I’m Shray. Biochemist turned brand builder.
Founder, operator, and a big believer
in the people behind the products.
Pick a chapter. There’s plenty to explore.
I came to consumer brands through nutrition and biochemistry. What started as a personal health journey became a career building, advising, and backing the brands in everyday life.
A health journey changed how I thought about food—and what I wanted to do with my life.
Cha Cha Matcha, SIMULATE, and Health-Ade became my education in building consumer brands.
In 2022, I brought those lessons together to help brands grow online and on the shelf.
The companies I’ve built, worked inside,
advised, and invested in along the way.
No companies match. Try another name or filter.
Current roles and earlier chapters, including the experience shared from my LinkedIn profile. Agency partnerships live in the Good Peeps tab ↗.
I built Good Peeps to help consumer brands grow online and on the shelf. Today, that work brings together retail strategy, performance media, and people who care about the product.
Inside Good Peeps →Digital sales growth in Walmart’s published case study of Oats Overnight and Good Peeps.
Feb. 2025–Jan. 2026 vs. prior year. Walmart first-party data.Read the case study ↗ GOOD PEEPS × INC. 5000#467Good Peeps joined the 2026 Inc. 5000, recognizing America’s fastest-growing private companies.
2026 Inc. 5000 · Good PeepsRead the recognition ↗Operating Partner · Jun 2026–present
I recently joined Selva Ventures as an Operating Partner, working with consumer founders on growth, retail media, and digital commerce.
Meet the Selva team ↗Why retail media became the focus—and how the agency helps consumer brands connect with shoppers.
Read the feature ↗Growing up, finding inspiration, supporting the AAPI community, and the creative influences I keep coming back to.
Read the conversation ↗A conversation about retail media, influencer partnerships, and building brands wherever people shop.
Listen to the episode ↗Food changed my life. Building brands became my way of passing that feeling on.
Follow the story ↓
Where the story starts.
Nutrition. Biochemistry. Curiosity.
An education in brand and culture.
Home, and where I built Good Peeps.
I grew up in San Diego, a first-generation Indian-American with a very scientific plan for my future. At UMass Boston, I studied nutrition and biochemistry, exploring the relationship between food, metabolism, and the way we feel.
My own health journey included losing 150 pounds and ultimately leaving the medical-school path to focus on food and beverage brands. I found another way to connect what I knew about nutrition with the things people choose every day.
Marketing started as an experiment in college. Then came New York, Cha Cha Matcha, and an unexpected education in design, culture, and brand. One chapter led to another: NUGGS, Health-Ade, and eventually Good Peeps.
I joined Selva Ventures in 2026 while continuing to build Good Peeps. Choose a role to explore its chapter.
Open a chapter to explore the work.
Some of these stories are still unfolding.
Nutrition, biochemistry, and analytical chemistry. Research into processed foods, the microbiome, and metabolism—and early experiments with digital marketing that opened an entirely different door.
Read the origin story ↗At Cha Cha Matcha, I worked on ecommerce and marketing, including a new website alongside the iced tea launch. As Interim Head of Growth at SIMULATE, the company behind NUGGS, I helped launch NUGGS 2.0 and the SIMULATE parent brand.
The Slope interview ↗At Health-Ade, I led digital acquisition and retention. My brand-side work has included leading marketing at WILDE Chips and Kaged, marketing strategy at Chomps, and CMO roles at Nomadica, Fracture, Applied Nutrition in the U.S., and JRNYS Wellness. Several were part-time roles that overlapped with building Good Peeps. Across them, the work brought together creative, customer experience, ecommerce, and retention.
I started Good Peeps to connect brand ambition with growth online and on the shelf. Today, we bring retail strategy, performance media, and digital commerce together for consumer brands—and build close partnerships with the people behind them.
I joined Selva Ventures as an Operating Partner in June 2026. I work with portfolio brands on growth, retail media, and digital commerce, helping consumer founders turn their ambitions into execution.
Meet the Selva team ↗My work as an advisor and investor includes Grüns, Feastables, Sauz, Oats Overnight, and the platforms that help consumer businesses grow.
Explore the companies ↗Community has a place in the story, too. Youth leadership and supporting the AAPI community are part of how I hope to show the next generation what’s possible.
More in Muse ↗The questions changed; the curiosity stayed. What makes something work? Why do people care? How can a good idea make its way into everyday life?
Where it began ↗A book I’ve recommended: Steal Like an Artist by Austin Kleon. And a creative I admire: Post Malone. Curiosity doesn’t have to stay in one lane.
The creative conversation ↗I built Good Peeps to help the brands in your fridge and pantry become the brands people find, try, and buy again.
We bring the thinking of a brand operator to retail media: connecting the product, the shopper, and the places they meet.
Visit Good Peeps ↗Cha Cha Matcha · SIMULATE · Health-Ade
Advising brands. Comparing notes. Seeing the bigger picture.
A growing channel without the support it needed.
Retailer websites and apps becoming places to discover brands.
Founded in 2022. Built from the brand side.
Before Good Peeps, I was inside the brands—at Cha Cha Matcha, SIMULATE, and Health-Ade. I was learning how products earn attention, how people choose what to buy, and how digital marketing connects with what happens in a store.
Alongside that work, I was advising and investing in other consumer businesses. Being close to different founders gave me a wider view: different products and teams, but a lot of the same questions about how to grow.
Across the brand side, a pattern kept showing up. Digital retail was becoming a meaningful part of the business, but it wasn’t getting the same attention or dedicated support. I understood the opportunity because I’d been on the team that needed the help.
I founded Good Peeps in 2022, bringing those lessons into a company built to help brands grow online and on the shelf. As retail media expanded, that became our focus: combining performance marketing with shopper and retail strategy, and building the team we’d wanted beside us.
From the brand side to Good Peeps ↗ More on why we built it ↗The product still needed to move off the shelf. But more of the decisions about what went into the basket were happening on a screen.
As digital advertising became more expensive, brands were looking to retail for their next stage of growth.
Retailers were turning their shopper data into advertising tools. Their websites and apps offered new ways to reach people ready to buy.
Too often, a growth team was squeezing these platforms into its spare time. The opportunity needed dedicated people, strategy, and execution.
Getting into a store is one milestone. Getting discovered on that retailer’s website is another. Each platform has its own advertising tools—and busy brand teams have a business to run.
Different systems, formats, and rules to learn.
A dedicated retail media team that plans and runs the work.
A product can be available without being easy to discover or understand.
Search strategy, clear imagery, and useful product information working together.
Short-term returns don’t tell the whole customer story.
Attention to new customers, repeat buying, and the value they bring over time.
We combine direct-to-consumer experience with shopper marketing, working closely with a brand’s sales and marketing teams.
Connect retailer goals, distribution, budgets, launches, and promotions.
Make online merchandising clear, compelling, and easy to shop.
Use search, display, video, and promotions to support discovery and trial.
Use performance, category, and customer data to guide the next decision.
Recognition for the company. Results built with our brand partners. Every number has a story behind it.
Good Peeps, among America’s fastest-growing private companies.
Read the recognition ↗A search strategy that reached new customers while protecting existing demand.
Feb. 2025–Jan. 2026 vs. prior year.Oats Overnight, Bobbie, Recess, Pressed Juicery, Black Rifle Coffee, and Feastables.
Instacart’s Fastest GrowingGood Peeps, among 26 insiders helping consumer brands grow.
A PERSONAL MILESTONEShray Joshi · Marketing & Advertising.
A shelf of stories about the work,
the thinking, and the person behind it.
A feature on the opportunity that inspired Good Peeps—and the brands building alongside us.
Read the Forbes featureChoose a subject, or browse the whole collection.
12 collected stories below, plus the featured Forbes profile above. Bars show each subject’s share of the collection.
