Disrupting the Dessert Industry with Innovation and Heart
Shinas Ashraf
Founder
Cream Story
H ave you ever wondered how a passion for space and spirituality can fuel extraordinary entrepreneurship? For Shinas Ashraf, founder of Cream Story, these passions are the driving forces behind a brand that’s redifining the ice cream experience. His fascination with space pushes him to think without limits, inspiring constant innovation and bold, visionary ideas at Cream Story. The vastness of the universe reminds him that there are no boundaries to what can be achieved. At the same time, his spiritual practice keeps him rooted, guiding him to make decisions that are purpose-driven and aligned with values. This powerful blend of limitless ambition and grounded focus shapes every aspect of his leadership, driving the brand to not only deliver exceptional products but to create meaningful, unforgettable customer experiences. Under Shinas’ guidance, Cream Story thrives as a perfect balance of creativity, purpose, and impact. How? He discusses more with TradeFlock.
What’s the secret behind Cream Story’s innovation and fresh ideas?
The secret ingredient behind Cream Story’s innovation is our unyielding commitment to vision, quality, and relentless dedication. From the beginning, we set out to create a brand that disrupts the market with bold, fresh ideas while maintaining the highest standards of quality. My partners, Suhail and Ashiq, play a pivotal role in bringing this vision to life. Suhail’s uncompromising approach to quality ensures every product exceeds expectations, while Ashiq’s drive pushes us to continually surpass our goals. Together, we ignite Cream Story’s innovation, delivering remarkable products and unforgettable customer experiences.
How do you balance trendspotting and innovation with classic qualities in desserts?
Identifying trends in the dessert industry starts with staying curious and tuned into global movements while listening closely to our customers’ desires. At Cream Story, we monitor international markets, food innovations, and social media, where trends often emerge. But we don’t just follow them—we reinvent them, adding our own twist with higher quality, unique flavours, and exceptional presentation. We also understand the power of classic desserts. Our approach is to balance innovation with timeless appeal, ensuring that our new creations excite while our beloved classics continue to bring customers back. It’s about predicting trends and turning them into unforgettable experiences.
Can you share a challenging moment at Cream Story and how you led your team through it?
Entrepreneurship demands resilience, especially when faced with setbacks. At Cream Story, one of our toughest challenges came when sales unexpectedly dropped, despite having loyal customers and strong products. After introspection, I realised the issue wasn’t external—it was a lack of fresh campaigns and innovation during peak seasons. Rather than seeing this as a failure, we turned it into an opportunity. We launched the ‘Gold Digging Fest,’ where customers could find surprise gold coins in our Dream Cake. This creative campaign reignited customer interest and doubled our sales. Leading through this challenge meant staying positive, fostering new ideas, and showing the team that setbacks can lead to breakthroughs.
What’s your long-term vision for Cream Story and its impact on the global dessert industry?
When we founded Cream Story, our goal was to recreate the world’s trending desserts with a unique twist, elevating quality and presentation. We quickly realised that customers wanted more than just global trends; they craved these indulgences in their own neighbourhoods, with exceptional quality. As we grew, our vision shifted from following trends to setting them. Today, Cream Story is focused on leading the dessert industry globally by creating original concepts that redifining ne indulgence. We’re not just delivering what’s trending; we’re shaping the trends that inspire the world, making Cream Story a true trendsetter in the dessert space.
How do you define disruption in the dessert industry, and how do you achieve it?
At Cream Story, disruption means blending innovation with emotional connection. We take globally trending ideas and reimagine them, creating desserts that are not only irresistible but also unforgettable. Our strategy focuses on leading with creativity, introducing ahead-of-the-curve concepts, and delivering them with unmatched quality and presentation. We cultivate excitement around our products, whether through unique campaigns like the ‘Gold Digging Fest’ or by offering desserts that spark curiosity and delight. The introduction of ‘Cream Story Music Nights’ has deepened customer engagement, offering live music alongside favourite desserts. Our ultimate goal is to set trends, not follow them, shaping the dessert industry with fresh ideas and unforgettable experiences.
Who are your role models, and how do they influence your leadership at Cream Story?
Elon Musk is a major inspiration for me, particularly his visionary ability to solve real-world problems. His approach to identifying pain points and crafting innovative solutions aligns perfectly with how we operate at Cream Story. For us, it’s not just about desserts; it’s about delivering real value and excitement to our customers. What truly stands out about Musk is his calm and composed mindset when facing huge challenges. I apply that same focus in leading Cream Story, tackling bold ideas with clarity and confidence. Musk’s philosophy of solving problems while staying grounded inspires us to be trendsetters, creating meaningful, unforgettable experiences.
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