They previously pitched their company to Kunal Bahl, who recognized them when they appeared on Shark Tank India.
The sisters have demonstrated a strong entrepreneurial spirit by developing and promoting their natural supplement brand.
Brand Overview
Earthful is a brand that specializes in providing 100% plant-based nutrition supplements.
These supplements are formulated with unique ingredients sourced solely from plants, offering a distinct alternative to traditional supplements that often include artificial ingredients.
Earthful aims to differentiate itself in the Indian market by emphasizing the natural composition of its products.
Shark Tank India Appearance
The sisters appeared on Shark Tank India Season 4, seeking an investment of ₹75 lakhs in exchange for 1% equity, valuing their company at ₹75 crore.
They highlighted their impressive growth, moving from ₹2.5 lakh in revenue in the first year to a projected ₹13 crore in the current year.
However, the Sharks expressed concerns about product-market fit and customer retention rates.
Season and Episode Air Date
Season: 04
Episode: 38
Episode Air Date: Wednesday, 26 February 2025
Product Overview
Earthful’s products are 100% plant-based supplements available in pill form, designed to provide natural nutrition without artificial ingredients.
The brand emphasizes the unique formulations of its supplements, which are sourced solely from plants.
However, the founders faced criticism for claims on product packaging, particularly regarding the recommended consumption period for optimal efficacy.
Investor Reactions
The Sharks were impressed by Earthful’s growth but raised several concerns:
Kunal Bahl questioned the product-market fit due to low repeat purchase rates.
Vineeta Singh highlighted issues with product packaging claims and inventory management.
Namita Thapar and Anupam Mittal expressed concerns about the lack of trials and unclear marketing taglines. Only Ritesh Agarwal offered an investment, emphasizing the need for a senior industry leader to address these challenges.
Customer Engagement Philosophy
Earthful focuses on providing natural supplements that appeal to customers seeking plant-based nutrition.
However, the brand faces challenges in retaining customers, with only about 35% of customers returning within a year.
This low retention rate was a significant concern for the Sharks.
Product Highlights
Natural Ingredients: Earthful’s supplements are made from 100% plant-based ingredients, setting them apart in the market.
Unique Formulations: The brand offers formulations not commonly available in India.
Growth Potential: Despite challenges, Earthful has shown significant revenue growth.
Future Vision
Earthful aims to continue expanding its market presence by addressing customer retention issues and improving product-market fit.
With Ritesh Agarwal’s investment, the company plans to hire experienced leadership to guide these efforts.
The founders are focused on maintaining their brand’s unique selling proposition while navigating the competitive supplements market.
Deal Finalized or Not
The sisters initially asked for ₹75 lakhs for 1% equity but ultimately secured an investment from Ritesh Agarwal for ₹75 lakhs at 2.5% equity.
The deal was finalized after negotiations, with conditions that included hiring a senior industry leader and meeting their projected revenue targets.
The equity stake was later negotiated down to 2% under certain conditions.
Earthful Shark Tank India Review Website Data
Website Information
Website
Earthful
Platform
Shopify (E-commerce)
Advertising
Google Ads
SEO Performance
Poor, needs improvement
Organic Traffic
988 visitors per month
Founders
Names
Veda Gogineni & Sai Sudha Gogineni
Origin
Hyderabad
Shark Tank Recognition
Previously pitched to Kunal Bahl
Brand Overview
Specialization
100% Plant-based Nutrition Supplements
Ingredients
Solely from plants, no artificial additives
Unique Selling Point
Natural composition compared to traditional supplements
Shark Tank India Appearance
Season & Episode
Season 04, Episode 38
Air Date
Wednesday, 26 February 2025
Investment Asked
₹75 lakhs for 1% equity (Valuation: ₹75 crore)
Revenue Growth
₹2.5 lakh (Year 1) → ₹13 crore (Projected for current year)
Concerns Raised
Product-market fit & customer retention rates
Product Overview
Type
Plant-based Supplements (Pill Form)
Key Features
100% Natural, Unique Formulations
Criticism
Product packaging claims & recommended consumption period
Market Size: The Indian nutritional supplements market is projected to reach USD 68.43 billion by 2030, growing at a CAGR of 8.1% from 2025 to 2030.
Growth Drivers: Increasing health awareness, rising disposable incomes, and the popularity of Ayurveda and herbal-based supplements are driving market growth.
Competitive Advantage: Earthful’s focus on 100% plant-based supplements offers a unique selling proposition in a market dominated by synthetic ingredients.
Total Addressable Market (TAM)
TAM Size: The Indian dietary supplements market was valued at INR 178.6 billion in 2024 and is expected to reach INR 557.7 billion by 2033.
Market Segments: The market can be segmented into vitamins, minerals, herbal, and protein supplements, with vitamins and minerals holding the majority share.
Ideal Target Audience and Demographics
Target Audience: Health-conscious individuals, particularly those interested in natural and plant-based products, across urban and Tier-2 cities.
Demographics: Millennials and Gen Z, with a focus on women seeking natural health solutions, such as menopausal support.
Marketing Strategy
Brand Positioning: Emphasize Earthful’s unique plant-based formulations and natural ingredients.
Campaigns: Utilize social media and influencer marketing to reach the target audience, focusing on wellness and natural health benefits.
Content and Digital Marketing Strategy
Content Creation: Develop engaging content highlighting the benefits of plant-based supplements, customer testimonials, and educational blogs on nutrition.
Digital Platforms: Leverage Instagram, Facebook, and YouTube for brand awareness and customer engagement.
SEO Optimization: Improve website SEO to enhance organic traffic and visibility.
Distribution Strategy
E-commerce Platform: Continue using Shopify for online sales.
Offline Channels: Partner with health and wellness stores, pharmacies, and yoga centers to expand reach.
Logistics: Ensure efficient delivery systems to maintain customer satisfaction.
Earthful Shark Tank India Episode Review