Meet the Founders of PYAAS: Aryan Sharma (CEO) and Kushagra Shekhar Kaushik (CTO)

Every brand has an origin story, and most of them are polished until they shine. Ours is simpler than that. PYAAS began as two school friends from Amity refusing to accept that milk had to be a mystery. Those two friends are Aryan Sharma, our Founder and CEO, and Kushagra Shekhar Kaushik, our Co-founder and CTO. This is the story of who they are, how they think, and why the technology they built for one small honest brand is now being piloted with Parag, one of India’s oldest and most trusted heritage dairy names.

One question that would not go away

The idea behind PYAAS started as a question neither of them could shake: why can’t you find out where your milk actually came from? You can trace a courier parcel across the country in real time, but the milk you pour for your children every morning arrives with no story at all — pooled from thousands of anonymous farms and mixed until the question “where is this from?” has no answer. Aryan and Kushagra decided that silence was the real problem in Indian dairy, and that they would build the answer rather than complain about the gap. You can read that origin in their own words in why we started PYAAS.

Aryan Sharma — Founder & CEO

Aryan leads the brand and the field. He is the one who drives out to Gonda before sunrise, who sits at collection points while the milk is weighed, and who insists that every farm PYAAS works with is named in public. His conviction is almost stubborn: transparency is not a premium feature to be sold back to customers, it is a basic right they are already owed.

That belief shapes everything PYAAS does on the ground — the decision to keep milk single-origin instead of pooling it, the choice to partner with farmers rather than own farms, and the refusal to make a claim the brand cannot prove. Aryan’s job, as he describes it, is to close the trust gap between the farm and the family. He would rather grow PYAAS one honest pack at a time than one exaggerated promise at a time.

Kushagra Shekhar Kaushik — Co-founder & CTO

Kushagra builds the proof. Where Aryan asks “how do we earn trust?”, Kushagra asks “how do we prove it to someone who does not know us and has no reason to believe us?” He built the technology that makes Know Your Milk real: the QR-to-batch-record system, and the platform underneath it that captures collection, stores quality records and follows a batch from the farm to the pack.

His guiding rule is the one an engineer would recognise: if you cannot verify a claim, do not make it. A label is a promise; traceability is the proof the promise was kept. That mindset is exactly why PYAAS’s technology is now interesting to a much larger, older institution — because Kushagra did not build a marketing gimmick, he built infrastructure. You can read his own case for it in why a dairy brand needs a CTO.

What the two of them have built so far

PYAAS is deliberately young and deliberately careful, and the founders are honest about exactly what is live and what is coming:

• A2 Bilona cow ghee — live today. Made in small batches from named farms in Gonda, Uttar Pradesh, and shipping across India, with traceability built in.
• Fresh A2 cow milk — launching August 2026. Starting in Lucknow and expanding across Uttar Pradesh, with every pack traceable by QR to the farm, the farmer and that batch’s quality record.
• Named partner farms in Gonda. Real farms and real farmers you can meet on the farms page — not stock photos of green fields.

From their own brand to a heritage one: the Parag pilot

Here is where the two founders’ instincts meet a much bigger opportunity. The technology Kushagra built and Aryan insisted on is not only useful to PYAAS — it is exactly what a heritage brand needs to make decades of earned trust visible to a generation that scans before it believes. That is why PYAAS is now piloting its Know-Your-Milk traceability and dairy platform with Parag, the Uttar Pradesh cooperative dairy brand.

It says something about how they think that a young company’s answer to “how do we win?” is partly “help someone older do the honest thing at scale.” The founders are careful to call it what it is — an early pilot, not a finished rollout — but the ambition behind it is real: to see the technology they built for one small brand help prove milk to millions of families. You can read Aryan’s account of the collaboration in how PYAAS is bringing Know-Your-Milk technology to Parag, and Kushagra’s technical breakdown in the technology PYAAS is building for Parag.

The mission behind the two of them

Aryan and Kushagra are building toward a ₹100 crore dairy brand, but if you ask either of them, the number is not the point — the standard is. Two friends from Amity started with one honest idea: that you should always be able to know your milk. Everything else — the ghee, the milk, the technology, the pilot with a heritage brand — is just that one idea, refusing to stay small.