Crave. Don’t compromise.

Indulgent treats & desserts,made without refined sugar.

Audacious enough to leave out the refined sugar - not the joy

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Launching in 2026
The Thesis

Every sugar-free dessert made a compromise. We didn’t.

Thin. Chalky. A cooling sensation on the palate. That telltale aftertaste that arrives a second after the sweetness. Sugar-free treats & desserts in India have asked you to accept less for so long that most people stopped expecting otherwise.

We started from the other end. Decide what the dessert should taste like, then do whatever the formulation demands to get there - no shortcut that shows up on the palate.

The compromise was never necessary. Just uninteresting to solve.

What every product delivers
Taste First
Better Ingredients
Nothing Hidden
No Compromises
No refined sugar No artificial aftertaste Whole ingredients
Who it’s for

Anyone who cares about what they eat.

Two audiences, one shared frustration: real dessert never seems to make it into the choices that fit their life.

Anyone who watches their sugar - whether they have to or choose to.

Some were told to. Some figured it out themselves. Either way, the dessert aisle ignores them or hands them something apologetic.

The millions of Indians who train, log macros, and read every label. They want dessert that respects the discipline of the rest of their diet.

The Range

Two products. Each built on its own terms.

Chocolate Coated Nut Butter Dates
Soft, crunchy, sweet.
Soft dates, filled with a whole almond and creamy peanut butter, enrobed in premium no-refined-sugar chocolate. Like a grown-up candy bar. Ambient. Shelf‑stable.
Caramel Pudding
Nostalgia, rebuilt.
Ready to eat caramel pudding - the caramel custard you remember, built to fit the way you eat now.
The Promise

Four things. None of them negotiable.

We build every dessert against the same four standards. If a formulation can’t clear all four, it doesn’t ship - however good the idea looked on paper.

01
Taste First
Every formulation starts from what it should taste like, then works backwards. If it doesn’t hold up against the full-sugar version, we start again.
02
Better Ingredients
Whole dates. Real nuts and nut butter. We keep the good and remove the bad - what makes a dessert feel like dessert stays where it is.
03
Nothing Hidden
Everything on the label, in plain language. If we can’t explain why something is in there, it shouldn’t be in there at all.
04
No Compromises
Every formulation has a cheaper, quicker, easier version. We don’t build those. If something has to give, it will never be the thing you taste.

And what we won’t do - not out of principle for its own sake, but because each one is how the category lost people in the first place:

Refined sugar - the spike and the crash we exist to replace.
An artificial aftertaste - if you can taste the workaround, we haven’t finished the job.
Thin, dry or apologetic - dessert that eats like a concession isn’t dessert.
Claims we can’t stand behind - we’d rather say less and mean all of it.
The Founders

Two people. One specific problem.

Ananjan Bhattacharyya A

Ananjan Bhattacharyya

Co-founder · Business & Strategy

Built and scaled consumer products in India and the US. IIT Kharagpur, UC Berkeley Haas.

At Berkeley’s Alt: Meat Lab, led a team making soy milk without the aftertaste - the same problem, in a different aisle.

LinkedIn →
Indrani Majumdar I

Indrani Majumdar

Co-founder · Product & Operations

Long-time fitness enthusiast and food blogger, with years in people strategy at Cummins. NMIMS Mumbai.

It started with her own sugar-free experiments, refined through relentless iteration into recipes that actually worked - she was the customer before she was the founder.

LinkedIn →
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Launching in 2026

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