India loves instant noodles, but health rarely wins over taste. WickedGüd, founded by Bhuman Dani in 2021, is trying to change that with a bold mission to make comfort food cleaner without changing how Indians cook.

Dani noticed a common problem at home. Kids wanted tasty snacks, parents wanted healthier choices. His idea was simple: keep taste familiar but remove the worst ingredients. Early products were made from lentils, chickpeas and oats, but they failed because they didn’t behave like regular noodles or pasta. Dani quickly learned that Indians won’t change how they cook. So he tweaked his recipes to match traditional cooking patterns while still cutting down palm oil, refined flour and saturated fats.

This approach worked. Noodles now drive 85 percent of WickedGüd’s sales, helping revenue jump from 3.5 crore in FY23 to 7.9 crore in FY24. On Amazon, the brand ranks just behind Maggi. Cup noodles became a breakout success, with up to four lakh units sold each month.

With strong offline presence in Reliance Fresh and DMart, celebrity investor Shilpa Shetty and sharp branding, WickedGüd aims to become India’s second or third largest noodle maker. The big question is whether it can scale taste and health together in a market built on nostalgia.