At 27, Harshita Joshi transformed her personal health challenges into a thriving business, Jogurt, a clean-label, high-protein Greek yoghurt brand crafted from A2 milk. Her journey from an IT professional to a successful entrepreneur was fueled by her battle with Polycystic Ovary Syndrome (PCOS), a condition that led her to seek healthier dietary options.
Identifying the Need for Healthier Choices
In 2018, while pursuing her BTech degree in Indore, Harshita began experiencing symptoms of PCOS, including mood swings and irregular periods. The stress of academics and an unhealthy lifestyle exacerbated her condition. Determined to manage her health, she turned to meditation, yoga, and a balanced diet. However, she found that many so-called “healthy” foods were laden with preservatives and artificial ingredients.
Discovering Greek Yoghurt and A2 Milk
Greek yoghurt became a staple in Harshita’s diet to curb cravings. Her research introduced her to A2 milk, known for its easier digestibility and potential benefits for individuals with PCOS. This discovery sparked the idea of combining Greek yoghurt with A2 milk to create a nutritious product.
From IT Professional to Entrepreneur
In 2021, Harshita left her IT job to focus on her vision. After a year of research and development, she launched Jogurt in May 2023. Her goal was to offer a preservative-free, high-protein Greek yoghurt made with A2 milk, sweetened naturally with monk fruit, and free from refined sugars.
Commitment to Sustainability and Quality
Harshita sources A2 milk from Deep Roots Farms in Indore, ensuring the cows are organically fed and not hormonally altered. The yoghurt-making process involves meticulous pasteurization, incubation, and straining to achieve the desired consistency and protein content. She offers 11 flavors, using fresh fruits and high-quality cacao for variety.
Sustainability Challenges
Packaging posed a significant challenge. While she initially used paper cups for direct customers, expanding into retail required more durable solutions. Harshita is actively seeking sustainable packaging options that align with her environmental values.
Business Growth and Future Plans
Despite initial pricing challenges, Jogurt’s commitment to quality led to rapid growth. Within three months, the brand’s revenue reached approximately Rs 2.8 lakh per month, eventually growing to Rs 6 lakh per month, with around 2,000 units sold monthly. Harshita plans to expand Jogurt to Mumbai and other cities, aiming to promote a positive relationship with food and provide trustworthy, nutritious options.
Connect with Jogurt
For more updates and insights into Jogurt’s journey, follow their official Instagram handle.
