Urmila Asher

Urmila Asher
Asher in 2025
BornOctober 23, 1946
Mumbai, India
Died7 April 2025(2025-04-07) (aged 78)
Mumbai
OccupationsChef, small business owner
OrganizationsGujju Ben Na Nasta

Urmila Jamnadas Asher (23 October 1946 – 7 April 2025), popularly known as Gujju Ben and Urmila Baa, was an Indian chef, influencer, and small business owner. She became known for her small business Gujju Ben Na Nasta, which sold pickles and homemade foods, and for her YouTube videos during and after the COVID-19 pandemic. She competed in MasterChef India – Hindi season 7, where she placed 16th but became known for competing at the age of 78. She was named to the Forbes 50 over 50: Global in 2025.

Biography

Asher was born in Mumbai and got married at the age of 19. She had three children, but each died at a young age: her daughter died at 2, and both her older and younger sons also died.[1] After her husband lost his job during the Great Bombay textile strike, she began to work as a chef at Gujarati homes in the area. Eventually, she also caught the attention of Gujarati expats in London, and went to several six-month-long trips to other locations to cook for these families.[2]

During the COVID-19 pandemic, after her grandson had an accident, she decided to launch a business, Gujju Ben Na Nasta, selling the food she made. This soon led to her having a brick-and-mortar store, a commercial kitchen, and a brand that could be ordered from.[2] She released her first YouTube video, "Meet Gujjuben, Entrepeneur turned YouTuber at 77" on December 10, 2021.[3] Soon, she reached over 250 thousand subscribers[4] through her videos teaching Gujarati recipes.[5] Chef Garima Arora stated that when she cooks a traditional Gujarati dish, she looks to Gujju Ben Na Nasta (the channel) for guidance.[6] She was featured in a collaboration with McDonald's India to unveil their new Jain-friendly menu.[7][8]

She competed in MasterChef India – Hindi season 7, where she was one of sixteen contestants to pass the qualification round for the contest but ultimately placed sixteenth due to unfamiliarity with non-Gujarati foods.[9] She was, however, invited by Indian President Droupadi Murmu[10] to speak at the National Commission for Women in Delhi as a panelist.[11]

She was featured in Forbes 50 over 50: Global in 2025.[12][13]

Asher died on April 7, 2025.[14][15][16]

References

  1. ↑ "From losing her children at a young age to starting her food business at 77; All you need to know about MasterChef India's late Urmila Jamnadas Asher aka Baa". The Times of India. April 9, 2025. ISSN 0971-8257. Retrieved May 26, 2026.
  2. 1 2 Quazi, Suman Mahfuz (September 11, 2021). "What is it about this Gujju Ben's nasta that turned her into a viral star and TedX speaker from a homely Dadiji?". www.indiafoodnetwork.in. Retrieved May 26, 2026.
  3. ↑ Gujju Ben na Nasta (December 10, 2021). Meet Gujjuben, Entrepreneur turned Youtuber at 77!!. Retrieved May 26, 2026 – via YouTube.
  4. ↑ "From Tragedy To Triumph: How Gujju Ben's Love For Cooking Helped Her Rebuild Her Life At 77". www.hercircle.in. Retrieved May 26, 2026.
  5. ↑ "All about Baa Gujju Ben". The Momma Clan. May 18, 2023. Retrieved May 26, 2026.
  6. ↑ "How 78-year-old Baa stunned everyone". www.lifestyleasia.com. Retrieved May 26, 2026.
  7. ↑ Gujju Ben na Nasta (June 28, 2023). Gujju Ben's Epic Collaboration with McDonald's India (W&S):The inclusive Jain-Friendly Menu Unveiled. Retrieved May 26, 2026 – via YouTube.
  8. ↑ McDonald's (October 20, 2024). "On International Chefs Day, we celebrate our very own – Chef Swarup Solgaonkar!". McDonald's India | McDonald's Blog. Retrieved May 26, 2026.
  9. ↑ "Masterchef India: Mumbai's Urmila Jamnadas Asher aka 'Baa' gets eliminated from the show first". The Times of India. January 14, 2023. ISSN 0971-8257. Retrieved May 26, 2026.
  10. ↑ Primus (February 21, 2024). "Empowering Women in the Workplace". Primus. Retrieved May 26, 2026.
  11. ↑ Gujju Ben na Nasta (April 9, 2023). Gujju Ben meets President of India at National Commission for Women, Delhi I राष्ट्रपति से मुलाकात. Retrieved May 26, 2026 – via YouTube.
  12. ↑ McGrath, Maggie. "Forbes 50 Over 50 Global List 2025 - 50 Leaders Making Their Mark". Forbes. Retrieved May 26, 2026.
  13. ↑ Saeed, Umaima (January 29, 2025). "Three Indian women make it to Forbes 50 Over 50 global list. Here's all you need to know about them". GQ India. Retrieved August 23, 2026.
  14. ↑ Maitra, Jyotismita (April 8, 2025). "Veteran Chef Urmila Baa Dies At 79; India Bids Farewell To Its Favourite Baa". Curly Tales. Retrieved May 26, 2026.
  15. ↑ Ben Na Nasta, Gujju. "A Life That Inspired Millions". Instagram. Retrieved May 26, 2026.[self-published]
  16. ↑ "Urmila Jamnadas Asher, former MasterChef India contestant, dies at 79". Hindustan Times. April 8, 2025. Retrieved August 23, 2026.
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