh proposed ₹50 lakh for 0.79% equity, plus ₹50 lakh debt at 12% interest.

• Anupam Mittal offered ₹2 crore for 5%, contingent on Go Zero raising another ₹10 crore.

• Kunal Bahl and Peyush Bansal opted out, citing strategic and conflict-related reasons.

After a negotiation marathon, Kiran chose Aman’s offer. Aman even remarked,

“There’s no difference between 1.5% and 2% in my eyes; I’m fine with it,” said Aman. 

It wasn’t just a funding deal - it was a cultural moment. 

A 14-second clip of Kiran’s pitch went viral overnight, gathering over 1.2 million views in just 3 days. Reposted by fan pages and influencers, the reel transformed the pitch into internet gold.

That sudden spotlight wasn’t just hype—it translated into results. Website traffic surged by 8,000+ unique sessions within 24 hours. In what is typically a slow retail month, Go Zero hit ₹5 crore+ in January sales, dominating quick-commerce with a ~70% category share.

Also Read:“Why can’t a global beverage brand come from India?” - Meet the Three Cousins Who Built a Desi Beverage Brand that Clocked Rs 312 Cr in FY24

₹100 Cr in ARR

Go Zero has officially crossed the ₹100 crore annual recurring revenue mark—with a team of fewer than 35 people.

Founder Kiran Shah is also clear about what’s next:

“We’re targeting ₹200 crore ARR by next summer—with under 50 people. If you’re in, and you deliver, you grow with us,” Kiran shared on Linkedin. 

At Go Zero, scale isn’t about headcount. It’s about clarity of vision, executional speed, and giving every team member a shot at wealth creation.

As Kiran puts it: “100+ member teams are overrated.”

What’s fueling this success?

• A clear product-market fit with guilt-free desserts that actually taste good.

• Strategic partnerships with q-commerce players like Zepto and Blinkit, putting Go Zero just a tap away from late-night dessert cravings.

• Steady D2C traction with a 38% repeat purchase rate—proof that customers are coming back for more.

• Smart expansion into metros like Delhi and Bangalore, where demand for clean-label indulgence is rising fast.

Retail Strategy & Offline Expansion

While Go Zero started out as a digital-first brand, it's now making a smart move into offline retail - but in a way that stays true to its identity. 

Instead of flooding general stores, the brand is choosing its spots carefully.

You’ll find Go Zero in premium health stores, organic supermarkets, select gyms, and wellness clubs  - places where health-conscious people already shop or hang out.

They’ve also partnered with high-traffic locations to set up freezers, making it easy for customers to grab a scoop on impulse. And to spread the word and get people to actually taste what they’re all about, Go Zero regularly sets up sampling booths at fitness and wellness events.

The focus is clear: stay premium, stay purposeful. That’s why you won’t see Go Zero in every corner store - they want the brand to feel special, not mass-market.

Vision for the Future

For founder Kiran Shah, Go Zero isn’t just about ice cream. It’s about reimagining indulgence itself. 

The goal? To build a full-fledged dessert brand that lets people enjoy treats without the guilt.

What’s next on the menu? Think healthy versions of cakes, cookies, and chocolates—all developed in-house and rooted in clean, nutritional science.

They’re even setting up their own R&D center focused entirely on creating innovative, better-for-you desserts. And they’re not stopping at India. Go Zero is gearing up to take on global markets, starting with Southeast Asia and the UAE—places where the demand for healthier indulgence is picking up fast.

As Kiran says, “We’re not just selling desserts. We’re redesigning what indulgence can look like for the next generation.”

Author's Note: All quotes in this article are drawn from publicly available interviews, podcasts, and media appearances.