Shark Tank India-featured nutrition brand Earthful raises Rs 5 crore in funding

Earthful, a Shark Tank India-featured plant-based nutrition brand, has raised Rs 5 crore in a funding round led by a seasoned entrepreneur Srinivasan Namala, who has built Porus Labs and exited to Bain Capital for over Rs 2,400 crore.

Ritesh Agarwal (Founder, OYO Rooms) will also be participating following his investment commitment on Shark Tank India Season 4, as per the company's statement. 

The startup has raised over $1 million to date in funding, including the current investment.

What does Earthful do?

Founded in 2020 by IIT Kharagpur alumnae and sisters Veda Gogineni and Sai Sudha G., Earthful is a clean, plant-based nutrition brand dedicated to offering 100% natural supplements, free from chemicals and additives.

The startup said it focuses on science-backed formulations and provides multivitamins designed to fill daily nutrition gaps across different age groups, along with targeted solutions for Skin, Hair, Sleep, and PCOS.

Notably, It is also among the first in India to create a clean, 100% natural multivitamin specifically for menopausal women. The product range includes plant-based proteins and a junk free, natural Kids’ chocolaty milk mix powder.

Purpose of fundraising

Earthful will use the raised capital for research and development of new products and strengthening brand presence. The startup is also focused on building a strong leadership team across marketing and operations to accelerate its next growth phase.

"This funding will help us bring Earthful’s clean, effective nutrition to more households across India. We believe wellness should be simple and transparent and never compromise on purity or taste. The loyalty of our repeat customers speaks volumes about their trust in our brand and products," said Veda Gogineni, Co-founder of Earthful.

Market presence

Earthful claims to have witnessed 3x growth in the last 12 months, reaching over 1 lakh customers with a strong 40-50% repeat purchase rate.

The startup is currently at a Rs 15 crore annual revenue run rate, with 70-75% of sales coming directly from its website, demonstrating deep consumer trust and loyalty.

"I believe that over the next 5-7 years, the nutraceutical market in India will experience significant growth, driven by a rising number of health-conscious Indians. Earthful, with its strong brand values and commitment to clean, plant-based nutrition, is well positioned to capitalize on this opportunity," said Srinivasan Namala, Founder of Porus Labs.

Currently, it sells products on leading e-commerce and quick commerce platforms like Amazon, Flipkart, Instamart, and its own website.

The brand is gearing up for 5x growth over the next 12 – 18 months, driven by new category expansion and upcoming strategic branding collaborations.

Aiming to build a Rs 500 crore brand

Earthful is also focused on expanding into offline retail, making its products more accessible to consumers across India. Over the next three years, the startup aims to build a Rs 500 crore brand.

Notably, it will launch 3-4 new products every quarter, the release notes.