Brands
Malaika Arora joins Get-A-Way as a strategic investor & brand ambassador
Mumbai: The model, actress, and entrepreneur Malaika Arora has joined Get-A-Way, a healthy dessert brand, as an investor and brand ambassador. This 2019 start-up is known for healthy desserts which have no added sugar, are high in protein, keto-friendly and low in calories.
Get-A-Way is a start-up that appeared in Shark Tank India season 1 and bagged an investment of Rs 1 crore from three investors, Aman Gupta, Ashneer Grover and Vineeta Singh. Biryani By Kilo also recently closed a two-million-dollar funding round for the brand.
The start-up, founded by Jash Shah, Pashmi Shah, and Jimmy Shah, has been successful in making delicious desserts without compromising on the health aspect. The brand has an array of guilt-free treats, including ice cream sandwiches, popsicles, low-calorie kulfis, and high-protein ice creams.
“People who know me well, know my love for food is undying and a good dessert only brings happiness to an otherwise mundane day. My current portfolio of investments include fitness, fashion, wellness, food – most things which complete me and spell passion for me. The one thing which I truly cherish and which is going to be joyous from hereon is the luxury to bake my own cake and have it too- that too healthy and guilt free! We have some very fluffy, sweet and ambitious plans lined up ahead which will enable dessert and fitness lovers to enjoy their desserts guilt free and I can’t wait for everyone to get their hands on my hand picked desserts and get away with enjoying them,” said Arora.
According to the founders, this relationship will help the company grow both its offline and online footprint across the nation.
“For our brand, we’ve always sought out connections with like-minded people. Malaika is truly a fitness icon, and she is committed to fostering healthy habits among individuals. This is something that resonates perfectly with our brand philosophy. At Get-A-Way, we want to change the way people eat & our vision is to facilitate that through our products,” Get-A-Way co-founder & CMO Pashmi Shah said.
Get-A-Way wants to provide customers with truly guilt-free products. The company wants to expand its product line, manufacturing capabilities, and strengthen their sales channels. With Malaika Arora on board, they also have plans to introduce keto cheesecakes, vegan gelatos, and many more innovative treats in the ensuing one to two months.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
