Biography of Sandhya Seshadri: Founder & CEO of Niblerzz- Entrepreneur
Biography of Sandhya Seshadri:
Journey Begins: From Advertising to Entrepreneurship
Sandhya Seshadri's path to entrepreneurship was anything but
traditional. With over 13 years of experience in advertising, where she worked
with prominent brands like L'Oreal, Garnier, and Marico, Sandhya had built a
successful career in the corporate world. However, despite the recognition and
opportunities, she felt unfulfilled. Her career had started to feel limiting,
and she yearned for something that would give her both professional
satisfaction and personal fulfillment. After years of managing ad campaigns for
large companies, she decided to leave it all behind and pursue a passion she
had always had for baking.
A Shift Toward Culinary Arts
After stepping away from her advertising career, Sandhya
decided to follow her love for food. She took a break from the corporate grind
and began baking at home. What started as a simple hobby quickly turned into a
life-changing experience. Sandhya's newfound interest in pastry arts led her to
enroll in a course at Le Cordon Bleu in Paris, one of the most renowned
culinary schools in the world. It was here that her culinary skills flourished,
and she realized that she had the potential to create something bigger—a
business around food that aligned with her passions.
An Unlikely Partnership: Meeting Aashnee
While pursuing her career in advertising, Sandhya met
Aashnee Gajaria, who would later become her co-founder. Their professional
relationship grew into a strong friendship as they collaborated on various
projects. Aashnee, like Sandhya, had a deep interest in the FMCG sector but
found herself drawn to the candy industry. Together, they would discuss their
shared love for confectionery and explore how they could make the candy
industry healthier. Their complementary skill sets—Sandhya’s expertise in advertising
and Aashnee’s passion for branding and marketing—made them the perfect team to
build something special.
The Birth of Niblerzz: The Idea of Guilt-Free Candy
In 2021, Aashnee, who was then managing a travel business,
realized that India lacked a clean, sugar-free candy brand. The existing
products were loaded with artificial ingredients, sugars, and preservatives,
and she saw an opportunity to create something healthier. Aashnee reached out
to Sandhya, and together they decided to enter the world of sweets. They set
out to reinvent candy by offering a healthier alternative, one that would be
free from added sugars, gluten, and artificial preservatives. This is how
Niblerzz, a clean-label candy brand, was born.
Developing the Concept: Clean, Natural, and Guilt-Free
Creating a healthier candy wasn’t easy. The duo faced many
challenges in developing recipes that could maintain the same taste while being
free from harmful ingredients. They knew that candy is an emotional
product—it’s a treat that people associate with joy and childhood memories. To
keep that nostalgic feeling alive, they used real fruit pulp and natural
sweeteners, avoiding sugar, artificial colors, and gelatin. The candies were
also vegan and gluten-free, making them suitable for a wider audience.
The Market’s Reception: Challenges Along the Way
While the concept was innovative, the duo faced some
resistance, especially when it came to pricing. Their products were more
expensive than regular candies, and this was something they had to convince
consumers to accept. They positioned their brand as a premium option for those
who wanted a healthier lifestyle but still enjoyed indulging in sweets.
However, they quickly realized that they needed to overcome more hurdles than
just pricing—the candy had to taste good enough to attract repeat customers.
The Sharks’ Response: A Rollercoaster Pitch on Shark Tank
In March 2024, Sandhya and Aashnee appeared on Shark Tank
India to pitch their brand, Niblerzz. They asked for Rs 50 lakh for a 3% equity
stake in the company, valuing it at Rs 16.67 crore. Despite their experience in
advertising, the pitch didn’t go as planned. Most of the sharks were
unimpressed with their products, citing issues like bad taste, high pricing,
and a lack of solid business understanding. Vineeta Singh, one of the sharks,
even joked that she was offended by their tagline, "Bye, Bye Sugar,"
as she felt it was misleading.
Biography of Sandhya Seshadri: Founder & CEO of Niblerzz- Entrepreneur/age/net worth/investor/sugar-free, gluten-free candy brand/Niblerzz story
The Turning Point: Getting the Deal
Though the pitch didn’t go well for most of the sharks,
there was one investor who saw potential in the brand. Aman Gupta, co-founder
of BoAt, decided to take a chance on Niblerzz. He offered them Rs 10 lakh for
5% equity, along with Rs 40 lakh in debt. Although the deal valuation was much
lower than their original ask, this was a significant moment for Sandhya and
Aashnee, as they had secured an investor who believed in their vision. This
deal marked a turning point for the brand, offering them both the financial
backing and mentorship they needed to grow.
A Passion for Clean Ingredients
The ethos behind Niblerzz was simple: to offer candy that
was free from unhealthy ingredients. Sandhya and Aashnee were determined to
create a product that people could enjoy without the guilt associated with
sugar and artificial additives. Their candies are made from real fruit pulps,
natural sweeteners like chicory, and alternative coloring agents like turmeric
and paprika. They also use pectin, derived from fruits like apples and oranges,
as a substitute for gelatin. This careful attention to ingredients ensured that
their candies were not only healthy but also delicious.
Gaining Traction: Success in the Market
Despite the challenges, Niblerzz began to gain traction. In
just a few months, the brand had sold hundreds of packs, attracting a loyal
customer base that appreciated the clean, natural ingredients. Their gummies,
particularly the mixed fruit variety, became bestsellers. The products were
well received by health-conscious consumers who wanted a guilt-free indulgence.
Niblerzz quickly became available in stores across 19 states and on major
online marketplaces like Amazon and Swiggy.
Overcoming the Odds: Building the Brand from Scratch
Building a brand from scratch was not without its
difficulties. From formulating the perfect recipe to dealing with business
challenges, Sandhya and Aashnee had to learn a lot along the way. They spent
countless hours refining their product, getting feedback from customers, and
understanding market trends. The journey wasn’t easy, but their shared passion
for clean, healthy candy kept them motivated. With a lot of hard work,
perseverance, and a commitment to their vision, Niblerzz gradually started gaining
the recognition it deserved.
The Personal Motivation: From Advertising to Passion
For both Sandhya and Aashnee, Niblerzz was more than just a
business; it was a way to give back to society by offering healthier
alternatives to sugary, artificial candies. Sandhya, who had spent years
working in advertising, found herself increasingly dissatisfied with the
corporate world and wanted to create something that aligned with her values.
Her background in marketing, along with Aashnee's expertise in branding,
allowed them to successfully transition from corporate careers to
entrepreneurs, blending their passion for sweets with a commitment to
health-conscious living.
The Impact of Traveling: A Global Perspective
Traveling has always been a passion for Sandhya. She
believes that experiencing different cultures around the world has given her a
broader understanding of people’s needs, desires, and motivations. These global
insights also helped her see the potential for clean, healthy candy in the
Indian market. She and Aashnee realized that while people in other countries
were becoming more conscious of what they ate, India was lagging behind in
terms of clean candy options. This realization motivated them to start Niblerzz
and fill that gap in the market.
The Business Evolution: From a Simple Idea to a Growing
Brand
As Niblerzz continued to grow, Sandhya and Aashnee focused
on expanding their product range. While the gummies were the initial hit, they
started exploring new products that fit within the clean candy concept. Their
goal was to keep creating healthy and natural alternatives to traditional
sweets. They also worked hard to refine their business operations and
understanding of the market. With their Shark Tank investment and guidance from
Aman Gupta, they were able to scale their operations and bring Niblerzz to a
wider audience.
Looking Ahead: The Future of Niblerzz
With a successful start and the backing of an experienced
investor, Sandhya and Aashnee are now looking toward the future. They are
focused on building a brand that continues to prioritize clean ingredients and
healthy options for consumers. The duo's passion for creating guilt-free candy
is stronger than ever, and they are determined to expand Niblerzz into a
household name. As they continue to innovate and grow, Niblerzz aims to inspire
more people to make healthier choices without sacrificing the joy of indulging
in sweets.
A timeline based on Sandhya Seshadri's journey:
2008-2021: Sandhya Seshadri works in advertising with major
brands like L'Oreal and Marico.
2021: Sandhya leaves her advertising career to pursue a
passion for baking and enrolls at Le Cordon Bleu in Paris.
2021: Sandhya and Aashnee Gajaria meet and form a
partnership, sharing an interest in healthier candy options.
2021: Niblerzz, a sugar-free, gluten-free candy brand, is
founded by Sandhya and Aashnee.
2021-2024: Development of Niblerzz’s recipes, focusing on
clean ingredients like real fruit pulp and natural sweeteners.
March 2024: Sandhya and Aashnee pitch Niblerzz on Shark Tank
India but face initial rejection.
March 2024: Aman Gupta invests in Niblerzz, offering Rs 10
lakh for 5% equity, marking a turning point for the brand.
2024: Niblerzz begins gaining traction, selling hundreds of
packs and expanding across 19 states.
2024-Present: Niblerzz evolves with a growing product range
and a focus on expanding its healthy candy options.
