Once Fazed By Own Diet, Priyasha Saluja Now Runs PCOS-Friendly Bakery

In a world where sugar, butter, and flour reign supreme, a patissier-cum-health practitioner from Delhi is creating magic with her PCOS-friendly baked goodies. Priyasha Saluja started The Cinnamon Kitchen as an Instagram page to share recipes and health tips in 2018. The brand turned into a home kitchen the following year, kickstarting Saluja’s entrepreneurial journey. Fast forward over five years, she runs a widely loved brand offering gluten-free, preservative-free, artificial sweetener-free, millet-based, and plant-based confections. Think cakes, cookies, chips, bread, and many more temptations catered to a healthy diet without compromising on indulgence. 

Speaking to SheThePeople, Priyasha Saluja narrated her story as a self-taught chef and aspiring entrepreneur. She described how her own effort to maintain a diet for Polycystic Ovary Syndrome (PCOS) gave her the push to help others like her through The Cinnamon Kitchen.

Story Behind The Cinnamon Kitchen

Saluja was diagnosed with PCOS when she was 13 years old. The experience was complicated, as there were limited resources to assist her with her diet and lifestyle. “The journey has had several challenges. At the time of my diagnosis, there wasn't as widespread awareness about PCOS as there is today. I had a slow metabolism, irregular cycles, and hirsutism (excessive hair growth). I did not know what to eat or how to go about my healing journey. The doctors would prescribe various medicines which I thought would only put a bandaid without addressing the root cause,” she described.

Avoiding her favourite foods was also a major challenge. However, Saluja found a way to strike a balance between the diet and her cravings. “The real change only came about as I started improving my lifestyle, paying attention to how I ate and felt. I was told to avoid several food products that would worsen my condition so I started doing experiments in my kitchen and replaced all unhealthy ingredients with healthy ones to make it PCOS-friendly. It was a true game changer to see the power of healthy eating and slow living, which I have since aimed to spread through The Cinnamon Kitchen,” Saluja said.

Saluja started working at the age of 18 as a tutor and art instructor while she was pursuing a bachelor’s in management studies at Delhi University. She later went on to grab a post-graduate diploma in marketing from the London School of Economics as well as a diploma in hormone health from the Institute for Integrative Nutrition. Before embarking on her entrepreneurial journey, she worked at PwC in the taxation department and then at Dentsu Aegis in marketing for three years.

What Does PCOS-Friendly Mean?

Saluja's aim with the business is to cater to almost every dietary restriction, be it for choices like a plant-based lifestyle or ailments like hormonal issues. Describing everything she knows from her years of research and diploma in hormone health, she noted the carefully curated ingredient swaps that make her delicious snacks PCOS-friendly.

She described, "All our products are mindfully curated keeping in mind the taste and health factors. For example, we couple healthy fats, such as those from almonds with natural sugars such as those from dates or lower GI sweeteners, to reduce the insulin spike that a dessert with refined flour and sugars may contain. Our desserts are made using millets and nut flours that are naturally gluten-free and rich in vitamins and minerals to further contribute to the nutritional profile of our bakes. I have also personally benefited from the lifestyle and diet changes made per my approach to gut-friendly food."

Saluja advised, "One must assess what works for their body based on their bio individualities, but there are certain groups of food that have been statistically identified to cause and increase inflammation in those with PCOS, diabetes and other lifestyle-related issues. The common culprits are gluten, dairy, foods rich in carbohydrates, refined sugars, preservatives and highly processed foods. Those with PCOS should stick to a diet that is rich in vegetables and fibre, healthy fats, and protein. Moreover, a grain-free breakfast has increasingly been shown to be better for the gut and for those with insulin resistance. I have personally adapted this and benefitted greatly from it."

Entrepreneurial Rigour

Priyasha Saluja recently appeared on the business reality TV show, Shark Tank India, where she stood out with her confident presentation and passion for entrepreneurial growth. Saluja narrated her journey in her rookie days, starting The Cinnamon Kitchen with an investment of just Rs 50,000 and having to cut out her logo for the packaging by hand. She also did not shy away from admitting that she required mentorship from the Sharks (investors). The Sharks were swooned by her sincerity and radiant charm. 

Saluja asked for Rs 60 lakhs with 2% equity. She also cited her impressive credit score to reel in the Sharks. Her quick-wittedness earned her praises galore from the Sharks, who exclaimed, "She's the real shark in the tank!"  Vineeta Singh, the founder of Sugar Cosmetics exclaimed, "This is the most unique pitch ever!" Proposing an offer to Saluja, she added, "The spirit you have to do something extraordinary is crazy!" 

Aman Gupta of boAt and Anupam Mittal of Shaadi.com also made an offer. Finally, Saluja took home a deal with Gupta, who offered her a Rs 60 lakh investment with 5% equity. Watch Saluja's highly captivating Shark Tank India episode here.