Gelato has long been Italy’s answer to indulgence. A craft built on balance, where quality ingredients and precise technique come together to create something creamier, more flavourful, and naturally lighter than traditional ice cream. Frozen Fun, founded by Vasuki Punj in 2022, brings that Italian tradition to India with a commitment to small-batch production and transparency at every step. With seventeen stores across Delhi NCR, Mumbai, Jaipur, and Pune, alongside a presence on quick commerce platforms like Blinkit, Instamart, and other e-commerce platforms, the brand has steadily built a reputation for delivering gelato that honours its roots while feeling genuinely accessible to Indian consumers.
Vasuki’s journey to founding Frozen Fun began far from the food industry. She graduated from NYU Law on a Dean’s Scholarship and passed the New York Bar in 2008. Over the next several years, she worked in human rights advocacy with Human Rights Watch, policy development at the Permanent Mission of India to the UN, and international arbitration, eventually co-founding a legal-tech platform, Rainmaker, in 2016 that serves over 300 corporate clients. But throughout that structured career, the desire to create something entirely her own remained constant.
The idea for Frozen Fun took shape over several years, driven by a strong desire to build something of her own, even before she knew what form it would take. During the lockdown, one simple realisation stood out to her: no matter what was happening in the world, people would always turn to food. That clarity led her to explore the space more seriously. The decisive moment came in 2020 during a trip to Goa, where a single scoop of gelato sparked a question she could not shake. Why didn’t cities like Delhi or Mumbai have this kind of product? Back home, extensive market research confirmed what she instinctively felt. The premium ice cream category in India was largely untapped. That gap became the foundation for Frozen Fun.
The brand was built on principles Vasuki refused to negotiate with. Every batch is handmade by Italian gelato chefs in small six-kilo batches, ensuring freshness and consistency. Around ninety percent of ingredients are sourced from the best regions globally — pistachio paste from Sicily, hazelnut paste from Piedmont, Callebaut chocolate from Belgium, and vanilla beans from Madagascar. There are no artificial flavours, no industrial processes, and no shortcuts. Each flavour goes through a dozen tasting trials before it earns a place on the menu, and every hazelnut topping is hand-cut by the team. The gelato base is developed in-house, and every product is eggless and 100% vegetarian. The menu balances Italian tradition with thoughtful adaptation for Indian tastes, offering classics alongside familiar flavours like Salted Butter Caramel — Frozen Fun’s take on the butterscotch profile many grew up with, reimagined through a gelato lens. The range also includes vegan sorbets, no added sugar and vegan & sugar-free options using plant-derived sweeteners; and protein-based offerings— all developed through rigorous testing and customer feedback.
Growth has been measured and deliberate. As Frozen Fun expanded from one store in Khan Market to seventeen locations across multiple cities, the focus remained on maintaining the integrity of the product, which also meant growing with purpose. This involved investing in disciplined staff training, implementing strict quality checks, and building a supply chain designed around freshness rather than convenience. The stores themselves reflect what Vasuki values: welcoming spaces where the experience supports the product, with attention to lighting, layout, and service that feels confident without being formal. The name Frozen Fun came from her belief that gelato shouldn’t feel intimidating or overly serious — it should bring a moment of joy, a small lift in the middle of an ordinary day.
Beyond building the brand, Vasuki remains closely involved in social impact through her family’s Pt. Kanahiya Lal Dayawanti Punj Foundation. The foundation operates schools and colleges in Bhadohi, Uttar Pradesh, provides free medical care to more than a 100 people every day, and extends hygiene and medical support to women in rural communities. She also serves as a trustee of Sita Samahit Sthal, which established and manages the country’s only temple dedicated to Sita, and continues to support a dozen animal-welfare initiatives.
What drives Vasuki today is less the pursuit of scale and more a desire to shift how Indians perceive frozen desserts. To her, “premium” shouldn’t be exclusive or performative — it should simply mean transparency, consistency, and ingredients you can trust.
Gelato, she believes, naturally embodies this philosophy. Its creamier texture, more pronounced flavours, and inherently lower fat content create an indulgence that feels lighter, more refined, and genuinely satisfying.
Looking ahead, she envisions Frozen Fun strengthening its presence both online and offline across more cities, entering quick commerce, expanding its packaged tub portfolio, building new segments through constant flavour innovation and product development and exploring thoughtful collaborations. The brand’s momentum is already evident: Frozen Fun has been recognised as the Best Gelato Brand of the Year in both 2024 and 2025 by the Delhiites Food and Nightlife Awards, a testament to the quality and consistency it has upheld since launch.