In a world where supermarket shelves are stocked with ultra-processed foods filled with preservatives, sugar, and artificial ingredients, making healthy choices can feel like an uphill battle—especially for those with specific health conditions. For Harshita Joshi, this struggle wasn’t just a passing frustration; it was personal. When she couldn’t find the right food to support her health, she decided to create it herself.
At just 27, Harshita is the founder of Jogurt, a clean-label, high-protein Greek yoghurt brand inspired by her fight with Polycystic Ovary Syndrome (PCOS). Her diagnosis in 2018 left her exhausted and emotionally drained, juggling her BTech studies in Indore while battling mood swings, irregular periods, and the uncertainty of why her body was failing her.
Understanding PCOS: A Hidden Struggle
PCOS is a hormonal disorder affecting millions of women worldwide, often presenting as irregular menstruation, excessive hair growth due to elevated androgen levels, insulin resistance, and weight gain. Dr. Nidhi Tripathi, a gynaecologist and fertility specialist, explains, “PCOS can be caused by environmental factors or genetics, and if left unmanaged, it can lead to serious health risks, including metabolic disorders and infertility.”
Determined to take control of her health, Harshita turned to a balanced diet, yoga, and meditation when intense gym workouts failed to help. In her search for wholesome, preservative-free food, Greek yoghurt became a staple in her diet. But she soon realized that most commercial options were far from clean.
Turning a Health Struggle into a Business Opportunity
As she delved deeper into nutrition, Harshita discovered A2 milk—a type of milk that is easier to digest and better suited for those with PCOS. “A friend introduced me to A2 milk, and I was curious to learn more about it,” she recalls. Studies suggest that A2 milk lacks A1 beta-casein, which is known to cause bloating and inflammation in some individuals. This discovery led her to an idea: what if she could create Greek yoghurt using A2 milk?
Harshita’s journey into entrepreneurship was unexpected. In 2021, she began working at Four-Serv Global as an IT professional but soon realized her passion lay elsewhere. “I wanted to do something that aligned with my values and helped others,” she shares. After a year of research and experimentation, she took a leap of faith, leaving her stable job to launch Jogurt in May 2023.
Crafting the Perfect Greek Yoghurt
The process of making Jogurt is intricate and time-consuming. Fresh A2 milk is sourced from Deep Roots Farms in Indore, where cows are ethically raised and fed organic produce. The milk is then pasteurized, heated to 85°C, cooled to 45°C, and combined with carefully selected probiotic strains before being incubated for up to 16 hours. The result? A rich, creamy Greek yoghurt with 15 grams of protein per 100 grams.
Harshita ensures that Jogurt is free from preservatives and artificial sweeteners, using monk fruit instead of sugar. “For fruit-flavored varieties, we use only fresh fruits, and for chocolate, we mix high-quality cacao with monk fruit and a pinch of sea salt,” she explains.
Scaling the Business While Staying True to Her Values
In just three months, Jogurt was generating approximately ₹2.8 lakh per month. Today, the business brings in ₹6 lakh monthly, selling around 1,000 units of 250-gram cups and 1,000 units of 100-gram cups.
Despite this success, Harshita faces a significant challenge—packaging. Committed to sustainability, she initially sold Jogurt in paper cups but found this impractical for retail expansion. “I started using HDPE plastic cups for retail but later discontinued it because it didn’t align with my values,” she says. Finding an eco-friendly packaging solution remains one of her top priorities.
Community Impact and Customer Trust
Jogurt has garnered a loyal customer base, with people appreciating its transparency and health benefits. Vishal Lalwani, a businessman, shares, “I’ve made Greek yoghurt a vital part of my daily routine. Jogurt has played a crucial role in my weight-loss journey.”
Harshita also employs local help for production, empowering women like Uma, a 34-year-old househelp who assists with pasteurization and incubation. “The extra income helps me manage my financial responsibilities,” Uma shares.
What’s Next? Expanding Beyond Indore
Currently, Harshita is focused on expanding Jogurt beyond Indore, with Mumbai as her next target market. Scaling up will require significant investment, including setting up a new production unit. However, she remains steadfast in her mission: “The goal isn’t just to sell a product—it’s to help people develop a positive relationship with food.”
Through resilience, innovation, and a commitment to quality, Harshita Joshi has turned her personal health struggle into a thriving business. As she continues to grow Jogurt, she remains a testament to the power of perseverance and purpose-driven entrepreneurship.