In the world of agriculture, innovation often emerges from a deep connection to tradition. For Benguluru based sisters Rhea and Yeshoda Karuturi, this connection was rooted in a childhood surrounded by flowers. Raised in a family deeply entrenched in the floriculture industry, the sisters were inspired by their father’s journey from establishing a small rose farm in Ethiopia to building the world’s largest rose farm. Their upbringing among the vibrant blooms and the nuances of flower farming set the stage for their entrepreneurial venture, Hoovu Fresh, which is now transforming the pooja flower industry in India.
From Family Legacy to Personal Vision
Rhea and Yeshoda were destined to follow in their father’s footsteps, but they carved out their niche by focusing on a segment of the flower industry that had remained largely untouched—pooja flowers. The sisters’ journey began with Rose Bazaar in 2019, later rebranded as Hoovu Fresh in 2020. Their inspiration? The everyday struggle their mother faced in finding fresh pooja flowers, a problem that resonated with many Indian households.
"Freshness in pooja flowers is not just about aesthetics; it’s about emotion," says Yeshoda. "For a devotee, the freshness of flowers is equivalent to their devotion. Offering spoiled flowers to God is unthinkable." This understanding drove the sisters to prioritize freshness in their business model, ensuring that the flowers delivered to their customers are as fresh as possible.
Revolutionizing the Pooja Flower Market
Despite the vast size of the pooja flower industry—four times larger than the bouquet flower industry—the market had seen little innovation. Flowers for religious rituals, an integral part of Indian culture, were still being sold in the same manner as they had been for decades. Hoovu Fresh set out to change this by creating a robust supply chain that could maintain the quality and freshness of the flowers.
Understanding that flowers are highly perishable, Rhea and Yeshoda developed processes that extended the shelf life of their products from two-to-three days to 15 days. This innovation was a game-changer, allowing them to reach a wider customer base through online marketplaces such as Big Basket, Zepto, and Swiggy.
Their focus on quality didn’t just stop at the flowers. Hoovu Fresh also introduced a range of pooja-related products, including dhoop cones and agarbattis, expanding their brand’s footprint across India. By doing so, they’ve managed to tap into the emotional and spiritual aspects of their customers’ lives, making Hoovu Fresh a trusted name in the pooja flower industry.
Empowering Farmers and Reducing Waste
At the heart of Hoovu Fresh’s success is their commitment to the farmers who grow the flowers. Traditionally, farmers in the pooja flower market have faced significant challenges, including high wastage rates and low returns due to middlemen. Yeshoda explains, "In the pooja industry, the average wastage is 40-60 percent. This is more than half of the flowers grown, which is ridiculous considering the labor that goes into it."
Hoovu Fresh has managed to reduce this wastage to just 3 percent by utilizing every part of the flower, including making incense and other products from what would have otherwise been discarded. Moreover, by cutting out the middlemen and paying farmers a fair price for their produce, Hoovu Fresh has created a more sustainable and profitable model for those at the start of the supply chain.
A National Presence and Future Ambitions
Launched just before the COVID-19 pandemic, Hoovu Fresh faced significant challenges, but the sisters’ resilience paid off. As the pandemic pushed more consumers towards online shopping, the demand for Hoovu Fresh’s products surged. Today, the brand services over 150,000 orders per month across major Indian cities, including Bengaluru, Hyderabad, Mumbai, and Delhi and earning crores of turnover, with plans to expand further.
The sisters’ appearance on Shark Tank India brought additional visibility and validation to their venture. They successfully raised INR 10 million in funding from Shark Tank India investors - Aman Gupta, co-founder of boAt Lifestyle, and Peyush Bansal, founder of Lenskart.com, for their innovative floral venture. "Being part of Shark Tank was a game-changer for us," says Yeshoda. "It gave us national recognition and opened doors to new opportunities."
Looking ahead, Rhea and Yeshoda envision Hoovu Fresh becoming a household name in India’s pooja market. They plan to introduce more products and expand their services across the country, bringing the freshness of tradition into the modern age.
Inspiring the Next Generation
Rhea and Yeshoda’s journey is a testament to the power of innovation grounded in tradition. Their advice to young entrepreneurs is simple: "Don’t be afraid to try new ideas. Focus on adding value to existing stakeholders and always be open to learning." With their blend of traditional values and modern business acumen, the Karuturi sisters are not just revolutionizing the pooja flower industry; they’re inspiring a new generation of entrepreneurs to follow their lead.
Their journey from a family rose farm to a national pooja flower brand is a shining example of how the old and new can come together to create something truly special.
