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Himanshu Dodani
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"How Go Zero is Melting the Competition: A Guilt-Free Disruption in India’s Ice Cream Market" • This is Part of Our Series: Disruptive Brands Changing the Game in India 1. Go-to-Market Strategy: Launched in 2022 by Kiran Shah, Go Zero identified a market gap for health-conscious desserts. Opting for a digital-first approach, the brand prioritized quick commerce platforms like Blinkit and Zepto, achieving a 70% market share in the zero-sugar segment on these platforms. 2. Product Innovation: Go Zero offers over 30 flavors across eight categories, including vegan options, all made with a proprietary sugar replacement blend called Sweet Zero™, resulting in products with 50% fewer calories than traditional ice creams. 3. Marketing Approach: The brand leveraged social media and influencer marketing, collaborating with fitness influencers and creating viral content comparing Go Zero's calorie count to traditional ice creams. Participation in Shark Tank India further boosted brand visibility, leading to a deal with Aman Gupta for ₹1 crore at 1.5% equity 4. Financial Performance: Go Zero's revenue grew from ₹2.5 crore in its first year to ₹11.1 crore in the second, with projections of ₹33 crore for the current financial year. The company raised ₹30 crore in Series A funding in March 2025, aiming to expand its supply chain and product offerings. 5. Value Proposition: By focusing exclusively on zero-sugar, low-calorie, and vegan products, Go Zero differentiates itself from competitors like Amul and Naturals, catering to the growing demand for healthier dessert options in India. ••• Go Zero is changing the ice cream game in India. What do you think—can it truly outshine Amul and Naturals?
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