Some of the best ideas begin with the simplest memories. For sisters Shivanie and Gayatri, it was the taste of homemade ice cream prepared by their mother during childhood. Made with care and without preservatives, those familiar flavours stayed with them long after they grew up. Years later, that memory became the inspiration for Minus 30, a homegrown gelato brand bringing a different perspective to an everyday dessert.
The idea was rooted in something personal: recreating the enjoyment of homemade ice cream while paying closer attention to ingredients. Rather than simply introducing another range of frozen treats, the sisters wanted to explore how flavour, quality and more considered food choices could come together.
From a home kitchen to a growing brand
Although their interests were closely connected, the sisters brought different professional experiences to their venture. Gayatri, a graduate of the London School of Economics with a background in branding, also pursued culinary training in Italy, where she developed an interest in flavours and gelato-making. Shivanie, an alumna of the University of Nottingham with experience in project and cost management, shared her sister’s interest in conscious food choices.Their journey began in 2016, when they started experimenting with gelato recipes in their home kitchen. As mothers, they were also inspired by the idea of offering their children desserts that reminded them of their own childhood while allowing them to be more mindful of the ingredients.
The first batches were shared with friends and family, whose response encouraged the sisters to take their experiment further. In 2017, Minus 30 officially entered the market with six flavours available in 500ml tubs.
What started as a small kitchen venture gradually developed into a pan-India brand. Its range has since expanded to more than 40 flavours, available in different formats, including tubs, mini sticks, gelato sandwiches and hot chocolate. Despite this growth, the brand continues to highlight small-batch preparation as part of its approach.
Looking beyond conventional desserts
One of the ideas behind Minus 30 is to offer alternatives within a familiar food category. Its approach places emphasis on natural ingredients, freshness and recipes that cater to different preferences.
According to the brand, its regular flavours contain 30 per cent less sugar than traditional ice creams. It also offers plant-based and sugar-free options, providing alternatives for consumers who prefer different ingredients or want to explore choices beyond conventional dairy-based desserts.The brand describes its products as vegetarian and made without preservatives or artificial additives. These choices reflect an interest in ingredient awareness, an aspect that has become increasingly relevant as people pay closer attention to food labels and the products they bring home.
However, mindful eating does not necessarily mean giving up familiar pleasures. Sometimes, it is simply about understanding what goes into the food we enjoy and exploring alternatives that suit our preferences.
The importance of knowing what goes into our food
Food choices are often shaped by more than taste. Ingredients, preparation methods and product information can all influence what consumers choose to buy. This growing interest in understanding everyday food products has also encouraged brands to communicate more clearly about their recipes and ingredients.
Minus 30 highlights its use of globally sourced ingredients and small-batch preparation, with an emphasis on freshness and product quality. While these practices do not, by themselves, establish organic certification or environmental sustainability, they form part of the brand’s stated approach to making gelato.
Its plant-based and sugar-free varieties also bring attention to the different preferences that exist among dessert lovers. Rather than presenting one recipe as suitable for everyone, the range offers different options within the same category.
The story of Minus 30 is ultimately about two sisters turning a shared childhood memory into an entrepreneurial journey. From experimenting with recipes at home to developing a wider range of gelato, Shivanie and Gayatri have built their venture around a simple idea: enjoying dessert while giving thought to its ingredients.
Their journey is a reminder that familiar foods can evolve with changing preferences without losing the comfort and enjoyment that make them special.
And sometimes, a new idea does not begin with a business plan. It begins with a memory, a little experimentation and the desire to recreate something meaningful, one scoop at a time.
Also read: Organic vs Conventional Food: Is Organic Really Worth the Extra Money?
