Joules Health
 | |
| Company type | Private |
|---|---|
| Industry | Beverages |
| Founded | 2018 |
| Founder | Siddharth Mishra, Utkarsh Tewari, Prajwal Muriel Sherel Mathias |
| Headquarters | Bengaluru, Karnataka, India |
Key people | Siddharth Mishra (CEO) |
| Products | NOCD Energy Drink, ENRGY Drink, Green Tea, Chips |
| Revenue | ₹1.8 crore (monthly, July 2024) |
Number of employees | Not publicly disclosed |
| Website | www |
Joules Health, founded in 2018, is an Indian beverage company headquartered in Bengaluru, Karnataka. The company specializes in health-focused, no-carb, sugar-free energy drinks under its flagship brand, NOCD (No Carbs Drink). Positioned as a healthier alternative to traditional energy drinks, NOCD is marketed as a nootropic beverage that enhances cognitive performance and physical endurance. The company gained prominence after appearing on Shark Tank India Season 1 in 2021, where it secured a deal, though it was later declined. Joules Health has since expanded its product line to include ENRGY Drink, green tea, and chips, targeting health-conscious consumers. With a presence in over 20,000 stores across India and online platforms like Amazon and Flipkart, the company focuses on innovative, wellness-oriented beverages.[1][2]
Founders & Leadership
- Siddharth Mishra (CEO): Siddharth Mishra, the primary founder and CEO, has over two decades of experience in the health and wellness industry. He holds a robust educational background in nutrition and wellness, which informs the company’s product development. Mishra’s vision is to create affordable, health-focused beverages that cater to modern consumer needs. He led the company’s pitch on Shark Tank India, earning recognition for NOCD as "Product of the Year" by an industry association.[3]
- Utkarsh Tewari: Co-founder and board member, Tewari contributes to strategic planning and operations. His background details are less publicly documented, but he plays a key role in the company’s expansion efforts.[4]
- Prajwal Muriel Sherel Mathias: Co-founder and board member, Mathias supports product innovation and market outreach. Limited public information is available on his educational background.[5]
Origin & Founding Story
Joules Health was founded in 2018 by Siddharth Mishra, Utkarsh Tewari, and Prajwal Muriel Sherel Mathias in Bengaluru, India. The company emerged from Mishra’s vision to address the lack of healthy, affordable beverage options in the Indian market. Concerned about the high sugar content in conventional energy drinks, the founders collaborated with biotechnologists to develop NOCD, a no-carb, sugar-free drink enriched with nootropic ingredients like BCAAs, green coffee beans, and vitamins. The company aimed to cater to health-conscious youth seeking functional beverages. Its appearance on Shark Tank India in 2021 significantly boosted its visibility, leading to rapid growth in sales and distribution.[6][7]
Timeline
| Year | Milestone |
|---|---|
| 2018 | Joules Health Enterprise Pvt Ltd founded in Bengaluru, India. |
| 2019 | Launched NOCD (No Carbs Drink) in two flavors: Cola and Berry. |
| 2020 | Reported revenues of ₹1.16 crore for the fiscal year (October 2019–March 2020).[8] |
| 2021 | Featured on Shark Tank India Season 1, Episode 3; secured but later declined a deal with Vineeta Singh.[9] |
| 2022 | Expanded distribution to over 1,100 stores across India.[10] |
| 2023 | Launched ENRGY Drink with the campaign "Juggadu power ka switch on Karo".[11] |
| 2024 | Achieved monthly revenue of ₹1.8 crore and expanded to 20,000 stores.[12] |
| 2025 | Reported a pause in active marketing; products sold out on parent website.[13] |
Funding
| Date | Round | Amount | Investors |
|---|---|---|---|
| September 2020 | Seed | $237,000 | Kadamba, kadambaintrac.com, BeyondSeed, 5 Angel Investors[14] |
| December 2021 | Shark Tank India | ₹50 lakh (deal declined) | Vineeta Singh (₹20 lakh for 15% equity, ₹30 lakh debt)[15] |
Business Model
Joules Health operates a direct-to-consumer and B2B distribution model, selling its products through e-commerce platforms like Amazon, Flipkart, BigBasket, and Dunzo, as well as over 20,000 retail stores across India. The company targets health-conscious consumers, particularly young adults and fitness enthusiasts, offering functional beverages that promote cognitive and physical performance. Revenue is generated through product sales, with a focus on premium pricing due to high gross margins (manufacturing cost of ₹20 per unit, MRP ₹110). Joules Health also seeks city-level distributors to expand its market reach.[16][17]
Products / Services
- NOCD (No Carbs Drink): A sugar-free, zero-carb energy drink available in Cola and Berry flavors. Enriched with BCAAs, green coffee beans, L-carnitine, biotin, folic acid, and vitamins, it is marketed as a nootropic for enhanced memory, focus, and physical endurance.[18]
- ENRGY Drink: Launched in 2023, this drink targets youth with a campaign emphasizing vitality and affordability. It features new ingredients and flavors.[19]
- Green Tea and Chips: Additional product lines introduced to diversify the portfolio, focusing on health and wellness.[20]
Growth & Metrics
Joules Health reported monthly revenues of ₹1.8 crore and profits of ₹16 lakh in July 2024. The company expanded its distribution from 1,100 stores in 2021 to over 20,000 stores by 2024. Its products are available on major e-commerce platforms, contributing to its reach. The company’s Instagram following reached 78,900 by October 2023, reflecting strong brand engagement. Team size and user base data are not publicly disclosed.[21][22]
Legal Entity Information
| Parameter | Details |
|---|---|
| Legal Name | Jouleshealth Enterprise Pvt Ltd |
| Foundation Date | 2018 |
| Registrar of Companies (ROC) | ROC Kanpur |
| Corporate Identification Number (CIN) | U15549UP2018PTC109889 |
| Registered Address | 255/310, Kundri Rakabganj, Rajendra Nagar, , Lucknow, Uttar Pradesh, India - 226004 |
| Email ID | siddharthmishra99@gmail.com |
| Company Status | Active |
| Directors | Siddharth Mishra, Renu Tewari, Prajwal Muriel Sherel Mathias, Yasha Bajpai |
| Authorized Share Capital | Rs. 1,000,000.00 |
| Paid-up Capital | Rs. 335,180.00 |
Media & Public Recognition
- Shark Tank India (2021): Featured on Season 1, Episode 3, gaining significant visibility.[23]
- Product of the Year: NOCD was recognized as "Product of the Year" by an industry association.[24]
- Media Coverage: Featured in outlets like ANI News, WhatsHot Bangalore, and Deccan Herald for its innovative approach to health beverages.[25][26]
FAQs
- What is NOCD? NOCD (No Carbs Drink) is a sugar-free, zero-carb energy drink developed by Joules Health, enriched with nootropic ingredients like BCAAs and green coffee beans to enhance cognitive and physical performance.
- Did Joules Health secure funding on Shark Tank India? The company secured a deal of ₹20 lakh for 15% equity and ₹30 lakh in debt from Vineeta Singh but later declined it due to rapid sales growth.[27]
- Where can NOCD be purchased? NOCD is available on Amazon, Flipkart, BigBasket, Dunzo, and in over 20,000 retail stores across India.[28]
- What are the key ingredients in NOCD? NOCD contains BCAAs, green coffee bean extract, L-carnitine, biotin, folic acid, and vitamins, with natural sweetener stevia.[29]
External Links
Related Startups
References
- ↑ "NOCD- No Carbs Energy Drink on Shark Tank India". SmallBiz & Entrepreneurship Blog - Bizlite Solutions. Retrieved 31 May 2025.
- ↑ Health.com "Joules Health". Joules Health.com. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ Healths-latest-launch-an-energy-drink-for-health-conscious-youth-who-want-to-achieve-it-all20231031121333/ "Joules Healths' latest launch - An energy drink for health-conscious youth". ANI News. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ Health/__9J7lB3qK3qV4yR7z8K5z7K5z7K5z7K5z7K5z7K5 "Joules Health - 2025 Company Profile". Tracxn. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ Health/__9J7lB3qK3qV4yR7z8K5z7K5z7K5z7K5z7K5z7K5 "Joules Health - 2025 Company Profile". Tracxn. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD- The energy drink that got funding in Shark Tank India". Saureal. Retrieved 31 May 2025.
- ↑ "This Bangalore-Based Brand Walked Away With A Deal On Shark Tank". WhatsHot Bangalore. Retrieved 31 May 2025.
- ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ "NOCD Shark Tank India Update". Shark Tank Talks. Retrieved 31 May 2025.
- ↑ "NOCD- No Carbs Energy Drink on Shark Tank India". SmallBiz & Entrepreneurship Blog - Bizlite Solutions. Retrieved 31 May 2025.
- ↑ Healths-latest-launch-an-energy-drink-for-health-conscious-youth-who-want-to-achieve-it-all20231031121333/ "Joules Healths' latest launch - An energy drink for health-conscious youth". ANI News. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ Health/__9J7lB3qK3qV4yR7z8K5z7K5z7K5z7K5z7K5z7K5 "Joules Health - 2025 Company Profile". Tracxn. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD has raised INR 50 lakhs from Shark Tank India". WEXT India Ventures. Retrieved 31 May 2025.
- ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ Health.in "Joules Mint Front Manufacturer, NOCD No Carbs Drink Supplier in Bengaluru". Joules Health.in. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD Energy Drink (Berry 250 ml)". Amazon.in. Retrieved 31 May 2025.
- ↑ Healths-latest-launch-an-energy-drink-for-health-conscious-youth-who-want-to-achieve-it-all20231031121333/ "Joules Healths' latest launch - An energy drink for health-conscious youth". ANI News. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ Health.in "Joules Mint Front Manufacturer, NOCD No Carbs Drink Supplier in Bengaluru". Joules Health.in. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ Health/__9J7lB3qK3qV4yR7z8K5z7K5z7K5z7K5z7K5z7K5 "Joules Health - 2025 Company Profile". Tracxn. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "NOCD Energy Drink - Shark Tank India". sharktank.co.in. Retrieved 31 May 2025.
- ↑ Healths-latest-launch-an-energy-drink-for-health-conscious-youth-who-want-to-achieve-it-all20231031121333/ "Joules Healths' latest launch - An energy drink for health-conscious youth". ANI News. Retrieved 31 May 2025.
{{cite web}}: Check|url=value (help) - ↑ "Story of B'luru startups after their Shark Tank win". Deccan Herald. Retrieved 31 May 2025.
- ↑ "Shark Tank India: The Indian food and drink brands that wowed judges". Condé Nast Traveller India. Retrieved 31 May 2025.
- ↑ "NOCD After Shark Tank". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ "NOCD- No Carbs Energy Drink on Shark Tank India". SmallBiz & Entrepreneurship Blog - Bizlite Solutions. Retrieved 31 May 2025.
- ↑ "NOCD Energy Drink (Berry 250 ml)". Amazon.in. Retrieved 31 May 2025.