Share
After her successful appearance on Shark Tank India, everyone knows that when it comes to delivering flavourful desserts that are healthy, vegan and often also pet-friendly, Priyasha Saluja is the person to go to. The trailblazing entrepreneur behind The Cinnamon Kitchen (TCK), continues to redefine healthy indulgence by innovating constantly. Her speciality, as her growing fans across India can explain easily, is to recreate traditional desserts—many of Indian origin—with ingredients and techniques that spell good health and wellness with every bite.
Keeping up with her streak, Priyasha Saluja’s winter menu, crafted with nostalgia and innovation, is a testament to her vision for not only her own venture but also how India indulges in sweet treats. “Our journey post-Shark Tank India has been nothing short of transformative,” Priyasha shares in an exclusive interview with Slurrp. “As a bootstrapped business with limited marketing funds, Shark Tank gave us the platform we needed to reach a wider audience.”
The exposure on the reality show turned TCK into a household name, tripling sales and growing her Instagram following from 700 to a staggering 117k. Reflecting on the post-Shark Tank phase, Priyasha reveals, “The increased demand allowed us to grow our team significantly to meet customer needs, while our sales skyrocketed by 3x.” The brand’s online presence also flourished, with increased website traffic and expansion onto quick commerce platforms. This growth underscores TCK’s commitment to quality and the trust they’ve built with a loyal customer base. “Customers tried our products, loved them, and came back for more,” Priyasha adds.
This winter, Priyasha invites patrons to relive childhood memories with a menu rooted in comfort and tradition, while also pushing boundaries with new flavours and healthier ingredients. Here’s a closer look at her next steps and the winter offerings at The Cinnamon Kitchen.
Building On Success With India’s Evolving Palate
The rise in health-conscious eating in India, especially after the COVID-19 pandemic has paved the way for innovations in baked goods. Priyasha notes, “The market for baked healthy foods in India has grown remarkably.” While Mumbai led the trend, cities like Delhi have caught up, with customers seeking healthier alternatives to traditional treats. “Customers are now more health-conscious and actively seek better quality ingredients in their food. Brands have responded by offering healthier versions of popular products, from low-sugar ketchups to dark chocolates.”
With The Cinnamon Kitchen, Priyasha embraces this shift, offering desserts made with millets, jaggery, and premium dark chocolate. “Additionally, there has been an exciting shift toward exploring diverse global flavors. Beyond Eurocentric desserts, there is now a growing appreciation for Arab and Asian baked goods. Fusion desserts and experimental pastries, such as those incorporating matcha or black sesame, are becoming increasingly popular, particularly in cities like Bangalore and Mumbai. This creativity has made the dessert landscape in India more vibrant and inclusive,” she explains.
Priyasha adds, “The perception of healthy food as tasteless is gradually changing. For instance, the use of millets has been transformative. Understanding their properties and using them to complement and enhance flavors has allowed for the creation of superior products. While millets have a heavier texture compared to refined flour, their nutritional benefits and taste have been well-received. The industry has reached a good balance, where customers are willing to embrace healthier alternatives without compromising on flavor.”
Winter Menu Highlights: A Taste of Nostalgia
Priyasha’s winter menu is inspired by her cherished memories of growing up in Delhi. She elaborates, “Winter was always a time of joy and comfort, and this menu reflects those cherished memories.” Among the standout offerings are:
Jim Jam Revisited: A healthier take on the classic Jim Jam cookie, featuring in-house gluten-free biscuits, cream, and raspberry jam.
Chai Biscuit Tiramisu: Inspired by the nostalgic experience of dipping biscuits into hot chai, this dessert captures that essence.
Poppy Seed Pinnis: A traditional winter delicacy made healthier with millets, gond, and a recipe inspired by my grandmother. This item, in particular, is a must-try for its nutritional benefits and nostalgic appeal.
The poppy seed pinnis are particularly special to Priyasha. “Our poppy seed pinnis stand out due to the thoughtful ingredient substitutions. We use amaranth and jowar instead of whole wheat flour, incorporate millets for added nutrition, and replace sugar with healthier alternatives. These pinnis also feature gond, which is great for bone health, and are based on a traditional family recipe that has been lightly modernized,” she explains.
Another unique addition is the Maamoul cookie, a Middle Eastern delicacy. Priyasha shares its backstory: “Growing up, my aunt lived in Dubai and would bring date-filled cookies during the holidays. Our version recreates those memories with a gluten-free, vegan cookie filled with spiced date paste.”
TCK’s alcohol-infused cakes have become a seasonal favorite recently. Priyasha notes, “Over the past few years, alcohol-infused cakes have gained popularity in India, especially during the festive season. Our boozy cakes have been a hit since their launch two years ago, going viral annually. Made with buckwheat and jowar flour, the cakes feature dried fruits soaked in rum and wine for over two months.” Limited in availability, these cakes capture the festive spirit and are a testament to TCK’s ability to innovate within traditional frameworks.
But apart from these winter menu treats, the one standout category you must explore from TCH is the range of spreads. The growing popularity of vegan and keto spreads in India has driven TCK to focus on quality. “Unlike commercial spreads with emulsifiers and oils, ours are made with premium nuts and ingredients,” Priyasha emphasizes. With options like 100% almond butter and chocolate spreads made with high-quality dark chocolate, TCK ensures flavor without compromise.
What’s Next? A Glimpse into 2025
Looking ahead, Priyasha’s vision for TCK includes greater accessibility apart from relying on festive favourites people love from the previous years. “For Holi, we introduced gluten-free gujias, which have been a consistent hit,” she explains. “The shell is made with millets like amaranth and jowar, while the filling uses a cashew-based mava. These gujias are baked, not fried, and made from scratch, offering a healthier alternative to the traditional version.”
Of course, this tendency to revisit traditional mithais with a healthier twist is a year-long venture for Priyasha, who also makes updated versions of kaju katli, badam halwa and black carrot halwa during Diwali. “There’s always an effort to experiment with flavors while staying true to the essence of classic Indian sweets,” she explains. And when to expanding TCK’s business across India, Priyasha says that accessibility matters the most.
“While there’s a strong demand for our products, reliance on our website limits customer convenience,” she explains. “In 2025, we aim to make our products more widely available while continuing to innovate and introduce offerings based on customer feedback. The goal is to ensure that our creations reach more people while maintaining the quality and uniqueness that define us.” While expanding may be a challenge, Priyasha’s dedication proves she will go far and wide with her commitment to innovation, access and quality—and most importantly, to build a community of health-conscious dessert lovers.
