Yeshoda & Rhea, Hoovu Fresh: Revolutionizing Puja Flower Ecommerce in India

In the quiet morning hours when devotees across India prepare for their daily prayers, the fragrance of fresh flowers fills countless homes. Behind this sacred ritual lies an innovative disruption by two remarkable sisters who have redefined how Indians access fresh flowers for worship. Yeshoda Karuturi and Rhea Karuturi, founders of Hoovu Fresh, have revolutionised the traditional flower market in India through their subscription-based startup that delivers fresh traditional flowers to consumers across the country. Their venture represents more than just a business; it embodies a technological bridge between ancient spiritual practices and modern convenience, generating an impressive annual revenue of Rs 8 crore while transforming the fresh flowers ecommerce landscape.

The story of these entrepreneurial sisters began long before Hoovu Fresh became a household name in the fresh flowers for worship segment. What started as a simple observation about the inconvenience of sourcing quality puja flowers has evolved into a comprehensive quick commerce solution that serves thousands of devotees daily.

From Global Education to Local Innovation

Rhea holds a Bachelor in Science, Technology and Society from Stanford University, while Yeshoda brings a Master’s in Accounting and B.S in Business Administration from Washington University in St. Louis, USA. Their diverse educational backgrounds created a unique synergy perfect for disrupting the traditional fresh flowers ecommerce sector. Rhea’s experience as a teaching assistant in Stanford’s Computer Science department, where she taught Java, Python and Javascript, provided the technical foundation for their digital platform.

After completing her studies, Yeshoda worked in the family business, handling overseas operations, gaining valuable insights into supply chain management and global flower industry operations. This international exposure became instrumental when they decided to tackle the inefficiencies in India’s fresh flowers for worship market. The sisters recognized that despite India’s deep spiritual culture and daily puja traditions, the flower supply chain remained fragmented and unreliable.

Their entrepreneurial journey took shape when they observed the daily struggle of Indian families to procure fresh, quality flowers for their morning prayers. The traditional system involved early morning visits to local flower markets or unreliable vendor networks, often resulting in wilted or overpriced flowers that diminished the sanctity of worship rituals.

Revolutionary Achievements in Fresh Flowers Ecommerce

The subscription-based startup for puja flowers has achieved remarkable success, earning Rs 8 crore annually while fundamentally changing how Indians access fresh flowers for worship. Their innovative approach combines technology with traditional values, creating a seamless quick commerce experience that honors the spiritual significance of fresh flowers in daily worship.

Founded in 2019, Hoovu Fresh operates as an online retail service offering puja flowers through home delivery via partner platforms, now available on Big Basket, Amazon, Milk Basket, Big Bazaar and more. Their strategic partnerships have expanded their reach across multiple cities, making fresh flowers for worship accessible to urban devotees who previously struggled with traditional procurement methods.

The sisters’ commitment to sustainability sets them apart in the fresh flowers ecommerce industry. They have implemented innovative recycling programs for used puja flowers, addressing environmental concerns while maintaining the spiritual integrity of their offerings. This holistic approach demonstrates their understanding that fresh flowers for worship represent more than mere commodities—they are sacred elements that deserve respectful handling throughout their lifecycle.

The startup recently raised a funding amount of $120,000 as part of the Techstars accelerator programme, validating their business model and positioning them for further expansion in the quick commerce sector. This investment recognition reflects the growing market demand for convenient access to fresh flowers for worship and the sisters’ ability to execute their vision effectively.

Their technology platform ensures flower freshness through optimized supply chain management, connecting directly with flower farms to minimize handling time and preserve quality. They sell their range of assorted flowers through marketplaces like Big Basket, Blink it, Fresh to Home, Zepto, Dunzo, Milk Basket, Supr Daily, Jio Mart, Zomato, Swiggy and more, creating an omnichannel presence that meets customers wherever they prefer to shop.

Current Vision and Industry Impact

Today, Hoovu Fresh represents more than a successful fresh flowers ecommerce venture; it symbolizes the successful digitization of India’s traditional practices. The sisters continue expanding their quick commerce footprint while maintaining their core mission of providing convenient access to fresh flowers for worship. Their subscription model has inspired numerous competitors, validating their pioneering approach to this specialized market segment.

Their vision extends beyond mere flower delivery to creating a comprehensive ecosystem that supports India’s spiritual practices. They are exploring innovative packaging solutions that extend flower freshness, developing new product lines that cater to different regional worship traditions, and investing in technology that predicts demand patterns based on religious calendars and local festivals.

The sisters actively promote sustainable practices within the fresh flowers ecommerce industry, working with farmers to implement organic growing methods and developing biodegradable packaging solutions. Their commitment to environmental responsibility while serving spiritual needs demonstrates the thoughtful leadership that has made Hoovu Fresh a trusted name in fresh flowers for worship.

Lasting Legacy in Fresh Flowers for Worship

Yeshoda and Rhea Karuturi have created lasting change by shortening the supply chain and leveraging technology in packaging and innovation, establishing new standards for the fresh flowers ecommerce industry. Their success story inspires entrepreneurs to identify traditional pain points and apply modern solutions while respecting cultural values. Through Hoovu Fresh, they have proven that technology can enhance rather than replace sacred traditions, creating a sustainable model for fresh flowers for worship that honors both convenience and spirituality.