Shilpa Shetty-Backed WickedGüd Builds Comfort Food Brand for Conscious Consumers

WickedGüd, featured on Shark Tank India, is a leading direct-to-consumer (D2C) brand making everyday comfort food more wholesome and accessible for modern Indian households. With a focus on delivering delicious yet nutritious substitutes to everyday staples, the FMCG startup is rapidly expanding its footprint and revolutionising the food industry, notably from Bollywood icon and fitness advocate, Shilpa Shetty.

WickedGüd’s core mission revolves around “UnJunking India’s kitchens” by providing healthy, guilt-free alternatives to popular comfort foods like pasta and noodles. Utilising “mom-approved” ingredients like chickpeas, lentils, brown rice and oats, the brand sets itself apart from the competition and guarantees that its products are free of maida and oil.

A significant highlight in WickedGüd’s journey has been the strategic investment and association with Shilpa Shetty. Shetty, a celebrated figure synonymous with fitness and healthy living, has invested ₹2.25 crore in 100Percent Nourishment Pvt Ltd, the parent company of WickedGüd. Her investment stems from a deep personal conviction in the brand’s mission and product quality.

Shilpa Shetty, Investor and Brand Ambassador for WickedGüd says, “I’ve always believed that mindful eating and enjoyment can go hand in hand. WickedGüd’s approach to reimagining comfort food resonated deeply with me, and I’m glad to be associated with a brand that’s making healthy choices more accessible.”

“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. It’s a message I personally relate to and am proud to support.”, stated Shilpa Shetty.

Her decision to invest was solidified after her own children enjoyed WickedGüd’s products, affirming the brand’s appeal across age groups. Beyond her financial investment, Shilpa Shetty is actively involved in curating and promoting the brand’s message of healthy indulgence, aligning her personal philosophy with WickedGüd’s vision to drive conscious consumption nationwide.

“At WickedGüd, our mission has always been to reinvent comfort food in a way that’s both delicious and better for you. This commitment extends to every aspect of our business, from product innovation to expanding our reach”, said Bhuman Dani, Founder and CEO of WickedGüd. “We believe consumers shouldn’t have to choose between taste and health. Our partnership with Shilpa Shetty is a testament to this shared belief, and her influence will undeniably help us reach a wider audience, promoting conscious consumption.”

In line with its ongoing efforts to educate consumers and expand its market presence, WickedGüd is set to release a compelling campaign film in the coming days. This film will further amplify the brand’s message of “Wicked Taste and Güd Ingredients”, reinforcing its commitment to modify the way India perceives and consumes comfort food.