Indian households are witnessing a major shift in eating habits, with families increasingly seeking a balance between taste and nutrition. While traditional favourites like noodles, pasta, and chips continue to hold their place, rising health awareness has fuelled demand for smarter alternatives. Today’s consumers prefer ingredients such as chickpeas, lentils, oats, and brown rice, while consciously avoiding refined flour and excessive oil.
This movement reflects a growing culture of mindful eating. Families are no longer ready to compromise health for indulgence, and food companies are stepping up with innovative, guilt-free versions of comfort food. The underlying message is clear: delicious meals can also be nourishing.
Celebrity endorsements and influencer campaigns are amplifying this shift. When trusted public figures promote healthy brands, they make nutritious eating aspirational, normalising wellness across age groups. Such associations also highlight that flavour and fitness can coexist.
Bhuman Dani, Founder & CEO of WickedGd, emphasises this mission: “Our goal is to reinvent comfort food with wholesome, mom-approved ingredients, free from maida and oil. Consumers shouldn’t have to choose between taste and health. Partnering with Shilpa Shetty strengthens our effort to spread this belief.”
WickedGd plans to expand through direct-to-consumer channels, educational campaigns, and fresh storytelling that highlights indulgence without compromise.
The rise of health-driven choices signals more than a passing trend—it’s a cultural reset. With consumers prioritising long-term wellness while celebrating flavour, brands now have an opportunity to innovate, educate, and redefine comfort food for the next generation.