Data, Disruption, and a Dash of Salt: The Story of Chanakya and UP&RUN

Chanakya Shah is a founder who’s taken the road less traveled- walking away from comfort, switching careers, and building from scratch more than once. Read more about his story here.

Jun 05, 2025

At Razorpay Rize, we’re thrilled to introduce Chanakya Shah, a founder who’s been through it all, from running a family business in textiles to diving deep into data analytics in Canada and now building something truly different in India.

UP&RUN is a brand focused on making India’s cleanest hydration supplements for people who want no compromises. What sets him apart? An honest approach to challenges, a knack for turning feedback into better products, and a mission to create healthier choices.

I come from a traditional business family, rooted in textile manufacturing and exports, primarily serving markets in Western Africa. From an early age, I was immersed in the business world- conversations around supply chains, strategies, and operations were part of everyday life. I joined in, contributed actively, and understood the ins and outs early on.

But something felt off.

Over time, I came to a difficult realisation: I was replaceable. The business continued to function smoothly with or without my involvement. Despite contributing meaningfully, I felt like a cog in a well-oiled machine- efficient, but not essential.

That’s when I made the first big leap of faith - I quit my own family business.

I dropped out of Engineering!

Before my entrepreneurial journey began, I pursued engineering for three years. However, I lacked passion for the subject and wasn’t willing to coast through a degree I didn’t believe in.

But quitting something doesn’t mean you stop learning. After stepping away from engineering, I went back to ground zero- completing my Bachelor’s in Commerce and later earning a Master’s degree in Marketing. A few years later, I also made the tough decision to leave my family business.

Through it all, I held on to one belief: there’s always a place to rebuild yourself. I chose to start over, not just academically, but professionally. I dedicated time to upskill myself. I interned, worked late nights, and chased curiosity. Eventually, I migrated to Canada, becoming a data analyst and working across multiple industries.

I finally lived the corporate life I always wanted to, but it gave me structure,
discipline, and, more importantly, a bird's-eye view of how organised systems function.

The Year I Took a Career Break

In 2021, my wife and I were expecting our daughter. We were in Canada at the time, right in the middle of a global pandemic. I made a decision I hadn’t seen many men around me make- I took a complete career break from the end of 2021 to raise a child.
It was an intentional pause to be fully present during the most meaningful chapter of our lives.

I wanted to be there. For the laughs, the cries, the midnight diaper changes- all of it.
People in India would look at me weirdly. “So, you’re unemployed now?” they’d ask. But I didn’t care. Because you can build a hundred companies in your life, but your child is only that age once.

And that break became the emotional foundation for everything I’ve built since.

The Big Pivot

In 2022, my wife and I moved back to India. With years of corporate experience, a data-driven mind, and a hunger to build something meaningful, I launched Thycure Pharma. The idea was simple: improve lives by offering high-quality, accessible medicines.

While building Thycure, something kept tugging at me. As someone who runs regularly, trains hard, and stays active, I found myself constantly battling salt imbalance and hydration issues.

The irony? I was importing my own hydration solutions because I couldn’t find a single healthy, zero-sugar, salt-based electrolyte in the Indian market.

Then, during one of my regular conversations with my brother, he said something that stuck: “Why don’t you build it yourself?” That simple question flipped a switch. A hydration drink that actually works- a clean, effective hydration built for people.

That’s how UP&RUN was born- a zero-sugar, salt-based electrolyte drink.

And, here’s the part I’m most proud of:
We sold out in our first 3 months, and we spent ₹0 on ads.
How?

I printed my personal number on the product packaging and collected feedback from every single customer- good, bad, or ugly.
I was active on Twitter and Reddit, talking to users, sharing my journey, and being
vulnerable.

Those reviews helped me improve the formulation for our next product.

Learning & Unlearning

People were confused at first. “High salt? Isn’t that unhealthy?” That’s where education came in. Not all salt is bad. In fact, sodium is essential, especially for those who sweat, run, train, or live active lives. It’s about restoring the balance.

Of course, the journey hasn’t been flawless. I’ve made my fair share of mistakes, but each stumble became a stepping stone.

We’re currently in the testing phase of our third product- one I genuinely believe has the potential to be our biggest disruptor yet.

Lessons I Learned Along the Way

Always have a Backup Option. Contingencies aren’t pessimistic- they’re smart.
Invest in IP. Don’t ignore trademarks or patents. Ever.
Talk to your Customers directly, not through surveys or agencies, but
through WhatsApp, DMs, and phone calls.
Stay out of your comfort zone. That’s where your best self shows up.

Beyond the Founder Tag

Outside of work, I’m a tech enthusiast and a travel addict. I actively seek out unfamiliar environments, like the time I chose to pursue my Master’s in Spain without speaking a word of Spanish.

Uncomfortable? Absolutely. Worth it? Every single time.

And when life feels overwhelming, I do what’s always worked for me: I get up and run.
That’s where I find clarity. That’s also where the brand saw its name. UP&RUN isn’t just a product. It’s how I live!

Chanakya’s journey shows the true courage it takes to quit when needed and change paths without fear. Not everyone is brave enough to leave the familiar behind and start fresh, but that’s precisely what he did.

At Razorpay Rize, we celebrate founders like Chanakya, who lead with honesty, passion, and a commitment to learning.