Exclusive Interview | Chef Ashutosh Awasthi, Owner and Founder of Sheer MADness.
/“Say cheers to NATURAL & NO to CHEMICALS!”
What inspired you to start Sheer MADness and focus on nutrition-driven culinary experiences?
My journey with Sheer MADness® began as a personal transformation. As a chef, I spent years crafting indulgent culinary experiences, but my own health took a backseat. When I decided to go from “Fat to Fit”, I realized the profound impact of clean eating and natural nutrition. This shift ignited a passion for creating chemical-free, 100% natural, plant-based, and nutrition-driven food that didn’t compromise on taste.
I saw a gap in the market—almost all packaged food that is sold in the market specially those that claim to be healthy are loaded with preservatives, additives, and artificial flavours. That’s when I decided to innovate and launch Sheer MADness. No chemicals means NO chemicals at all, No additives, No preservatives, No emulsifiers, No colours, nothing. Just few simple ingredients that we all use in our daily lives, blend it to a powder, sieve it for finesse, vacuum pack it for shelf life and that’s it. As I say: “CREATED BY NATURE, ASSEMBLED BY US”
The brand name Sheer MADness® is built on the core philosophy of unwavering dedication to health and fitness. Its tagline, "The Junoon to Stay Fit," encapsulates this commitment, reflecting the passion and determination required to maintain a healthy lifestyle. More than just a brand, Sheer MADness® represents a movement that encourages individuals to prioritize wellness through natural, chemical-free nutrition while embracing an active and mindful way of living.
Whether its Energy bars, Millet bars, Desi protein bars, health drinks, or plant protein blends, every product is crafted with the same dedication I bring to my kitchens—pure, wholesome, and nourishing.
My goal is to inspire healthy eating habits while delivering flavours that excite the palate. It’s not just about food; it’s about a “lifestyle transformation”—one I personally experienced and now share with the world.
You have worked with top hospitality brands like ITC Maratha and Norwegian Cruise Lines. How did these experiences shape your approach to food and wellness?
Working with top hospitality brands like ITC Maratha and Norwegian Cruise Lines shaped my culinary philosophy in profound ways. At ITC Maratha, I learned the art of balancing tradition with innovation—using high-quality, locally sourced ingredients while delivering five-star dining experiences. Precision, discipline, and the pursuit of excellence became second nature to me.
Although ITC Maratha was my first job, it was the foundation of my culinary career, equipping me with the essential skills every chef needs to succeed. I am grateful to my mentors—Chef Matthew Crop, Chef Madhu Krishnan, Chef Bansi Dhar, Chef Harvesh, and Chef Vikram Simha just to name a few although the list is too long—whose guidance and expertise played a pivotal role in shaping me into the professional chef I am today.
My time with Norwegian Cruise Lines exposed me to a global palate, where I had to cater to diverse guests with different dietary preferences and cultural tastes. It taught me adaptability, the importance of nutrient-dense meals, and how to maintain quality food even in high-volume operations. During my tenure with P&O Cruises as a Diet Chef, I experienced a pivotal Eureka moment that reshaped my perspective on food. It was here that I truly realized the profound impact of nutrition on individual well- being, reinforcing the importance of mindful, health-conscious culinary practices.
All these experiences made me realize that food is more than just flavour, or a gourmet experience—it’s about nourishment, wellness, and sustainability. This philosophy is now at the heart of Sheer MADness®, where I focus on clean, chemical-free nutrition without compromising on taste.
My goal is to merge culinary artistry with health-conscious choices, creating products that not only delight the senses but also fuel the body in the best way possible.
As a marathon runner and fitness guide, how do you incorporate fitness principles into your culinary philosophy?
As a marathon runner and fitness advocate, I see food as more than just a culinary experience—it’s fuel for performance, recovery, and overall well-being. This perspective has deeply influenced my culinary philosophy.
I focus on balanced nutrition, ensuring every meal or product I create aligns with the principles of clean eating, sustained energy, and optimal recovery. Whether it’s a protein-rich dish, a slow-digesting energy bar, or a nutrient-dense smoothie, I prioritize natural ingredients that support stamina, endurance, and muscle recovery.
At Sheer MADness®, every product is designed with an athlete’s mindset. I avoid chemical additives, processed sugars, and artificial enhancers, instead using wholesome, plant-based ingredients like oats, flaxseed, almonds, and pure dark chocolate—foods that provide long-lasting energy and essential nutrients.
My approach is simple: Eat like an athlete, even if you’re not one. Whether you run marathons or just want to live a healthier life, the right food choices can transform your energy, focus, and fitness. Through my brand and culinary creations, I aim to make clean, performance-driven nutrition accessible to everyone.
Health is a very simple concept—let me explain.
Food habits and lifestyles vary from person to person. Some prefer vegetables, others meat, some rely on milk, while others avoid it entirely. Similarly, lifestyle choices differ—some work in the morning, others at night, and many, especially in the hospitality industry we work in shifts.
However, one fundamental aspect remains constant for all of us—our heart beats, our blood circulates, and this blood flow plays a crucial role in healing the body from within. As we age, our metabolic rate naturally declines, impacting circulation and overall well-being. Instead of fixating on dietary variations, the key to lifelong health lies in boosting metabolism.
While many wellness advisors recommend specific dietary habits—such as consuming garlic in the morning, drinking fenugreek-soaked water, or relying on commercial protein powders—my approach has always been different. I emphasize enhancing metabolic rate through exercise, whether it is cardio, strength training, or a combination of both.
This philosophy is why my book is titled Great Health Comes from Exercise and Nutrition—with exercise taking precedence over nutrition—because no matter what we eat, an active lifestyle is essential for long-term health and fitness.
Your expertise spans both gourmet cooking and diet-based nutrition. How do you balance indulgence with health-conscious dining?
Balancing indulgence with health-conscious dining is an art—one that I’ve mastered by focusing on ingredient quality, smart substitutions, and mindful cooking techniques.
I believe healthy food should never feel like a compromise. Whether crafting gourmet dishes or developing Sheer MADness® products, I ensure that every bite is both nutrient-dense and satisfying. In fine dining, indulgence often means creamy textures, deep flavours, and richness, but that doesn’t have to come from processed ingredients. I use slow-cooked reductions, nut-based creams, and natural umami enhancers to create dishes that feel decadent yet nourish the body.
With Sheer MADness®, my goal is to bring the same gourmet sensibility to packaged nutrition—making protein bars, energy bars, and health drinks that are as enjoyable as they are clean and chemical-free. Whether in a fine-dining restaurant or in everyday nutrition, I ensure that health and indulgence go hand in hand.
What role does plant-based nutrition play in modern culinary trends, and how do you integrate it into your recipes?
Plant-based nutrition has evolved beyond a passing trend—it is now a transformative movement redefining modern culinary landscapes. With a growing emphasis on clean eating, sustainability, and holistic wellness, plant-based cuisine is leading the way in both fine dining and everyday nutrition.
Since the inception of Sheer MADness® in 2021, I have been dedicated to advancing this movement, advocating for chemical-free, plant-based alternatives that prioritize both health and sustainability. As we mark four years, the commitment to natural, nutrition-driven innovation remains stronger than ever.
For me, plant-based ingredients are not just substitutes but stars in their own right. I integrate them into my recipes by focusing on natural flavours, textures, and nutrient density. Ingredients like Moringa, nuts, seeds, oats, flaxseed, and pure dark chocolate bring richness and depth, while spices, slow-cooked reductions, and fermentation enhance umami and complexity.
At Sheer MADness®, I’ve taken this philosophy a step further by crafting 100% plant-based, chemical-free protein bars, health drinks, and natural protein blends. These products prove that nutrition and indulgence can coexist without relying on artificial additives or animal-based ingredients.
Even for the dark chocolate I just use four simple ingredients: Cocoa butter or Shea butter (depends at what price I would be selling the final product), Cocoa Powder, Khand (instead of refined sugar), and a natural emulsifier instead of any INS..., I can share the name of the ingredient; instead I want others to think. Hint: It is a fine powder of one ingredient that every individual in India consumes everyday, irrespective of if he/she is rich or poor.
Plant-based cuisine is the future, not just for health but for sustainability. My mission is to show that flavour, nourishment, and ethical eating can go hand in hand—whether in a fine-dining setting or a convenient, on-the-go snack.
Your recipes have been widely recognized by media and food brands like Amul. What has been your most memorable culinary moment?
One of my most memorable culinary moments was when Amul, one of India’s most iconic food brands, recognized and featured my recipes although it was the most simple dessert for us as a Chef, “A caramel custard” but this was showcased for the masses. As a chef, seeing my creations celebrated on such a large platform was incredibly rewarding.
Another defining moment was when I transitioned from crafting fine-dining experiences to developing chemical-free, nutrition-focused products with Sheer MADness®. The first time a customer told me that my protein bars helped them switch to healthier snacking was as fulfilling as any award. Knowing that my food is positively impacting lives makes all the hard work worth it.
But the true highlight of my career has been inspiring others—whether through media features, brand collaborations, or my journey from Fat to Fit. Every recognition, every feature, and every satisfied customer reaffirms my mission: to make natural, nutritious, and flavourful food accessible to all.
You’ve written books on protein and health-focused recipes. What are some common misconceptions about nutrition that you aim to address?
One of the biggest misconceptions about nutrition is that healthy eating is complicated, restrictive, or bland. Through my books, I aim to simplify nutrition and show that wholesome, natural foods can be both delicious and easy to incorporate into daily life.
Here are some key myths I address:
1. “More protein means better health.” – Many people believe that consuming excessive protein, especially from concentrated powders, is the key to fitness. I emphasize natural sources like nuts, seeds, and whole grains, which provide protein along with essential micronutrients.
2. “Packaged health foods are always bad for you.” – Many so-called “healthy” protein bars and drinks are loaded with preservatives, artificial flavours, and refined sugars. This is why I developed Sheer MADness®—to offer truly chemical-free, clean nutrition.
3. “Fats are bad for you.” – The truth is, healthy fats from almonds, flaxseeds, and dark chocolate are essential for brain function, energy, and overall health. The key is choosing the right fats over processed trans fats and the amount you consume.
4. “Carbs should be avoided.” – Carbs are essential, but it’s about quality over quantity. Natural sources like oats, millets, and jaggery provide slow-release energy without spiking blood sugar.
5. “Healthy eating means giving up indulgence.” – I break this myth by creating flavourful, gourmet, yet nutrition-packed recipes, proving that eating well doesn’t mean sacrificing taste.
I acknowledge that not every dish or product can be made 100% natural, especially in the dynamic environment of hotels and restaurants, where operational constraints and large-scale production often necessitate certain ingredients. However, it is crucial to maintain transparency and integrity in how we present these offerings to consumers. Labelling or marketing such dishes as “healthy” when they are not is a misleading practice that can have serious consequences.
Engaging in deceptive marketing tactics may offer short-term gains, but in the long run, it risks damaging the brand’s credibility. Eventually, consumers will uncover the truth, leading to a loss of trust, reputational harm, and potentially, the collapse of the brand itself. Authenticity and honesty in culinary branding are not just ethical obligations but also essential pillars of sustainable success in the industry.
Through my books, I want to educate, inspire, and make nutrition accessible—helping people make smarter food choices without confusion or guilt.
How did the COVID-19 pandemic reshape your approach to food, wellness, and hospitality?
The COVID-19 pandemic was a turning point that reshaped my approach to food, wellness, and hospitality in profound ways. It reinforced the importance of clean eating, immunity-boosting nutrition, and sustainability, pushing me to focus even more on natural, chemical-free food solutions.
During the pandemic, people became more aware of what they were putting into their bodies. This inspired me to accelerate the development of Sheer MADness® and the inception happened during this phase. I ensured that my products provided wholesome nutrition without additives or preservatives. Immunity-boosting ingredients like turmeric, Moringa, flaxseed, and almonds became key elements in my formulations.
From a hospitality perspective, the crisis emphasized health, hygiene, and transparency. Guests were no longer just looking for gourmet experiences—they wanted trustworthy, nutritious, and safe food. This shift made me double down on farm-to-table ingredients, minimal processing, and clean-label products.
Personally, the pandemic also reinforced my fitness philosophy—that food should nourish, heal, and energize. It deepened my commitment to educating people about real nutrition through my books, products, and culinary innovations.
In essence, COVID-19 didn’t change my mission—it amplified it. It made me more determined to provide pure, plant-based, and performance-driven nutrition that supports long-term health and well- being. Also I was able to show the world that even packed foods can be made 100% free of chemicals.
What advice would you give to aspiring chefs who want to specialize in nutrition and health- conscious cuisine
For aspiring chefs who want to specialize in nutrition and health-conscious cuisine, my biggest advice is: master the fundamentals of both culinary arts and nutritional science. IHMCTAN was made for a reason, that most of us even after spending 3-4 years in College just miss to understand. It is “Institute of Hotel Management, catering technology and Applied Nutrition”. The advantage we as chef’s get is we have the practical knowledge. A doctor or a dietician never get such practical experience about food and nutrition as a combination.
Here are my key tips:
1. Know Your Ingredients – This is the most important thing for a Chef. Learn how whole foods like nuts, seeds, grains, and natural sweeteners contribute to health. Avoid artificial additives and processed ingredients.
2. Understand the Science – Nutrition is not a trend; it's a science. Study macronutrients, micronutrients, and food synergies to create dishes that fuel the body effectively.
3. Experiment and Innovate – Health-conscious food doesn’t have to be boring. Find ways to infuse flavours, textures, and indulgence into nutrition-focused dishes.
4. Stay Ahead of Trends – The industry is evolving with plant-based eating, functional foods, and sustainability. Keep learning, adapting, and innovating.
5. Be Transparent and Honest – Whether working in fine dining or product development, always use clean, high-quality ingredients. People trust chefs who prioritize purity over marketing gimmicks.
6. Lead by Example – If you promote healthy eating, live it too. My journey from fat to fit helped me understand nutrition better and connect with people authentically.
7. Create with Purpose – Food has the power to heal, energize, and inspire. Whether developing a dish or launching a product like Sheer MADness®, focus on real impact, not just profit.
Most importantly, never stop learning. The future of food is nutrition-driven, and chefs who master this balance will lead the industry forward.
Looking ahead, what new projects or innovations can we expect from you in the future
Looking ahead, my focus is on expanding Sheer MADness® with more innovative, chemical-free, and nutrition-driven products, particularly through retort technology. Retort processing allows us to create clean-label, long-shelf-life meals without relying on preservatives or artificial additives. This will revolutionize healthy convenience foods, ensuring that people have access to wholesome, ready-to- eat meals that retain freshness, nutrition, and flavour.
Some key projects in the pipeline include:
1. Retort-Based Healthy Meal Solutions We are developing a range of ready-to-eat, plant-based meals using advanced retort technology, ensuring they are nutritious, convenient, and entirely free from chemicals or artificial preservatives. As previously mentioned, ingredients form the foundation of a great dish, which is why our initial product rollout—scheduled for mid- March 2025—will focus on 100% natural ginger-garlic paste.
Ginger-garlic paste is a staple in Indian cuisine, yet the current market is saturated with products containing Class 1 and Class 2 preservatives. Our offering will be a pure, chemical-free alternative, maintaining the authenticity and nutritional integrity that consumers deserve.
I am learning this at the Food Technology Lab at DSMS Group of Institutions, Durgapur, where they are leveraging cutting-edge research and innovation to set new benchmarks in natural, preservative-free meal solutions.
2. Expansion of Clean Protein & Energy Products – We plan to introduce more natural protein blends, energy bars, and functional health drinks that cater to athletes, fitness enthusiasts, and everyday consumers.
3. Collaborations with Hospitality & Wellness Brands – Partnering with hotels, fitness centres, and nutritionists to make health-focused cuisine more accessible in mainstream dining and retail.
4. Educational Initiatives – Launching workshops, books, and digital content to educate people about real nutrition, plant-based eating, and functional foods.
5. Sustainability & Ethical Sourcing – Ensuring that all ingredients used in our products, including those in retort meals, are sourced ethically and sustainably, reinforcing our commitment to clean eating and environmental responsibility.
My mission remains the same: to bridge the gap between gourmet and nutrition, making healthy, chemical-free food accessible to all—whether in a fine dining restaurant, a protein bar, or a ready-to- eat meal. The future of food is clean, convenient, and science-backed, and I’m excited to lead this transformation. Just Say cheers to NATURAL & NO to CHEMICALS!
