DevilYou is the brainchild of two academicians in the field of marketing who always believed that real learning could happen beyond the classroom lectures. Their inexorable march of passion, perfectionism and commitment dovetailed into their love for chocolates that led to formation of the company DEMASS Chocolates and brand DevilYou in 2016 along with two students. But it has a long past!!!! It all started with a class project seven years back on homemade chocolates, which then got bigger into a business model that the students have presented and won prize in business plan competition and live sales competition organized by premium business schools including IIMC. As a classic case of lean start up, this journey witnessed a number of pivots and design thinking. In 2016, things started shaping a bit with two students having firm commitment in the project. DevilYou, A Demass Chocolate Initiative, since then has believed in sustainable and inclusive growth as espoused by Triple Bottom Line model which focuses on creating bcompany since its inception days focused on using natural ingredients in the production to the extent possible. Currently the company’s endeavour hinges on incorporating more and more varieties suiting the Indian palate. Chocolate consumption and healthiness might sound oxymoronic. But our startup DevilYou Chocolates offers a wide range of tasty, healthy, and affordable handcrafted chocolates with turmeric, cinnamon, herbs, dried fruits, seeds, nuts, and cereals with a vision to intertwine health and happiness. We have developed a unique variety of chocolates for the people facing the three most significant health issues in India, viz. Diabetes, Anemia, and lack of immunity. The next level will involve emancipation of marginalized people in the process of business value creation by empowering them with knowledge, skill and confidence so that they could quash the evil of poverty, alienation, lack of self-esteem and mistreatment thus justifying the brand motto “Destroy Evil in You”