Society’s biases. A mother’s love. A strong resolve. An incredible journey.
That’s how Open Secret came into being. Founder Ahana Gautam, belonging to a small town in Rajasthan, often was a victim of orthodox gender biases. But her mother stood with her through thick and thin and that’s how Ahana soared—from IIT-Bombay to Harvard Business School.
While studying in Boston, she wandered into Whole Foods and had a revelation: India was full of delicious snacks but were filled with health threatening ingredients. Why not bring “better‑for‑you” options back home?
She thought no further and in March 2019 took a one‑way flight back to India, leaving behind a promising corporate career and an H1‑B visa, to launch Open Secret, with a simple goal: “unjunk India’s snack time.” Beginning with nut‑first cookies with almond being the top ingredient and no maida, palm oil or preservatives.
The response was electric: over a million cookies sold in 2020, 1,200% growth, and expansion into nuts, chips, spreads, and protein shakes. By February 2024, Open Secret had hit a ₹100 crore turnover—a testament to her vision and perseverance.
But the heart of the brand is deeper than numbers. Ahana builds it in her own factory, with mothers at the core, creating both jobs and products rooted in community care. She’s championed a platform model too: partnering with like‑minded brands to offer an “UnJunk Dukaan” where customers can shop for oils, jams, sugar‑free mithai, and more.
Resilience has been an essential part of her journey as she has been using every trial to sharpen her dedication. Today, she also serves on Godrej Tyson Foods’ board, and is a powerful voice for female workforce participation and purposeful entrepreneurship.
She says the sweetest reward isn’t headlines. It’s seeing Open Secret snacks at birthdays, festivals and promotions; being part of the moments people celebrate.
Written By:
Yashi Bhatia
