Mumbai-based dessert brand Get-A-Way has reported an eightfold growth on quick-commerce platform Zepto over the past year, underscoring the rising demand for health-focused products and the potential of rapid delivery channels in India’s food industry.
Co-founder and CMO Pashmi Shah credited the achievement to strong collaboration between the Get-A-Way and Zepto teams, a focused product assortment, and disciplined execution that kept pace with daily demand surges.
“Zepto gave us the opportunity to take guilt-free ice creams to more dark stores and tap into a growing, health-conscious audience,” Shah said in a recent post reflecting on the milestone. “With smart planning, strong assortment, and razor-sharp execution, the team worked closely with us to keep up with the rising demand every single day.”
Founded by Pashmi and Jash Shah, along with their mother Jimmy Shah, Get-A-Way focuses on “guilt-free” ice creams and desserts designed for health-conscious consumers. The brand’s success on Zepto reflects both changing consumer preferences and the advantages of quick-commerce platforms, which have been aggressively expanding into grocery and specialty food segments through dark-store networks.
Get-A-Way : Blend of Retail and Technical Expertise
Pashmi and Jash bring a distinctive blend of retail and technical expertise to the venture. Both studied engineering and MBA at NMIMS, having earlier attended the same school and Mithibai College. Before launching Get-A-Way, Pashmi worked in retail marketing at Future Group while Jash worked with Bestseller India.
Interestingly, the idea of starting an ice cream brand and doing so with their mother, was not planned. “It was a wild dream we were chasing,” Shah noted. Yet their engineering background proved unexpectedly useful.
“Studying subjects we didn’t always like taught us resilience and adaptability, which are crucial traits for any founder,” she explained. Engineering also trained them to deconstruct complex challenges and make data-driven decisions, skills they say are embedded in the company’s daily operations.
The Get-A-Way team sees its partnership with Zepto as a significant factor in its rapid scale-up. Shah highlighted Zepto’s support for D2C brands as an important enabler, saying, “It’s been inspiring to see Zepto’s commitment to scaling D2C brands, and we’re just getting started.”
As India’s quick-commerce players continue to invest heavily in their supply chains and expand product categories, brands like Get-A-Way are finding new ways to reach consumers seeking healthier, more convenient food options and achieving impressive growth in the process.
