Moonji

Celebrating female-founded brands you'll want to know.

Since November 2025, we've been spotlighting the next generation of female-founded consumer brands and celebrating female entrepreneurship, showing that building a business is a real, viable career path for women from all walks of life, regardless of background, age, culture, or circumstance.

We started Mindful Brand to support women in succeeding in business - not just through what we do, but also in how we shop. We believe in a future where more seven-figure consumer brands are built by women, and we're committed to helping make that vision a reality.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring Moonji, founded by Abilasha Bhohi in 2019 in the UK.

About the Brand

Moonji makes premium plant-based ice cream rooted in Ayurvedic wisdom and British Indian heritage. Every flavour is refined sugar-free and made with ingredients chosen for both flavour and function.

Moonji is for people who believe pleasure and nourishment belong together - people who want to feel good without giving anything up.

The brand sits in a category nobody else is occupying: genuinely clean-label, culturally rooted, Ayurveda-inspired ice cream that tastes as good as it is for you.

Meet the Founder

Abilasha is British Indian and based in London. She grew up deeply connected to food, spice and culture through her Punjabi heritage.

Before Moonji, Abilasha didn't have a background in food manufacturing or the corporate industry. She came to it through curiosity, a personal health journey, and a strong instinct that something was missing in the dessert aisle.

Abilasha is a solo founder who has built Moonji largely on her own - the hardest and most rewarding thing she's ever done. Moonji is genuinely a reflection of who she is and what she believes in.

How She Started

Moonji began with a simple question: why does ice cream have to come at the cost of how you feel?

Abilasha was exploring Ayurveda in her early twenties and becoming more intentional about what she put in her body, but she didn't want to give up joy.

She came home from travelling, sat her family down, and told them she wanted to make a plant-based, spice-led, Ayurvedic ice cream. Nobody was doing it. That gap felt like an invitation.

It took years of production challenges, setbacks and self-belief to get here, but the idea never left her - because it mattered.

What She Learned

Abilasha has learned to trust her gut more than she thinks she should.

When you're building a business, everyone has an opinion, and it's easy to lose your own voice in the noise. The most important thing she has learned is that intuition is a skill worth developing.

It won't always feel rational, but it will rarely be wrong. She's made her best decisions when she's been honest with herself about what she actually knows and what she feels.

Her advice to other female founders is this: instinct is not a soft skill. It is a competitive edge. Learn to hear it and act on it.

Where to shop

Moonji is available to buy at Partridges and Panzers and all stockists are listed on their website: www.wearemoonji.com (online shop opens in mid-July 2026).

Instagram: @wearemoonji

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