Rajshree Upadhyaya | Business Remedies | When Isha Jhawar walked into the tank on Shark Tank India Season 4, she represented a new generation of founders who are deeply personal about the problems they choose to solve. Hailing from Dhamtari in Chhattisgarh, Isha’s relationship with food changed during her hostel years, when frequent consumption of processed condiments and packaged products began affecting her health. That turning point pushed her to question why everyday staples like ketchup and mayonnaise had to be loaded with refined sugar, preservatives, and artificial additives. Instead of accepting the norm, she decided to build an alternative.
In 2022, Isha formally established Repeat Gud, a clean label food startup headquartered in Chhattisgarh. The name itself reflected the brand’s core philosophy, replacing refined sugar with gud or jaggery and encouraging consumers to “repeat” healthier choices. What began as a personal kitchen experiment evolved into a structured business after nearly 172 formulation trials to perfect taste, texture, and shelf stability without compromising on ingredient integrity.
Repeat Gud positioned itself in the rapidly growing health conscious condiment space by offering everyday sauces made differently. Its portfolio includes jaggery based ketchup that eliminates refined sugar, cashew based vegan mayonnaise crafted without soy or palm oil, tandoori mayonnaise inspired by Indian flavors, pizza and pasta sauce made with real tomatoes and clean ingredients, and imli and date sauce that blends traditional taste with modern nutritional awareness. Each product is marketed as free from artificial preservatives and synthetic additives, appealing to urban consumers who scrutinize ingredient lists before buying.
The brand initially focused on direct to consumer channels, selling through its own website and major e commerce platforms. While still in its early revenue stages at the time of the pitch, Repeat Gud highlighted strong product feedback and a growing base of repeat customers who appreciated the balance between flavor and health. Isha entered the tank seeking Rs. 50 lakh for 5 percent equity, valuing the company at Rs. 10 crore. Her pitch emphasized the rising demand for clean label foods in India and her ambition to build a large scale condiment brand rooted in better ingredients.
The sharks raised concerns around pricing, margins, scalability, and the competitiveness of the condiment category, which is dominated by established FMCG giants. However, Isha’s clarity of vision and authenticity stood out. Anupam Mittal offered Rs. 50 lakh for 10 percent equity, along with a conditional commitment for additional funding tied to revenue milestones. Seeing value in both the capital and mentorship, Isha accepted the deal, marking a significant milestone for the young founder.
As of 2026, Repeat Gud remains operational as an active private company incorporated in 2022. The brand continues to sell its range of clean label sauces online and maintains a visible digital presence, indicating ongoing business activity. While still in the growth phase and competing in a challenging market, Repeat Gud represents a focused attempt to disrupt a traditional category with transparency and ingredient innovation.
Isha Jhawar’s journey with Repeat Gud reflects more than a startup story. It highlights how personal health struggles can evolve into entrepreneurial purpose, how young founders from smaller cities are entering national platforms with confidence, and how India’s food landscape is gradually shifting towards cleaner, more mindful consumption.
