Biography of Rebekah Sood: Founder & CEO of Atmosphere Kombucha- Entrepreneur
Biography of Rebekah Sood:
Birth of Atmosphere Kombucha
Rebekah Sood and her sister Ariella Blank, both passionate
about clean eating, founded Atmosphere Kombucha in 2018. Based in Delhi, India,
they wanted to create a brand that promoted gut health through delicious and
health-boosting drinks. They chose kombucha, a fermented tea known for its
probiotic benefits, as their flagship product. With limited funds and no prior
experience in beverage production, the two sisters set out to bring their dream
to life, learning as they went along.
A Family Venture with Limited Resources
The sisters didn’t have much capital to start with. They
used their own savings and got some help from their parents to kick off the
venture. Despite the challenges, they were determined to make it work. They
started small, making kombucha in their own kitchen and experimenting with
various recipes. The sisters spent long hours perfecting the taste and ensuring
the quality of their kombucha. They also focused on creating a positive and
inclusive working environment, especially for women.
Struggling to Find Suppliers
In the beginning, finding suppliers who would work with
small orders was a major hurdle. For example, when they went to a bottle
supplier, they were told that the minimum order was 10,000 bottles—far beyond
what they could afford. But they didn’t give up. They negotiated hard and
managed to get the supplier to agree to a smaller order of 1,000 bottles. This
was just one of the many challenges they faced while starting their business.
The Importance of Jugaad
Living in Delhi with limited resources, the sisters had to
get creative to make their business work. In true Indian fashion, they employed
“jugaad”—a resourceful, make-do attitude—to solve problems. They would often
visit small retail stores, offering free samples of their kombucha to get
people interested in their product. They also reached out to friends, asking
them to try the drinks and provide feedback. Their approach of trial and error
helped them understand what worked best for their audience.
Building Brand Awareness
As they continued experimenting with different formulations,
the sisters focused on building brand awareness. Their efforts paid off when
they received their first positive reviews from customers who appreciated the
taste and quality of their kombucha. They leveraged social media and word of
mouth to spread the word about Atmosphere. Their focus on gut health and
wellness resonated with many consumers, and soon, the brand started gaining
traction.
Entering the Market with Confidence
Despite being in their 20s and relatively new to the world
of entrepreneurship, Rebekah and Ariella were determined to make a mark. When
they appeared on Shark Tank India in Season 2, they surprised everyone with
their pitch. Not only were they two American sisters in India, but they also
spoke fluent Hindi, which impressed the judges. Their passion for gut health
and their innovative approach to building a business caught the attention of
the sharks, even though they didn’t receive any investment offers.
Overcoming the Pricing Challenge
One of the major concerns raised by the sharks during their
Shark Tank pitch was the price point of their kombucha. A bottle of Atmosphere
Kombucha was priced at Rs. 220, which the sharks felt was too high for the
Indian market. Rebekah agreed that it was a valid concern but explained that
the quality of their product justified the cost. She pointed out that premium
cafes like Starbucks sold drinks that cost much more, and she believed that
their kombucha was worth the price because of its health benefits and
freshness.
Focus on Quality and Freshness
Rebekah also emphasized that Atmosphere Kombucha did not use
preservatives, unlike many mass-market beverages in India. The brand’s
commitment to freshness and quality was a key selling point. She explained
that, despite challenges like power shortages in India, they refused to
compromise on the integrity of their product. For them, it was about offering
something truly healthy, and they were ready to take on the extra costs to
ensure that their kombucha remained fresh and high-quality.
Biography of Rebekah Sood: Founder & CEO of Atmosphere Kombucha- Entrepreneur /age/net worth/investor/health drinks/Rebekah S story/Atmosphere Kombucha
The Success of Atmosphere Kombucha
By the time of their Shark Tank appearance, Atmosphere
Kombucha was already doing well in terms of sales. The sisters had managed to
generate a turnover of Rs. 1 crore in the previous year. About 40% of their
sales came from their online platform, while the remaining 60% came from B2B
partnerships with cafes, restaurants, and retail stores. Some of their
high-profile clients included Starbucks, Leela Hotels, and Mamagoto. Their
kombucha was also available through Blue Tokai and Food Hall, two prominent chains
in India.
Building an All-Women Workforce
Atmosphere Kombucha takes pride in its all-women workforce,
which includes food technologists and unskilled laborers trained in different
aspects of production. The company has created job opportunities for women from
diverse backgrounds, many of whom have faced difficult circumstances. By
offering them a chance to work in a supportive environment, Atmosphere not only
boosts their employees’ financial independence but also gives them a sense of
purpose and empowerment.
Expanding the Product Line
While kombucha remained their core product, Rebekah and
Ariella soon expanded their product range to include other health-focused
items. These included kefir, raw vegan cheesecakes, nutritional pancake mixes,
vegan chocolate fudge, and even pasta. They understood that having a variety of
products would help them maintain customer interest, especially during seasons
when cold beverages like kombucha were less in demand, such as in the chilly
Delhi winters.
Handling Competitors in the Market
As kombucha became more popular in India, several
competitors began to emerge, including brands like Bombucha, Toyo Kombucha, and
Krishi Cress. Despite the growing competition, Atmosphere Kombucha continued to
stand out because of its wide range of flavors and focus on taste. Rebekah
believes that the brand’s commitment to quality and variety gave them an edge
in the market. They also focused on building strong relationships with their
customers, which helped them maintain a loyal following.
The Challenges of Scaling Up
As Atmosphere Kombucha grew, the sisters faced several
challenges in scaling up their operations. One of the key obstacles was the
need to expand their manufacturing capacity. While their current production
unit was capable of making small batches, they needed more space and resources
to increase output and meet rising demand. To address this, they were looking
to raise funds to expand their manufacturing unit and streamline their
production process.
Future Plans for Atmosphere Kombucha
Looking ahead, Rebekah and Ariella were excited about the
future of Atmosphere Kombucha. They planned to expand their product offerings
further and increase production. They were also exploring new packaging designs
to differentiate their products in the market. To achieve these goals, they
aimed to raise Rs. 75 lakh in funding, which would help them increase
production to 3 lakh bottles per month. Their long-term vision was to make
Atmosphere a household name in the health and wellness space.
A Bright Future for Atmosphere Kombucha
Atmosphere Kombucha’s journey so far has been one of
resilience, creativity, and dedication. Despite the challenges they faced, the
sisters have managed to build a successful brand with a loyal customer base.
Their commitment to gut health, quality, and empowering women has set them
apart in the market. With ambitious plans for the future, including expanding
their product line and increasing production, the sisters are well on their way
to achieving even greater success in the years to come.
A timeline with key events and brief explanations from the
story of Atmosphere Kombucha:
2018 – Rebekah Sood and Ariella Blank founded Atmosphere
Kombucha in Delhi, focusing on health drinks.
2018 – They started brewing kombucha in their kitchen, using
their own savings and support from family.
2018-2019 – Struggled with suppliers; negotiated small
orders to kickstart production.
2019 – Employed "jugaad" (creative
problem-solving) by offering free samples and asking for feedback.
2020 – Built brand awareness through social media and word
of mouth, gaining loyal customers.
2021 (Season 2) – Appeared on Shark Tank India, pitching
their kombucha, though no investment was made.
2021 – Turnover reached Rs. 1 crore with 40% of sales from
online and 60% from B2B.
2021 – Launched an all-women workforce, creating job
opportunities and promoting empowerment.
2022 – Expanded product range to include kefir, raw vegan
cheesecakes, and other health foods.
2022-2023 – Faced growing competition but differentiated
with wide flavor variety and quality focus.
2023 – Focused on scaling up production and planning to
raise Rs. 75 lakh to expand manufacturing.
2024 – Looking to make Atmosphere Kombucha a household name
with more products and increased production.
