When Ahana Gautam left her high-paying corporate job to start a snack company, many called it a risky move. But the IIT-Bombay graduate and former McKinsey consultant had one mission in mind — to ‘unjunk’ snacks for the next generation. Her brand Open Secret, launched in 2019, has now grown into a Rs 100 crore turnover business, reshaping how Indian families snack.

The Problem with Snacking in India

Ahana, originally from Rajasthan, was deeply bothered by how processed and unhealthy children’s snacks had become. As a working mother, she noticed that the supermarket shelves were flooded with snacks that were either high in sugar, filled with preservatives, or lacked any real nutrition. She knew there had to be a better way.

While snacking was inevitable, making it guilt-free and nutritious became her goal. Armed with her knowledge in chemical engineering from IIT-Bombay and business expertise from years in consulting and corporate leadership, she set out to disrupt India’s Rs 50,000 crore snacking industry.

The Birth of Open Secret

Ahana started Open Secret in 2019 with a small team and a big mission: to make snacks that were healthy, delicious, and transparent — in short, snacks with “nothing to hide”.

Open Secret’s first product — a nutty cookie made with dry fruits, nuts, and zero maida — was an instant hit. The brand carefully formulated each product to be high in protein and fiber, free from refined sugars, and low on guilt. Soon, the product line expanded to include:

  • Nutty cookies

  • Munchies

  • Chocolate bars

  • Immunity boosters

  • Gift boxes for festivals and celebrations

What made Open Secret stand out wasn’t just the ingredients, but the brand’s sharp focus on mothers — positioning them as ‘Super Moms’ who want the best for their kids without compromising on taste or nutrition.

Growth & Challenges

Starting from a modest kitchen lab, Ahana quickly scaled up operations. But the journey wasn’t easy.

She had to overcome skepticism from manufacturers who were used to making only junk food, and from retailers who didn’t believe people would pay for healthy alternatives. Funding was tight in the beginning, but her clarity of mission attracted investors who saw the massive market potential.

Today, Open Secret products are available across major e-commerce platforms, in over 10,000+ retail stores, and through their own D2C website. The brand has processed millions of orders and built a loyal customer base, especially among health-conscious families.

Rs 100 Crore Milestone & Beyond

Within just four years, Open Secret has crossed Rs 100 crore in annual turnover, an incredible feat in the competitive FMCG world. This achievement is built on a foundation of consumer trust, consistent product innovation, and a powerful narrative of empowering women — both as customers and as part of the company’s workforce.

Ahana’s team consists predominantly of women, especially mothers, who play a role in everything from product development to marketing. This woman-led and woman-powered ecosystem has become one of Open Secret’s strongest pillars.

Creating Impact Through Education

But Ahana’s mission didn’t stop at business. Her brand also runs educational campaigns to raise awareness among parents and children about nutrition labels, sugar content, and food myths. She has collaborated with schools and wellness experts to conduct workshops and webinars.

Open Secret’s success also represents a larger shift in India’s food culture — a move toward conscious consumption. Families are no longer satisfied with simply tasty snacks. They want wholesome, nutritious, and clean-label alternatives — and that’s where Open Secret wins.

Lessons from Ahana Gautam's Journey

  1. Identify a real problem: Ahana didn’t start a business for the sake of it. She saw a gap in the market and aimed to fix it.

  2. Leverage your background: Her engineering and consulting experience helped build a strong foundation.

  3. Focus on one mission: ‘Unjunking’ snacks became the central theme across branding, R&D, and marketing.

  4. Stay consumer-obsessed: Every product is built with feedback from real moms.

  5. Create impact, not just income: Through education and women empowerment, Ahana’s venture is building long-term value.

Conclusion

Ahana Gautam’s Open Secret is more than just a snack brand — it’s a movement against junk food. From a passionate idea to a Rs 100 crore brand, her journey is a testament to what clear purpose, smart execution, and a mother’s love for her child’s health can achieve.

As more families look for mindful eating choices, Open Secret is well on its way to becoming a household name — not just in India, but globally.