D2C Nutrition Brand Earthful Raises INR 26 Cr To Expand Product Portfolio

D2C plant-based nutrition brand Earthful has raised INR 26 Cr (about $3.1 Mn) in its pre-Series A funding round led by Fireside Ventures and V3 Ventures, with participation from Atrium Angels. 

The startup plans to use the fresh capital to expand its women-health focused product portfolio, strengthen its team, and scale its omnichannel distribution across India. 

Founded by sisters and IIT alumni Veda and Sudha Gogineni in 2020, Earthful sells daily multivitamins, plant proteins, and functional supplements. It is focused on menopausal women’s health needs. Its product suite also includes multivitamins for targeted solutions for skin, hair, and sleep.

The startup sells its products via its own website, ecommerce marketplaces like Flipkart and Amazon, and quick commerce marketplaces like Blinkit. 

It claims to have a customer base of over 2 Lakh consumers and grown over 3X in the last financial year.The cofounders attributed the growth to high retention rate and repeat purchases. 

Prior to this, the startup raised $1 Mn from angels and family offices, following its appearance on Shark Tank India.

Earthful operates in the rapidly growing D2C segment, which is expected to become a $300 Bn market by 2030 on the back of continued innovation and the emergence of new players across diverse categories. 

Within this segment, the nutrition category is seeing strong growth, driven by rising health awareness. The D2C nutrition brands are also seeing a lot of interest from investors looking to capitalise on the trend. 

Earlier this year, The Good Bug, which offers a range of gut health and wellness products, raised INR 100 Cr in its Series B funding round led by Susquehanna Asia VC. 

In April, Good Monk raised $2 Mn (about INR 17 Cr) in its pre-Series A funding round led by RPSG Capital Ventures, along with participation from existing investors such as Multiply Ventures, Sharrp Ventures and ThinKuvate.