Aishwarya Goel: Crafting Edible Gold into Luxury with Swarn Amrit

Celebrations in India are synonymous with sweets, and when Aishwarya Goel added a touch of edible gold to this culinary tradition, she created something truly exceptional. Aishwarya is the visionary founder behind Swarn Amrit, a venture that blends the opulence of gold with the sweetness of traditional Indian sweets to craft luxury and high-end gifting options. “Gold is not just the most expensive food in the world; it is an elixir of life. Our mission at Swarn Amrit is to showcase the extraordinary fusion of India’s two most prestigious cultural pillars—sweets and gold—in the form of an exceptional assortment,” says the 21-year-old entrepreneur. Swarn Amrit, based in Gurgaon, began its journey in 2014, and under Aishwarya’s guidance, it has grown into a flourishing enterprise, driven by a dedicated team of over 50 artisans.

Why gold? Aishwarya explains that gold symbolizes wealth, success, and beauty. It is also renowned for its healing properties and numerous health benefits. In the past, edible gold was considered a luxury enjoyed by emperors, but this tradition gradually faded with modernization. Aishwarya’s vision was to rekindle and repackage this tradition, offering people a unique and luxurious experience. Gold, with its multiple packaging and gift customization options, adds an unmatched level of luxury, coupled with personalized customer service. Aishwarya’s entrepreneurial journey is a testament to her determination and vision. Hailing from a conservative Marwari family, she faced the choice between conforming to others’ expectations or pursuing her dreams. She chose the latter. After her graduation, Aishwarya realized her deep-rooted passion for crafting and selling edible gold. She understood that entering a niche market and introducing this concept to the world would require time, thoughtful planning, and dedication.

Aishwarya embarked on her entrepreneurial journey, motivated by her belief that once you make a decision, the universe conspires to make it happen. Her observations from childhood, especially in the business community, revealed the significance of gold in people’s lives. Over time, she identified two main components of every celebration and festival: the exchange of gold in various forms and the sharing of sweets. Her desire to merge these two elements and create something new set the foundation for Swarn Amrit. Creating a single delicacy with edible gold demands meticulous precision. Artisans spend a minimum of 15 to 20 minutes crafting a single masterpiece. Swarn Amrit uses 24-karat edible gold, accompanied by a certificate of authenticity to ensure its purity. Although edible gold has a lengthy shelf life, the company adheres to the “made-to-order” concept to maintain its shine and quality. Everything is prepared fresh to address security concerns.

Swarn Amrit doesn’t operate as a traditional retail business. Instead, they offer personalized appointments booked through their website or over the phone. Since they don’t keep stock, a sampling process is conducted based on the required taste and event type. Each Swarn Amrit delicacy is unique, with its own story. A recent addition to their collection is the ’24-karat Gold Brick,’ an edible version of a pure 24-karat gold bar customized with the customer’s name or brand name.

For a business like Swarn Amrit, precision and zero-error production are paramount. Acceptance of this unique concept was another challenge the company addressed. Aishwarya emphasizes the importance of a positive attitude when facing challenges. She views every obstacle as a learning experience and credits her supportive family for giving her the wings to pursue her dreams. At the ideation stage, motivational speaker Sandeep Maheshwari, CEO of ImagesBazaar.com, made a philanthropic investment in Swarn Amrit. Aishwarya’s experience challenges the notion that only individuals with certain educational backgrounds or corporate experience can secure funding. She believes that when you are genuinely committed to your vision, nothing can hinder your path to success.

As she looks ahead, Aishwarya shares valuable lessons she has learned. She encourages aspiring entrepreneurs to have a “go-getter” attitude, practice ethical business conduct, and develop strong communication skills. She believes that by approaching each moment as a learning experience, challenges can be transformed into opportunities for growth. Aishwarya’s journey with Swarn Amrit is a testament to the power of passion, innovation, and the pursuit of one’s dreams.