Biography of Pashmi Shah: Founder & CMO of Get-A-Way- Entrepreneur
Biography of Pashmi Shah:
Pashmi Shah’s academic journey laid the groundwork for her
entrepreneurial spirit. She pursued her studies at Narsee Monjee Institute of
Management Studies in Mumbai, where she earned both a Bachelor's degree in
Electrical, Electronics, and Communications Engineering and a Master’s degree
in Business Administration specializing in Marketing. This unique blend of
technical and business education equipped her with critical skills in
problem-solving, strategic thinking, and market analysis, which would later prove
invaluable in her career.
Early Career in Marketing
Before co-founding Get-A-Way, Pashmi gained extensive
experience in the marketing sector. She worked as a Marketing Manager for Jack
& Jones, a popular fashion brand, where she played a pivotal role in
orchestrating print campaigns and celebrity endorsements. Her responsibilities
included media buying for various advertising campaigns and overseeing budget
allocations. Pashmi also honed her skills in digital marketing as an Assistant
Manager at BESTSELLER, leading initiatives for brands like Vero Moda across
major online platforms. This robust marketing background provided her with the
tools needed to effectively promote her future venture.
The Seed of an Idea
The inspiration for Get-A-Way Healthy Ice Creams emerged
from a family experiment in their kitchen. Pashmi and her brother, Jash, were
motivated by their mother, Jimmy Shah, who wanted to create a healthier dessert
option that satisfied their sweet cravings without compromising their health.
With Jash’s passion for fitness and protein-rich foods, the family began
experimenting with whey protein, integrating it into traditional ice cream
recipes. This innovative approach marked the beginning of their journey into
the health food sector.
Launching the Brand
In 2018, Pashmi, Jash, and their mother officially launched
Get-A-Way, aiming to fill a gap in the market for nutritious yet indulgent
desserts. Their product line featured ice creams that boasted higher protein
content and lower sugar levels, specifically catering to health-conscious
consumers and fitness enthusiasts. Starting with a modest investment of Rs 10
lakh from family resources, the Shah family was determined to bring their
unique ice cream to market, hoping to combine indulgence with nutrition.
Challenges in Production
Despite their enthusiasm, the road to success was fraught
with challenges. One of the primary obstacles they faced was the need for cold
chain logistics essential for transporting ice cream while maintaining its
quality. This logistical requirement became critical as they began scaling
their operations. However, through strategic planning and leveraging their
family connections, they were able to overcome these hurdles, ensuring their
products reached consumers in optimal condition.
Growth and Popularity
Before their appearance on Shark Tank India, Get-A-Way had
already made impressive strides in the market. The brand quickly garnered a
loyal customer base, achieving revenues of approximately Rs 2.5 crore. Their
innovative offerings resonated with health-conscious consumers eager for
guilt-free indulgences. By 2021, this momentum had increased significantly,
with the company reporting revenues of Rs 5 crore, highlighting the growing
demand for their unique ice cream products.
A Breakthrough Moment
The pivotal moment for Get-A-Way came when the Shah family
pitched their business on Shark Tank India. They entered the show seeking an
investment of Rs 1 crore for 8% equity but left with a lucrative deal for 15%
equity from renowned investors including Aman Gupta, Ashneer Grover, and
Vineeta Singh. This exposure not only provided crucial financial backing but
also elevated their brand’s visibility, significantly increasing consumer
interest and market reach.
A Strategic Partnership
Following their success on Shark Tank, the brand attracted
the attention of celebrity Malaika Arora, who became both a strategic investor
and brand ambassador. Arora’s involvement brought additional credibility and
visibility to Get-A-Way, helping the brand connect with a broader audience. Her
endorsement aligned perfectly with the brand’s ethos of promoting healthy
lifestyles, making the partnership a natural fit.
Biography of Pashmi Shah: Founder & CMO of Get-A-Way- Entrepreneur/age/net worth/investor/nutritious desserts/startup/Get-A-Way/Pashmi Shah story
Expanding Product Range
Initially branded as Get-A-Whey, the company recognized the
need to diversify its product offerings. To better reflect its expanded vision,
they rebranded to Get-A-Way Desserts. This shift emphasized their commitment to
providing a wider variety of healthy dessert options, catering to diverse
dietary preferences. The rebranding allowed them to reach an even broader
audience, positioning themselves as a versatile player in the dessert market.
Diverse Offerings for All
Under the Get-A-Way brand, a plethora of new products
emerged, including Keto ice creams, vegan gelatos, and diabetic-friendly
kulfis. This diverse portfolio ensures that the brand caters to a variety of
dietary needs, appealing to everyone from fitness enthusiasts to those managing
health conditions. By prioritizing inclusivity in their product offerings,
Get-A-Way aims to ensure that everyone can indulge in delicious desserts
without guilt.
From Kitchen to Market
The brand's success story is deeply rooted in a simple home
kitchen, where Jimmy Shah first crafted her protein-rich ice cream. Her
determination to fulfill her children’s cravings sparked a family endeavor that
evolved into a thriving business. Today, the combined efforts of Pashmi, Jash,
and their mother continue to drive the brand forward, emphasizing the power of
family collaboration in achieving entrepreneurial success.
A Growing Presence
Since its inception, Get-A-Way has expanded rapidly, now
operating in over 50 cities across India. With ambitious plans to grow their
network of cloud kitchens from 160 to 350, the brand is poised for significant
growth. This expansion strategy is aimed at making their products more
accessible, allowing more consumers to enjoy healthy desserts conveniently.
Commitment to Quality
Get-A-Way is dedicated to maintaining high quality across
all its products. Each ice cream is crafted without added sugars, ensuring that
they remain true to their health-conscious mission. The focus on using premium
ingredients guarantees that every serving is not only tasty but also beneficial
for health, reinforcing their commitment to providing nutritious options in the
dessert market.
Inspiration for Future Entrepreneurs
The journey of Pashmi Shah and her family illustrates how a
simple idea can grow into a successful business. Their story is an inspiring
testament to the power of innovation, resilience, and a strong family bond. By
merging their passions and expertise, they have created a brand that not only
satisfies sweet cravings but also promotes healthier choices. Their experience
serves as motivation for aspiring entrepreneurs, showing that with
determination and creativity, it is possible to make a meaningful impact in the
food industry.
A timeline for Pashmi Shah’s entrepreneurial journey:
2012-2016: Earned Bachelor's in Electrical Engineering and
MBA in Marketing at Narsee Monjee Institute of Management Studies.
2016-2018: Worked as Marketing Manager at Jack & Jones
and Assistant Manager at BESTSELLER, gaining marketing expertise.
2018: Launched Get-A-Way Healthy Ice Creams with family,
focusing on nutritious desserts.
2018: Overcame logistical challenges to ensure product
quality during transportation.
2020: Achieved revenues of approximately Rs 2.5 crore,
gaining a loyal customer base.
2021: Featured on Shark Tank India, secured investment for
15% equity from top investors.
2021: Partnered with celebrity Malaika Arora as a strategic
investor and brand ambassador.
2021: Rebranded to Get-A-Way Desserts to diversify product
offerings.
2022: Expanded product range to include Keto ice creams,
vegan gelatos, and diabetic-friendly options.
2023: Grew presence to over 50 cities in India, with plans
to expand cloud kitchens from 160 to 350.
2024: Committed to high-quality, nutritious products,
inspiring future entrepreneurs through their journey.
