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Repeat Gud

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Repeat Gud is an Indian food and beverage startup based in Raipur, Chhattisgarh, founded in 2022 by Isha Jhawar. The company specialises in producing organic, plant-based sauces and condiments free of refined sugar, preservatives, and artificial flavours. Its product line includes tomato ketchup, tandoori mayonnaise, pizza/pasta sauce, and Jain-specific variants, all made with natural ingredients like jaggery and dates. Aimed at health-conscious consumers, Repeat Gud markets its products as guilt-free alternatives to conventional condiments. The company gained prominence after securing investment on Shark Tank India Season 4 in 2025. Repeat Gud operates primarily through e-commerce platforms like Amazon India and its own website, with plans to expand into retail stores.[1][2]

Repeat Gud
Company typePrivate
IndustryFood and beverage
Founded2022; 3 years ago (2022)
FounderIsha Jhawar
HeadquartersC7 Modern Complex, Near Motibag Chowk,
Raipur
,
India
Area served
India
Key people
Isha Jhawar (Founder & CEO)
ProductsOrganic sauces, condiments
Websiterepeatgud.com

Founders & Leadership

Isha Jhawar, the founder and CEO of Repeat Gud, started the company at age 23 after identifying a gap in the market for healthy, tasty condiments. Jhawar conducted 172 trials to perfect a guilt-free mayonnaise, driven by her personal health concerns and dissatisfaction with existing packaged food options. Her background includes no publicly disclosed formal education details, but her entrepreneurial journey was highlighted on Shark Tank India, where her persistence and product innovation were noted. Jhawar oversees product development, operations, and strategic growth, focusing on clean-label condiments.[3][4]

Timeline

Year Milestone
2022 Repeat Gud founded by Isha Jhawar in Raipur, Chhattisgarh.
2022 Launched initial product line, including tomato ketchup and tandoori mayonnaise.[5]
2023 Secured backing from Punjab Agricultural University, Innovation Mission Punjab, and Venture Lab (India).[6]
2025 Appeared on Shark Tank India Season 4, securing ₹50 lakh for 10% equity from Anupam Mittal, with a conditional additional ₹50 lakh for 5–10% equity.[7]
2025 Expanded product distribution on Amazon India and planned retail store entry.[8]

Funding

Date Round Amount Investors
2023 Accelerator/Incubator Undisclosed Punjab Agricultural University, Innovation Mission Punjab, Punjab Agri Business Incubator Pabi, Venture Lab (India)[9]
February 2025 Angel ₹50 lakh Anupam Mittal (conditional additional ₹50 lakh for 5–10% equity if ₹7 lakh monthly revenue achieved by March 2025)[10]

Business Model

Repeat Gud operates a direct-to-consumer (D2C) model, selling organic, plant-based sauces through its website and e-commerce platforms like Amazon India. The company targets health-conscious consumers, particularly families and individuals seeking clean-label, vegan, and gluten-free condiments. Revenue is generated through product sales, with combo packs like the Bestselling Combo and Pizza Kit Combo driving higher purchase values. Repeat Gud differentiates itself by using natural ingredients like jaggery and dates instead of refined sugar, appealing to Jain and health-focused demographics. The company is expanding into offline retail to increase market reach.[11][12]

Products / Services

Repeat Gud offers a range of organic, plant-based condiments, including:

  • Tomato Ketchup: Made with jaggery, free of refined sugar and preservatives, 225 gm.
  • Jain Tomato Ketchup: No onion or garlic, tailored for Jain dietary preferences, 225 gm.
  • Tandoori Mayonnaise: Combines Indian spices with vegan ingredients, 180 gm.
  • Pizza/Pasta Sauce: Made with olive oil and natural ingredients, 180 gm.
  • Imli & Date Sauce: A tangy-sweet blend using tamarind and dates, 225 gm.
  • Vegan Mayonnaise: Soy-free, made with cashew milk and pea protein, 180 gm.
  • Combo Packs: Includes Bestselling Combo, GUD for You Combo, Pizza Kit Combo, and Chip & Dip Combo for bulk purchases.[13][14]

Growth & Metrics

As of 2025, Repeat Gud has a customer base of over 1,000 families, with products sold primarily through its website and Amazon India. The company employs 2–10 staff and is headquartered in Raipur. Revenue figures are undisclosed, but Repeat Gud aims to achieve a ₹7 lakh monthly revenue run rate by March 2025 to unlock additional funding. Its social media presence includes 794 LinkedIn followers and modest engagement on Facebook and Instagram. The company plans to expand distribution into physical retail stores.[15][16][17]

Legal Entity Information

Field Details
Legal Name Repeat Gud
Foundation Date 2022
Registrar of Companies (ROC) ROC Chhattisgarh
Corporate Identification Number (CIN) Not publicly disclosed
Registered Address C7 Modern Complex, Near Motibag Chowk, Raipur, Chhattisgarh 492001, India
Company Status Active
Directors Isha Jhawar

[18]

Media & Public Recognition

Repeat Gud gained significant attention after appearing on Shark Tank India Season 4 in 2025, where it secured a deal with Anupam Mittal. The startup has been featured in outlets like Startup Article and Peddler Media for its innovative approach to healthy condiments.[19][20] However, some Amazon India reviews have raised concerns about authenticity, with a Reddit discussion noting potential bias in five-star ratings.[21] The company has also been recognised for its clean-label approach by Punjab Agricultural University and other incubators.[22]

FAQs

What is Repeat Gud?
Repeat Gud is an Indian startup producing organic, plant-based sauces free of refined sugar, preservatives, and artificial flavours, founded in 2022 by Isha Jhawar.[23]
What products does Repeat Gud offer?
The company offers tomato ketchup, Jain ketchup, tandoori mayonnaise, pizza/pasta sauce, imli & date sauce, vegan mayonnaise, and various combo packs.[24]
Where can Repeat Gud products be purchased?
Products are available on Amazon India, the official website (repeatgud.com), and repeatgud.shop, with plans for retail store expansion.[25]
Has Repeat Gud received any funding?
Yes, it received accelerator backing in 2023 and ₹50 lakh from Anupam Mittal on Shark Tank India in 2025, with a conditional additional ₹50 lakh.[26]

External Links

Related Startups

References

  1. ↑ "About US". repeatgud.com. Retrieved 22 May 2025.
  2. ↑ "Repeat Gud on Shark Tank India: A 23-Year-Old's Mission to Redefine Healthy Eating". Startup Article. 8 February 2025. Retrieved 22 May 2025.
  3. ↑ "About US". repeatgud.com. Retrieved 22 May 2025.
  4. ↑ "Repeat Gud -Shark Tank Startup is Making Healthy Sauces". Peddler Media. 8 February 2025. Retrieved 22 May 2025.
  5. ↑ "All Products". repeatgud.com. Retrieved 22 May 2025.
  6. ↑ "Repeat Gud 2025 Company Profile". PitchBook. Retrieved 22 May 2025.
  7. ↑ "Buy Repeat Gud Products Online at Best Prices". SharkTankSeason. Retrieved 22 May 2025.
  8. ↑ "Repeat Gud on Shark Tank India: A 23-Year-Old's Mission to Redefine Healthy Eating". Startup Article. 8 February 2025. Retrieved 22 May 2025.
  9. ↑ "Repeat Gud 2025 Company Profile". PitchBook. Retrieved 22 May 2025.
  10. ↑ "Buy Repeat Gud Products Online at Best Prices". SharkTankSeason. Retrieved 22 May 2025.
  11. ↑ "About US". repeatgud.com. Retrieved 22 May 2025.
  12. ↑ "Repeat Gud -Shark Tank Startup is Making Healthy Sauces". Peddler Media. 8 February 2025. Retrieved 22 May 2025.
  13. ↑ "All Products". repeatgud.com. Retrieved 22 May 2025.
  14. ↑ "REIPEAT GUD @ Amazon.in". Amazon India. Retrieved 22 May 2025.
  15. ↑ "Repeat Gud 2025 Company Profile". PitchBook. Retrieved 22 May 2025.
  16. ↑ "Repeat GüD". LinkedIn. Retrieved 22 May 2025.
  17. ↑ "Repeat Gud". repeatgud.shop. Retrieved 22 May 2025.
  18. ↑ "Repeat Gud 2025 Company Profile". PitchBook. Retrieved 22 May 2025.
  19. ↑ "Repeat Gud on Shark Tank India: A 23-Year-Old's Mission to Redefine Healthy Eating". Startup Article. 8 February 2025. Retrieved 22 May 2025.
  20. ↑ "Repeat Gud -Shark Tank Startup is Making Healthy Sauces". Peddler Media. 8 February 2025. Retrieved 22 May 2025.
  21. ↑ "Repeat gud - Not so honest reviews on amazon". Reddit. 10 February 2025. Retrieved 22 May 2025.
  22. ↑ "Repeat Gud 2025 Company Profile". PitchBook. Retrieved 22 May 2025.
  23. ↑ "About US". repeatgud.com. Retrieved 22 May 2025.
  24. ↑ "All Products". repeatgud.com. Retrieved 22 May 2025.
  25. ↑ "REIPEAT GUD @ Amazon.in". Amazon India. Retrieved 22 May 2025.
  26. ↑ "Buy Repeat Gud Products Online at Best Prices". SharkTankSeason. Retrieved 22 May 2025.
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