# Founder Feature: Jesrina Arshad of PurelyB

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-08-08
- Length: 43m
- Episode: 179
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-08-founder-feature-jesrina-arshad-of-purelyb
- Listen: https://share.transistor.fm/s/ed4d412b

## Summary

Jesrina Arshad, founder and CEO of PurelyB, explains how her personal health struggles led to the creation of functional herbal blends in a 'Pixie Stick' format, specifically featuring Tiger Milk Mushroom and Pegaga. She details the company's journey from a digital education platform to a product-based business, highlighting a successful pre-order launch that validated demand without upfront capital. Arshad discusses the challenges of scaling production with marginalized farmers, achieving profitability through a 5x ROAS on digital marketing, and plans for expanding into the US market.

## Outline

1. Introduction: Jesrina Arshad and PurelyB
2. Product Format and Ingredients: Tiger Milk Mushroom and Pegaga
3. Personal Health Journey and Discovery of Ancient Remedies
4. Business Pivot: From Digital Marketplace to Product Launch
5. Pre-Order Strategy and Initial Validation
6. Scaling, Profitability, and US Market Expansion

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- PurelyB (company)
- Tiger Milk Mushroom (product)
- Pegaga (product)
- 500 Startups (company)
- University Malaya (company)

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## Citing this page

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