Manifest Spotlight: Cinnamon Kitchen Founder Priyasha Saluja

Priyasha Saluja didn’t set out to build a brand, she was trying to fix her relationship with food. After being diagnosed with PCOS at a young age, she started experimenting in her kitchen, looking for desserts that wouldn’t make her feel like she had to choose between health and happiness. One recipe led to another, Instagram started paying attention, and before she knew it, The Cinnamon Kitchen was taking shape.

What makes her journey stand out is how real it feels, no extremes, no preaching, just a simple idea: desserts can be both nourishing and genuinely delicious. Today, her brand is known for plant-based, gluten-free, refined sugar-free treats that people actually enjoy eating. With a growing community, a Shark Tank India moment, and a bigger vision in sight, Priyasha is building something that feels less like a “health brand” and more like a quiet shift in how we indulge.

In Conversation With Priyasha Saluja, Founder, Cinnamon Kitchen

Manifest: What pushed you to turn a personal health journey into a business?

Priyasha Saluja: For me, it started with trying to feel better in my own body. I was diagnosed with PCOS quite early and I realised that even the so-called “healthy” options in the market were loaded with sugar, preservatives or ingredients I didn’t fully trust. I just wanted snacks that felt like something you could make at home. So I began experimenting in my own kitchen, trying to recreate everyday snacks in a way that aided my body and also tasted delicious. When I started sharing this journey online, I saw that a lot of people felt the same way. That’s when it clicked that this wasn’t just my problem but a larger gap waiting to be solved. 

M: In the early days of The Cinnamon Kitchen, what were some key decisions that shaped the brand’s long-term direction?

PS: One of the biggest decisions early on was choosing to focus on what we put in our food, rather than just what we removed. It’s really easy to say “no maida, no sugar,” but we wanted to build trust around ingredients like millets, nuts and natural sweeteners. 

Another important choice was to keep the taste uncompromised. We didn’t want people to feel like they were settling for a “healthy version.” It had to be something you would genuinely crave. Also, from day one, we positioned ourselves as an everyday brand, not a niche diet brand. That shift helped us stay relevant and scalable in the long run.

M: What was the toughest early decision you had to make as a founder?

PS: One of the toughest decisions was saying no to shortcuts. There were moments when it would have been easier to use cheaper ingredients or simplify processes to scale faster. But I knew that if we compromised, we’d lose the very reason people trust us. It’s a bit like cooking, where if you rush a recipe or swap out key ingredients, it might look fine, but it will never taste the same. So we chose to stay true to our philosophy. It wasn’t easy at the time but it’s something I’m really grateful for today and every day.

M: How did you go from experimenting at home to building a structured brand?

PS: It was a gradual transition. Initially, it was just me trying recipes and sharing them online but as orders started coming in, I realised we needed a more structured approach. I began documenting things like recipes, processes and sourcing. Then came small steps like packaging, branding and setting up a team.

It was definitely not an overnight thing; it was more like layering one thing over the other. Over time, what started as a home kitchen evolved into a structured setup. I think the key was treating it seriously from early on, even when the business, per se, was still small.

M: What were your biggest challenges in the first year of business?

PS: Our first year was a mix of excitement and constant problem-solving. One of the biggest challenges was managing consistency; making sure every product tasted the same, even as volumes increased. Another challenge was educating customers. People were curious but also sceptical about “healthy desserts.” On top of that, I was figuring out everything at once, be it operations, sourcing, packaging and pricing. It felt like wearing multiple hats every single day. But in hindsight, that phase taught me the most. It pushed me to understand every part of the business thoroughly.

M: As a founder in the better-for-you food space, how do you balance innovation with consistency, especially when consumers expect both health and taste?

For me, consistency comes first, and innovation follows. If your products are not reliable, nothing else matters. So we focus on getting the basics right, like taste, texture and quality. Once that is strong, we start experimenting around it.

I see it like a favourite recipe at home. You do not change it every day, but you might try something new once in a while. We aim to introduce new ideas without taking away what people already love. We believe in providing our consumers with something new to try while still delivering what they trust us for.

M: How did you build credibility in a space where “healthy” is often questioned?

PS: Honestly, credibility came from being consistent over time. We did not try to make big claims or present ourselves as perfect. Instead, we focused on being honest about our ingredients, sourcing and how our products are made.

We also let the product speak for itself. When someone tries it and likes it, that builds more trust than any marketing. Word of mouth played a big role for us initially and still does. When people recommend you to their friends or family, it feels more real and believable. Over time, these small and consistent experiences helped build strong trust in our brand.

M: What has been your biggest learning curve as an entrepreneur so far?

PS: One of my biggest learnings has been building trust in a team. In the early days, I handled everything myself–from recipe trials to packing orders. But as the business grew, I realised I could not do it all alone.

So, I focused on creating systems and trusting people to take ownership. I still care about every detail but I have reliable experts in my team who can step in as and when needed. It took time but it has been essential for growth.

M: How did your experience on Shark Tank India influence your growth strategy?

PS: Shark Tank was a big turning point for us. It gave us a lot of visibility and helped build trust around the brand. But more importantly, it made us think seriously about scaling.

When a lot of new people discover your brand at once, you need to be ready. It pushed us to improve our operations like production, logistics and customer experience. It also gave us more clarity on brand showcase. After the show, we focused on telling our story better and making sure new customers understood what we stand for from the very first interaction.

M: What were the key turning points that accelerated your brand’s journey?

PS: There were a few key moments that changed things for us. In the beginning, word of mouth brought in our first set of customers and helped us grow. Then moving from a home kitchen to a proper production setup was a big step. It helped us handle more orders and grow with more confidence.

Expanding to quick commerce platforms made our products easier to access. And of course, Shark Tank played a role in amplifying visibility. Each of these moments did not just help us grow but also pushed us to improve as a brand and build better systems.

M: How did you approach scaling operations without compromising on quality?

PS: Scaling while maintaining quality was one of our biggest priorities. We focused a lot on standardising processes. Every recipe, every step and every ingredient had to be clearly defined.

We also worked closely on sourcing, making sure we partnered with suppliers who matched our standards. Training the team was equally important, so everyone understood the “why” behind what we do, not just the “how.”

It is like making a home recipe at a larger scale. You need to be precise without losing the original taste. It took time but building this foundation helped us scale with confidence.

M: What kind of team did you prioritise building in the early stages?

PS: In the early stages of The Cinnamon Kitchen, I focused on building a team that believed in the vision as much as the skill set. Since we were still figuring things out, I needed people who were adaptable and willing to take ownership. It wasn’t about hiring for very defined roles initially but about finding the right people who could grow with the brand.

Over time, as we became more structured, we started bringing in specialised roles. But that early team played a huge role; they helped shape the culture and laid the foundation for everything we’ve built since.

M: Looking back, is there anything you would have done differently in your career path?

PS: If I look back, I think I would have trusted my instincts a little earlier. There were moments when I second-guessed decisions or waited for validation before taking a step. Over time, I’ve realised that as a founder, you often have more clarity than you think.

I might have also invested in building systems slightly earlier, especially on the operational side. But at the same time, every phase taught me something important. So while there are things I could have done differently, I also feel that the journey unfolded the way it needed to.

M: What does success look like for you now versus when you first started?

PS: In the beginning, success was very simple. It was about getting orders, seeing people come back and knowing the product was working. Earlier, it was more about survival and proving that the idea could work.

Today, success feels much broader. It is about building a brand that people trust and come back to regularly. It is also about creating a strong team and growing in a sustainable way. The definition has shifted from short-term wins to long-term building.

M: Looking back at your journey so far, what career advice would you give to founders trying to build purpose-driven brands in highly competitive markets?

PS: I think the most important thing is to stay clear on why you are building and what you are building. In a crowded market, it is easy to get distracted by trends or what others are doing. However, your strength comes from your own point of view.

Also, we focus on building something people genuinely want, not just something that sounds good on paper. There are no overnight journeys and we are prepared to go the distance. It is a lot like compounding. Small and consistent efforts over time create the biggest impact. Stay patient, stay consistent and keep listening to your customers.