Earthful

Formulations built from natural sources instead of synthetic additives — e.g. iron from curry leaves and vitamin C from amla — using plant-based capsule shells.

The company states: "ALL PRODUCTS ARE THIRD PARTY TESTED" with test reports made publicly available, and every batch validated for purity and safety.

Dedicated multivitamin and supplement lines for women's health, including menopause and PCOS-focused products, alongside general multivitamins for men and teens.

Products for women 18+, women 40+, and menopause/PCOS-focused nutrition are core segments.

Multivitamins formulated for men 18+ and teens alongside the women's health lines.

Customer base includes buyers from metros and Tier-II cities such as Bengaluru, Ahmedabad, Lucknow and Vijayawada.

Reported 40-50% repeat purchase rate among its customer base of over 1 lakh customers.

70-75% of sales come directly from the company's own website.

Also sells via Amazon, Flipkart, Blinkit and Instamart.

Founders develop the company's multivitamins and herbal blends themselves using plant-based ingredients such as curry leaves, marine algae and guava leaves.

Every product batch is sent for third-party testing under FSSAI standards, with test reports published openly to customers.

Fresh capital is being deployed to expand the women's-health product portfolio, grow the team, and scale omnichannel distribution across India.

Both founders are IIT Kharagpur engineering alumnae — Veda in biotechnology, Sudha in chemical engineering — who personally develop the company's nutrition formulations.

Nutrient sourcing built around natural, kitchen/garden-derived ingredients — e.g. iron from curry leaves, vitamin C from amla — with capsule shells made from pine bark instead of synthetic materials.

Distribution partnerships with Flipkart and Amazon (marketplaces) and Blinkit (quick commerce), alongside its own D2C website.

Appearance on the show secured a Rs 75 lakh investment commitment from judge Ritesh Agarwal (OYO Rooms founder), which later converted into participation in the seed round.

Revenue from sale of multivitamins, plant proteins and functional supplements sold via its own website, Amazon, Flipkart and Blinkit/Instamart; annual revenue run rate of ₹15 crore reported.