In the bustling landscape of India’s evolving food industry, where health-conscious consumers increasingly scrutinize food labels and demand transparency, a new player has emerged in the dairy market. Jogurt, a brand that promises not just nutrition but a return to organic simplicity, is making waves with its clean-label approach to Greek yogurt. At the helm of this revolution is Harshita Joshi, a former IT professional turned full-time entrepreneur, whose personal health journey has transformed into a mission to revolutionize the way Indians think about yogurt.
The Genesis of Jogurt
Joshi’s journey began not in a boardroom or a food lab, but in her struggle against Polycystic Ovary Syndrome (PCOS), a condition that affects millions of women worldwide. “I’ve been trying to reverse PCOS for the past 5 years,” Joshi explains, her voice filled with the determination that has become the hallmark of her entrepreneurial spirit. “This led me to research what we consume and how it’s made.”
What she discovered was eye-opening and, in many ways, disheartening. The market was saturated with products claiming health benefits but lacking transparency in their ingredients. This realization became the catalyst for a dramatic life change. Joshi, then working in the IT sector, made the bold decision to quit her job and embark on a mission to develop a truly healthy alternative in the yogurt market.
“The idea of starting a line of products was not on the list initially,” Joshi admits. “But the more I learned about nutrition and the current state of our food industry, the more I felt compelled to act.” This compulsion led to the birth of Jogurt, a brand that would not just talk about health but embody it in every aspect of its production.
Walking the Talk: The Jogurt Difference
Unlike many brands that simply jump on the health food bandwagon, capitalizing on buzzwords without substantial changes to their products, Jogurt walks the talk. The company’s commitment to health and transparency begins at the source: the milk.
Jogurt uses milk exclusively from organically fed Gir cows, a breed known for producing highly nutritious A2 milk. “A2 is not just a gimmick for us,” Joshi explains. “It’s been here in India forever, but not all manufacturers maintain the high standards required to produce genuine A2 milk.” The choice of A2 milk is crucial to Jogurt’s mission, as it’s easier to digest than conventional milk while maintaining a high nutritional profile.
The production process is where Jogurt truly sets itself apart. The yogurt is double-strained, a method that results in the thick, creamy texture characteristic of Greek yogurt while also concentrating on its nutritional content. The result is a protein powerhouse, boasting 15 grams of protein per 100-gram serving.
But what truly defines Jogurt in the crowded health food market is its unwavering commitment to clean labels. “We follow Food Pharmer religiously,” Joshi states, referring to a renowned food scientist known for exposing misleading health claims in the food industry. “Our perspective has shifted to clean labels – understanding nutrition and keeping it simple.”
This dedication to simplicity and transparency extends to every aspect of Jogurt’s production. The brand eschews artificial sweeteners, preservatives, and stabilizers, opting instead for natural ingredients. For sweetness, they use monk fruit, a natural sweetener that doesn’t spike blood sugar levels. The absence of preservatives means a shorter shelf life, but Joshi sees this as a feature, not a bug. “The low shelf life and freshness are two key drivers that will make anybody confident about Jogurt,” she explains. “It’s a testament to our no-preservatives, no-stabilizers approach.”
The Challenge of Creating a Clean-Label Product
The journey to create a truly clean-label Greek yogurt was far from smooth. Joshi and her team faced numerous challenges, particularly when it came to packaging. “IT WAS NEXT TO IMPOSSIBLE to serve Greek yogurt in paper cups,” Joshi recalls, the frustration of those early days still evident in her voice. “We experimented for over a year, and went to different cities to check the eco-friendly options but no paper could sustain Greek yogurt.”
This presented a significant dilemma for the fledgling company. On one hand, they were committed to creating a product that was as environmentally friendly as possible. On the other, they needed packaging that could effectively preserve their preservative-free yogurt. After much deliberation and research, they made the difficult decision to use plastic packaging.
“We had no choice but to step into plastic packaging,” Joshi admits. “But we’re continually researching more sustainable options and hope to transition to eco-friendly packaging as soon as a viable alternative becomes available.”
A Yogurt for All
While Jogurt’s origins lie in Joshi’s health journey, the brand’s appeal isn’t limited to fitness enthusiasts or those with specific dietary needs. Joshi envisions her product as a dietary staple for people of all ages. “Jogurt is a habit,” she asserts. “It has to be there for everyone because we believe health is everything.”
The versatility of the product is evident in its uses. Fitness enthusiasts appreciate it as a high-protein, low-sugar pre- or post-workout snack. Those watching their weight find it a satisfying, nutrient-dense option that helps curb cravings. Even busy professionals and students are turning to Jogurt as a quick, healthy breakfast or midnight snack.
Joshi herself is a testament to the product’s efficacy. “I lost 10 kgs in PCOS within 4-5 months using Jogurt as pre-work/brekky/midnight snack,” she shares. “It’s super healthy and perfect for tracking macros, with decent calories, high protein, probiotics, and ZERO refined sugar.”
Educating the Market
Creating a superior product was only half the battle for Jogurt. In a market where consumers are often misled by clever marketing rather than genuine nutrition, Joshi realized that education would be key to Jogurt’s success.
“There’s no point in being sales-y about health benefits until and unless people are educated on nutrition and its relationship with the gut,” Joshi emphasizes. This philosophy has shaped Jogurt’s marketing strategy, which focuses heavily on consumer education.
The company regularly shares information about the benefits of probiotics, the importance of clean eating, and how to read and understand food labels. They’ve also partnered with nutritionists and health coaches to provide their customers with comprehensive wellness advice that goes beyond just promoting their product.
“We want to change the way people think about food,” Joshi explains. “It’s not about restriction or deprivation. It’s about making informed choices and building a positive relationship with what you eat.”
The Road Ahead
As Jogurt celebrates its first year on the market, the response has been overwhelmingly positive. “Everybody loved it as it was launched last year 2023,” Joshi says, but for Joshi and her team, this is just the beginning.
Looking to the future, Joshi’s vision for Jogurt is clear and ambitious. “My vision is that Jogurt becomes a dietary positive snack for all,” she says. “A yummy treat as well as healthy, taking you from exertion to no bullshit zone in seconds.”
This vision extends beyond just selling yogurt. Joshi sees Jogurt as part of a larger movement towards healthier, more transparent food options. She hopes to expand the brand’s product line in the future, always adhering to the principles of clean labels and nutritional transparency that form the core of Jogurt’s identity.
Moreover, Joshi is committed to continuing the brand’s educational efforts. “My message to audiences would be that they build a positive relationship with food yet stay alert with nutrition because you are what you eat,” she states, encapsulating the philosophy that drives both her and her brand.
A Yogurt Revolution
In a market flooded with conflicting health claims and opaque ingredient lists, Jogurt stands out as a beacon of transparency and nutrition. As consumers become increasingly savvy about their food choices, brands like Jogurt are leading the way toward a healthier, more informed future.
For Harshita Joshi, the journey from a PCOS sufferer to a yogurt revolutionary has been challenging but deeply rewarding. Her story is a testament to the power of personal conviction and the impact one individual can have when they decide to be the change they wish to see in the world.
As Jogurt continues to grow and evolve, it remains true to its roots – a simple, honest product born out of one woman’s desire for better health. In doing so, it’s not just changing the yogurt market; it’s changing the way we think about food, health, and transparency in the food industry.
For Joshi and her growing base of Jogurt enthusiasts, the future of healthy eating tastes deliciously simple. And in that simplicity lies a revolution – one spoonful of clean, honest, delicious yogurt at a time.
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Available for purchase at: https://jogurt.mini.store
