Get-A-Way started off in 2019 as a simple kitchen experiment, when a successful attempt at making ice creams healthy turned out to be a huge success, which soon turned into a healthy dessert brand. This idea grew into the brand mission – To facilitate healthy behavioral choices and help families make conscious choices through guilt free indulgence.
Since that day, it’s been an incredible journey for the entire team at Get-A-Way. From getting featured and funded on Shark Tank India to expanding the brand’s presence into 45+ cities and 150+ cloud kitchens ! Get-A-Way’s vision is to constantly innovate and give customers healthy yet tasty options when choosing from categories like desserts.
The brand’s mission is to eventually be the go-to dessert option for every Indian and expand globally, because the team believes – Being healthy is a lifestyle, not a trend! In this feature we speak with Pashmi Shah Agarwal, Co-Founder and CMO of Get-A-Way about what makes the newly launched product “Moments”, Mithai Ice Cream Bites unique and why.
What was the thought behind launching this new product?
I’ve personally always been a fan of Indian sweets. I love the different range of flavours and textures that are offered in different sweets like laddoos, pedas etc. Next, I saw an innovative way to inculcate this taste into ice creams while also ensuring it’s cutting down on the calories in comparison to the actual mithai. One simple thought, and a few brainstorming sessions later, we thought now is the perfect time for this launch.
What is the USP of this product?
I’d say the USP of the product is the concept itself. No one thinks of inculcating the flavour of traditional Indian mithai into healthy ice cream bites, and once you try it, I’m sure you’ll understand the authenticity of the flavours. That’s been our main goal throughout the development phase of the product.
Where are these ice creams available?
Our range of ice creams and desserts are available on Zomato, Swiggy, Swiggy Instamart, Blinkit, Zepto, Dunzo as well as our own website (www.getawaydesserts.com). We also have ice cream parlours in various cities like Pune, Goa, Jaipur, Udaipur and Mangalore.
Well, without giving away too much too soon, I’ll just say we have a lot lined up on both, new product launches as well as expanding our retail presence throughout India. We want to offer healthy yet tasty dessert options and experiences all over India and expand our product range so there’s a good dessert option for all kinds of your sweet cravings.
How is the response to vegan ice creams so far? How practical is this concept given the fact that milk is a primary ingredient in an ice cream.
It’s been great, to be honest. When we started our vegan range, we were also a bit hesitant about the concept of vegan ice creams. But with customers focusing more and more on sustainability and many people taking up the vegan lifestyle, ice creams that use milk substitutes are a must. We have four vegan flavours currently, and use almond milk only. They are fully dairy free. But don’t worry, our vegan ice creams are as creamy as our other ice creams, we never sacrifice on the taste !
What is the secret behind producing an excellent ice cream?
To answer this question, I’ll just say that we take the Hindi saying “Maa ke haath ka pyaar” very seriously! All our ice cream recipes and new products are curated and overseen by our Co-founder and COO, Jimmy Shah. But jokes apart, I think the most important thing is to ensure every detail is taken care of by all departments, from production, to packaging, to delivery. Ice cream is such a product that needs utmost care to be taken not only at the time of production, but till the time it is hand delivered to each and every customer. And we strive to ensure the best quality at each step of the way.
How do you plan to market this new product?
We’ve realized over the years the power that good word of mouth holds and the organic reach that it has, no marketing campaign can generate the same kind of brand awareness and loyalty as the actual product itself. That’s why, for Moment’s we’ve opted for a more understated and simple effort, including influencer gifting and leveraging our brand ambassador and investor – Malaika Arora’s audience to ensure maximum trials. Once a customer has tried it, we’re sure they’ll be back for more.
Which is your most popular product so far and why?
Honestly, our expansion into other desserts such as cheesecakes and ice cream sandwiches has been very well received and the New York Style Cheesecake has gained a raging following amongst our loyal customer base. The high protein Chocolate Brownie Fudge ice cream and Mango ice cream are also some of our top-sellers.