Shark Tank India-backed Earthful raises ₹5 crore funding

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Earthful, a leading plant-based nutrition brand, has successfully raised ₹5 crore in its latest funding round. This round was led by seasoned entrepreneur Srinivasan Namala, known for building Porus Labs and exiting to Bain Capital for over ₹2,400 crore. Ritesh Agarwal, founder of OYO Rooms, will also invest, following his commitment made on Shark Tank India Season 4. With this latest infusion, Earthful has raised a total of over $1 million in funding.

Founded in 2020 by IIT Kharagpur alumnae and sisters Veda Gogineni and Sai Sudha G., Earthful is committed to providing 100% natural, plant-based nutrition supplements. The brand offers science-backed formulations designed to fill daily nutrition gaps across different age groups. Notably, it was one of the first in India to introduce a 100% natural multivitamin specifically for menopausal women.

The newly acquired funds will be utilized for research and development of new products, strengthening brand presence, and building a strong leadership team in marketing and operations. Over the past 12 months, Earthful has recorded a 3x growth, reaching over 1 lakh customers with a repeat purchase rate of 40-50%. The company currently operates at an annual revenue run rate (ARR) of ₹15 crore, with 70-75% of sales coming directly from its website.

With a vision of achieving 5x growth over the next 12-18 months, Earthful is focusing on expanding into offline retail and launching 3-4 new products every quarter. The company aims to build a ₹500 crore brand in the next three years, leveraging momentum from Shark Tank India and strategic branding collaborations.

1. Earthful’s Business Model and Offerings

1.1. Working Model

Earthful operates in the Direct-to-Consumer (D2C) space, leveraging e-commerce and quick commerce platforms to deliver its plant-based nutrition products directly to customers. The company focuses on:

• Online sales through its website and marketplaces like Amazon and Flipkart.
• Strategic branding collaborations for increased market penetration.
• Retail expansion to make its products accessible across India.

1.2. Revenue Model

The company generates revenue through:

• Direct-to-Consumer (D2C) sales, accounting for 70-75% of revenue.
• E-commerce platforms such as Amazon, Flipkart, and Instamart.
• Upcoming offline retail expansion.

With an ARR of ₹15 crore, Earthful is poised for significant growth in the coming years.

1.3. Funding Background

Earthful has raised a total of over $1 million, including the latest ₹5 crore funding round. The investment is expected to fuel product innovation, brand growth, and leadership expansion.

1.4. Founders and Their Background

Earthful was founded by IIT Kharagpur alumnae and sisters Veda Gogineni and Sai Sudha G. Their mission is to make clean, science-backed nutrition accessible and effective for all.

1.5. Services and Products

Earthful offers a range of 100% natural, plant-based nutrition products, including:

• Multivitamins tailored for different age groups.
• Targeted supplements for skin, hair, sleep, and PCOS.
• India’s first clean, natural multivitamin for menopausal women.
• Plant-based proteins in flavors like Japanese Matcha and Coffee Mocha.
• A junk-free Kids’ chocolaty milk mix powder with essential nutrients.

2. Market Presence and Growth

2.1. Growth and Expansion Plans

• Recorded 3x growth in the last 12 months.
• Reached over 1 lakh customers with a high 40-50% repeat purchase rate.
• Plans to launch 3-4 new products every quarter.
• Aims for 5x growth in the next 12-18 months.
• Targets a ₹500 crore revenue milestone within three years.

2.2. Industry Insights and Trends

• The Indian nutraceutical market is expected to grow significantly in the next 5-7 years.
• Increasing health-conscious consumers are driving demand for clean, plant-based nutrition.
• D2C brands in the health segment are gaining momentum due to personalized offerings and online accessibility.

2.3. Investor Perspectives

Srinivasan Namala, Founder of Porus Labs, stated, “Over the next 5-7 years, the nutraceutical market in India will experience significant growth. Earthful, with its commitment to clean nutrition, is well positioned to capitalize on this opportunity.”

3.Learning for Startups and Entrepreneurs

3.1. Key Takeaways from Earthful’s Success

1. Strong Brand Positioning: Earthful capitalized on the demand for plant-based nutrition with a clear mission.
2. D2C Strategy: Direct engagement with customers through its website enabled deep consumer trust and loyalty.
3. Innovation in Product Offerings: Unique formulations like the natural multivitamin for menopausal women created market differentiation.
4. Shark Tank Impact: Exposure from Shark Tank India helped boost credibility and investor confidence.
5. Growth-Focused Investment: The startup is strategically reinvesting in R&D, branding, and leadership to scale operations.

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