Our Story – phab
aaj ka protein liya kya? get upto 30% off on the protein range products                   

our founders

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having learnt from her mum that taking care of yourself does not mean having to give up on the things you love, Gayatri has always wanted to take the fear and confusion out of the joyful act of eating. she has a Masters in Dietetics from the University of Sheffield, UK, and is a certified health coach from The Institute for Integrative Nutrition, the world’s most respected nutrition and health coaching school. her mission is clear: to combat India’s protein deficiency problem while making healthy eating fun.

phab fave: peanut butter energy bar 
best time to go phab: morning with my overnight oats so i can start the day strong 
i’m from: Mumbai but in my heart, i live by a beach somewhere far away 
secret skill: sniffing out deals on online shopping websites 
you’ll never see me without: a book, a pen, and a dabba full of dry fruits

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gayatri chona

growing up, Ankit did not always get along with the weighing scale. determined to keep his love affair with food alive without sacrificing flavour, he embarked on a quest for alternatives. and so, the idea for phab was born. he spearheads a third-generation pan-India restaurant business along with ice cream and packaged food brands. basically, he deeply understands what and how India eats. he’s also a prominent investor, backing and mentoring start-ups challenging the status quo and driving the growth of a new India.

phab fave: strawberry milkshake 
best time to go phab: 4pm to conquer the snack attack
i’m from: Ahmedabad but i now shuttle between that and Mumbai 
i’ll happily spend on: shoes — the only thing in which my size doesn’t keep changing 
you’ll never see me without: my phone, cards, and a big bag of Sikandar peanuts

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ankit chona

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21st century snacking

we started phab when we realised the Indian grocery carts needed healthy options that were not stuck in the past. where were protein goodies that didn’t taste like chalky cardboard? where were the healthy goodies that minimised the nasties and maximised the good stuff but were also super yummy to eat day on day? we demanded more. and when we couldn't find what we wanted, we decided to create them ourselves.

main-desktop-banner main-mobile-banner

we started phab when we realised the Indian grocery carts needed healthy options that were not stuck in the past. where were protein goodies that didn’t taste like chalky cardboard? where were the healthy goodies that minimised the nasties and maximised the good stuff but were also super yummy to eat day on day? we demanded more. and when we couldn't find what we wanted, we decided to create them ourselves.

protein for your routine

sure, anyone can slap some protein into a candy bar. but crafting a snack or a shake packed with goodness that doesn't leave you feeling like you're missing out on the good stuff? that's us! we're here to help bridge India's vast protein deficiency with our protein-rich range of products meant for everyone, everyday.

main-desktop-banner main-mobile-banner

sure, anyone can slap some protein into a candy bar. but crafting a snack or a shake packed with goodness that doesn't leave you feeling like you're missing out on the good stuff? that's us! we're here to help bridge India's vast protein deficiency with our protein-rich range of products meant for everyone, everyday.

cheeni kum

or none at all! that’s the sweet spot. we craft our products with natural sweeteners such as Arabian dates and honey, or minimal added sugar so that you never compromise on the taste element. plus, they're diabetic-friendly, granting you the freedom to relish our treats worry-free, ensuring each bite is a fusion of flavour, fuel and fun.

main-desktop-banner main-mobile-banner

or none at all! that’s the sweet spot. we craft our products with natural sweeteners such as Arabian dates and honey, or minimal added sugar so that you never compromise on the taste element. plus, they're diabetic-friendly, granting you the freedom to relish our treats worry-free, ensuring each bite is a fusion of flavour, fuel and fun.

tasty AF

live to eat or eat to live? no matter which camp you belong to, we know it all comes down to taste and that healthy eating shouldn't be a chore but a delight. that's why, we've made sure our nutritious and power-packed range delivers on the yummy front. our products are crafted to satisfy your taste buds while providing the nutrition you need, ensuring that every bite is a treat you can feel good about. so whether you're a foodie or a fitness enthusiast, we've got the perfect balance of flavour and fuel for you.

main-desktop-banner main-mobile-banner

live to eat or eat to live? no matter which camp you belong to, we know it all comes down to taste and that healthy eating shouldn't be a chore but a delight. that's why, we've made sure our nutritious and power-packed range delivers on the yummy front. our products are crafted to satisfy your taste buds while providing the nutrition you need, ensuring that every bite is a treat you can feel good about. so whether you're a foodie or a fitness enthusiast, we've got the perfect balance of flavour and fuel for you.

happy gut, happy you

our products are crafted to be gentle on the tummy and help boost a healthy gut. prebiotic fibre feeds our intestinal flora, which helps us digest food, boost immunity, and crowd out bad bacteria. it also slows down digestion, so nutrients are released steadily into the bloodstream, helping maintain consistent, dependable energy for hours after eating.

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our products are crafted to be gentle on the tummy and help boost a healthy gut. prebiotic fibre feeds our intestinal flora, which helps us digest food, boost immunity, and crowd out bad bacteria. it also slows down digestion, so nutrients are released steadily into the bloodstream, helping maintain consistent, dependable energy for hours after eating.