Invention was once again born out of necessity. Shalin Talajia was advised by his wife to stop drinking animal milk as a solution to his health problems at the time. His abstinence from milk for 9 months resulted in the birth of the idea that would later grow up to be called "Grabenord". Quitting his day job Shalin decided to put all his effort in raising the baby to become a brand that it is today.
Like for any big endeavour, the idea always starts small. Shalin and Viraj thought about dipping their toes into the retail business. That's when a marketing company that focused on launching home-grown Vegan & Organic brands was launched. It was a platform that would distribute, market & promote all home-grown brands to the retailers in Ahmedabad. While it only started in the Ahmedabad market, it quickly scaled up to PAN India level. This gave them an idea to launch those brands on an online marketplace called “Grabenord” which eventually evolved as a Vegan and Organic brand by itself.
Grabenord has evolved since the day of inception with Dipika, Shalin and Nirav experimenting on Kombucha, they then launched a sub brand – Healthy Gut. A brand that has a vision to launch a range of probiotic beverages/foods that can be supplemented easily in each individual’s lifestyle to live a healthier life.
A fashion brand (Adheera) owner, a Shibori Artist, an amazing cook, Dipika has always been passionate about vegan food and probiotics. After turning Vegan, she has always experimented a lot of new stuff which were unimaginably plant based and vegan by nature. She turned vegan when she empathised with the pain and misery of animals that are slaughtered for human consumption. Her journey inspired Shalin and that is how the duo jumped into the creation of Healthy Gut. Having said, a lot of Kombucha flavours that Healthy Gut comprises, came from their home kitchen.
It's hard to believe that Kombucha kick-started the idea of Grabenord & Healthy Gut, but that's exactly what happened to Shalin when Dipika asked him to quit dairy for his health and start with home brewed Kombucha instead. After seeing how his life had turned around, Shalin, Nirav and Viraj, immediately started working upon Grabenord & Healthy Gut and wanted to share the experience of how one can benefit by adapting to a plant based routine with a small lifestyle change. That made him quit his day job and put all his efforts into building the brands that we all know today.
Nirav's journey can only be described as one heck of a roller coaster ride. From handling financial instruments to becoming a business head in one of the leading organic companies to creating amazing recipes for Kombucha and ideating & creating new categories for Grabenord. It has been a thrilling ride for him. Nirav persevered and decided to hone his skills and become an amazing marketer & creator. Combining his love of art and astute business acumen he now heads Grabenord with his 2 founders and best friends.
From a physiotherapist to a founding member of Grabenord, Viraj has certainly made a great jump in his career. He really felt it was about time to restart his life and that his work should reflect his strengths which include managing the supply chain and special accounts for retail and bulk supplies and logistics. Moreover, Viraj realized that he wants to do his part and help grow a business that promotes sustainability and a healthy lifestyle.