The Good Bug

What The Good Bug does

The Good Bug, operated by Seven Turns Private Limited, is a Mumbai-based direct-to-consumer gut health and wellness brand founded in 2022. The company sells clinically validated synbiotic supplements — combining prebiotics, probiotics, and postbiotics — formulated with patented encapsulation technology designed to deliver live bacterial strains past stomach acid to the gut. The product range spans ~20 SKUs addressing bloating, constipation, IBS, acidity, weight management (Metabolically Lean), PCOS and hormonal balance, vaginal health, glycemic control, immunity, and skin, alongside adjacent categories including fermented foods (Kombucha, Water Kefir, Pickles), effervescent formats (ACV, Gluta Glow), a Yogurt Maker appliance, and a Squat Buddy stool. Manufacturing is executed through contract partners including Sundyota Numandis Probioceuticals (Ahmedabad), Nutricore Biosciences (Surat), Gangwal Healthcare (Palghar), and Sunberg Lifesciences (Puducherry), with US FDA-licensed and GMP-compliant facilities.

The company's revenue model is primarily direct-to-consumer e-commerce through its Shopify-powered thegoodbug.com storefront, supplemented by Amazon India marketplace presence, with multi-currency support (INR, USD, EUR, GBP). Pricing follows a unit-based model with volume discounts across starter, 1-month, 2-month, and 3-month packs ($4–$79 per SKU), structured to drive trial-to-subscription conversion in a category where probiotics require 2–3 months of consistent use. Customer segments include individuals with digestive issues, weight management seekers, women with PCOS/hormonal imbalances, metabolic health seekers, and health-conscious consumers; segment mix is mass-market rather than enterprise.

Across ~2.5 years the company has raised approximately $17.7M in disclosed funding — a $3.5M Series A led by Fireside Ventures (September 2023), a ~$2.38M extension led by Sharrp Ventures (October 2024), and a Rs 100 crore (~$11.8M) Series B led by Susquehanna Asia Venture Capital with Fireside Ventures participation (April–May 2025). Use of funds is concentrated on microbiome R&D, clinical trials, and brand expansion across India. Self-stated brand positioning includes 'India's No. 1 Gut Health Brand' and 'No. 1 Nutritionist Recommended Brand,' though these are first-party claims rather than third-party verified. The company has published clinical evidence in Cureus (April 2025) on its Metabolically Lean product and holds a patent-pending weight management formula.

Name

The Good Bug

Legal name

Seven Turns Private Limited

Website

https://thegoodbug.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

The Good Bug is a Mumbai-based direct-to-consumer gut health brand selling clinically validated synbiotic supplements (probiotics, prebiotics, postbiotics) and adjacent wellness products through its own e-commerce site and Amazon India to Indian consumers across digestive, metabolic, and women's health use cases.

Ownership category

akta.pro rank

Product category

Probiotic & Gut Health Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industries

Probiotic, Prebiotic & Gut-Health Foods Manufacturing (Fermented Functional Foods, Synbiotics) (AFAKAJAH), Probiotic/Prebiotic Functional Beverage Production (Non-Fermented) (AFAFAFAE), Probiotics (Human & Animal Strains, Spore-Formers, Synbiotic Bases) (AFAJAJAE), Refrigerated Probiotics & Functional Shots (CRADACAN)

Keywords

• Gut health supplements
• Probiotic products
• Synbiotic formulations
• Digestive wellness
• Women's health supplements

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer Probiotic Supplements: Sale of proprietary gut health products including probiotics, prebiotics, digestive supplements, and wellness products through e-commerce platform. Products sold in various pack sizes with subscription potential through repeat purchase behavior.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Good Bug manufactures and sells clinically validated probiotic, prebiotic, and synbiotic (pre+pro+post biotic) supplements targeting gut health, digestion, weight management, hormonal balance (PCOS), vaginal health, and metabolic wellness. Products are delivered direct-to-consumer through thegoodbug.com e-commerce store and Amazon India, using patented encapsulation technology to ensure live bacteria reach the gut.

Differentiator

Problem solved

Functional benefit

Products and services

• Bye Bye Bloat

Quantifiable outcome

• Users report visible skin glow improvements within 1 month of consistent Bye Bye Bloat use
• +4 more outcomes

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Culturelle: One of the most recognized global probiotic brands (LGG strain-based) owned by DSM/i-Health. Directly comparable to The Good Bug on clinically studied single-strain probiotics, though distributed primarily through retail pharmacy channels in the US rather than D2C subscription.
• Yakult: Global probiotic dairy drink leader with established India presence. Comparable as a fermented probiotic beverage brand targeting daily gut health consumption, though operating with a B2C retail distribution model rather than D2C supplements.

Direct peers

• Renew Life: US-based probiotics and digestive health supplements brand with multi-condition portfolio (gut, women's health, weight). Closely comparable to The Good Bug on category breadth, clinically-studied strains, and condition-specific positioning; primarily retail-distributed.
• Oziva: Mumbai-based D2C plant-based nutrition and wellness brand offering supplements including probiotics, weight management, and women's health. Direct Indian D2C competitor with similar target segments, GTM motion, and premium positioning.
• Wellbeing Nutrition: Mumbai-based D2C nutrition brand spanning effervescent vitamins, melatonin, gut health, and beauty-from-within. Closely comparable to The Good Bug on D2C subscription model, premium pricing, and condition-specific product lines.
• Wow Skin Science: India-headquartered D2C brand with broad supplements and wellness portfolio including apple cider vinegar, probiotics, and nutraceuticals. Comparable as a multi-category Indian D2C brand with similar marketing channels and pricing tier.
• Plix (PLIXLife): Mumbai-based D2C wellness brand offering effervescent and functional supplements for gut, skin, hair, and sleep. Comparable to The Good Bug on D2C subscription model, effervescent formats, and condition-specific positioning in the Indian market.
• Biocodex (Florastor): French pharmaceutical company selling Florastor, a leading yeast-based probiotic (Saccharomyces boulardii). Comparable to The Good Bug on clinically validated single-strain probiotics and condition-specific positioning (digestive health).

Emerging players

• Caraway (formerly MiMedia) / Bold Care: Indian D2C wellness startup addressing stigmatized health concerns (men's and women's intimate/wellness categories). Comparable to The Good Bug on D2C subscription model and willingness to address sensitive health conditions.
• Seed Health: US-based D2C synbiotic brand with patented microencapsulation technology and clinically studied multi-strain formulations. Closely comparable to The Good Bug on the synbiotic (pre+pro+postbiotic) platform positioning and emphasis on proprietary delivery technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCojDlPYWLVMvNrXUSc0Xkxg
• Facebookfacebook.com/profile.php?id=100084025119007&mibextid=LQQJ4d
• Instagraminstagram.com/thegoodbug_/?igshid=YmMyMTA2M2Y%3D
• LinkedInlinkedin.com/company/the-good-bug

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Good Bug