# #112 Naturally Nourishing Treats for Hormonal Balance with Gita Vellanki, Founder of Neeshi

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-10-31
- Length: 36m
- Episode: 89
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-10-31-112-naturally-nourishing-treats-for-hormonal-balance-with-gita-vellanki-founder
- Listen: https://share.transistor.fm/s/20adfa5d

## Summary

Gita Vellanki, founder of Neeshi, explains how she developed hormone-balancing treats like dark cocoa spread and mini cakes to help her daughter with menstrual pain, leading to a three-month efficacy trial that validated the product. She discusses the challenges of scaling production by moving from a rented commercial kitchen to finding a co-manufacturer, and the complexities of cold-chain shipping for perishable goods. Vellanki also shares insights on her direct-to-consumer subscription model, her early retail experiment with Celery Retail, and her strategy for building credibility through doctor endorsements and efficacy trials.

## Outline

1. Introduction: Gita Vellanki and Neeshi's Origin Story
2. Product Development and Efficacy Trials
3. Branding, Packaging, and Community Building
4. Scaling Production and Co-Manufacturing Challenges
5. Retail Strategy and Celery Retail Experiment
6. Subscription Model and Future Roadmap

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Neeshi (company)
- Celery Retail (company)
- The Collective (product)
- The Showroom (product)
- Startup CPG (company)
- RangeMe (tool)
- Brit & Co. (company)
- SKU (company)

## Related episodes from other shows

- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
- [Live Episode! Milk Bar: Christina Tosi](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-10-14-live-episode-milk-bar-christina-tosi) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Jovial Foods: Carla Bartolucci](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)

## Citing this page

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