Instagram Influencer and MasterChef India Contestant Gujju Ben’ Urmila Asher Passes Away at 79

Urmila Jamnadas Asher, fondly known as ‘Gujju Ben‘ or ‘Baa’, passed away on April 7, 2025, at the age of 79. A beloved Instagram influencer, MasterChef India contestant and founder of the Mumbai-based food venture Gujju Ben Na Nasta, her passing marks the end of an inspiring chapter that touched hearts across India. The news was announced on the official Instagram handle of her snack brand, prompting an outpouring of grief from followers, fans, and the food community.

Urmila Asher rose to digital fame during the pandemic when she launched her food business at 77 alongside her grandson, Harsh Asher. What started as a humble kitchen-based venture quickly gained popularity for its authentic Gujarati snacks—homemade theplas, dhoklas, pickles, and more. Her cheerful persona, grandmotherly warmth, and cooking expertise turned her into a viral Instagram sensation, making her one of India’s most loved senior citizen influencers. She proved that social media stardom knows no age limits.

Her journey was rooted in resilience. Urmila Asher faced unimaginable personal loss—losing her daughter early, then both sons to illness, and later witnessing her grandson’s life-changing accident in 2019. Instead of giving in to despair, she chose to begin anew. In 2020, Gujju Ben Na Nasta was born out of a simple idea: bringing comfort food to homes made with love and tradition. The brand went on to earn lakhs in monthly revenue and became a trusted name among Gujarati food lovers in Mumbai.

In 2023, she participated in MasterChef India Season 7, becoming the year’s oldest contestant. Although she was the first to be eliminated, her grace, humour, and old-school charm made her an instant favourite. Audiences across generations connected with her deeply, and her presence on the show sparked conversations about ageism, late-life ambition, and the evolving role of older women in India. Her MasterChef journey was short but powerful, and it cemented her as a cultural icon for many.

Beyond cooking, she became a motivational figure, sharing her story on platforms like TEDx and inspiring others to dream again, regardless of age or circumstance. Urmila Asher wasn’t just a cook or influencer; she was a movement. Her legacy lives on through the countless lives she touched, the business she built with love, and the powerful message she carried.