Get-A-Way
Get-A-Way is a Mumbai-based D2C healthy dessert brand founded in 2018 that produces no-added-sugar, high-protein, keto, and vegan frozen desserts and baked goods, selling through its own e-commerce site, online marketplaces, and a franchise network to health-conscious, fitness, and dietary-restricted Indian consumers.
- Company typePrivate
- Founded2018
- HeadquartersMumbai, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Get-A-Way does
Get-A-Way (legal entity: PeanutButter and Jelly; previously marketed as Get-A-Whey) is an India-based D2C healthy dessert company founded in 2018 and headquartered in Mumbai. The company produces premium frozen desserts and baked goods positioned as 'guilt-free indulgences' with no added sugar and added whey protein, addressing health-conscious, fitness, keto, vegan, and weight-management consumer segments. Its product portfolio spans ice cream bars, high-protein ice creams, keto ice creams (DUETS), keto cheesecakes, vegan ice pops, low-calorie kulfis, pastries, cheesecakes, cones, and bundled packs, with a co-branded sub-line (GET-A-WAY X MALAIKA) developed with brand ambassador Malaika Arora.
The company operates a primarily direct-to-consumer commerce model through its Shopify-powered e-commerce website (getawaydesserts.com), supplemented by online marketplace listings, a franchise network for physical retail expansion, and a celebrity-driven marketing engine anchored by Malaika Arora (investor and ambassador since January 2023). Pricing is unit-based in Indian Rupees with premium multipack SKUs (₹900-₹1,600 per pack), and revenue is generated through one-time product sales and franchise fees. The business has no disclosed technology platform, no AI/ML capabilities, and operates with 1-10 employees, with no public revenue disclosed.
In October 2025, Heritage Foods, a major Indian dairy and food company, acquired a controlling 51% stake in Get-A-Way from Sky Gate Hospitality Pvt Ltd for INR 9 Cr via secondary buyout, with original promoters retaining 49%. The acquisition provides capital, dairy-industry operational scale, and a strategic backbone for the brand's planned scaling across India and, eventually, international markets, while leveraging the celebrity endorsement and Shark Tank India visibility that the company has built since founding.
Get-A-Way firmographics
Firmographics- Name
- Get-A-Way
- Legal name
- PeanutButter and Jelly
- Website
- https://getawhey.in
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Get-A-Way is a Mumbai-based D2C healthy dessert brand founded in 2018 that produces no-added-sugar, high-protein, keto, and vegan frozen desserts and baked goods, selling through its own e-commerce site, online marketplaces, and a franchise network to health-conscious, fitness, and dietary-restricted Indian consumers.
- Ownership category
- akta.pro rank
Get-A-Way industry classification
Industry- Product category
- Premium Frozen Desserts
- NAICS
- Ice Cream and Frozen Dessert Manufacturing (311520), Ice Cream and Frozen Dessert Manufacturing (31152), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)
- SIC
- Ice Cream & Frozen Desserts (2024), Dairy Products (2020)
- akta.pro primary industry
- High-Protein/Functional Frozen Dairy Desserts Manufacturing (AFAHAEAK)
- akta.pro secondary industries
- Reduced-Fat/Low-Fat/No-Sugar-Added Frozen Dairy Desserts Manufacturing (AFAHAEAJ), Plant-Based Frozen Desserts Processing (Non-Dairy Ice Cream, Gelato, Novelties) (AFAHAJAE), Ice Cream & Gelato Shops (THAFAGAA), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)
Keywords
Where Get-A-Way is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Get-A-Way business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales (D2C E-commerce): The company sells its healthy desserts directly to consumers through its own e-commerce website, offering individual items and multipacks. Products are sold as one-time purchases with no explicit subscription program described in the sources.
- Franchise Revenue: The company offers franchise opportunities for physical storefronts, generating revenue through franchise fees and ongoing product supply to franchisee locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ice Cream Bars |
| Unit Pricing | Pay-as-you-go | High Protein Ice Creams |
| Unit Pricing | Pay-as-you-go | Cheesecakes, Pastries & Jars |
| Unit Pricing | Pay-as-you-go | Keto / Low Calorie Products |
| Unit Pricing | Pay-as-you-go | Vegan Ice Pops |
| Unit Pricing | Pay-as-you-go | Packs / Bundles |
| Other | Pay-as-you-go | Franchise |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Get-A-Way product offering
Product offeringCore offering
Get-A-Way manufactures and sells premium health-conscious frozen desserts including ice cream bars, high-protein ice creams, keto ice creams, keto cheesecakes, vegan ice pops, low-calorie kulfis, and jar/cup pastries. The product line is formulated without added sugar and with elevated whey protein to deliver indulgent taste while meeting fitness, keto, low-calorie, and vegan dietary requirements. Products are sold primarily through a direct-to-consumer e-commerce storefront and a franchise network.
Product overview
Get-A-Way is a health-conscious dessert company offering a diversified portfolio of premium frozen desserts and baked goods. The core product line spans ice cream bars, high protein ice creams, keto-friendly products (DUETS and Keto Cheesecakes), vegan options, and traditional Indian desserts (Low Calorie Kulfis). The company operates a multi-sub-brand architecture including a collaborative line with brand ambassador Malaika Arora (GET-A-WAY X MALAIKA). Products are sold in various formats including bars, jars, cups, and multi-pack bundles, targeting fitness enthusiasts, health-conscious consumers, and those following specific dietary lifestyles (keto, vegan, low-calorie). The company appeared on Shark Tank India and positions itself around 'no compromises' - providing desserts that are both healthy and tasty.
Differentiator
Problem solved
Functional benefit
Brands
- GET-A-WAY X MALAIKA: Collaboration product line with Malaika Arora featuring a low-calorie range of desserts
Products and services
- Ice Cream Bars
Quantifiable outcome
- The low-calorie food market is projected to reach $23.1 billion globally by 2032, indicating significant market opportunity for Get-A-Way's healthy dessert positioning.
Companies that use Get-A-Way
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Get-A-Way technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Get-A-Way partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Malaika AroracoreBollywood actress and wellness investor Malaika Arora invested in and became the brand ambassador for Get-A-Way in January 2023. She promotes the brand across her social media and public appearances, providing celebrity endorsement and credibility for the health-conscious positioning. She is quoted as being 'honoured to be a part of their mission to provide a guilt-free indulgence.'
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Get-A-Way competitors and assessment
Company assessmentDirect peers
- Go Zero: Indian low-calorie, high-protein ice cream and dessert brand with D2C-led distribution; head-to-head on the low-calorie / high-protein positioning that anchors Get-A-Way's value proposition.
- Minus 30: India-based low-calorie, no-added-sugar ice cream brand launching in Indian metros with health-led positioning; directly overlaps Get-A-Way's 'guilt-free indulgence' proposition.
- Epigamia: India's leading premium Greek yogurt and dairy dessert brand, built around high-protein, gut-health positioning with D2C + retail distribution. Most direct comparability on health-positioned, premium-priced Indian dairy desserts.
- Naturals Ice Cream: Premium Indian ice cream chain focused on fruit-based and indulgence-forward flavors; competes for the same urban, health-and-quality-conscious dessert consumers in India.
- The Brooklyn Creamery: Indian low-calorie, high-protein ice cream and dessert brand built on D2C + modern retail; overlapping SKU architecture (low-cal, protein, keto) and pricing tier.
Broad incumbents
- Havmor: Established Indian ice cream brand with broad mainstream portfolio and deep general-trade distribution; competes with Get-A-Way across frozen novelty formats but at far lower price points.
- Breyers (Unilever): Established global ice cream brand now offering high-protein and low-sugar variants; represents the eventual incumbent response to health-positioned frozen dessert challengers like Get-A-Way.
- Amul (GCMMF): India's dominant dairy and ice cream brand with omnipresent retail presence and aggressive pricing; the mass-market incumbent against which any Indian premium ice cream must differentiate.
Emerging players
- Wonderage: Emerging Indian D2C brand focused on functional, protein-enriched dairy and dessert products; emerging peer with overlapping health-positioned, premium-priced positioning.
- Frubon: India-based low-fat / high-protein dairy dessert brand targeting fitness and health-conscious urban consumers; niche product overlap with Get-A-Way's high-protein ice cream line.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Get-A-Way social profiles
Digital presenceGet-A-Way financial estimates
Financial estimateRevenue estimate
Valuation estimate
Get-A-Way leadership team
Management profileNumber of profiles
Get-A-Way funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Get-A-Way M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Get-A-Way
What does Get-A-Way do?
Get-A-Way manufactures and sells premium health-conscious frozen desserts including ice cream bars, high-protein ice creams, keto ice creams, keto cheesecakes, vegan ice pops, low-calorie kulfis, and jar/cup pastries. The product line is formulated without added sugar and with elevated whey protein to deliver indulgent taste while meeting fitness, keto, low-calorie, and vegan dietary requirements. Products are sold primarily through a direct-to-consumer e-commerce storefront and a franchise network.
Is Get-A-Way a public or private company?
Get-A-Way is a private company. It is classified as corporate owned and is currently operating.
When was Get-A-Way founded?
Get-A-Way was founded in 2018. It employs 1 to 10 people.
Where is Get-A-Way based?
Get-A-Way is headquartered in Mumbai, India, in the Asia region.
How does Get-A-Way make money?
Two revenue lines are on record. Direct Product Sales (D2C E-commerce) is the primary driver. The others are franchise Revenue.
Who are Get-A-Way's main competitors?
Direct peers on record are Go Zero, Minus 30, Epigamia, Naturals Ice Cream and The Brooklyn Creamery. Broad incumbents are Havmor, Breyers (Unilever) and Amul (GCMMF). Emerging players are Wonderage and Frubon.
Does Get-A-Way have an API?
No public API is recorded for Get-A-Way.
What industry is Get-A-Way in?
Get-A-Way's product category is Premium Frozen Desserts. Its primary akta.pro industry code is AFAHAEAK, High-Protein/Functional Frozen Dairy Desserts Manufacturing, with a secondary code of AFAHAEAJ, Reduced-Fat/Low-Fat/No-Sugar-Added Frozen Dairy Desserts Manufacturing. Its NAICS code is 311520 and its SIC code is 2024.