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Masterchef Harsh Kedia relives his journey of living with diabetes since age 14 and turning his medical adversity into a business opportunity. He launched his cloud kitchen A Diabetic Chef and a sugar-free confectionery brand Conscious Mithaiwalla, for health-conscious individuals seeking a delightful experience without compromising on taste.

As a child, Mumbai-based food entrepreneur Harsh Kedia was drawn to the magic of the kitchen. His passion for cooking blossomed at the age of eight when he would sneak into the kitchen and watch his mother create culinary wonders. "I would imitate her techniques, attempting to recreate the flavours and aromas that filled our home," reminisces the culinary expert. Gradually, his passion for cooking grew and the kitchen became his playground.

Living with diabetes

Kedia was diagnosed with type 1.5 diabetes at the age of 14. That was a pivotal moment in his life. Though a challenging time, to say the least, it ignited a fire within him to take control of his health and well-being. Ever since, living with diabetes has been a transformative journey for him. He embraced lifestyle changes, incorporating a balanced diet and regular exercise into his routine.

"Turning adversity into opportunity became my mantra," says Kedia, who is known for breaking down the food barriers for diabetic patients and rediscovering the art of food.

It all began with a vision to redefine traditional sweets, making them inclusive for everyone. After his multiple roles in marketing, he decided to positively impact the lives of others facing similar challenges. He would spend the whole day in the kitchen perfecting sugar-free, wholesome recipes. In 2017, he launched A Diabetic Chef, a cloud kitchen that sold brownies, chocolates and milk shakes. Though the brand did not take off in a big way, it was useful in giving him many learnings. Driven by a commitment to quality and innovation, he expanded the offerings and reached a wider audience.

Needless to say, coming from a Marwari family deeply influenced his business ethos. "A strong sense of community, dedication to hard work and a commitment to quality has been instilled in me from an early age, shaping the values that guide my business today," he affirms.

Being conscious about sweets

In a world where health-conscious choices are becoming important, Kedia leveraged his personal experience with diabetes to create sugar-free delights that not only tasted incredible but also catered to a healthier lifestyle. With a passion for combining traditional flavours with modern dietary preferences, he launched Conscious Mithaiwalla-Sugarless Halwai, at the age 26, in collaboration with Shree Gangour Sweets, a three-decade old legacy sweets brand. The pioneering venture redefines the Indian sweets and desserts industry by offering an exquisite array of delicious, healthy and diabetic-friendly treats to cater to diverse tastes and preferences. "My vision is to revolutionise the sweets industry, offering sugar-free and wholesome alternatives that never relinquish the essence

of taste, quality or tradition. Through this pioneering journey, I not only aim to innovate but also to unite communities, spread awareness, educate through workshops on healthier consumption and have essential collaborations with healthcare experts to illuminate the path of diabetes awareness," he explains.

Kedia's business model revolves around crafting a meticulous selection of natural sugar alternatives and inventive recipes that are bursting with authentic flavours and prioritise both health and taste. "We focus on sourcing high-quality ingredients, ensuring that our products are not just treats but also contribute to overall well-being," adds Kedia who is all set to revolutionise the way people enjoy traditional Indian sweets and mouth-watering desserts by offering customised sweets and sugar-free delicacies such as gulab jamun, rasgulla, kaju katli, jalebi, barfi and laddoo. "Our creations cater to varied tastes and preferences-including vegan and gluten-free options-thus providing a guilt-free indulgence," he informs.

Beyond creating desserts

Kedia has had the privilege of being a five-time TedX speaker, a teacher and an author. These accomplishments complement his work in the food industry by allowing him to share his experiences and insights, contributing to the larger dialogue on health and entrepreneurship.

In 2020 and 2021, he participated in Gulf Food, the world's largest food and beverage trade show, as the world's youngest speaker.

The experience was exclusive and exquisite, he states. "A lot of American and British CEOs were there, speaking about their brands and food in their countries. I felt proud to represent my community of diabetic people-Indians at large-at such a huge forum."

In 2020, he wrote his first book Journal of a Serial Entrepreneur that consists of his marketing experiences while working with multiple start-ups of his own as well as others. His second book Ultimate Sugar-free Desserts: 50+ Decadent Recipes, released two years later. It is the world's first sugar-free desserts cookbook, which includes Indian sugar-free mithais. In 2023, he began shooting as a contestant on Season 8 of MasterChef India.

Looking ahead, Kedia's plans for the future include innovating with products, continuing to be an advocate for healthier living and expanding the reach of Conscious Mitthaiwalla. "I aspire to make a lasting impact on the culinary landscape, creating a legacy of mindful eating experiences," concludes the mithaiwalla who aims to make his companies a one-stop solution for all diabetic needs.