Udit Kalra

building with @VishalxFlex

[Udit Kalra @uditk98]

@jspujji GA

[Vishal Sabikhi @VishalxFlex]

This is our petty order for the day, keeping our higher meta CAC away!

[Udit Kalra @uditk98]

@VishalxFlex is now also a lyricist and music composer. dm for bookings (with your flex order number)! :)

[Udit Kalra @uditk98]

top performing ad of the week

[Vishal Sabikhi @VishalxFlex]

Monday Mornings are always packed with longest baking/packing hours of the week.

We are half way there for the orders that need to be dispatched today.

We take a break at 2pm and would resume at 4pm again for the day.

PS: all orders baked today are dispatched on the same day

[Vishal Sabikhi @VishalxFlex]

I feel founders supporting, sharing ideas and giving feedbacks to each other is one of the best way to grow in the current market

Our founder group is small but really supportive.

Hoping it grows to atlesst 25 founders in next 3 months 🙌

[Udit Kalra @uditk98]

Storytelling master class

[Pablo Motoa @PabloMotoa]

Please stop what you're doing and listen to this.

@george__mack just told one of the best stories I’ve heard all year on @ChrisWillx's latest episode

[Udit Kalra @uditk98]

@tereza_tizkova Growth 🚀
Building a high protein snacks brand.

[Udit Kalra @uditk98]

Been less than an year since we started and seeing people love our product and come up with such fun stuff like this is just amazing!

[Vishal Sabikhi @VishalxFlex]

Our first Bollywood celeb collab just dropped! 🎮🍪

Three amazing stars who were already Flex Cookie fans battled it out in PS5 Olympics winner takes the cookie hamper! 🏆

What makes this special? They were loyal customers first. Real love turned into epic content.

Watch the full video on YT, link in the comment.

[Udit Kalra @uditk98]

Only good thing about the Pune airport.

[Udit Kalra @uditk98]

asmr rig

[Udit Kalra @uditk98]

That's my favorite flavor! Red Velvet turned out just too good and unexpectedly because it took us only a few iterations to get it right. Waiting for the rest of the reviews!

[Utkarsh Neil @iUtkarshNeil]

My review of @VishalxFlex’s Flex Cookies.

It has 21g of protein, No palm oil and is made with honey

Get your’s at https://t.co/19BZdZ85ma

Use code FLEXWITHUTKARSH for flat 10% off

Check it out NOW

[Udit Kalra @uditk98]

Our aim has been to create a protein cookie (more snacks coming soon!) that tastes good. That's about it. If it fits your diet and you like the flavor, great! If you have a suggestion for us to improve it, we're all ears. Just complaining with a limited understanding of what goes in it and what purpose it serves for the majority of consumers is only a waste of time.

[Vishal Sabikhi @VishalxFlex]

Sometimes I feel we overcomplicate things. Flex Cookie was never meant to be a “performance macro-perfect” product – it’s a high-protein, indulgent cookie for when you want a treat that still gives you 20 g protein, not a plain protein bar “brick.

Calories are calories – whether they come from sugar, honey, dates, or jaggery, your body still counts them. What really matters is your overall diet, not a single cookie.

Our ingredients are intentionally simple and familiar for a baked product. A cookie will naturally have a longer ingredient list than a pressed bar because baking is more complex than just compressing 5 things together.

Our fat profile is honest: 18g total fat, primarily from peanut butter + president butter – both essential for that perfect cookie texture and baking structure you'd expect from a real cookie.

Compare us to ANY cookie brand – we'll win on taste AND macros. Most cookies give you 2-3g protein, 40g carbs, 25g+ sugar. We're delivering 20g protein in a format that still tastes like indulgence.

We’ve always positioned Flex Cookie as a “better cheat” or indulgence, not a fat-loss hack or pure performance fuel. It’s for people who want joy and protein in the same bite.

The “problem” is rarely one food item, it’s total lifestyle and overconsumption. If Flex Cookie doesn’t fit someone’s macros or goals, that’s totally fine – they absolutely shouldn’t buy it.

For context, even the top “clean” protein bars in India with 20 g protein per 67 g bar sit in a very similar range: roughly 330–340 kcal, around 20–23 g carbs, and 20g fat per bar, as per their own labels. So our macros are actually in line with the category – just in a format that feels like a cookie, not a compromise.

Bottom line: If Flex Cookie doesn't fit your specific macros right now, we totally get it and we're sorry. We're constantly iterating to make it even better. But for now – it's a cookie you can actually enjoy as your "better cheat."

Hope that helps clarify! 💪🍪

[Vishal Sabikhi @VishalxFlex]

Sometimes I feel we overcomplicate things. Flex Cookie was never meant to be a “performance macro-perfect” product – it’s a high-protein, indulgent cookie for when you want a treat that still gives you 20 g protein, not a plain protein bar “brick.

Calories are calories – whether they come from sugar, honey, dates, or jaggery, your body still counts them. What really matters is your overall diet, not a single cookie.

Our ingredients are intentionally simple and familiar for a baked product. A cookie will naturally have a longer ingredient list than a pressed bar because baking is more complex than just compressing 5 things together.

Our fat profile is honest: 18g total fat, primarily from peanut butter + president butter – both essential for that perfect cookie texture and baking structure you'd expect from a real cookie.

Compare us to ANY cookie brand – we'll win on taste AND macros. Most cookies give you 2-3g protein, 40g carbs, 25g+ sugar. We're delivering 20g protein in a format that still tastes like indulgence.

We’ve always positioned Flex Cookie as a “better cheat” or indulgence, not a fat-loss hack or pure performance fuel. It’s for people who want joy and protein in the same bite.

The “problem” is rarely one food item, it’s total lifestyle and overconsumption. If Flex Cookie doesn’t fit someone’s macros or goals, that’s totally fine – they absolutely shouldn’t buy it.

For context, even the top “clean” protein bars in India with 20 g protein per 67 g bar sit in a very similar range: roughly 330–340 kcal, around 20–23 g carbs, and 20g fat per bar, as per their own labels. So our macros are actually in line with the category – just in a format that feels like a cookie, not a compromise.

Bottom line: If Flex Cookie doesn't fit your specific macros right now, we totally get it and we're sorry. We're constantly iterating to make it even better. But for now – it's a cookie you can actually enjoy as your "better cheat."

Hope that helps clarify! 💪🍪

[Karteek @hkarteek]

highly recommend bringing your single + unemployed + building a business group of friends and going to music festivals 🙌🏼 😂

[Udit Kalra @uditk98]

Selling cookies even when we’re not selling cookies 🫡

[Vishal Sabikhi @VishalxFlex]

Last week, @uditk98 and I had 2 options:

Option 1: Travel to Delhi, hit AAHAR, meet vendors, and stress about operations, Meta, etc.

Option 2: Head to NH7 Weekender, enjoy great music, and sip a little :P

We picked Option 2! It's been 6 months since we moved to Pune. We've hustled every day for Flex Cookie, skipped vacations, and slashed social outings.

It was time to pause and celebrate how far we've come. For the first 3 days in 6 months, we didn't stress about ROAS, vendors, or Meta outages.

Maybe we should've gone to AAHAR, but then we would've missed @prateekkuhad's magic, dancing to @AdityaGadhvi, or @djbhuwin's soul-stirring Sufi and shayari about love and life.

We still did Flex Cookie branding on-ground and got recognized by tons of people. We even strategized about our week ahead but mostly, we focused on enjoying ourselves with friends.

Sometimes, the best business decisions are the ones that recharge your soul.

Flex Cookie thrives when we do. 💪🍪

[Udit Kalra @uditk98]

bhai band karo ladai varna how will I hit my protein?

[Vishal Sabikhi @VishalxFlex]

FML!

Protein prices increased by 40% 🥲

[Vishal Sabikhi @VishalxFlex]

We realized this late but Amazon truly is one good platform to sell.

Imagine setting up a stall in Flee market. (Amazon being the flee market here)

Here you dont pay for your stall upfront and pray for getting the RoI back. Only pay a commission on the products you sell.

Setup is pretty simple and straightforward.

Instead of limited footfall you have lakhs of people in this Flee market.

Its true the competition is high and competitive but if positioned correctly the organic growth is too good!

If I had to start a D2C brands again Amazon would be a perfect platform to try and test, get initial 500 orders for feedback and upscale.

Cheapest way to start.

[Udit Kalra @uditk98]

Flying out of Delhi is always bittersweet. Thanks for the complimentary upgrade @airindia. Service was great, as always.

[Vishal Sabikhi @VishalxFlex]

Got some real Flex news:

We just hit 10 repeat orders from one single customer on Flex Cookie over 4 month period💪