Meet the Sisters Who Turned Chronic Health Struggles into a Rs 75 Lakh Shark Tank-Winning Startup

In the bustling corridors of Hyderabad’s corporate world, Veda Gogineni was steadily climbing the career ladder, armed with the sharp intellect of an IIT Kharagpur biotechnology graduate.

But as the spreadsheets multiplied and her desk hours stretched longer, the sheen of her professional achievements began to dull — not because of external pressures, but due to an unexpected adversary: a sedentary lifestyle.

Like many driven young professionals, Veda initially overlooked the creeping effects of unhealthy habits, until they began to manifest as undeniable signs: energy crashes in the evenings, unexplained knee pain, and growing discomfort with each cup of coffee due to unpredictable acidity.

“Entering my thirties, I began to notice that my body wasn’t as resilient as it used to be. College habits like surviving on quick meals seemed harmless back then, but the effects became evident as aches and energy dips crept in,” says the 35-year-old.

“Despite being able to perform complex yoga poses, I found myself battling severe knee pain. I saw noticeable changes — hair loss, skin issues, persistent backaches, low energy levels, and poor sleep. A routine checkup revealed a surprising calcium deficiency. That’s when I realised how much damage a sedentary lifestyle had caused,” she shares.

Her elder sister Sudha was facing similar health struggles. “These were not just isolated issues — many women our age were experiencing the same struggles. This prompted us to rethink wellness and nutrition,” says Veda.

With backgrounds in biotechnology and chemical engineering, the sisters combined their scientific expertise to explore natural solutions to modern health issues. In 2020, they founded their startup ‘Earthful’, aimed at creating clean, plant-based nutritional products.

Behind the scenes of building a brand

Harnessing the power of plant-based ingredients like curry leaves, marine algae, guava leaves, and more, Sudha and Veda developed multivitamins and herbal blends. Their products soon gained traction, amassing over one lakh loyal customers from metros and Tier-II cities, including Bengaluru, Ahmedabad, Lucknow, and Vijayawada.

Their educational backgrounds, deeply rooted in science, have provided them with the confidence and competence to challenge industry norms. 

But what truly propelled Earthful into the spotlight was their appearance on Shark Tank India Season 4, where they secured a Rs 75 lakh investment from Ritesh Agarwal, the founder of OYO Rooms, at a valuation of ₹30 crore.

Reflecting on their Shark Tank experience and the deal, Sudha shares, “One of the biggest wins from our Shark Tank journey has been our association with Ritesh Agarwal. Having built OYO Rooms from the ground up, he understands the highs and challenges of creating a world-class brand. Having him as a mentor has been a game-changer for Earthful. His insights will help us take Earthful to many more homes.”

She adds, “By aligning with a seasoned entrepreneur like Ritesh, we gained not just a mentor but strategic insight into scaling our business and navigating the complexities of growth,” she adds.

Despite being in entirely different sectors, Veda notes that they share universal business principles — like cost management and strategic product development — that are crucial for building a robust business. “His expert advice allows us to reassess our strategies and ensure our operations remain on track,” she adds.

Veda notes that Ritesh’s wide-reaching networks are incredibly valuable to them. “Whenever we require insights or connections in fields where our expertise is limited, his team links us with the appropriate individuals, aiding our growth. We stay in regular contact with them via WhatsApp, which ensures we have continuous support and access to Ritesh when necessary. He even promoted our brand on his social media after the episode aired — a gesture that greatly enhanced our visibility,” she explains.

Making it to the Shark Tank stage

Interestingly, the sisters had applied to Shark Tank the previous year too, but their journey only got as far as the in-person interview round. “This time around, we approached the process differently,” says Veda.

The application process involves several stages: it begins with an online application, followed by a recorded video pitch, then an in-person interview in a major city, and finally, the actual filming of the show.

“This year, unlike the last, we devoted significant thought and effort to every stage of our application. We meticulously crafted our video pitch with a well-prepared script, ensuring it was detailed and engaging — even though we filmed it on an iPhone. We also created Earthful-branded t-shirts and focused on presenting our brand clearly and compellingly from the outset,” she shares.

To enhance their presentation, the sisters incorporated various props and branding materials to effectively demonstrate their product — an approach they hadn’t tried before.

“There doesn’t seem to be a set formula or specific financial benchmarks to be featured on Shark Tank. They appreciate compelling stories alongside promising business metrics,” she adds.

‘Doing it with my sister made it easier’

Reflecting on their journey, the sisters share about the rewards of being women entrepreneurs and building a brand from scratch. 

“Despite opportunities for high-paying international careers, we strived to create a company in our hometown of Hyderabad. Additionally, sharing this journey with my sister has been both rewarding and easier because the inherent trust and camaraderie between siblings smoothens many challenges,” says Veda.

Conflicts, she admits, are inevitable. But they also offer growth opportunities. “We’ve learnt a lot from each other, drawing on our different experiences to strengthen our partnership. Our parents are proud that we’re creating something meaningful and doing it close to home — which makes this journey even more special,” she adds.

For Veda and Sudha, building Earthful has been less about chasing trends and more about staying rooted — in science, in family, and in purpose.

Edited by Vidya Gowri; All images courtesy Earthful team