Biography of Yeshoda Karuturi: Founder & CEO of Hoovu Fresh- Entrepreneur
Journey of Yeshoda Karuturi
Yeshoda Karuturi is a vibrant entrepreneur and the
co-founder of Hoovu Fresh, a unique company focused on providing fresh pooja
flowers. Known for her appearance on Shark Tank India Season 2, she has been
making waves in the flower industry, transforming how people purchase flowers
for religious ceremonies.
A Strong Educational Foundation
Yeshoda’s academic journey began at Washington University in
St. Louis, where she earned her Master’s degree in Accounting, following a
Bachelor’s in Business Administration. After her studies, she became a
Certified Public Accountant, excelling in her exams with an impressive average
of 92%. Her educational background laid a solid foundation for her future
ventures in business.
Stepping into the Family Business
After graduation, Yeshoda joined Karuturi Global, a
family-run company known for being the largest rose producer in the world. As
the Executive Director, she oversaw international operations, including
building a machinery rental business in Ethiopia. This experience taught her
valuable lessons about business scalability and navigating the challenges in
the agricultural sector.
A Passion for Flowers
Growing up in a family deeply involved in the flower
business, Yeshoda and her sister Rhea Karuturi were immersed in the world of
floriculture from a young age. Their father started a rose farm in Ethiopia
when Yeshoda was born, and they witnessed its remarkable growth over the years.
This background sparked their interest in pursuing their own path in the flower
industry.
Identifying a Market Gap
In 2019, the sisters recognized a significant gap in the
market for pooja flowers, which are essential for many religious ceremonies in
India. While the bouquet flower market had evolved, the pooja flower industry
had largely remained stagnant. They decided to leverage their family’s
expertise and their passion for flowers to create a business that could meet
this demand.
Launching Hoovu Fresh
Initially, Yeshoda and Rhea started their venture as Rose
Bazaar but later rebranded it to Hoovu Fresh in 2020. The name
"Hoovu," meaning "flower" in Kannada, reflects their
commitment to Indian traditions while offering a fresh perspective. They aimed
to make purchasing pooja flowers easier and more accessible for everyone.
Biography of Yeshoda Karuturi: Founder & CEO of Hoovu Fresh- Entrepreneur/ age/net worth/investor/pooja flowers/Hoovu Fresh story/startup/Yeshoda K
Understanding Customer Needs
Yeshoda and Rhea conducted thorough research and discovered
that the pooja flower market was four times larger than the bouquet market.
They realized that while customers might not spend much on these flowers, the
emotional connection was profound. Once customers experienced the quality of
their flowers, they were likely to become repeat buyers.
Ensuring Freshness and Quality
One of the challenges in the flower business is managing
perishability. Yeshoda and Rhea worked tirelessly to improve the shelf life of
their flowers, extending it from a mere two to three days to an impressive
fifteen days. This innovation was crucial for maintaining quality and ensuring
customer satisfaction.
A Diverse Product Range
Hoovu Fresh offers a wide variety of products, with around
50 different flower SKUs. Their offerings include everything from loose flowers
to beautifully crafted garlands and essential greens like Durva grass. Prices
range from affordable options starting at Rs 25 to premium products priced at
Rs 1000, catering to various customer needs.
Building a Strong Supply Chain
From the beginning, Yeshoda and Rhea prioritized creating a
robust supply chain. They established strong relationships with local farmers
to ensure they received the best quality flowers. Their commitment to quality
is reflected in their team, which consists of 90% women, empowering local
communities while promoting sustainability.
Recognition and Growth
Hoovu Fresh gained significant recognition after appearing
on Shark Tank India, where they secured funding from investors Peyush Bansal
and Aman Gupta. This support not only validated their business model but also
provided the resources needed for expansion. With this backing, Yeshoda and
Rhea are poised to take their company to new heights.
Looking to the Future
As Yeshoda Karuturi continues to lead Hoovu Fresh, she
remains focused on innovation and customer satisfaction. Her journey, rooted in
family values and entrepreneurial spirit, exemplifies how passion and
dedication can lead to transformative change in traditional industries. With
plans for future growth, Hoovu Fresh is set to revolutionize the way Indians
purchase pooja flowers, ensuring that their commitment to quality and tradition
remains at the forefront.
A timeline based on Yeshoda Karuturi's journey with Hoovu Fresh:
1990 - Yeshoda is born into a family involved in
floriculture.
2011 - Graduates with a Bachelor’s in Business
Administration.
2013 - Earns a Master’s in Accounting from Washington
University.
2014 - Becomes a Certified Public Accountant with a 92%
average.
2015 - Joins Karuturi Global as Executive Director,
overseeing international operations.
2019 - Identifies a market gap in pooja flowers alongside
her sister Rhea.
2020 - Launches Hoovu Fresh, initially named Rose Bazaar,
focusing on pooja flowers.
2021 - Appears on Shark Tank India, gaining significant
recognition and investment.
2024 - Expands product range and supply chain, empowering
local farmers and women.
