What do you do when the food on every supermarket shelf is working against you? When you are battling a health condition that demands clean, nourishing meals, but everything you find is loaded with preservatives, sugar, and artificial ingredients? For Harshita Joshi, the answer was clear—when the right food didn’t exist, she would make it herself.
At just 27, Harshita has built Jogurt, a clean-label, high-protein Greek yoghurt brand, inspired by her fight with PCOS (Polycystic Ovary Syndrome). This condition left her exhausted, emotionally drained, and searching for answers.
“I was looking for a product that was the right solution to improve my diet,” she shares. But finding truly wholesome, preservative-free food was almost impossible.
Her battle with PCOS started in 2018, bringing with it mood swings, mental breakdowns, and irregular periods. Studying for a BTech degree while living alone in Indore, she was under constant stress, juggling academics, sleepless nights, and the overwhelming frustration of not knowing why her body was failing her.
Spotting PCOS early – an expert breaks down the symptoms
Dr Nidhi Tripathi, a gynaecologist and fertility specialist at Birla Fertility & IVF, Noida, with over 12 years of experience, explains the complexities of Polycystic Ovary Syndrome (PCOS), emphasising that it is “a hormonal problem that can arise due to environmental factors or genetics. For many women, the first sign of PCOS is irregular menstruation.”
She continues, “Most patients visit clinics because of menstrual irregularities, typically characterised by prolonged cycles. While a normal cycle lasts around 28 days, women with PCOS may experience cycles that are significantly longer. In some cases, they may not menstruate naturally and need hormonal assistance to induce bleeding.”
Excessive hair growth, or hyperandrogenism, is another hallmark symptom of PCOS. The gynaecologist explains, “Androgens are male hormones that, when elevated in women with PCOS, cause unwanted hair growth on the chin, back, upper lip, and even the eyebrows.”
Beyond these symptoms, weight gain and insulin resistance are common issues. “When androgen levels rise in the body, it can lead to insulin resistance, hypertension, metabolic issues, and obesity over time,” she says.
The long-term risks of PCOS are significant, and Dr Tripathi stresses the importance of managing the condition effectively. “Around 90% of women with PCOS report menstrual irregularities, which can lead to serious health problems down the line. It’s vital to keep it under control,” she says.
She advises, “To manage PCOS successfully, one should focus on regular exercise, maintaining a balanced diet, and getting adequate sleep. These simple yet effective measures can help keep the condition in check and reduce the risk of complications.”
Turning a struggle into a solution
When Harshita was diagnosed with PCOS, she found herself juggling the demands of her studies while trying to manage her health. “It was a tough time,” she recalls. “High-intensity workouts and gym sessions weren’t helping. Instead, I turned to meditation, yoga, and a balanced diet, which gradually made a difference.”
Her journey into nutrition and food science opened her eyes to a frustrating reality—the so-called “healthy” foods on the market were often misleading, filled with preservatives, and didn’t truly cater to people with real health challenges.
Determined to change this, she started experimenting in her kitchen, turning her personal struggle into a mission. What began as small trials soon evolved into a full-fledged brand, offering preservative-free, nutritious food for thousands seeking real, wholesome options.
When the pandemic changed everything
“I always thought I’d become an engineer. I never imagined my path would lead anywhere else,” says Harshita. But life had other plans.
When the COVID-19 pandemic turned the world upside down, it also disrupted her daily routine. With restricted movement and fewer opportunities to stay active, she began struggling with weight gain—a challenge many around her were facing.
“I wasn’t the only one; my friends and family were dealing with the same issues,” she shares. The emotional toll of the lockdown made her rethink her health, pushing her to embrace exercise, mindful eating, and a more holistic approach to well-being.
A closer look at what’s really in our food
As she paid more attention to her health, Harshita started reading food labels more carefully, and what she found was alarming. “I realised that most of the food we eat today, even fruits and vegetables, is chemically treated or processed in some way. Packaged foods are full of sugar, preservatives, and stabilisers just to extend their shelf life,” she explains. It became clear to her that if she wanted to nourish her body, she needed to look beyond the usual options.
A simple snack that changed everything
During this time, she discovered Greek yoghurt, and it quickly became a staple in her diet. “It was my go-to when I had cravings,” she shares. What started as a simple addition to her routine soon sparked a much bigger idea—one that would eventually shape her career.
As her research into healthy alternatives deepened, she came across something intriguing: A2 milk. “A friend introduced me to A2 milk, and I was curious to learn more about it,” she recalls. She found that A2 milk is easier to digest and has fewer negative effects, especially for people with PCOS—a condition she had been struggling with for years.
Dr. Pronobesh Ganguly, a gynaecologist and obstetrician from West Bengal, explains why A2 milk stands out. “A2 milk, rich in A2 beta-casein and free from A1 beta-casein, helps prevent the release of BCM-7, a peptide found in regular cow’s milk. This makes digestion smoother for many people.”
That’s when it all clicked. What if she could combine the goodness of Greek yoghurt with the benefits of A2 milk?
Finding purpose: From IT professional to entrepreneur
In 2021, Harshita started working at Four-Serv Global. Although she was performing well, she felt unfulfilled and realised it wasn’t the path she wanted to pursue. “I wanted to do something of my own, something that aligned with my values and goals,” she says.
Driven by the desire to create a clean and nutritious product, the IT professional made the daring decision to leave her stable job and focus on launching her own business. After a year of research, she finally launched Jogurt in May 2023, at the age of 25.
“I wanted to create a yoghurt that people with PCOS, like myself, or any other health problems, could trust, one that was free of preservatives or added sugar,” she says.
She conducted extensive research online, consulted with nutritionists, and visited the farm where she sources her milk to carefully choose the best ingredients. “A2 milk was the best choice because it has a higher protein content and is better for the gut,” she explains.
The science behind A2 milk
Dr Samrakshini G, a gynaecologist and fertility specialist based in Bengaluru with 10 years of experience, sheds light on the ongoing debate surrounding the type of milk we consume. She explains, “Milk is classified into two types, A1 and A2, distinguished by a single protein known as beta-casein. The difference between the two lies in a variation of just one amino acid.” In A1 milk, the amino acid at position 67 is histidine, while in A2 milk, it is proline. This seemingly small difference plays a significant role in the digestion process.
She elaborates, “A1 milk produces a peptide called beta-casomorphin 7 (BCM-7), which can lead to bloating and stomach discomfort. In contrast, A2 milk does not produce this peptide, meaning it typically causes fewer digestive issues.” However, she adds, “It’s important to clarify that A2 milk is not lactose-free, so it is not suitable for individuals who have severe lactose intolerance.”
Addressing the health implications, she says, “Some studies suggest that A1 milk could be linked to an increased risk of heart disease and autoimmune conditions, such as Type 1 diabetes. These findings, however, are based on observational studies, and more research is needed to draw definitive conclusions. That being said, current evidence suggests that A2 milk is less likely to cause gastrointestinal issues.”
Another expert, Dr Pronobesh, an obstetrician and gynaecologist based in Kolkata, explains, “A2 milk is a superior choice for gut health because the A2 beta-casein is gentler on the digestive system. It reduces discomfort like bloating, gas, and inflammation in people who can’t tolerate normal milk.”
“The farm (Deep Roots Farms in Indore) where I get my A2 milk feeds organic produce to their Gir cows, ensuring it’s safe. The cows are not hormonally altered to produce more milk and are treated with the utmost care,” she explains.
From fresh A2 milk to perfect yoghurt
The process of making Jogurt is both intricate and time-consuming. The process begins by sourcing fresh A2 milk, which is pasteurised. It is a process of heating milk to a specific temperature to kill harmful bacteria and pathogens. “After pasteurisation, I heat the milk to 85°C and then cool it down to 45°C. At this point, we add the yoghurt culture with specific probiotic strains,” she explains. The milk is then incubated for 16 hours in winter and 10 hours in summer to develop the perfect consistency.
The next step involves straining the yoghurt to separate the thickened portion, then whisking it to achieve a smooth consistency. “We double-strain it to achieve the Greek yoghurt consistency, leaving 15 grams of protein per 100-gram cup,” she says proudly. The yoghurt is then chilled for approximately five hours before flavours are added.
“I currently offer a total of 11 flavours. To sweeten the yoghurt, I use monk fruit as a natural alternative and avoid using stevia, refined sugar, or raw sugar. For fruit-flavoured varieties, I use only fresh fruits, and for the chocolate flavour, I use high-quality cacao,” she says. “I source untreated cacao from a vendor and mix it with the yoghurt along with monk fruit and a pinch of sea salt to enhance the taste,” she adds.
“If my yoghurt is serving its purpose, the packaging is secondary”
For the young entrepreneur, sustainability has always been at the core of her business. “Packaging is one of the biggest challenges I am struggling with,” she admits. “I sell the yoghurt in paper cups directly to customers in Indore, and that is manageable.” However, as she plans to expand into retail, she knows that paper cups aren’t feasible.
“I began retail selling in Indore, using HDPE plastic cups, but I couldn’t compromise on my values. It just didn’t align with my commitment to sustainability, so I stopped using them and retail selling is on halt,” she explains. “I want to find a better and more sustainable option for retail packaging, and that’s where I am right now, still figuring out the best solution.”
She continues to serve her loyal direct customers in paper cups, prioritising quality and freshness. “I also have all the necessary licences, including Gumasta, FSSAI, and GST,” she adds.
“I have kept my packaging simple because, for me, it’s about the product. If my yoghurt is serving its purpose, the packaging is secondary. It’s about the health benefits and taste, no one will care if it’s in a fancy container as long as they feel the difference,” she says.
Harshita usually manages the business on her own, but when production volumes increase, she is assisted by one of the househelp, Uma, who lives in the same locality. Uma, aged 34, explains, “The salary I get from this business helps me a lot, as I have financial responsibilities. Working here gives me extra income and some creative time where I get to learn how to make healthy Greek yoghurt.
She adds, “I was taught the production process by Harshita. It’s not difficult, but it’s time-consuming.” When the production is large, Uma’s key responsibilities include pasteurising the milk and incubating it.
Vishal Lalwani, 31, shares, “As a businessman with a hectic schedule, I have made Greek yoghurt a vital part of my daily routine due to its incredible health benefits. For the past two years, my experience with Jogurt has been nothing short of amazing. It has played a crucial role in my weight-loss journey, aligning perfectly with my health goals.”
Facing the pricing dilemma
As someone moving from an IT job to full-time entrepreneurship, Harshita faced a few obstacles, with the first being pricing. “Many people believe that to succeed in business, you need to offer products at lower prices,” she shares. “But I knew that I couldn’t compromise on quality, even if it meant pricing it slightly higher than other Greek yoghurts in the market.”
After battling the initial challenges, her dedication paid off. “In the first three months, my brand’s revenue reached around Rs 2.8 lakh per month,” she says. “Now, it is generating Rs 6 lakh per month, selling around 1,000 units of 250-gram cups and 1,000 units of 100-gram cups each month.”
She credits her success to transparency and customer trust. “I use social media to educate people about the benefits of A2 milk and the process behind our yoghurt. It’s all about being open and honest with my customers,” she says.
Khushboo, 31, a restaurant owner who has been a loyal customer, says, “I am particularly on the lookout for nutritious dessert alternatives and protein-packed breakfast options. For the past one and a half years, I have been enjoying yoghurt from Jogurt, and what I really appreciate is the option to make it completely free from sugar and sugar alternatives, which aligns perfectly with my health-conscious lifestyle.”
While Jogurt has been successful in Indore, Harshita is now looking to expand into Mumbai and beyond. “Scaling up will require more investment and a production unit in the city where I want to sell my product,” she says.
Harshita’s journey from a PCOS diagnosis to becoming a successful entrepreneur was not easy, but she remained committed to building a successful venture while staying true to her ethics. “The goal isn’t just to make sales, it’s to promote a positive relationship with food. I want people to feel confident in what they are consuming,” she says.
Edited by Leila Badyari; All pictures courtesy Harshita Joshi
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