Repeat Gud on Shark Tank India: A 23-Year-Old’s Mission to Redefine Healthy Eating

Repeat Gud isn’t just another food brand—it’s a personal health experiment turned business. At just 23 years old, Isha Jhawar launched this startup with a mission to create sugar-free, preservative-free condiments that taste good and support a healthier lifestyle.

Her product line includes:

• Jaggery-Based Sauce – A naturally sweetened alternative to traditional ketchup.
• Cashew Mayonnaise – A creamy, plant-based spread free from artificial additives.

Isha’s journey from a personal health struggle to a full-fledged brand is what makes Repeat Gud stand out.

Click here to visit their official website: Repeat Gud 

Related: Shark Tank India founders that count Tata and Reliance as partners get more than three times their ask from Peyush Bansal, Vineeta Singh, Kunal Bahl

Born and raised in Dhamtari, Chhattisgarh, Isha excelled in academics, prompting her father to relocate to Raipur for better educational opportunities. After finishing 10th grade, she moved to Kota for further studies.

Like many students away from home, she relied on processed foods, particularly ketchup, to make hostel meals more bearable. Over time, she gained significant weight and developed kidney stones—a wake-up call that her diet had caused serious damage.

Determined to fix her health, she started experimenting with homemade condiments, removing refined sugar and artificial preservatives.

When the COVID-19 pandemic hit, she had time to reflect and saw a business opportunity in her creations. By 2022, Repeat Gud was officially born, and in August 2024, she launched her first product.

Isha runs the factory in Dhamtari while managing operations from Raipur. Despite being a new brand, Repeat Gud’s numbers show steady growth.

Sales Performance

• August 2024: ₹22,000
• September 2024: ₹53,000
• October 2024: ₹47,000
• November 2024: ₹1,40,000

• Personal Investment: ₹28 lakh (₹20 lakh from her father, rest via loan).
• Government Grant: ₹33 lakh.

Her goal is to scale monthly revenue to ₹8 lakh by March 2025, pushing Repeat Gud to a ₹1 crore annual run rate. Running a food startup isn’t cheap, and Repeat Gud’s financials highlight early-stage struggles.

• EBITDA: -75%
• COGS: 25%
• Channel Margin & Shipping: 40%
• Advertising: 42%
• Remote Team Salaries: 56%
• Misc.: 12%

The business operates at a loss due to high advertising and operational costs, but Isha remains determined to improve margins.

Isha entered Shark Tank India seeking ₹50 lakh for 5% equity, valuing her startup at ₹10 crore.

The sharks were intrigued by:

• The 172 trials she conducted to perfect her recipes.
• The use of natural ingredients like Himalayan salt, jaggery vinegar, and garlic.
• The growing demand for clean-label, preservative-free condiments.

However, some sharks noticed flaws in her packaging, specifically missing FSSAI labels. Shark Viraj Bahl pointed this out, advising her to send him future labels for corrections. He also clarified that jaggery-based products cannot be marketed as “sugar-free”.

Not all sharks were convinced to invest.

• Sharks Aman Gupta, Namita Thapar, and Kunal Bahl stepped back, citing early-stage risks.
• Viraj Bahl declined but gave Isha his number, offering guidance on improving packaging and branding.

One shark, however, saw potential in Repeat Gud.

Shark Anupam Mittal related to Isha’s pitch on a personal level. He mentioned that his own daughter eats ketchup, and he had been looking for a healthier alternative.

He made an offer:

• ₹50 lakh for 10% equity, with a condition.
• If Isha achieves ₹8 lakh monthly revenue by March-April 2025, he would invest an additional ₹50 lakh for 5-10% more equity.

Seeing the value of shark Anupam’s network and business experience, Isha accepted the deal.

Even though most sharks didn’t invest, they recognized key strengths in the business:

1. Health-Conscious Consumer Shift: More people are looking for natural, chemical-free alternatives in food.
2. Founder’s Dedication: 172 trials showed Isha’s commitment to product quality and innovation.
3. Potential for Scale: If Repeat Gud improves margins and distribution, it could become a major player in the clean-label condiments space.

With a shark-backed investment and clear goals, Isha is set to:

1. Improve Product Packaging & Certification: Fixing FSSAI labeling issues and refining branding for better shelf appeal.
2. Expand Online & Offline Distribution: Currently selling on Amazon and its own website, but plans to enter retail stores soon.
3. Optimize Costs & Increase Profitability: Reducing advertising costs and improving supply chain to lower expenses.

At just 23 years old, Isha Jhawar walked into Shark Tank India with a personal story, a unique product, and big dreams. While she faced tough questions and some rejections, she secured a deal that could help transform Repeat Gud into a household name.

Her journey is a reminder that entrepreneurship isn’t just about funding—it’s about resilience, learning, and constantly improving. With the right strategy, Repeat Gud has the potential to become India’s go-to brand for clean, healthy condiments.