In a market dominated by synthetic supplements and wellness fads, two sisters from Hyderabad Veda Gogineni and Sai Sudha G. are making a unique space with Earthful, a direct-to-consumer (D2C) brand focused on clean, plant-based nutrition. Founded in 2020, Earthful is rapidly taking over India’s health and wellness segment, driven by a mission to make natural, science-backed supplements accessible to all.
A Personal Journey Sparks a Movement
The story of Earthful starts with the sisters’ own experiences. Both Veda and Sudha, engineers and IIT Kharagpur alumnae, spent years in demanding corporate roles before chronic health issues ranging from low energy and back pain to skin problems forced them to rethink their lifestyles. Frustrated by the lack of trustworthy, natural solutions, they decided to create their own: a range of supplements that are 100% plant-based, free from chemicals and additives, and designed specifically for Indian nutritional needs.
Science-Backed, Plant-First Formulations
Earthful’s product portfolio includes multivitamins, plant proteins, and targeted supplements for skin, hair, sleep, PCOS, and even menopause making it one of the first Indian brands to address menopausal health with a clean, natural multivitamin. Their formulations use ingredients like curry leaves, marine algae, and guava leaves, combining traditional wisdom with modern nutritional science.
Transparency is the driving force of Earthful’s philosophy. All ingredients are listed clearly on the packaging, and the brand works closely with scientific advisors to ensure efficacy and safety.
“We believe wellness should be simple, transparent, and never compromise on purity or taste,” says Veda Gogineni, co-founder of Earthful.
From Shark Tank to National Recognition
Earthful’s credibility soared after a successful appearance on Shark Tank India Season 4, where the sisters locked in Rs 75 lakh investment from Ritesh Agarwal, founder of OYO Rooms, at a valuation of ₹30 crore. This partnership brought not only capital but also mentorship and strategic guidance, helping Earthful scale operations and expand across India.
The brand has since raised over Rs 5 crore in funding, including investments from industry veterans like Srinivasan Namala, founder of Porus Labs. Earthful is currently on a ₹15 crore annual revenue run rate, boasting over 100,000 customers and a repeat purchase rate of 40-50%, testament to the loyalty and trust it has built in a short span.
Scaling Up and Looking Ahead
Earthful’s growth trajectory is impressive. The company is launching 3-4 new products every quarter, including innovative flavors like Japanese Matcha and Coffee Mocha protein powders, and a kids’ milk mix made from millets and real cocoa. With most sales coming directly from its website and major e-commerce platforms, Earthful is now preparing to enter offline retail and expand its distribution footprint nationwide.
The sisters’ vision is ambitious: to build a ₹500 crore brand within three years, establishing Earthful as the go-to name for clean, plant-based nutrition in India.
Sisterhood at the Core
Beyond business metrics, Veda and Sudha credit their partnership as sisters for their success. “Sharing this journey with my sister has been both rewarding and easier because the inherent trust and camaraderie between siblings smoothens many challenges,” says Veda.
Earthful’s rise is proof of the power of purpose-driven entrepreneurship. The Gogineni sisters are not only building a successful business but also inspiring a new generation of health-conscious Indians to embrace wellness, naturally.
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