Mumbai | July 27, 2025 : WickedGüd, a standout FMCG startup featured on Shark Tank India, is gaining momentum as it reshapes the way Indian households consume comfort food. Positioned as a direct-to-consumer (D2C) brand, WickedGüd is on a mission to “UnJunk India’s Kitchens” by offering nutritious yet delicious alternatives to popular staples like pasta and noodles.

What sets the brand apart is its use of wholesome, “mom-approved” ingredients such as chickpeas, lentils, oats, and brown rice, completely free of maida and oil. These innovations are designed to satisfy cravings without compromising health, appealing to modern, health-conscious Indian families.

A major milestone in WickedGüd’s journey came with a Rs. 2.25 crore investment from Bollywood star and wellness advocate Shilpa Shetty. Investing through the brand’s parent company, 100Percent Nourishment Pvt Ltd, Shilpa has also taken on the role of Brand Ambassador, bringing her influence and philosophy of mindful living into the WickedGüd fold.

“I’ve always believed that mindful eating and enjoyment can go hand in hand,” Shilpa said. “WickedGüd’s approach to reimagining comfort food resonated deeply with me. This campaign film brings an important message to the forefront — that mindful choices don’t have to come at the cost of taste and flavour.”

Her decision to back the brand was further strengthened by personal experience — her children enjoyed WickedGüd products, reinforcing their appeal across age groups. Beyond capital, Shilpa is actively involved in promoting the brand’s message and helping shape its identity as a healthy indulgence brand for every home.

Founder and CEO Bhuman Dani highlighted the brand’s commitment: “At WickedGüd, our mission is to reinvent comfort food in a way that’s both tasty and better for you. We believe people shouldn’t have to choose between taste and health. Shilpa’s support is a reflection of this shared belief, and her voice will help drive conscious consumption on a national scale.”

Looking ahead, WickedGüd is preparing to launch a high-impact campaign film that will showcase its brand promise “Wicked Taste and Güd Ingredients.” The campaign aims to reach a wider audience and inspire healthier food choices by challenging the common trade-off between health and flavour.

With its blend of clean ingredients, celebrity endorsement, and a mission-driven approach, WickedGüd is not just a food brand - it's becoming a movement to redefine comfort food for a healthier India.