By Abhay Ray 
Introduction
Ever tried sauces which is chemical-free, no preservatives and no refined sugar in it and healthy as well, that’s amazing right, meet the 23-yr-old entrepreneur Isha Jhawar from Dhamtari, a small-town in Chattisgarh. Isha launched the variety of sauces in the market. They mainly sell their products in Amazon and through their website. The Shark Tank India 4 pitch with a bold vision, 23-year-old Isha Jhawar stunned the sharks with her 60-second introduction. The founder of the vegan-friendly sauce brand Repeat Gud, Isha called herself the “Chief Everything Officer” as she laid out her mission to revolutionize condiments with healthier alternatives. Confident and composed, she shared how her health struggles inspired her to create nutritious sauces that are far from the ordinary.
About Repeat Gud
Repeat Gud was founded in 2022, the products were launched in August 2024. Isha has done 172 trials before launching the brand in the market. The manufacturing unit is in Dhamtiri, while she operates from the Chhattisgarh office. With only few SKUs on board, the brand is set to revolutionize the condiments segment.
The company is dedicated to creating condiments that are natural, gluten-free, and vegan, catering to health-conscious consumers. Repeat Gud specializes in organic, health-conscious condiments. Their products are natural, gluten-free, and vegan, making them suitable for a wide range of dietary preferences. The brand emphasizes transparency and quality, ensuring that their sauces are free from harmful additives. The brand offers Pizza/pasta sauce, Mayonnaise (made of cashew milk), Tandoori mayo, Tomato ketchup, Imli and date sauce. They make products from gud (jaggery). The brand is yet to be launched in offline stores and in other online platforms.
How the Journey started?
Isha Jhawar, age 23, dazzled the sharks with her 60-second presentation when she boldly entered the Shark Tank India 4 pitch. Isha, who founded the vegan sauce company Repeat Gud, referred to herself as the “Chief Everything Officer” when she outlined her goal to transform condiments with healthier substitutes.
Born and raised in Dhamtari, Chhattisgarh, Isha excelled in academics, prompting her father to relocate to Raipur for better educational opportunities. After finishing 10th grade, she moved to Kota for further studies. Like many students away from home, she relied on processed foods, particularly ketchup, to make hostel meals more bearable. Over time, she gained significant weight and developed kidney stones—a wake-up call that her diet had caused serious damage. Determined to fix her health, she started experimenting with homemade condiments, removing refined sugar and artificial preservatives.
When the COVID-19 pandemic hit, she had time to reflect and saw a business opportunity in her creations, she launched her first product. Repeat Gud is a brand based in Raipur, Chhattisgarh, that focuses on producing organic and healthy sauces. Founded in 2022, the brand gained significant attention after appearing on Shark Tank India Season 4, Episode 25.
Financials Challenges of Repeat Gud
Isha runs the factory in Dhamtari while managing operations from Raipur. Despite being a new brand, Repeat Gud’s she has invested around 28 lakhs for building the brand. Her dad is also a shareholder as he has helped with the investment. The last 4-month sales are as follows:
- August 2024 : ₹22,000,
- September 2024 : ₹53,000,
- October 2024 : ₹47,000,
- November 2024 : ₹1,40,000
She mentions, “The Cogs is 25%, Channel margin is 40%, Ad spent is 42%, while the Salary to remote team is 56%.”
Shark Tank Winning Deal
All the Sharks advised her to improve the branding and work on detailing. While Viraj gave his number to connect with him to improve the product detailing, Anupam Mittal stepped forward with a structured deal. He proposed investing ₹50 lakhs for a 10 percent equity stake, adding a performance-based condition: if Repeat Gud reached a ₹7 lakh monthly revenue run rate by March 25, he would inject an additional ₹50 lakhs for another 10 percent stake. Initially hesitant about the conditional nature of the offer, Isha pushed back, seeking clarity on how exceeding the target would affect the terms. Acknowledging her concerns, Mittal revised his proposal, introducing a flexible equity range of 5-10 percent for the additional ₹50 lakhs, dependent on performance.
Conclusion
The founder of Repeat Gud impressed the judges on Shark Tank India with a concise yet powerful 60-second pitch, securing a ₹ 50 lakh investment from Anupam Mittal. This deal highlights the potential of innovative business ideas and the ability to captivate investors in a short amount of time. It also underscores Anupam Mittal’s keen eye for promising startups, further cementing Repeat Gud as a brand to watch in the future.
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