In the heart of Bengaluru, Yeshoda Karuturi (28) and Rhea Karuturi (25) have cultivated a venture that transcends the fragrant realms of their family’s flower business. Growing up amidst the petals, the sisters witnessed the flourishing journey of their father, Ramakrishna Karuturi, who founded a rose farm in Ethiopia. As the family business expanded to Kenya and India, Yeshoda and Rhea discerned a unique opportunity within the floral landscape – selling pooja flowers through online channels.
In 2019, they initiated their entrepreneurial journey with Rose Bazaar, later rebranded as Hoovu Fresh in mid-2020. Hoovu, meaning ‘flowers’ in Kannada, reflects the sisters’ commitment to a uniquely Indian brand that pays homage to tradition while embracing freshness.
Belonging to a family deeply entrenched in the flower industry, the Karuturi sisters found their niche in the sale of pooja flowers, a quintessential Indian practice. Despite the robust growth of the bouquet flower industry, the market for pooja flowers had remained largely unchanged for decades. Yeshoda and Rhea, having worked in the family business after college, recognized this untapped potential and envisioned a significant transformation.
With a Bachelor’s degree in Science, Technology, and Society from Stanford University, Rhea, and a Master’s in Accounting and B.S in Business Administration from Washington University in St. Louis, USA, Yeshoda, brought diverse skills to the table. Yeshoda’s post-graduate stint involved handling overseas operations in East Africa for the family business, providing her with valuable insights into the global flower industry.
Hoovu Fresh embarked on its journey with a focus on building a robust supply chain and collaborating with farmers to ensure the highest quality produce. With a team that is 90 percent women, the startup aimed to disrupt the traditional pooja flower industry, which, despite its small wallet spend, carried a high emotional quotient. Recognizing the perishable nature of flowers, Hoovu Fresh prioritized optimizing the supply chain to increase shelf life. The startup achieved an impressive feat, extending the shelf life of its flowers from two-to-three days to a remarkable 15 days. Hoovu boasts a diverse range of 50 flower SKUs, offering everything from loose flowers to intricate garlands and greens used in pooja rituals.
From the outset, the founders focused on creating a strong foundation by collaborating with farmers and ensuring the highest quality produce. Hoovu Fresh’s commitment to excellence is evident in its unique selling proposition – zero-touch flowers facilitated by a state-of-the-art flower packing machine. This innovation not only caters to the changing consumer behavior during the pandemic but also underscores the startup’s dedication to safety and quality.
Hoovu Fresh stands as a trailblazer in the e-commerce space for pooja flowers, enjoying a monopoly in this niche market. The startup strategically sells its assorted flowers through prominent marketplaces such as Big Basket, Blink it, Fresh to Home, Zepto, Dunzo, Milk Basket, Supr Daily, Jio Mart, Zomato, Swiggy, and more. The timing of Hoovu Fresh’s launch, just before the first lockdown in March 2020, posed initial challenges. However, the subsequent shift towards online platforms for essential needs worked in the startup’s favor.
Hoovu Fresh responded to the changing landscape by introducing zero-touch flowers, aligning with the growing emphasis on safety and hygiene. This initiative resonated well with customers seeking a trustworthy brand for sanitized flowers.
Despite economic slowdowns over the past two years, Yeshoda and Rhea report a remarkable 10x growth in the past year alone. The startup currently services over 150,000 orders per month and has expanded its footprint to Bengaluru, Hyderabad, Chennai, Mysore, Pune, Mumbai, Gurgaon, and Noida. Additionally, their agarbattis are available pan-India, with nationwide service during festivals.
As the founders chart the course for the future, they envision bringing daily subscriptions to every corner of India through partner platforms and grocery stores. The startup, initiated with an angel investment of Rs 10 lakhs, received further impetus with a funding amount of $120,000 as part of the Techstars accelerator program. Yeshoda and Rhea’s journey in the startup ecosystem reflects their resilience, adaptability, and an unwavering commitment to innovation. In a landscape dominated by online grocery stores, Hoovu Fresh has strategically targeted the often-ignored last mile in India – the millions of women working as street vendors. The startup’s success underscores its ability to tap into unexplored segments, providing a reliable platform for vendors and customers alike.