Hoovu Fresh is a visionary Bangalore-based startup founded by two dynamic sisters, Yeshoda Karuturi and Rhea Karuturi. With a deep-rooted legacy in the floral industry, the story of Hoovu Fresh is both inspiring and transformative. The foundation of this innovative new business was laid long before the company’s official launch. In 1994, the same year Yeshoda was born, their father started a rose farm that would grow into a global enterprise, with farms in India, Ethiopia, and Kenya. Over the years, the sisters have witnessed the tremendous evolution of the flower industry—transforming from a fragmented and disorganized sector to the establishment of the International Flower Auction in Bangalore and the creation of the world's largest rose farm in Kenya.
Both Yeshoda and Rhea have hands-on experience in the family business, Karuturi Global, where Yeshoda served as Executive Director, managing international operations. Rhea, during her academic breaks, also contributed to the family business, gaining invaluable insights into the industry. However, as they worked within the traditional flower market, they observed a significant disconnect in how flowers were consumed and distributed, especially in India. While bouquet flowers were gaining traction, everyday flowers used in religious and cultural rituals—such as jasmine, marigold, chrysanthemums, and bud roses—remained underserved. These flowers are used extensively across India for prayer, decorations, and celebrations, making them an integral part of daily life for millions of people. Yet, despite the large-scale demand, the flower market was fragmented and inefficient.
The sisters recognized a golden opportunity in the traditional flower market, which spans over 481,907 acres of production in India. Despite its vastness, the sector suffers from high levels of waste—up to 40% of flowers are discarded due to an outdated, disorganized supply chain. The lack of proper handling and cold chain storage causes flowers to lose their freshness during transit, with the time from harvest to end customer often stretching over 36-48 hours.
Determined to tackle these challenges, Yeshoda and Rhea set out to start a startup that would build a more efficient, sustainable, and value-driven flower supply chain. By leveraging their extensive agricultural knowledge and tech-savvy approach, Hoovu Fresh is changing the game. The startup partners directly with farms, reducing the time it takes for flowers to go from farm to customer to just 12-24 hours. Through innovative packaging solutions, they’ve managed to double or even quintuple the shelf life of flowers—a major breakthrough in an industry where freshness is paramount.
The ultimate mission of Hoovu Fresh is simple yet ambitious: to bring freshness, sustainability, and reliability to India’s traditional flower market. Their vision is to create a seamless supply chain that not only benefits the farmers but also enriches the experience for end customers. Their goal is to make flowers an essential part of everyday life for millions of Indian households, as ubiquitous as daily milk or newspapers.
About the Co-Founders
Yeshoda Karuturi – CEO
As the CEO of Hoovu Fresh, Yeshoda Karuturi oversees the company's day-to-day operations and financial strategies. Armed with a Master’s in Accounting and a Bachelor’s in Business Administration from Washington University in St. Louis, Yeshoda brings a wealth of expertise in business management. Before co-founding Hoovu Fresh, she was the Executive Director at Karuturi Global, where she played a key role in managing the company’s overseas operations and spearheaded the development of a machinery rental business in Ethiopia. This initiative focused on enhancing agricultural efficiency in the region despite technological constraints. Yeshoda's background in both finance and international operations equips her with the skills to lead Hoovu Fresh through its rapid growth as a business entrepreneur.
Rhea Karuturi – CTO
Rhea Karuturi is the Chief Technology Officer at Hoovu Fresh, where she drives the company’s technological innovation and marketing efforts. She holds a Bachelor’s of Science degree in Science, Technology, and Society from Stanford University, with a focus on Communication and Media. Rhea’s academic background and experience as a teaching assistant in Stanford’s Computer Science department, where she taught Java, Python, and JavaScript, have given her the technical expertise to bring Hoovu Fresh’s technology-driven solutions to life. Additionally, Rhea has worked with leading media organizations like Times of India, Deccan Herald, and Stanford Daily, honing her skills in media strategy and communications. Her unique blend of technical and creative abilities helps shape Hoovu Fresh’s vision into reality, reflecting the true spirit of entrepreneurship.
A Vision for the Future
Together, Yeshoda and Rhea have embarked on an entrepreneurial journey that seeks to transform India’s flower market. Hoovu Fresh is not just a startup; it’s a movement. It’s about creating a sustainable future for the flower supply chain, offering farmers a fairer deal, and ensuring that customers receive only the freshest flowers. As the co-founders build a brand story focused on both sustainability and profitability, they’re also making a significant impact on India’s agricultural landscape.
The Hoovu Fresh story is one of resilience, innovation, and vision. By combining their deep knowledge of agriculture and technology, the Karuturi sisters are not just entrepreneurs—they’re pioneers in a rapidly evolving market. Their startup stands as a testament to the power of business entrepreneurship to solve real-world problems, while maintaining a strong commitment to sustainability and customer-centric innovation.
Hoovu Fresh’s journey is only just beginning, but it’s already set to reshape the floral industry in India, providing fresh flowers to millions of households while creating lasting value for farmers and consumers alike. Through this new business venture, the Karuturi sisters are proving that sustainability and profitability can go hand in hand, and that with the right innovation, a startup can truly change the world.
[The images used in this blog post are not owned by Aavyaa, they are just for entertainment purposes]
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