Three Strangers, One Chai-less Morning & a Bowl of Terrible Oats
How Pune brought together an Assamese entrepreneur, a Chhattisgarhi MBA student, and a Mumbaikar on a mission — and accidentally started a protein revolution.
Pune has a magnetic pull that attracts young people with opportunities, which is why it’s often called the Oxford of the East. It draws them in with promises of education, jobs, traffic, and an inexplicable number of Vada pav joints in the morning. Into this city of accidental residents walked three people who had absolutely nothing in common — except, as it turned out, a very loud opinion about breakfast.
Different cities. Same struggle.
Joydeep had left the lush, slow mornings of Sibsagar (Assam) — where breakfast is a ritual, not a race — for the relentless pace of Pune's business scene. Aditya had traded Bhilai's (Chattisgarh) laid-back charm for an MBA at Symbiosis, where every minute is scheduled, optimised, and reviewed in a case study and SWOT analysis. And Dhanvi had technically come from Mumbai, which means she already had zero tolerance for anything mediocre — she was here for her certification at Midas School of Entrepreneurship, and clearly, she had not come to play.
Mornings were chaos.
Big mistake.
Plain oats tasted like cardboard. Protein oats? Mostly whey — which came with bloating and that “why did I eat this” feeling.
That’s when it hit.
Why was no one making plant-based protein oats for Indian mornings?
So they started experimenting.
In small kitchens. With random batches. Forcing friends to taste (some willingly, some not).
They tested. Failed. Fixed. Repeated.
Somewhere between bad batches and honest feedback…
something actually started tasting good.
Three people. One shared problem. One simple idea:
Breakfast shouldn’t feel like a task.
That’s how desiKONCEPT began.
Not in a fancy office.
Just real kitchens, real mornings, and a need to fix them.
