• WHY I DO, WHAT I DO – TALKING TO AMAN GUPTA, THE FOUNDER OF ZERO PERCENT

    Zero Percent

    Always on the search for the perfect drink? Alcohol-free, sugar-free, vegan? We talked to Aman Gupta, the founder of Zero Percent.

    CAN YOU PLEASE INTRODUCE YOURSELF BRIEFLY?
    My name is Aman Gupta - I am the founder of Zero Percent, a mindful lifestyle company. The mission is to make it easier for consumers to drink less alcohol and dairy, eat less meat and more organic, consume less sugar and live healthier to be happier.

     Zero Percent

    Aman Gupta, the founder of Zero Percent

    WHY DO YOU DO WHAT YOU DO?
    In the last few years I have started to change my consumption habits. First I stopped consuming dairy products, then I reduced my sugar intake. I did a month-long alcohol detox, which led to me stopping alcohol consumption completely. At this point, I started looking for alternatives to satisfy my cravings and fill the void of meeting friends without alcohol. I discovered the zero-alcohol category for myself and the huge increase in plant-based drinks. When I realised there was no one-stop-shop for these unique zero percent categories that focus on a mindful lifestyle, I came up with the idea to start Zero Percent. Zero Percent's vision is to represent the leading brands in the 0% alcohol, 0% dairy, 0% pesticide, 0% sugar, 0% gluten, 0% meat, 0% microplastics and fine water categories and make these brands easily accessible to consumers to be healthier and happier.

     zero Percent

    HOW LONG HAVE YOU BEEN INVOLVED IN SUSTAINABILITY?
    My interest and commitment to a mindful lifestyle and sustainability has grown year on year over the last 4-5 years. The constant knowledge of how our lifestyle affects our health, our community and our environment has grown year on year and at some point I wanted to make a difference.

    WAS THERE A PERSONAL KEY MOMENT?
    My personal trigger was the end of a personal relationship about 18 months ago, which made me realise that I was not happy with myself. This led me to make various changes in my own way of life.

    HOW DID THIS AFFECT YOUR LIFESTYLE? WHAT HAS CHANGED SINCE THEN?
    My lifestyle has changed dramatically. What started as a one-month alcohol withdrawal became a permanent abstinence from alcohol. This led to more energy, getting into yoga and meditation, which in turn led to me feeling better, physically as well as emotionally and spiritually. I started to focus more on myself and my body and realised that I didn't want to eat animals anymore. I started eating a vegetarian diet and over time adopted a vegan lifestyle. I literally adopted a zero-percent lifestyle, and to make it easier on myself, I looked for alternatives that were available in those zero-percent categories. I'm fitter than I've been in years, I feel really good and happy with myself, my confidence has increased and I have a new belief in my own abilities.

     Zero Percent

    DO YOU THINK YOU CAN CONVINCE OTHER PEOPLE TO BUY AND LIVE MORE SUSTAINABLY?
    I do believe that I can be a positive example with my personal experiences to at least give others the opportunity to think about the alternatives and consume in a more mindful and sustainable way.

    WHAT ARE YOUR HOPES FOR THE FUTURE IN TERMS OF THE INDUSTRY AND ITS CONSUMERS?
    My hope is that as awareness grows, more and more consumers will take the initiative to make individual lifestyle changes. It has never been easier to consciously change your consumption as there are so many sustainable alternatives. If consumers demand change, then the industry must follow. If you think about smoking cigarettes 20 years ago to today, I think many of the categories we are talking about here will look like this in 10-20 years.

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