Gut health-focused consumer nutraceutical brand The Good Bug raises Rs 100 crore

The Good Bug, a gut health-focused consumer nutraceutical brand, has raised Rs 100 crore (approximately $12 million) in a fresh round of funding led by Susquehanna Asia Venture Capital, with continued backing from existing investor Fireside Ventures.

The Mumbai-based startup said the capital will be used to expand research in microbiome science, scale clinical trials, and deepen distribution and brand visibility across India.

It last raised $4 million in a Series A extension in early 2024, led by Sharrp Ventures, the family office of Marico chairman Harsh Mariwala. Fireside Ventures, known for backing early-stage consumer brands, had joined the company's cap table during its earlier Series A round in 2023.

The Good Bug's offerings

Founded in 2022 by Keshav Biyani and Prabhu Karthikeyan, The Good Bug offers an extensive range of gut wellness products, including clinically tested synbiotic formulas, probiotics, prebiotic fibres, and its flagship 14-day Detox formula. The startup has also introduced the "Ferments" collection, which includes kombuchas, water kefirs, and fermented pickles.

The startup positions itself at the intersection of modern science and India's growing appetite for wellness-centric, preventive health solutions.

“This new capital infusion will be pivotal in accelerating our research and development efforts, driving groundbreaking innovations in gut health through rigorous R&D,” said Biyani. “We’ll also scale our marketing and distribution strategies to enhance consumer awareness and bring our products to more households across India.”

A science-led approach to digestive wellness

The startup is currently focusing on advancing formulations backed by clinical research. In April, it introduced Metabolically Lean, a gut-based product that leverages natural mechanisms to boost GLP-1, a hormone central to appetite regulation and metabolic function. 

India's nutraceuticals industry, projected to grow to $18 billion by 2025, is witnessing heightened investor interest amid rising consumer focus on preventive healthcare, especially post-pandemic. Within this, gut health remains a key frontier, with links to immunity, mental health, and chronic disease prevention.

“With strong momentum and a clear strategy, The Good Bug is well-positioned to lead in key wellness categories as India’s nutraceuticals market continues to grow,” said Bhavani Rana, investment advisor to Susquehanna Asia VC.