Back in 2022, Keshav Biyani and Prabhu Karthikeyan teamed up to launch The Good Bug, a wellness brand built around one clear goal: fixing the way we think about gut health. They didn’t want to push quick fixes or trendy supplements—instead, they focused on real science and real results.
Their lineup features cleverly designed, easy-to-use products like melt-in-your-mouth powders for both kids and adults. These aren’t just your average probiotics—they’re made with strains that have been tested and studied to actually make a difference, helping with everything from digestion to energy and overall wellness.
In 2023, The Good Bug raised $3.5 million in Series A funding, with major backing from Fireside Ventures, along with Think9 Consumer Technologies and Sharrp Ventures (which is tied to Harsh Mariwala of Marico). That funding is fueling a bigger vision: growing the product range, stepping up their marketing game, and expanding operations to keep up with rising demand.
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One standout moment for the brand came through a partnership with HRX—Hrithik Roshan’s fitness label—resulting in a special edition probiotic formula called Metabolically Lean Supercharged. It’s designed to help with weight management in a healthy, sustainable way while improving gut function. The idea? Make cutting-edge wellness feel less like medicine and more like a daily upgrade.
What’s next? The Good Bug is set on reaching more people through new sales channels, new categories, and more innovative products. One big priority is keeping customers happy—not just once, but over the long run—by improving how they discover the brand, stay engaged, and feel about their experience.
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“We’re here to simplify gut health and put it in everyone’s hands,” say the founders. “It shouldn’t be confusing—it should just work.”
