Chef Ashutosh Awasthi is a celebrated culinary professional—an Executive Chef, marathon runner, fitness coach, and the visionary behind Sheer MADness Nutrition. A graduate of the Institute of Hotel Management.
His transformation from being overweight to embracing fitness ignited a passion for clean eating. During his tenure as a Diet Chef on cruise ships, he witnessed firsthand the transformative power of nutrition and embarked on a deeply personal journey to blend gourmet cooking with wellness. Today, he channels that same rigor into research, authorship, and 24+ years of culinary innovation .
He’s the author of books like Great Health Comes from Exercise & Nutrition, All You Should Know About Protein, and 101 Simple Homemade Smoothies for Weight Loss tools he uses to empower others on their health journeys.
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✨ Sheer MADness: A New Era of Clean Nutrition
Founded in 2021, Sheer MADness embodies Chef Awasthi’s credo: “Say cheers to natural & no to chemicals.” As he notes, “No chemicals means NO chemicals at all… Created by nature, assembled by us”.
At its core, the brand is built on a plant‑based, chemical‑free formula that fuses ancient wisdom with modern nutrition:
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Base Ingredients: Almonds, flaxseed, and turmeric—key staples in traditional Indian concoctions like doodh badam and doodh haldi. These bring rich protein, Vitamin E, Omega‑3 & 6, antioxidants, fiber, and micronutrients
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No Nasties: Zero preservatives, additives, emulsifiers, artificial colors or flavors. Unlike common plant‑protein powders made via chemical extraction (e.g., hexane filtration), Sheer MADness uses only hot/cold water methods and simple mechanical processes.
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Product Range: Includes desi plant protein powders (chocolate & moringa flavors), health drink premixes, millet bars, protein and energy bars sweetened naturally with jaggery, dates, raisins and honey.
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Patented & Accredited: The brand is trademarked in India, with patented formulations and Udyam/FSSAI credentials.
🌱 The Sheer MADness Difference
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Holistic Wellness – Designed for everyone aged six and above: men, women, athletes, kids—even pregnant women—offering benefits like muscle building, fat loss, glowing skin, and hormonal health.
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Fitness-Focused – As Chef Awasthi says, “Eat like an athlete, even if you’re not one”—the blends support sustained energy, endurance, and recovery, drawing from his own marathon-running experience.
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Transparency & Integrity – Promotes informed consumption.
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Cultural Relevance – Embeds Indian traditions and ingredients with global superfoods like moringa and dark chocolate, while keeping fibers, micronutrients, and natural flavors intact.
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A Lifestyle Brand with a Mission
Sheer MADness goes beyond food—it represents a movement. Its tagline, “The Junoon to stay fit”, celebrates passion, discipline, and holistic wellness. It’s about:
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Empowering consumers to make clean, informed choices.
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Fostering a fitness + nutrition culture—food is fuel, but exercise shapes the body.
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Championing sustainability and ancient wisdom, integrated into modern, accessible formats .
Chef Ashutosh Awasthi’s Sheer MADness is more than a brand—it’s a call to action. It bridges the gap between taste, tradition, and tangible wellness outcomes—all without compromise. If you’re seeking clean, purposeful nutrition that resonates with both Indian heritage and performance needs, Sheer MADness is a brand worth embracing.
Explore more on their website and Instagram, and join the movement toward natural, mindful, and chemical-free living.
Credits: Sheer MADness
