Over the past few weeks, I couldn’t escape them:
Swipe Instagram — someone’s sipping their “Gut Cleanse”
Open YouTube — a fitness coach is breaking down “Metabolically Lean”
Even Blinkit delivers them on express
So I got curious... who’s behind this brand?
Turns out, The Good Bug isn’t some fly-by-night startup chasing wellness trends.
They launched in 2022 — but what they’ve done since then is textbook brand-building.
Co-founded by Keshav Biyani (yes, nephew of Kishore Biyani) and Prabhu Karthikeyan.V, a doctor-turned-entrepreneur obsessed with gut health R&D.
Backed by Fireside Ventures, Sharrp Ventures, and Think9 — and reportedly plugged into Kishore Biyani’s vast distribution playbook.
But what really sets them apart?
Deep R&D investment — 15% of their 100+ team is in research
Constant SKU innovation, clinical trials, and patents in progress
Credible marketing — doctors, nutritionists, celeb collabs, and even personalized consults
True omnichannel — online (D2C, Amazon, Flipkart, 1mg) and offline (retail stores, pharmacies, airports)
And they’re not done.
US launch is coming, global certifications in motion
From ₹2 Cr in year one to ₹100+ Cr now
In a cluttered wellness market, they did something rare:
Picked one deep problem (gut health)
Backed it with science
Scaled it with strategy, not just ad spend.
No gimmicks. Just focus, execution — and a strong gut instinct.
Honestly? I think they’re just getting started.
This post was originally shared by on Linkedin.