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Awsum, a new-age functional bakery brand, secured a Rs. 1 crore investment on Shark Tank India Season 5 from Namita Thapar, Executive Director, Emcure Pharmaceuticals and Ritesh Agarwal, Founder & Group CEO, OYO, at a Rs. 75 crore valuation.
Founded by Pranav Sharma, Awsum aims to reimagine the Rs. 11,000+ crore packaged cake market by replacing refined flour, white sugar and heavily processed inputs with traditional Indian staples such as atta (whole wheat), gur (jaggery) and honey. The brand’s 100% eggless portfolio is enriched with Ayurvedic ingredients like Brahmi, Ashwagandha and Ginseng, combining indulgence with functional benefits that support focus, immunity and overall wellness.
“For decades, consumers have had to choose between taste and health where indulgence meant compromise. With Awsum, we’re levelling that playing field”, said Pranav Sharma, Founder, Awsum. “Today’s young India reads labels, cares about ingredients, and wants mindful choices without giving up flavour. Our goal is to make better-for-you baking mainstream, not premium or niche. Partnering with Namita and Ritesh helps us scale that mission faster and take wholesome indulgence to every shelf across the country.”
Awsum chose to partner with Namita Thapar and Ritesh Agarwal for their complementary expertise across health, wellness and large-scale consumer businesses. The collaboration brings together deep domain knowledge in healthcare-led consumer brands and proven experience in building nationwide distribution networks. “With Namita’s deep understanding of health-focused brands and Ritesh’s expertise in building nationwide consumer networks,
Awsum is well-positioned to accelerate retail expansion and strengthen its brand reach,” added Sharma.
The portfolio currently includes a range of brownies and cakes in contemporary flavours such as Orange Pistachio, Lemon Blueberry, Banana Walnut and Carrot Cake, packaged in convenient, ready-to-eat formats designed for on-the-go consumption.