Breakfast is supposed to be the easiest meal of the day. But for millions of Indians, it’s either too carb-heavy, too unhealthy, or too rushed to think about at all. Between early mornings and long commutes, protein often disappears from the plate — even though our bodies need it the most at the start of the day.
This broken breakfast reality is what bothered Yash Kalra, a 26-year-old entrepreneur who decided that convenience and nutrition shouldn’t be a trade-off.
When a daily problem turned into a startup idea
Yash grew up eating ghee-laden parathas like most of us. But when he moved to Mumbai, he noticed something unsettling. Healthy food was expensive, boring, and nearly impossible to prepare on busy mornings.
Digging deeper, he realised that nearly 73% of Indians are protein-deficient — and breakfast was where the problem began.
At 21, he decided to act. His first attempt was a protein drink made from egg whites. It failed. Money ran out, confidence took a hit, and for a moment, quitting felt like the sensible option. But starting over felt better than walking away.
Failing, restarting, and building from scratch
Yash’s second attempt was simpler and smarter. He took something familiar, oats, and reimagined it for Indian mornings. GOAT Life was born: a high-protein oatmeal with zero refined sugar, ready in 30 seconds, and flavoured for Indian taste buds.
What followed wasn’t instant success. In its first year, GOAT Life sold just 50 packs a day. So Yash did what most founders won’t. He stepped out. He set up more than 100 pop-up stalls, sold oats on local trains, went door to door with samples, and shared everything online — the wins, the failures, the exhaustion — completely unfiltered.
He personally tested over 50 recipes and ate 2,100 bowls of oatmeal himself to get it right. Slowly, the honesty resonated. People noticed. The internet noticed.
From street sales to Shark Tank and beyond
After four years of applying, Yash finally walked into Shark Tank India, and this time, the sharks said yes. Today, GOAT Life sells 10,000 packs every day, earns Rs 1 crore in monthly revenue, and is valued at Rs 25 crore.
But the real win isn’t just numbers.
It’s the idea that big businesses don’t always start with big plans. Sometimes, they start with frustration, persistence, and a refusal to accept “this is how it’s always been.”
Yash Kalra’s journey is a reminder that if you stay hungry enough — for change, for impact, for better solutions — even something as ordinary as breakfast can become extraordinary.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: thebetterindia.com
