Leaders
The Indian food and beverage industry is currently in a state of flux, with consumer preferences shifting towards high-quality and unique food brands. One such brand catering to the palate of discerning Indian consumers is premium gelato brand, Frozen Fun. Founded by lawyer turned entrepreneur Vasuki Punj, Frozen Fun is a labour of her love for authentic gelato.
Vasuki comes armed with more than a decade of experience and expertise in international arbitration, human rights advocacy, and has been part of diplomatic projects for the UN. A proud Symbiosis International University alumna, Vasuki also has a master’s degree in law from NY University.
Vasuki always wanted to be more than just a lawyer. Over time, her curiosity to build something of her own grew stronger, eventually leading her to launch Frozen Fun. Her foray into entrepreneurship with a gelato brand came as a surprise to everyone, including her, as Vasuki had never given much thought to the food industry. But a stroke of destiny brought her to establish Frozen Fun. Driven by a desire to build something of her own, Vasuki derives satisfaction from seeing her brand grow from the ground up.
As she steers Frozen Fun’s expansion into new cities, Vasuki’s vision remains to deliver a premium product that stands out in the frozen dessert market.
Take us through your educational journey. How did Symbiosis International University impact you as an individual?
I was born and raised in Hyderabad. I attended boarding school before studying at Symbiosis and later earning my master’s in law from New York University.
Symbiosis has had a huge impact on my life. The overall experience of being away from home as a young adult is also special.
Growing up I was an independent child, but during my time at Symbiosis I had to put that independence into action for the first time. Simple activities like managing my own apartment, living alone, and taking full responsibility for myself had a great impact on me as an individual.
Success isn't guaranteed, but the first step is to begin, so take the leap despite the possibility of failure, and don't give up before you start just because others doubt you
Walk us through your professional journey in the international legal and social impact space.
My first job was at Human Rights Watch, one of the largest human rights organizations in the world where I co-authored reports on South Asia. At just 24, I was traveling across India’s Red Corridor, through some of the most conflict-affected regions in the country. This had a profound impact on me.
A year later, I joined the United Nations, working on research related to counter-terrorism policies.
This experience gave me a deeper understanding of people and policy. Unlike the conventional path of graduating from law school and joining a corporate law firm, my trajectory has been anything but typical and that’s made all the difference.
What led your transition from the legal field to the F&B industry? What’s the idea behind Frozen Fun gelato?
I always wanted to start a business. Circa 2019–2020, I was actively looking for opportunities beyond law, keeping my eyes open for the right idea. I had first tasted gelato years ago in Italy, and it stayed with me. In Goa, I came across a small gelateria called Cream Choc, and for the first time in India, I experienced gelato the way it’s truly meant to be. The taste instantly took me back to Italy. I partnered with the founder of that gelateria and brought him on board as the executive chef of Frozen Fun. We built the brand on his original recipes. In 2022, I launched Frozen Fun, opening our first store in May. Frozen Fun is a premium gelato brand that caters to a discerning consumer base. We are not a mass-market brand. Today, we have 12 stores across Delhi, NCR, and Mumbai, with plans to expand into more cities this year.
As the founder and CEO, which different roles do you shoulder at Frozen Fun?
I wear many hats, and nearly everyone in the company reports to me, directly or indirectly. That said, I don’t do it alone. The people who joined in the first couple of years form the company’s foundation, and they are the most important part of the organization.
Operations is demanding, with countless moving parts at multiple levels. Since we operate in Mumbai and Delhi NCR, selling across various platforms, including online, offline, and through physical stores, managing everything becomes complex.
Balancing everything is tough, but we manage because of the team.
What challenges do you encounter as an entrepreneur in frozen dessert space?
Logistics is the biggest challenge in the frozen dessert space. Given the country's climate, it’s tough to deliver the product as intended for consumption.
Unlike other frozen products that can be refrozen after brief exposure to temperature fluctuations, gelato cannot. It is highly sensitive, and once exposed to variations in temperature, the entire product is lost. Gelato also melts faster than ice cream, making it even more challenging. This makes frozen logistics the most difficult problem.
I became obsessed with solving this issue and personally engaged with logistics partners to find a solution. However, gelato is still a niche product category and logistics vendors are unwilling to innovate for companies that don’t provide high volumes. This lack of industry-wide support for smaller players remains the second biggest hurdle in the space.
How do you foresee the Indian frozen dessert space evolving? How is Frozen Fun aligning with this growth?
The ice cream market in India today is about $3 billion (approximately ₹30,000 crores). Given India's market size, the growth potential in this space is immense. The Indian ice cream market has one of the highest CAGRs at 13–14 percent, and by 2035, it is projected to reach $14 billion.
Despite many players already being in the industry, I am confident that Frozen Fun will stand out. We are constantly evolving, introducing new flavors, and developing innovative products. Within the next year, we plan to launch two new categories, namely Vegan and Sugar-Free and No Added Sugar (with dairy) gelato. While Frozen Fun began with the original recipes from Cream Choc’s founder, we’ve since grown far beyond them. Today, we have two Italian chefs on board and an expanded range of signature flavors and in-house recipes.
Vasuki Punj, Founder & Ceo, Frozen Fun
Vasuki Punj is a former lawyer turned entrepreneur who was born and raised in Hyderabad. Later, she attended boarding school before studying at Symbiosis and earning her master’s in Law from New York University. She spent nearly 11 years as a lawyer. During that time, she worked in human rights, first as a fellow at Human Rights Watch and later at the Permanent Mission of India to the UN, before moving into arbitration.
