Usha Shrotriya always had business ideas. It took becoming a grandmother, and a family recipe for laddoos, to finally start one.
Usha grew up in a village in Sambhal district, Uttar Pradesh. As a girl she wanted to join the police, but her family arranged her marriage instead. After marriage, her ideas for a business found no support. For decades, they stayed ideas.
The laddoo that started it
In 2021, when her grandchild was born, Usha made traditional gond ke laddoo for her daughter-in-law Apurva’s recovery. When her daughter was later diagnosed with gestational diabetes, Usha made her a version sweetened with dates. When Apurva tried to make the recipe herself, she couldn’t, and the family realised how easily a grandmother’s knowledge could be lost.
Usha decided to turn her laddoo into a bar people could carry anywhere. It took her about 80 attempts to get the texture right.
Mama Nourish
In January 2024, with her son Yash Parashar (who left his job at Tata Motors) and his college friend Kunal Goel, Usha launched Mama Nourish in Mumbai. The bars are made with millets, fenugreek, dry fruits, ginger and kamarkas.
- The first corporate order came from Netflix.
- The company says it supplies at least 150 corporate clients, including Google, Meta, IKEA and Axis Bank.
- It has sold about 1 lakh units, including through vending machines at airports in Hyderabad, Mumbai, Delhi and Ahmedabad.
Shark Tank
In February 2026, Mama Nourish appeared on Shark Tank India Season 5 and closed a deal with Aman Gupta: ₹2 crore for 20% equity. The brand plans to grow online, on quick-commerce apps and in shops.
Her advice to other women of her age is the line she lives by: “There is no age limit to achieving your dreams.”
Sources: The Better India, updated 24 February 2026; Indian Retailer, 18 February 2026. healthyageing.world has no commercial relationship with Mama Nourish.