Vasuki Punj

She’s the queen of chill, quite literally. Meet Vasuki Punj, the powerhouse behind Frozen Fun, who is on a mission to make gelato not just a dessert, but a joyful, intentional experience. Frozen Fun, is India’s premier artisanal gelato brand, celebrated for its indulgent, small-batch creations inspired by authentic Italian craftsmanship.

From redefining what “clean indulgence” means to scooping out inventive flavours like Matcha on the Beach, she’s built a gelato cult following, one small batch at a time. And now, with her newest outlet in Mumbai’s breezy Breach Candy neighbourhood, the brand is turning up the cool once again, with artisanal flair, wellness-forward twists, and plenty of creamy nostalgia.

One bite, and you’ll get the drift: this is where cool meets crave. In this exclusive interview, Vasuki Punj, Founder, Frozen Fun, chats with Sumita Chakraborty, Editor-in-Chief, TheGlitz, about scooping joy, breaking the ice, and building a brand that’s as bold as it is freeze-worthy.

Over To Vasuki Punj, Founder of Frozen Fun

Frozen Fun has carved a niche for itself in the artisanal gelato space. What inspired you to start the brand, and what was your initial vision when you launched it?

Vasuki Punj: It started with a scoop in Goa. I tasted a gelato that was so fresh, clean and flavourful, it made me wonder—why don’t we have this in Delhi? That moment planted the seed for Frozen Fun.

Back then, gelato wasn’t really a category in India. Ice cream brands dominated, but few offered a genuinely artisanal, consistent product that felt indulgent yet intentional. I didn’t just want to sell dessert—I wanted to create a product people could trust and an experience that sparked joy. The goal was never to build just another ice cream brand. It was to build a better product to indulge in.

Your latest creation, Matcha on the Beach, is both bold and wellness-forward. What was the inspiration behind this flavour, and what makes it stand out from other limited-edition launches?

Vasuki Punj: Honestly, I never thought we’d end up making a matcha gelato—mainly because I’m not a matcha person myself! But sometimes, you have to listen to what your customers are craving and be willing to evolve. Matcha has been having a serious moment, and we knew if we were going to do it, we had to do it our way.

What makes Matcha on the Beach stand out is the quality and the twist. We use premium quality matcha with zero colouring agents, so it’s not your typical bright green—it’s light, clean, and natural. We also added natural whey protein, which is a clean protein derived from milk (it’s the liquid left over when milk is turned into cheese). It adds a subtle creaminess and makes the flavour feel more functional.

To round it off, we finished it with a swirl of tropical fruit compote for that punch of sweetness. So it’s earthy, energising, high-protein and still indulgent. Basically, matcha but make it fun.

Matcha is often associated with wellness, while gelato is known for indulgence. How do you strike a balance between health-conscious ingredients and rich flavor experiences at Frozen Fun?

Vasuki Punj: We believe indulgence doesn’t have to come at the cost of wellness. Our gelato is naturally lower in fat than traditional ice cream, and we’re very mindful of how we formulate our flavours. We use real ingredients—no shortcuts, no artificial aftertastes.

Our latest launch, Matcha on the Beach, is a great example. It’s not just matcha—it’s high-protein gelato, with over 9g of natural whey protein per 100g.

Whether it’s a vegan sorbet, a no added sugar strawberry cheesecake gelato, or a protein-infused matcha gelato, our approach is always the same: make it clean, make it delicious, and make sure it sparks joy. If it doesn’t taste amazing, it doesn’t make the cut.

Can you walk us through the creative and product development process at Frozen Fun? How do new flavors come to life?

Vasuki Punj: Every flavour starts with a mood, an idea, or even a memory. Sometimes it’s inspired by travel, sometimes by a trending ingredient or a customer request. Once we have a concept, our Italian chefs and our team develop 2–3 initial versions of it. From there, we go through at least 8–10 tasting trials—tweaking textures, sweetness levels, and mix-ins—until we land on one that feels just right.

Even then, it’s not final. That version is then trialed in 2–3 locations for a few weeks. We watch how customers react, what they love, what they’d change. Only after that do we scale it across stores. It’s a slow, thoughtful process, but it’s how we make sure every flavour not only tastes great but connects.

As a founder, what have been some of the biggest challenges in building a premium dessert brand in a market that’s both highly competitive and trend-driven?

Vasuki Punj: One of the toughest parts has been building awareness for gelato as a category. People often assume it’s just another version of ice cream, so there’s a lot of education involved—on taste, texture, and even how it’s made. But that’s also the opportunity. Because most people don’t know what real gelato is, we get to shape that first impression—to show them how it’s different, how it’s made, and why it’s worth choosing.

Another major challenge has been delivering a product this sensitive in a country as hot as ours. Gelato can’t be refrozen like ice cream as it loses its texture and integrity. So getting it from our kitchens to our customers, exactly as it’s meant to be enjoyed, takes a lot of behind-the-scenes work. We’ve had to build our own systems from scratch, and we’re still learning and improving every day.

But that’s what makes it meaningful. When you choose to do things right, even when they’re hard, it shows. And we believe our customers can taste that effort.

The artisanal and “clean label” movement is growing in India. How does Frozen Fun ensure quality, transparency, and innovation in every scoop?

Vasuki Punj: For us, quality isn’t just about ingredients, it’s about emotion. We want people to trust what they’re eating and feel good about it.

We use the best ingredients from around the world—premium pistachios from Sicily, hazelnuts from Piedmont, real Belgian chocolate, and thoughtfully sourced vanilla beans from Madagascar. Our gelato base is made in-house, developed by our Italian R&D chefs who have spent decades mastering the craft. And yes, everything we make is 100% vegetarian.

There’s nothing factory-made about our process. Every batch is handmade in small quantities at, just 6 kilos at a time, at our clean, transparent labs. This isn’t industrial ice cream where 1,000 gallons of milk go into a giant pasteuriser. Our chefs move each batch from one machine to the next and even hand-cut every hazelnut you see on top. From mixing to packing, it’s all done with intention and care.

No artificial flavours. No shortcuts. Just honest, feel-good gelato.

What does “fun” mean to you and your brand, especially when it comes to creating memorable food experiences for your customers?

Vasuki Punj: To us, “fun” isn’t loud or gimmicky. It’s that feeling you get when something unexpected makes your day. It could be a flavour that reminds you of a holiday, a tub that lifts your mood, or a gelato cone that brings people together after dinner.

Frozen Fun is built on that joy—the small, unexpected kind that stays with you. Our stores are designed to feel welcoming, our branding feels playful, and our products are made to be shared. If we’ve made you smile or take a walk down the memory lane, even a little, we’ve done our job.

Looking ahead, what exciting developments can we expect from Frozen Fun, be it new flavours, formats, or expansion plans?

Vasuki Punj: We’re in an exciting phase of growth. After launching 14 stores across Delhi NCR and Mumbai, we’re expanding into tier-2 markets starting with Jaipur this August and Navi Mumbai in September. Pune and Hyderabad are next on our list as we build deeper connections beyond metros.

We’re also working on two new categories: a 100% vegan range and a no added sugar gelato line, both made with the same care, flavour integrity, and small-batch production that defines us.

At every step, the goal remains the same—deliver joy in every scoop, and never compromise on trust or quality.