The Good Bug Raises INR 100 Crores Led by Susquehanna Asia VC to Advance Gut Health Innovation in India

Subham Kumar

06 May 2025 — 4 min read

Keshav Biyani(Left), Prabhu Karthikeyan (Right), Co-founders, The Good Bug

Existing investors, including Fireside Ventures, double down on their commitment to the business.

The Good Bug (TGB), India's pioneering gut health company, has raised INR 100 Crores in a new funding round led by Susquehanna Asia VC. This fresh infusion of capital comes at a strategic inflection point for The Good Bug as it deepens its focus on gut bacteria and microbiome science to deliver root-cause solutions for critical health challenges, including digestive health, obesity, and women's wellness.

The round also saw strong participation from existing investors, including Fireside Ventures, underscoring sustained confidence in TGB’s vision and execution. This marks TGB’s most significant funding milestone since its Series A extension round in 2024, where it raised $4 million (INR 35 crore) led by Sharrp Ventures, the family office of Marico Group Chairman Harsh Mariwala. TGB had earlier secured its Series A funding in 2023 from Fireside Ventures.

With over 10 lakh customers nationwide already benefiting from its products, TGB has firmly established itself as the leader in India's emerging gut health category.

Keshav Biyani, Co-founder of The Good Bug, said, “This partnership with Susquehanna Asia VC, combined with the continued support from Fireside Ventures and others, is a powerful endorsement of our mission to transform health outcomes through gut bacterial science. This new capital infusion will be pivotal in accelerating our research and development efforts, driving ground breaking innovations in gut health through rigorous R&D. Additionally, we will bolster our marketing and distribution strategies to enhance consumer awareness and expand our reach across India. Attracting top-tier talent across research, technology, science, and business will further strengthen our foundation. We are energized by this momentum and committed to unlocking scalable, science-driven solutions that improve health outcomes for millions.”

Bhavani Rana, Investment Advisor to Susquehanna Asia VC, said, “We are thrilled to invest in The Good Bug, a brand that is redefining the digestive wellness space. Their holistic approach, rooted in gut microbiome science, emphasizes the importance of digestive wellness as the foundation for overall well-being—a vision that resonates deeply with the growing awareness of its role in preventing many health issues. What sets TGB apart is the strength of its leadership team and their exceptional ability to execute on their vision. With strong momentum and a clear strategy, the company is well-positioned to capitalize on the macro tailwinds of India’s rapidly expanding nutraceuticals market. We look forward to supporting TGB’s growth as they continue to lead in key categories and expand into new areas, building a strong, consumer-focused brand in the evolving wellness landscape.”

Ankur Khaitan, Principal at Fireside Ventures, said, “We are delighted to deepen our support for The Good Bug. We’ve witnessed firsthand the impact of their customer-first approach and purpose- led innovation. Our belief in their vision and leadership has only grown stronger, and we look forward to strengthening this long-term partnership as they scale a category-defining brand.”

These investments are a strong validation of the scientific innovations the brand has pioneered, including the launch of its latest solution in the weight management landscape. The launch of The Good Bug’s Advanced Metabolic System represents a significant advancement in natural GLP-1 science, offering a sustainable and science-backed approach to weight loss.

The Good Bug’s clinically tested solution naturally elevates GLP-1 levels, reduces chronic gut inflammation, and effectively regulates appetite, leading to lasting weight and health improvements. This cutting-edge, science-driven approach has garnered the trust of healthcare professionals, further cementing its credibility and impact. The investment underscores the strength of The Good Bug's scientific foundation and its potential to transform weight management through natural, sustainable methods.

As awareness around gut health and microbiome science continues to surge globally, TGB is poised to spearhead the category’s evolution in India, offering consumers credible, clinically backed solutions for a healthier future.

About The Good Bug

Founded in 2022 by Keshav Biyani and Prabhu Karthikeyan, The Good Bug is dedicated to transforming gut health through a science-backed, honest, and transparent approach. The brand's mission is to make gut health simple, accessible, and help everyone take control of their wellness journey. Their extensive range includes clinically tested synbiotic formulas, probiotics, prebiotic fibers, a 14-day Detox formula, and our new Ferments collection featuring kombuchas, water kefirs, and fermented pickles. Designed for both adults and kids, the products combine powerful yet gentle natural ingredients with bacterial strains validated by multiple studies to support digestive health and overall well-being. With every product, the brand empowers everyone to take charge of their health and wellness.

About Susquehanna Asia VC

Susquehanna Asia VC is the Southeast Asian and Indian venture capital arm of the Susquehanna International Group of Companies, a global proprietary trading and investment firm founded in 1987. As part of SIG, we have access to flexible and patient capital to grow with our investments. We support founders from their early days through each stage of growth and, together with our China team, have achieved 70+ IPO/M&A and other exits among 350+ portfolio companies in enterprise and consumer technology over the last 18 years. These portfolio companies include Agora, Bytedance, Kumu, Inshorts, Lentra, Mobile Premier League, Wakefit, Musical.ly, Paidy, PayMaya and RedDoorz.