From PCOS Struggles to Startup Success, that's How Harshita Joshi Created Jogurt

Ever felt like your body is working against you and no one truly gets it? That’s exactly how millions of women with PCOS feel every day. From unpredictable periods and stubborn weight to acne flare-ups and mood swings, PCOS doesn’t just affect your health — it can take a toll on your confidence, relationships, and everyday life. Harshita knows that struggle all too well.

Diagnosed with PCOS in her early 20s, she spent years feeling unheard and misdiagnosed. Juggling hormonal issues while working long hours in the corporate world, her health took a backseat. As a biotechnology graduate and someone who worked in healthcare consulting, she had access to medical knowledge, but still found it nearly impossible to find clean, natural solutions that actually worked. Doctors offered pills. The internet offered confusion. And nothing seemed tailored to Indian women dealing with real-life hormonal chaos. That frustration became her fuel. At just 27, Harshita decided to turn her pain into purpose — and that’s how Jogurt was born. With a warm heart and a fierce vision, Harshita started Jogurt not just to sell products, but to spark change, start conversations, and offer real, natural solutions for hormonal health — something many of us wish we had growing up.

Building Jogurt: A Health-First Brand from the Ground Up

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By 2021, Harshita had transitioned from student to IT professional, but something felt missing. The tug toward a purpose-driven path became too strong to ignore. Leaving her stable tech job, she dove headfirst into research and development, determined to create a yoghurt that ticked every box—gut-friendly, hormone-friendly, protein-rich, and, most importantly, truly clean. In May 2023, at the age of 25, Jogurt was launched in Indore—offering Greek yoghurt made exclusively from A2 milk sourced from desi cows like Gir and Sahiwal. What makes A2 milk special? It contains only the A2 beta-casein protein, making it easier to digest and suitable for people with mild lactose sensitivities. Combined with the double-strained Greek yoghurt technique, Jogurt delivers an impressive 15g of protein per 100g serving.

But Jogurt isn’t just about numbers and nutrition. It’s a sensory experience. With over 11 flavours, including Mixed Berry, Mango, Chocolate Cacao, Cinnamon Apple, and even Lemon Zest, Jogurt appeals to all palates—from the health nut tracking macros to the midnight snacker craving something creamy yet guilt-free. Instead of refined sugar, Harshita uses monk fruit, a natural sweetener that doesn’t spike blood sugar. And fruit-based options are made with real fruit—not “essences” or flavourings. The production process remains small-batch, artisanal, and community-driven. Milk is pasteurised, fermented for 10–16 hours (season-dependent), then double-strained for that iconic thickness. The product is chilled before being infused with natural ingredients. Every step is manually monitored, ensuring quality over quantity.

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What began with Harshita selling Jogurt in paper cups, door-to-door in her neighbourhood, has now scaled to 2,000 cups sold monthly. With a monthly revenue of Rs. 5–6 lakh, Jogurt is now stocked in premium grocery stores in Indore and available online via direct-to-customer platforms. The company has already built a loyal consumer base including fitness enthusiasts, women managing hormonal imbalances, and people with dietary restrictions. From sourcing to packaging, sustainability is at Jogurt’s core. Though initial packaging relied on plastic to preserve shelf life, Harshita is actively researching recyclable and biodegradable alternatives that align with her environmental ethos. She’s also invested in training and employing local women, like Uma, who help with the production process, further grounding the brand in social impact.

And while success has come, it didn’t come easy. Managing everything solo—from R&D and production to marketing and logistics—was no walk in the park. Sourcing untreated cacao, dealing with short shelf lives due to zero preservatives, and ensuring every product is label-clean required relentless effort. Yet, Harshita stuck to her guns, never compromising on quality—even if that meant pricing Jogurt slightly above mass-market options. Looking ahead, her plans include expanding Jogurt to Mumbai by the end of 2025, followed by a pan-India rollout. She’s also exploring probiotic snacks and functional foods to diversify the brand while sticking to her “no junk, no gimmicks” policy.

The Spoonful That Started It All

From her battle with PCOS to building a brand that’s now helping thousands on their health journeys, Harshita Joshi's story is not just about yoghurt—it’s about resilience, research, and real change. Jogurt is not positioned as a miracle cure but as a genuinely nutritious, honest food choice in a market that often misses the mark. But Jogurt isn’t stopping here. Harshita has big dreams — from expanding the product line to building a community that openly talks about PCOS and hormonal health without shame or confusion. She envisions Jogurt as a go-to space where women across India, especially in smaller towns and cities, feel seen, heard, and supported. By raising awareness and providing easy-to-understand resources, Jogurt is on a mission to rewrite how India looks at PCOS — not as a hidden struggle, but as a shared journey toward balance and healing.  If you're someone navigating PCOS, gut issues, or simply trying to eat cleaner without sacrificing taste, Join the movement — because healing your hormones shouldn’t be hard.