Wicked Gud
Founded 2021 · 46 employees on LinkedIn · 5 known investors
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WickedGud makes healthier packaged noodles and pasta using whole wheat, lentils, oats, chickpeas, and other grains instead of refined flour (maida), palm oil, MSG, or artificial colours. The brand targets Indian families and ships across India as well as the UAE, Nepal, Australia, and New Zealand.
Also known as 100Percent Nourishment Pvt. Ltd. · Wicked Güd · WickedGud
Founders & leadership
Wicked Gud was founded in 2021 by Bhuman Dani.
Investors · 5
Also in the syndicate · 1
Company profile
researched Aug 2026Wicked Güd is the trading brand of 100Percent Nourishment Pvt. Ltd., a direct-to-consumer packaged food company based in CBD Belapur, Thane, Maharashtra, India. The company was established in 2021 by Bhuman Dani (CEO), Monish Debnath and Soumalya Biswas, and sells pasta and noodles formulated without refined wheat flour (maida), palm oil, MSG or artificial colours. Its product base uses whole wheat flour, lentils, brown rice, chickpeas, oats and millets, and the range covers penne, fusilli, rigatoni, macaroni and spaghetti pasta formats alongside instant noodle cakes, cup noodles, Korean-style noodles, Hakka noodles, combo packs and whole wheat wraps and rolls [0][2][3].
Product claims marketed on the company's storefront include zero maida, zero palm oil, high protein, high fibre, no artificial colours and no trans fat [0]. On its Shark Tank India appearance the founders said instant noodles are made using SCAD technology giving 0% oil content and that no flavour enhancers are added [2]. The portfolio has been extended over time from pasta into Korean noodles, instant cup noodles and popped chips [1][2]. Retail pricing on the company's own site ranges from roughly Rs. 123 for small combos to Rs. 1,332 for large multi-pack bundles, with free delivery above ₹499 [0].
Brand strategy, naming, visual identity and multi-format packaging were developed with Elephant Design, which built the positioning around a "junk food that is good for you" paradox, high-visibility neon packaging, full front-of-pack ingredient transparency and integration of a celebrity brand ambassador [1].
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsStorefront lists newly launched items including 3x chilli chicken Korean instant noodles and cup noodles, chilli cheese Korean instant noodles and cup noodles, and whole wheat wraps and rolls.
The company began selling popped chips, sold through its own website and Amazon.
The founders pitched for ₹50 lakh for 1% equity, implying a ₹50 crore valuation, in Season 2 Episode 49. No shark invested; Aman Gupta recused himself due to an existing investment in the company.
In late 2023 the company entered a partnership with Bollywood actress Shilpa Shetty Kundra, who became the face of the brand and features on packaging.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Wicked Gudwickedgud.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Wicked Gud do?
- Indian D2C food brand selling maida-free, oil-free pasta and instant noodles made from super-grains such as chickpeas and oats.
- Who founded Wicked Gud?
- Wicked Gud was founded by Bhuman Dani in 2021.
- Who are Wicked Gud's investors?
- Wicked Gud's investors include Orios Venture Partners, Titan Capital, Dholakia Ventures, Hyderabad Angels.