How a start-up idea earns Sister Duo 8 crore a year | Jobs Recent


Wouldn’t it be more convenient if there was a home delivery system for fresh flowers, like morning papers or milk packets? This thought hit two sisters, Yeshoda and Rhea Karuturi, forcing them to investigate a market gap in the flower industry.

Soon in 2019, they introduced a system to deliver fresh, traditional flowers to the customer’s door through their startup, Hoovuwhich means flowers in kannada language.

In a mission to bring a “modern twist” to the decades-old traditional flower market, the sisters also introduced a subscription delivery model.

Launched with an initial investment of Rs 10 lakh from an angel investor, this Bengaluru-based start-up has a turnover of Rs 8 crore per year.

A modern twist on a traditional market

Yeshoda and Rhea Karuturi, co-founders of Hoovu Fresh.
Yeshoda and Rhea Karuturi, co-founders of Hoovu Fresh.

Growing up in a family that owned a thriving flower business, the sisters were not new to the field. Their father Ram Karuturi owns rose farms in Kenya, Ethiopia and India. His Kenyan farm was recognized in the 1990s as the largest rose farm in the world. The sisters grew up watching the cut flower industry change dramatically over the years.

Being part of the cut flower industry, they realized that while the potential of the bouquet flower market is huge around the world, flowers serve a very different need in the Indian household.

“Apart from using them for puja (cult), people love to wear them in their hair or hang them in cars, stores and offices,” says Yeshoda, who is a graduate student at Washington University in St. Louis.

He further notes: “Although the market for flower bouquets is quite organized and flourishing, it is traditional puja the flower market was far behind in terms of growth. The supply chain is still incredibly fragmented and unorganized, and the waste is huge. The flowers are delivered in multiple tiers after harvesting, and by the time they reach the customer, they lose their freshness.”

So, after a thorough study of the market, the sisters created a platform that solved the problem on both the demand and supply side. The startup works directly with over 50 farmers from states such as Karnataka, Kerala and Tamil Nadu.

“We engaged the farmers directly because it would reduce the time, thus reducing the turnaround time to 12-24 hours,” says Rhea, a graduate student at Stanford University.

After the flowers are harvested, they are cleaned to keep them free of bacteria and moisture. This is followed by a high-quality packaging process to help the flowers stay fresh longer, extending their shelf life from two to three days to around 15 days.

From loose flowers to garlands and various greens etc hugs (holy basil) i darbha (half grass), Hoovu offers a wide range of products. In addition to the subscription system, their products are also available on various online platforms such as Big Basket, Grofers, Supr Daily, Zomato, Milkbasket, FTH Daily and Zepto as well as their own website.

“We receive over 1,50,000 orders a month from cities such as Bengaluru, Hyderabad, Chennai, Mysore, Pune, Mumbai, Gurugram and Noida. Last year we introduced ours agarbattis (incense sticks) and they are happy that even these turned out to be a success,” adds Yeshoda.

If you are interested in starting such a business, learn everything from Yeshoda herself. In this video, Yeshoda shares his business secrets, the do’s and don’ts of starting a venture, and his greatest mantra to help you become a successful entrepreneur. More details can be found here.

Edited by Pranita Bhat



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