The Good Bug

About The Good Bug

Mumbai-based The Good Bug, legally known as Seven Turns Private Limited, was founded in 2021 by Keshav Biyani and Prabhu Karthikeyan Veluswamy, with Sujatha Karthikeyan also listed as a founder. The company has established a significant presence in the health and wellness market, focusing specifically on gut health. Co-founder Keshav Biyani previously served as the head of strategy at Future Group India, while Prabhu Karthikeyan is a serial entrepreneur with prior ventures in the consumer brand space, including a men's grooming brand and a hair care line.

The Good Bug operates on a direct-to-consumer (D2C) model, targeting the growing segment of health-conscious individuals in India. The business addresses the increasing incidence of digestive issues, which affect an estimated 600 million Indians monthly, by providing scientifically formulated probiotic and synbiotic products. Revenue is primarily generated through its website, which accounts for about 60% of sales, with an additional 30% coming from marketplaces and the remainder from offline channels. The company has demonstrated significant growth, reporting an operating revenue of ₹43.3 crore in fiscal year 2024.

The product portfolio is designed to address a range of health concerns linked to the gut microbiome, including digestive issues like bloating and constipation, weight management, metabolic health, sleep, and stress. Offerings include synbiotic powders, daily probiotics, prebiotic fibers, detox shots, and fermented foods like kombucha and kefir. A notable product is the 'Metabolically Lean' formulation, a GLP-1-based product positioned as a natural alternative for weight management that helps regulate appetite. The company emphasizes scientific validation, using clinically tested strains and micro-encapsulation technology to ensure the viability of probiotics. To further support its customers, The Good Bug provides educational resources and expert consultations.

The startup has successfully attracted significant investment, securing a total of approximately $20.6 million over four funding rounds. Its Series B round in May 2025, led by Susquehanna Asia VC, raised about $11.8 million. Other key investors include Fireside Ventures and Sharrp Ventures. This capital is being deployed to advance research in microbiome science, expand clinical trials, and bolster marketing and distribution efforts across India.