Ashni Shah (NOTO): 10 Key Things You Must Know

Overview

Ashni Shah is the co-founder of NOTO, a progressive ice cream brand known for its innovative "guilt-free" desserts. Launched in 2019 alongside Varun Sheth, NOTO offers low-calorie, no-sugar, and vegan ice creams, appealing to the health-conscious consumer. Based in Mumbai, India, Shah's vision was to fill a market gap with healthy desserts that don't sacrifice taste. This article will uncover ten insightful points about Ashni Shah and her journey with NOTO, as well as the brand's impact on the ice cream industry.

1. Entrepreneurial Background

Ashni Shah holds a diploma in Creative Entrepreneurship from ISDI Parsons Mumbai and has a strong foundation in marketing and communications. Her experience includes serving as Operation Head at 1Tablespoon Pizza Kitchen in Mumbai. Her transition from the fashion industry to food highlights her versatile entrepreneurial spirit.

2. Founding of NOTO

In 2019, Ashni Shah co-founded NOTO alongside Varun Sheth. The idea was born out of a shared passion for food and the desire to create healthier dessert options. Their goal was to provide a solution for health-conscious consumers who wanted indulgence without the guilt.

3. Product Innovation

NOTO is recognized for its unique ice cream offerings, including low-calorie, no-sugar, and high-protein variants. The brand emphasizes using natural sugar substitutes like erythritol, making their products suitable for diabetics and those looking to reduce sugar intake without compromising on flavor.

4. Market Strategy

The brand's strategy includes a feisty digital presence, leveraging quick commerce and online delivery platforms like Swiggy and Zomato to reach consumers. NOTO's strategy of utilizing dark stores allows them to cater to spontaneous demand efficiently.

5. Funding and Growth

Recently, NOTO raised INR 21 crore in a Pre-Series A round led by Equentis Angel Fund, facilitating their plans to expand production, extend distribution, and enhance their brand presence. This funding aims to support the launch of offline stores and new product lines.

6. Unique Selling Proposition (USP)

NOTO's emphasis on taste along with health has set it apart in the competitive market. Ashni Shah’s leadership focuses on creating ice creams that delight the palate while being mindful of health trends, catering to fitness enthusiasts and an emerging market of health-conscious individuals.

7. Collaborative Ventures

Recently, NOTO partnered with Fast&Up India to create functional ice creams that are packed with vitamins and electrolytes, launching innovative flavors designed for summer refreshment. This partnership aligns with NOTO's mission to enhance the consumer's health without compromising taste.

8. Challenges Faced

Breaking into a market dominated by legacy brands posed significant challenges. Shah focused on educating consumers about the benefits of healthy indulgence, carving out a niche for NOTO despite existing industry giants.

9. Expanding Product Range

Besides ice creams, NOTO has ventured into vegan options and traditional Indian desserts like mithai, albeit with a healthy twist. This diversification allows them to cater to broader consumer preferences across different cultural and dietary needs.

10. Future Prospects

Looking ahead, NOTO aims to expand its footprint across Tier-1 and Tier-2 cities, with a strong focus on increasing brand visibility and consumer awareness. Their future plans include further product innovations and increasing distribution through offline stores.

Conclusion

Ashni Shah's journey as a co-founder of NOTO showcases innovative entrepreneurship in the food industry. Her dedication to bridging health and indulgence in the dessert market has made NOTO a trailblazer in guilt-free indulgence. As the brand continues to expand and evolve, it sets a precedent for health-focused innovation. Shah's efforts leave us pondering the ever-evolving definition of indulgence in the modern world and whether other food sectors will follow suit.