Startup Stars: Gauri Kaushish Varma’s lessons on being a market disruptor

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

Meet the visionary founder of Confect, India’s first cake decor brand to feature on Shark Tank India. With a dream to revolutionize the edible cake decoration market, this entrepreneur has combined creativity, resilience, and innovation to set new benchmarks in the industry.

From overcoming personal challenges like anosmia (the loss of smell) to tackling logistical hurdles in a male-dominated market, her journey has been anything but ordinary. Her focus on creating products that are not only visually stunning but also delicious has earned her a global reputation.

In this exclusive conversation with Adgully, Gauri Kaushish Varma, Founder, Confect, shares the behind-the-scenes of pitching to investors on national television, the inspiration behind her startup, and how she’s shaping the future of celebrations worldwide.

Let’s dive into her inspiring story, where passion meets perseverance, and dreams turn into reality.

How did you prepare and present your brand to such esteemed investors on Shark Tank?
I think I’ve been preparing for this moment for a very long time—probably since I became an entrepreneur. Even so, it was nerve-wracking. Shark Tank pitches are unique; there’s no direct point of reference. Everything—from the pitch to the numbers and all the intricate details about your business—needs to be on your fingertips. Add to that the 200 cameras around you and the five sharks scrutinizing every word, and it’s a lot to handle.

It’s not just about pitching; it’s about being on national television, with millions watching and knowing that this moment will live forever on the Internet. Personally, I faced an additional challenge: the pitch was in Hindi, a language I hadn’t used much since school. It was difficult transitioning from thinking in English to speaking in Hindi, but the sharks and the team were very understanding and supportive.

How has Namita Thapar’s investment and mentorship impacted your brand’s growth?
It’s a bit early to say since the episode just aired, but Namita and her team have been in touch since filming wrapped. They’ve been incredible, and things are moving in a positive direction.

When I came out of the tank, the Sony TV team mentioned how similar Namita and I are—we’re both go-getters and thrive on growth. Her ability to immediately understand the business resonated with me deeply. She’s well-traveled, knowledgeable, and constantly learning, which aligns with my own approach. I was thrilled when she connected with my vision so quickly—it was meant to be.

How do you manage and channel creativity into your products as a chef living with anosmia?
Anosmia, the loss of smell, changes your life in ways people don’t realize. For me, it probably happened due to a sports injury while training to be a national swimmer. Unlike most people, I don’t feel hunger from the aroma of food—it’s all based on the clock or physical hunger cues.

This also means I can’t judge scents, like perfumes. Initially, it was tough, but I’ve adapted. Interestingly, losing my sense of smell heightened my sense of taste. I’m very sensitive to imbalances—too sweet, too bitter—and that has been a secret to my success. I’ve channeled this heightened sensitivity into creating products that are well-balanced and delightful.

What strategies helped you make Confect a global leader in edible cake decor?
The key was being a market disruptor. I noticed that globally, the market was flooded with similar products, often sourced from China or Turkey, with little differentiation. My focus was solely on the product, not profits, in the beginning. I aimed to understand customer needs, starting with moms in India, who often avoided fondant because it was too sugary.

I created a marshmallow-like fondant that was delicious, and when customers started eating my fondant directly—something unheard of—I knew I had a winner. Direct engagement with my audience, through platforms like Facebook and Instagram, was pivotal.

Could you share a challenge from your entrepreneurial journey and how you overcame it?
Distribution was one of the biggest challenges—it’s male-dominated and unorganized in India. I didn’t know how to navigate it, and I made mistakes. I faced consignment frauds, lost inventory, and affected my moral.

The turning point came when I decided to go direct-to-consumer (D2C). Through social media and my website, I reached customers directly, cutting out middlemen. Once my brand gained recognition, distributors started approaching me, giving me the leverage to negotiate terms. Now, I sell outright—no credits.

How did your wedding cake mishap inspire you to revolutionize India’s cake decor market?
My wedding cake was a disaster. It tasted synthetic, overly sugary, and ruined the memory of an otherwise perfect day. Cakes are central to celebrations, and they need to be perfect because you can’t recreate those moments. That memory stayed with me and became the foundation for my business—to ensure no one else experiences such disappointment.

What drives your continuous innovation in such a niche market?
Happiness is universal. Celebrations happen everywhere, regardless of circumstances—even during COVID, people bought smaller cakes but didn’t stop celebrating. This realization drives me. My products aren’t bound by geography—they cater to occasions.

We focus on creating exceptional products, from fondants to sprinkles, emphasizing taste and quality. Why settle for bitter food colors or synthetic flavors? Awareness is key, and I want people to demand better, just like they do with other food categories.

What advice would you give to women aspiring to follow in your footsteps?
Don’t worry about what others will say. When I started selling cupcakes for ₹80, people mocked me. But I was determined. Ignore societal judgments and emotional blackmail—only you know your potential.

Building a business takes resilience, especially in a country where entrepreneurship is often misunderstood. The people who doubted me then are the ones eager to meet me now. Use that as motivation to chase your dreams.

To all entrepreneurs, stop waiting for validation. If you believe in your idea, pursue it. Don’t fear being the first—it’s often an advantage. Build resilience and trust yourself.

How do you see Confect shaping the future of cake decor?
I aim to focus on education and taste, moving beyond price-driven products. Cake decor should match the quality of the cake itself. From fondants to sprinkles, every product should be delicious, safe, and high-quality.

Ultimately, I want Confect to be synonymous with celebration and innovation, breaking myths and setting new standards globally.

If you could describe your journey in one sentence, what would it be?
My journey is a rollercoaster in Disneyland—full of ups, downs, and adrenaline, but ultimately rewarding.

Also Read: Startup Stars: How Farmley is redefining healthy snacking for modern lifestyles