Ayurveda-Inspired Functional Chocolate Brand AWSUM Launched in India

Designed to help the urban working millennials deal with their modern-day lifestyle disorders, Pranav Sharma and Kritik Thakur, have launched India’s first functional chocolate brand, Awsum.

It is the first of its kind chocolate brand which is using Ayurvedic principles to make products healthier that nowhere compromises on taste. Awsum uses the ancient wisdom of Ayurveda and combines it with premium dark and milk chocolate to create exciting products that come with functional benefits.

Functional chocolate as a category is very new and novel for the Indian markets with no similar brands available in the same space. These chocolates are packed with herbs and nutrients that help the body to deal with modern-day lifestyle health disorders and are very relevant for the current scenario where we are all dealing with a pandemic like COVID. The chocolates have a rich and smooth texture and do not come at a compromise of taste.

Awsum has initially launched 4 variants to start off with - Daily Energy, Sleep, Goodbye Stress, and Active Immunity.

Pranav Sharma and Kritik Thakur, Co-Founders, Awsum, said, “The mission of the brand is to inspire lifelong healthy habits by bringing simplicity, inspiration, and delight to the world of supplements and nutraceuticals. These functional chocolates immensely help you to fight and deal with modern-day lifestyle problems- from sleep deprivation to stress and anxiety. So, a product like this has become all the way more relevant in the current scenario where India is fighting a battle with a global pandemic, wherein everyone is looking for immunity-boosting products, and problems like sleep deprivation stress and anxiety has aggravated all the way more.”

The idea of Awsum was conceived in the backdrop of nationwide lockdown declared by the government last year in 2020 when the co-founders themselves grappled with problems such as sleep deprivation, daytime lethargy, and anxiety. And their own experience led to the creation of the brand that aims to help people deal with these problems in a more convenient and exciting way. Their ‘Awsum’ thought took shape at Gurugram based start-up incubator, Huddle that closely works with selected high-growth start-ups. The company is also backed and mentored by a group of highly accomplished individuals and industry experts.