Esha Javar, the founder of Repeat Good, started her entrepreneurial journey as a 19-year-old B.Tech student. At that time, she had no experience in product development, manufacturing, company registration or business paperwork. Today, Repeat Good has a valuation of ₹25 crore and monthly sales of around ₹25–30 lakh.
Her journey started with a personal problem, turned into a product idea and eventually became a food brand selling through Amazon, its own website, Blinkit and Instamart.
From a B.Tech Student to a Food Entrepreneur
Esha was studying B.Tech when she first decided to experiment with business. Her approach was simple: she would try the idea during her first or second year. If it worked by the third year, she would continue. Otherwise, she planned to sit for placements in her fourth year.
At the beginning, she knew very little about building a consumer product company. She did not know how products were manufactured, what formulation meant, how a private limited company worked or what paperwork was required.
Everything had to be learned along the way.
How the Idea for Repeat Good Started
The idea for Repeat Good came from Esha’s experience in a hostel in Kota.
After moving away from home, she found the food very spicy and oily. She struggled to eat it and gradually became dependent on packaged food. Sauce with roti became a regular part of her breakfast.
Over time, this lifestyle affected her health. After returning home, she had gained up to 15 kg, developed kidney stones and throat ulcers, and eventually lost her ability to taste food for around six months to a year. She also experienced burning in her throat whenever she ate or drank something.
Her mother noticed the change and became concerned about her lifestyle and eating habits. Since Esha was already a foodie and wanted convenient alternatives, she started looking for better options in the market.
She could not find products that matched what she was looking for, so she started making alternatives at home.
COVID also increased the focus on health and healthier food choices. Esha began thinking that if a product did not exist in the market and she could make it herself, there could be an opportunity to commercialize it.
That became the starting point for Repeat Good.
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How Esha Started the Business With Her Own Money
Initially, Esha did not want to take money from her father. She believed that she could present the idea to her college and find funding there.
The journey turned out to be much longer than expected.
Over approximately three years, she invested around ₹5 lakh of her own money into developing the product, creating a batch and selling it as a pilot.
At the same time, a ₹33 lakh government grant was approved for her, although the money had not yet reached her bank account at that stage.
Later, she decided to establish her own manufacturing unit. This required an investment of around ₹50 lakh, for which she took a loan.
Manufacturing Became One of the Biggest Challenges
For Esha, almost every part of building the company was a learning experience.
Product development, formulation, packaging, incorporation, funding and other business processes were all new to her.
However, manufacturing became one of the biggest challenges.
Initially, she planned to use contract manufacturers. But finding a manufacturer willing to work with her was difficult. In several cases, the formulations and manufacturing processes did not work as expected.
Eventually, at the age of 22, she made the major decision to establish her own manufacturing unit.
Building the unit from scratch brought another set of challenges, including selecting machines, understanding specifications and dealing with machine breakdowns.
Despite the difficulties, she continued with the decision.
Building Her Own Manufacturing Unit
Esha’s manufacturing unit was installed in March 2024.
The initial two months went into setting up the facility, conducting trials, working on formulations and setting up the new machines.
But after the manufacturing setup was ready, another problem appeared—sales were not coming in as expected.
She started participating in exhibitions and farmers’ markets while simultaneously looking for a way to reach customers across India.
Because Repeat Good was intended to be a pan-India product, she decided that Instagram could be the easiest and cheapest way to reach people.
How Instagram Helped Her Get Initial Sales
Instead of waiting for a large marketing budget, Esha picked up her camera and publicly challenged herself on Instagram.
She announced that she had started a company and would take it to ₹1 crore in revenue that year.
She continued creating content around the challenge, her business journey and the company.
The content started bringing attention and eventually generated sales.
Two months later, Repeat Good was listed on Amazon. Around three months after that, Esha went through the Shark Tank shoot.
There was roughly a six-month gap between the factory setup and Shark Tank, and she describes Shark Tank as the point where the brand received its proper launch and entered the market at a much larger scale.
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How Repeat Good Grew From ₹1 Lakh to ₹25 Lakh in Monthly Sales
Initially, Repeat Good was doing around ₹1 lakh in monthly sales.
Shark Tank became a major growth point for the company. According to Esha, the business reached ₹25 lakh in monthly sales by the second month after Shark Tank.
After the initial boost, the focus shifted toward sustaining the sales through content, advertising and new sales channels.
The company eventually expanded beyond Amazon and its own website into quick commerce.
Today, Repeat Good sells through its website, Amazon, Blinkit and Instamart. The channel mix continues to change, but Blinkit currently contributes the majority of sales according to Esha.
What Esha Did After Shark Tank Funding
After receiving funding from Shark Tank, Esha identified quick commerce as the next major opportunity.
The goal was to make Repeat Good products available to customers within around 10 minutes.
The company onboarded Blinkit and Instamart and began scaling through these platforms.
This gave Repeat Good another way to reach customers beyond Amazon and its own website.
How the Shark Tank Selection Process Works
Esha’s Shark Tank journey involved four rounds.
The first two rounds were online. The initial application was around 10 pages and required basic personal and business information.
The second application was approximately 20–25 pages and required more detailed information along with a self-made pitch video.
The third round was an in-person audition held in Mumbai, Delhi or Bangalore. Three members of the panel listened to the pitch and discussed the business. The process included pitching, discussion, negotiation and an investment ask.
The final round took place at Mumbai Film City, where entrepreneurs pitched directly in front of the sharks.
Receiving Shark Tank Funding
Esha had expected Anupam Mittal to be one of the more challenging sharks for her because of his critical approach toward health-food businesses.
When she finally received the cheque, the moment became emotional.
Coming from Dhamtari, a Tier-3 city, Esha had gone through years of manufacturing problems, product development and financial challenges. Holding the cheque made the entire journey feel worthwhile to her.
She recalled that her legs went numb for around five minutes after the pitch, and she sat down and cried.
For someone from a small place who had started with very little knowledge of business, reaching that stage represented a major personal milestone.
How Repeat Good Reached a ₹25 Crore Valuation
Before Shark Tank, Esha had considered a ₹10 crore valuation. However, the company received funding at around a ₹5 crore valuation.
She had already decided on the minimum valuation she could accept and had gone into the negotiation with a buffer.
According to Esha, startup valuation does not follow one fixed formula. Investors consider several factors, including the entrepreneur, previous traction and the ability to execute.
Although Repeat Good’s sales were still relatively low at the time, Esha had secured a ₹33 lakh government grant and had built her own manufacturing unit. She viewed these achievements as evidence of her ability to execute.
Today, Esha says Repeat Good has reached a valuation of ₹25 crore and generates around ₹25–30 lakh in monthly sales.
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Why the Original Shark Tank Funding Deal Changed
Anupam Mittal had indicated that if Repeat Good increased its monthly sales from around ₹1 lakh to ₹7–8 lakh, additional funding could become possible.
Instead, the company eventually reached ₹25 lakh in monthly sales.
Because the business had grown much further than the original expectation, the original arrangement no longer made as much sense for the company.
Both sides mutually decided to cut the deal short. However, to honour the Shark Tank deal, Esha raised only ₹25 lakh from him at the same valuation.
Is Repeat Good Profitable?
Despite monthly sales of ₹25–30 lakh, the company operates around annual break-even, according to Esha.
The reason is partly connected to the changing channel mix.
Blinkit and other new channels require investment when they are being established. As a result, the company is currently spending money on expansion and is burning some money at the overall level.
However, Esha says the business is positive at the CM2 level and is not burning money on marketing.
For the last financial year, she described the company as being approximately at break-even.
How Repeat Good Competes With Large Food Brands
When Esha entered the sauce and mayonnaise category, several large brands were already established.
Instead of ignoring them, she studied them closely.
At one point, she had the websites of brands such as Veeba, Kissan, Hellmann’s and other international mayonnaise brands open on her laptop.
She researched their products and ingredients and tried to understand how they were made.
For Esha, these companies represented competition, but they were also a source of learning.
Her objective was to create a product that was different from what was already available.
What Makes Repeat Good Different?
According to Esha, Repeat Good’s ingredient list is completely different from the products of its competitors while maintaining a taste that she describes as around 99% similar.
She says competing products commonly use ingredients such as preservatives, refined sugar, soy oil and palm oil.
Repeat Good’s mayonnaise is made using a cashew milk and cashew base, along with a pea-protein base. Esha says the products use 50% less sunflower oil compared with the products she studied, use jaggery instead of refined sugar, natural spices for taste and natural vinegar instead of synthetic vinegar.
Her focus is therefore not simply on launching another sauce or mayonnaise product, but on creating a different formulation and positioning.
Can Large Brands Copy Repeat Good?
Esha acknowledges that large brands can potentially launch similar products.
However, she believes the target audiences are different.
Large established brands generally focus on affordability, accessibility and mass-market customers. Repeat Good, according to Esha, targets customers who are more conscious about ingredients and the type of products they consume.
She believes that if a large brand changed its formulation to use more expensive ingredients such as cashew, it would also have to increase its selling price.
For example, a product that currently sells for ₹50 could not necessarily be sold at the same price if its formulation changed significantly.
Because of this difference in audience and positioning, Esha believes large brands could potentially choose to acquire a company like Repeat Good rather than completely rebuild their existing product philosophy.
How the Name Repeat Good Was Created
The name Repeat Good also has an interesting story behind it.
The original idea came from a family name created using the initials of Rakesh, Ekta, Isha and Palak. The family had been using the name for around 20 years, including in email IDs.
However, the name did not sound natural when combined with “Food.”
Esha then considered the name “Repeat.” She noticed that the original family name already contained most of the letters needed for “Repeat,” with the addition of an “I.”
The company initially used Repeat, but later spelling issues led to the final name Repeat Good.
The word “Good” also represents the idea of something being good and being made with good ingredients.
How Repeat Good Uses Social Media Marketing
Instagram played an important role in the early growth of Repeat Good, and Esha continues to create content.
She admits that she is not always consistent because of her time commitments, but whenever she gets time, she engages with her audience and shares updates about her life and business.
The company’s advertising spend is relatively low and mainly focused on Meta Ads.
According to Esha, Blinkit and Instamart are currently being operated organically without ad spending.
Why Social Media Is Important for Young Entrepreneurs
Esha believes social media has completely changed the way entrepreneurs can reach customers.
Earlier, businesses needed newspapers, billboards, FM advertisements and other paid channels to reach a large audience.
Today, a founder can pick up a camera and communicate directly with people.
For a young entrepreneur who is willing to create content and speak on camera, social media can become a platform to reach customers without the same traditional advertising costs.
Even a small audience can matter. Esha believes that if content consistently reaches hundreds or thousands of people, repeated content creation can eventually generate a large number of views.
What Is the Shelf Life of Repeat Good Products?
Repeat Good products have a shelf life of six months, according to Esha.
She does not consider this a major challenge because the company manufactures the products in-house and ships them fresh.
Since the company sells across India, delivery generally takes a maximum of around 7–10 days according to her.
Esha’s Advice for People Starting a Business
Esha believes entrepreneurs should spend more time on ideation and product development before rushing into the market.
The first step should be identifying a real problem that affects many people.
After identifying the problem, entrepreneurs should look for a solution that does not already exist or offers something significantly different.
Differentiation is important because businesses with low entry barriers and no clear USP can quickly attract many competitors.
For Esha, having a strong differentiator or moat can make it easier for a business to build something sustainable.
The Importance of Product Differentiation
Repeat Good currently has six SKUs, with additional products under research and development.
Esha says the company does not launch products simply because something is trending or because it can be white-labelled quickly.
The company wants every new product to have some form of differentiation.
Because of this approach, product R&D can take more than 12 months for a new product.
Several new products are currently in development.
How Big Is the Repeat Good Team?
Repeat Good still operates with a relatively lean team.
The company currently has around five to six people.
The team includes an operations head, a founder’s office, a production head, two or three people responsible for order packing and interns.
Despite the small team, the products are available across India through Blinkit warehouses and in cities where the service operates.
Esha’s Advice to Young Founders
Esha believes young people have a good opportunity to experiment because they may have fewer responsibilities and pressures compared with later stages of life.
Her advice is to give one idea 100% effort rather than constantly thinking about Plan A, Plan B and Plan C.
If something does not work, the experience itself can provide valuable lessons that help with the next attempt.
For her, the important thing is to focus completely on what you are currently doing and remain consistent.
Three Business Lessons From Esha
Esha’s three main pieces of advice for young entrepreneurs are simple:
- Treat your idea as Plan A and give it 100%.
- Stay consistent even when results fluctuate.
- Keep working even when entrepreneurship becomes difficult.
She describes entrepreneurship as a highly fluctuating journey. There can be periods when a founder is extremely busy and barely gets enough sleep, followed by periods when there is very little work or progress.
According to Esha, entrepreneurship is not always glamorous. It can be difficult and monotonous, but persistence is an important part of continuing the journey.
Final Thoughts
Esha Javar’s journey with Repeat Good started with a personal food and health problem during her college years. At 19, she entered an industry she knew very little about and gradually learned product development, manufacturing, business operations and marketing.
She invested her own money, secured a ₹33 lakh government grant, built a manufacturing unit with a ₹50 lakh investment and eventually took Repeat Good to Shark Tank.
From around ₹1 lakh in monthly sales initially, the company reached approximately ₹25–30 lakh in monthly sales, with a stated valuation of ₹25 crore.
Her journey also highlights the importance she places on solving a genuine problem, creating product differentiation, using social media to reach customers and continuing to execute even when the business journey becomes difficult.