Biography of Isha Jhawar: Founder & CEO of Repeat Gud -Entrepreneur
Biography of Isha Jhawar:
Isha Jhawar, a young and dynamic entrepreneur, is the
Founder and CEO of Repeat Gud, a brand that challenges the conventional
perception of packaged foods. At just 23 years old, Isha embarked on a mission
to create condiments that are not only delicious but also free from
preservatives, refined sugar, and artificial additives. Her venture aims to
provide health-conscious consumers with better alternatives without
compromising on taste.
Academic Excellence and Early Influences
Born and raised in Dhamtari, Chhattisgarh, Isha demonstrated
academic brilliance from an early age. Recognizing her potential, her father
moved the family to Raipur to ensure she had access to better educational
opportunities. After completing her 10th grade, she relocated to Kota,
Rajasthan, for coaching, preparing for competitive exams. Her passion for
learning led her to pursue a Bachelor of Engineering (BE) at Thapar Institute
of Engineering & Technology and simultaneously enroll in BSc in Data Science
and Programming at IIT Madras.
A Personal Health Crisis Turned Business Idea
Like many students living away from home, Isha frequently
relied on processed foods, particularly ketchup, to make hostel meals more
palatable. Over time, excessive consumption of unhealthy condiments led to
weight gain and kidney stones, prompting her to reevaluate her dietary choices.
Determined to restore her health, she began experimenting with homemade
condiments, eliminating refined sugar and artificial preservatives. What
started as a personal quest for wellness soon evolved into an idea with significant
business potential.
The Birth of Repeat Gud
The COVID-19 pandemic provided Isha with the time to refine
her recipes. She realized that many people, like her, struggled to find healthy
yet tasty food options. By 2022, she officially launched Repeat Gud, a brand
dedicated to rethinking everyday condiments. Her products, such as
Jaggery-Based Sauce and Cashew Mayonnaise, became instant favorites among
health-conscious individuals. Unlike traditional ketchup loaded with refined
sugar, her version used natural sweeteners like jaggery, and the mayonnaise was
crafted from cashews instead of dairy or artificial stabilizers.
Navigating the Startup Landscape
Building a food startup from scratch was no easy feat. Isha
joined Innovation Mission Punjab’s Accelerator Cohort 2 in 2023 to enhance her
business acumen. She further sharpened her skills by becoming part of the
Campus Founders’ Cohort at IIM Bangalore in 2024, where she learned essential
strategies in business development and marketing. These experiences helped her
understand the industry’s nuances, from branding and packaging to sales and
distribution.
A Bold Move to Shark Tank India
In 2024, Isha took her brand to Shark Tank India (Season 4),
seeking an investment of ₹50 lakh for 5% equity, valuing Repeat Gud at ₹10
crore. Her pitch highlighted the journey of 172 recipe trials, the use of
natural ingredients like Himalayan salt, jaggery vinegar, and garlic, and the
growing market demand for clean-label, preservative-free condiments.
Facing the Sharks: Criticism and Encouragement
While many sharks were impressed by her innovative approach,
some pointed out areas needing improvement. Viraj Bahl, an experienced
entrepreneur in the food industry, noted a missing FSSAI label on her packaging
and advised her to ensure compliance. He also cautioned against marketing
jaggery-based products as "sugar-free," as jaggery itself is a form
of sugar. Despite these concerns, he appreciated her passion and gave her his
contact details for future guidance.
Mixed Reactions from Investors
Not all sharks were convinced to invest. Aman Gupta, Namita
Thapar, and Kunal Bahl stepped back, citing the risks of early-stage food
startups. However, they acknowledged Isha’s dedication and advised her on
scaling the brand effectively. Viraj Bahl declined investment but promised to
mentor her regarding branding and packaging enhancements.
Biography of Isha Jhawar: Founder & CEO of Repeat Gud -Entrepreneur# startup#age#net worth#investor#shark tank#Repeat Gud#Isha Jhawar story
Anupam Mittal’s Game-Changing Offer
Amid the skepticism, one shark saw immense potential in
Repeat Gud—Anupam Mittal. He resonated with Isha’s vision, revealing that even
in his own household, he was searching for a healthier ketchup alternative for
his daughter. Believing in Isha’s ability to scale the business, he made a
strategic offer—₹50 lakh for 10% equity, with a unique condition. If Isha
managed to reach ₹8 lakh in monthly revenue by March-April 2025, he would
invest an additional ₹50 lakh for another 5-10% equity.
Seizing the Opportunity
Understanding the immense value of Anupam Mittal’s
mentorship, network, and business expertise, Isha accepted the deal. This
partnership not only provided her with the much-needed financial boost but also
granted her access to an experienced entrepreneur who could help her scale
Repeat Gud efficiently.
Early Sales and Financial Challenges
Like any emerging startup, Repeat Gud faced initial
financial struggles. Isha invested ₹28 lakh into the business, with ₹20 lakh
from her father and the rest through loans. Additionally, she secured a ₹33
lakh government grant to sustain operations. Despite limited resources, the
company showed steady growth in sales:
August 2024: ₹22,000
September 2024: ₹53,000
October 2024: ₹47,000
November 2024: ₹1,40,000
These numbers reflected an upward trend, reinforcing her
vision to achieve an ₹8 lakh monthly revenue milestone by March 2025.
Challenges and Future Aspirations
Scaling a food startup is capital-intensive. From ingredient
sourcing and production to marketing and distribution, every aspect requires
significant investment. Additionally, educating consumers about clean-label
condiments remains a challenge. Many people are unaware of the hidden sugars
and preservatives in traditional sauces, making awareness-building crucial for
Repeat Gud’s growth.
Building a Healthier Future
Despite these challenges, Isha remains unwavering in her
mission. She envisions Repeat Gud as a household name in India, offering a
range of clean, healthy, and delicious condiments. With the support of Shark
Tank India’s platform and Anupam Mittal’s investment, she is confident about
achieving her revenue targets and expanding the brand’s presence across online
marketplaces, retail stores, and direct-to-consumer channels.
A Role Model for Young Entrepreneurs
Isha’s journey—from a student struggling with health issues
to a Shark Tank-funded entrepreneur—is truly inspiring. She exemplifies
resilience, innovation, and the power of turning personal struggles into
business solutions. Her story serves as motivation for aspiring entrepreneurs,
proving that passion, persistence, and the right support can turn an idea into
a thriving business.
Timeline for story
2001 – Isha Jhawar is born in Dhamtari, Chhattisgarh.
2016 – Moves to Raipur for better education.
2018 – Shifts to Kota for competitive exam coaching.
2019 – Joins Thapar Institute for BE and IIT Madras for BSc
in Data Science.
2020 – Suffers health issues due to processed food
consumption.
2021 – Begins experimenting with homemade condiments.
2022 – Officially launches Repeat Gud.
2023 – Joins Innovation Mission Punjab’s Accelerator Cohort
2.
2024 – Joins IIM Bangalore’s Campus Founders’ Cohort.
2024 – Pitches on Shark Tank India Season 4.
2024 – Accepts Anupam Mittal’s investment offer.
2024 – Achieves ₹1.4 lakh in monthly sales by November.
2025 – Targets ₹8 lakh monthly revenue milestone by
March-April.
