Our Story · 6 August 2026
Keto Coach Malaysia: The Founder Behind Pure Eats
Every food company has an origin story. Ours starts somewhere unusual: on the other side of the kitchen inspection.
Before founding Pure Eats, Jai Shalini worked as a Food & Safety professional at Malaysia's Ministry of Health. It's a vantage point few consumers ever get — seeing, up close and professionally, how food is actually produced, handled and served. That experience left her with a conviction that never faded: what goes into food matters just as much as how it tastes, and most eaters never find out what that is.
From inspecting food to rethinking it
The second turning point came in 2020, when Jai became a Certified Keto Nutrition Health Coach. The deeper she went into low-carb nutrition — the role of refined carbohydrates in blood sugar spikes, the case for cooking fats like coconut and olive oil over industrial seed oils — the more clearly she saw a gap in Malaysia.
The low-carb food that existed here largely borrowed Western templates: grilled meats, salads, cauliflower everything. Nourishing, perhaps. But nobody's grandmother cooked like that. For low-carb eating to actually last in Malaysia, Jai believed, it had to taste like Malaysia.
250 recipes and counting
So she started developing recipes — keto and low-carb versions of the food Malaysians actually crave, alongside Western comfort dishes, each one rebuilt from the foundation up. Today that library stands at more than 250 proprietary recipes, and it defines everything Pure Eats serves.
Her Ministry of Health background shows in the kitchen rules, which read like an inspector's wish list: every meal capped under 10% net carbs per serving; only MCT oil, extra virgin olive oil and coconut oil — zero industrial seed oils; no chemical sugar replacements; organic or compost-fed vegetables; meals cooked fresh in Semenyih and never frozen.
The next chapter opens in October
Until now, Jai's food has reached people one delivery at a time — through our twice-weekly subscription service and our low-carb corporate catering. This October, that changes: the Pure Eats cafe opens its doors in Semenyih, Selangor.
For Jai, the cafe is the story coming full circle — from inspecting other people's kitchens to opening her own, one where every ingredient decision is made the way she always wished the industry would make them.
Follow Pure Eats on Facebook and LinkedIn for the cafe countdown, or message us to taste Jai's recipes now through the meal subscription — two fresh meals daily at RM29.80 per meal. Eat Pure. Live Pure.