Jash Shah’s story is one of calculated risks, unexpected turns, and an unshakable belief in a simple idea: dessert should be both delicious and guilt-free. The founder of Get-A-Way Desserts, Jash started his career in corporate roles, gaining experience in FMCG, regulatory tech, and business development before diving headfirst into entrepreneurship. His journey from a structured corporate world to building an innovative ice cream brand is anything but conventional.
The Leap from Corporate to Ice Cream
Jash’s career began with an internship at Future Group, which led to a full-time role managing brands across multiple categories, from personal care to modern trade retail. His curiosity about FMCG and consumer behavior eventually pulled him toward the startup ecosystem, where he worked at IDfy, a regulatory tech firm, heading business development for a completely new vertical.
But alongside his corporate career, something sweet was brewing. In 2021, Get-A-Way Desserts—co-founded by Jash, his mother, and his sister—got its big break with an appearance on Shark Tank India, securing funding on the show. That moment was the tipping point. Jash left his corporate job to focus entirely on his brand, determined to redefine how people perceive and consume desserts.
Revolutionizing the Ice Cream Industry
The core mission of Get-A-Way is to make desserts that are both indulgent and healthy. Traditionally, ice cream is associated with sugar, calories, and guilt. Jash and his team decided to challenge that perception by crafting zero-sugar, high-protein ice creams that don’t compromise on taste.
“Health and taste don’t have to be mutually exclusive,” Jash explains. “We started with ice creams, and now we’re expanding into cheesecakes and other guilt-free indulgences. The idea is simple: can we make something traditionally unhealthy better for you while keeping it delicious?”
Of course, entering the ice cream space isn’t easy. Consumer preferences differ wildly across India—what works in Mumbai might not sell in Delhi or Bangalore. Early on, Get-A-Way experimented with unconventional flavors like peanut butter ice cream & mac n cheese Ice Cream , only to realize that while niche flavors generate buzz, the real winners are classics like Chocolate Brownie Fudge and Blueberry Cheesecake.
Navigating the Challenges of a “Healthy” Brand
While the market for protein-rich, no-added-sugar desserts is growing, it’s still a niche segment. Many investors have questioned whether mainstream India is ready to embrace it. Jash, however, is confident that the health-conscious movement is not just a passing trend.
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“The Keto wave came and went, veganism had its moment, but the demand for low-sugar, high-protein foods is here to stay,” he says. “Consumers are becoming more aware of what they eat, and brands like ours are helping bridge that education gap.”
One of Get-A-Way’s strategies for driving awareness is community building. They run an annual 30-day no-added-sugar, high-protein challenge, where participants—including employees, families, and customers—commit to a healthier diet. The initiative has grown into a WhatsApp community of over 340 people, who share their experiences, tips, and recipes.
What’s Next for Get-A-Way?
With a rapidly expanding product line and a growing consumer base, Get-A-Way is on track to become a major player in the alternative dessert space. The focus remains on scaling without losing sight of quality.
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“We don’t want to be just another ‘healthy’ brand,” Jash emphasizes. “We want to be the most loved guilt-free indulgence brand in India.”
From a Shark Tank deal to disrupting a deeply traditional category, Jash Shah’s journey proves that with the right mix of insight, persistence, and a little bit of sugar-free magic, even the toughest industries can be sweetened.
