Hyderabad, January 24, 2024: Earthful, a clean label startup co-founded by sisters Sudha Gogineni and Veda Gogineni, has exhibited an outstanding 5X growth over the past year. Demonstrating a monthly growth rate of 15%, the startup has successfully cultivated a community of health enthusiasts. Earthful’s products are predominantly available through its official website and various online marketplaces, with 70-80% of sales generated on its website, underscoring the brand’s strong customer loyalty.
The flagship product range of Earthful comprises 100% Plant Multivitamins tailored for Teens, Adults, and the Elderly, irrespective of gender. What sets them apart is their commitment to sourcing each Vitamin and Mineral from scientifically supported plant sources. For instance, Iron is derived from Curry leaves, and Vitamin C from Amla. The brand is also revolutionizing the Protein domain with a clean, six-ingredient Plant Protein powder range featuring natural Indian flavors like Kerala Vanilla, Alphonso Mango, and Dark Cocoa. Their formulations prioritize cleanliness by eschewing unnecessary additives, flavors, processed sugars, and opting for natural alternatives.
The genesis of Earthful was a personal quest for its founders, Sudha and Veda, to address their health needs. Despite hailing from a health-conscious background, their fast-paced lifestyles led to persistent health issues. Frustrated with synthetic or animal-derived choices in the market, they set out to establish Earthful, a Clean, Plant-based nutrition brand.
Earthful is on a mission to combat hidden hunger in India, where calorie consumption is sufficient but nutrient variety and quantity are lacking. Around 75% of Indians suffer from deficiencies in at least one Vitamin or Mineral, leading to health concerns. Earthful aims to confront this challenge head-on with its science-backed, plant-based nutrition.
Expressing enthusiasm about the investment, Veda Gogineni, Co-Founder of Earthful, stated, “We are delighted to have received the investment, which will help us invest in research and development, build omni-channel distribution, and expand our team.”
Abhishek Goyal, Co-Founder of Tracxn, commented, “Earthful is truly rebuilding trust in nutrition products by formulating clean products with transparency. Their choice of unique plant ingredients with scientific backing is very novel.”
Sudha, a Chemical engineer from IIT Kharagpur and alumnus of ISB Hyderabad, brings her experience from ITC Ltd and Uber. Veda, a Biotechnologist from IIT Kharagpur, has previous stints with Deutsche Bank and Meesho. Leveraging their strong scientific backgrounds and working with a team of qualified doctors and scientists, Earthful’s founders prioritize innovation and research. They actively create content to raise awareness about nutrition and wellness.
Emphasizing the paramount importance of quality, Sudha Gogineni, Co-Founder of Earthful, remarked, “We are the first consumers of every product we make and are obsessed with the quality and efficacy of our products.”
Dr. Sindhura, Director at Green Ivy Ventures, expressed excitement about the partnership, stating, “I’m thrilled to partner with Earthful, founded by the incredible sisters Sudha & Veda. Their mission to fight undernutrition through 100% plant-based health supplements resonates deeply with me as a Doctor & Mother.”
Earthful is making waves in the rapidly growing nutraceutical market in India, projected to reach approximately $18 billion by 2025. With the surge in lifestyle diseases, the adoption of nutritional supplements has been on the rise.
