Repeat Gud Marketing Strategy - India’s First Guilt-Free Mayo Brand 2025

About Repeat Gud

How Teen’s Food Struggles Turned into India’s First Guilt-Free Mayo Brand
This isn’t just the story of a brand it’s the story of Isha, a self-proclaimed foodie who went from battling PCOD to building Repeat Gud, a brand on a mission to make indulgence feel a little less guilty.

Let’s rewind to 2013. Isha, the Founder & CEO of Repeat Gud, didn’t start with a business plan; she started with a personal problem. At 12, she was diagnosed with PCOD, gained 15 kilos in two months, and was banned from eating all junk and packaged food by her worried parents. As a true foodie, it felt like the end of the world.

Years later, in college, convenience foods crept back in. Hostel food was bland, and packaged snacks were an easy fix until her health took another hit.

Back home in 2019, her mom brought back the bans, and Isha brought the rebellion. But one Amazon search for “healthy mayo” led to a bigger realisation: there wasn’t a single option she could trust.

So, she decided to make her own.

What started as a kitchen experiment turned into 172 batches of trial and error until she finally cracked the code. The result? India’s first guilt-free, clean-label mayo that tastes as good as it is for you.

Repeat Gud was born from a personal need, but it now stands for something bigger: making comfort food honest, and proving once again moms really do know best

Marketing Objective or Business Challenge

Repeat Gud’s key marketing goal is to:

Build brand awareness and trust among health-conscious families especially mothers with kids aged 3–15 by positioning itself as the go-to brand for clean-label, sugar-free, and preservative-free condiments.

This includes: 

• Educating the market on the harmful effects of conventional sauces
• Creating strong digital recall via storytelling and influencer-driven content
• Establishing Repeat Gud as a trusted household name in the “healthy indulgence” category
• Driving D2C and e-commerce sales through targeted campaigns.

Business Challenges

Low Brand Awareness

• Despite a Shark Tank appearance, the brand is still in its early stage of recognition.
• Limited presence across offline and impulse-buy platforms like Blinkit or Zepto.

High Customer Acquisition Cost (CAC)

• Building trust for a niche product in a saturated sauce market is expensive, especially online.

Educating a Traditional Market

• Mothers and families are skeptical of “healthy” versions of traditionally indulgent products.
• The brand must explain why “no sugar” and “vegan mayo” isn’t code for “bland or boring.”

Limited Distribution

• Currently reliant on their website and Amazon.
• Lack of physical retail presence or sampling opportunities.

Strong Competition

• Competing with mass-market giants like Veeba and Kissan, and emerging niche players like Troovy.

Curious about how leading food brands dominate the market? Read this Zomato business model case study to understand how innovation and strategy reshape the dining industry.

Repeat Gud Marketing Strategy Breakdown

Repeat Gud’s marketing strategy combines digital and traditional marketing to build brand awareness and trust. Let’s take a look at the channels they leverage:

Social Media Marketing:

The brand uses Instagram, Facebook, YouTube, and X (Twitter) to share content that resonates with its target audience. Content includes health education, recipes using Repeat Gud sauces, and influencer collaborations.

The campaign #SauceWithoutAFSOS is a prime example of how Repeat Gud speaks directly to moms, promoting indulgence without the guilt.

Paid Media:

While Repeat Gud currently uses Meta Ads, there’s room for growth in paid advertising. Leveraging Google and Amazon ads would help increase brand visibility and drive sales.

Search Engine Optimisation (SEO):

Focus on health-related keywords such as “vegan mayo,” “sugar-free ketchup,” and “healthy sauces” helps Repeat Gud gain organic traction and reach health-conscious buyers searching for alternatives.

Influencer Marketing:

Collaborations with mom influencers like Sabhya & Mommy and Gunjan Dewan have helped the brand increase its trust factor, especially within niche communities. The addition of celebrity partnerships, such as Bharti Singh, amplifies visibility among families.

Email Marketing:

Although currently missing, email marketing could play a huge role in nurturing direct-to-consumer (D2C) leads and re-engaging cart abandoners.

On-ground Activation:

Repeat Gud’s product sampling kiosks at parks and play zones cater to its target audience in the physical world, where parents are often looking for healthy food options for their kids.

Outdoor Advertising:

Billboards in family-centric locations like parks and food courts would further enhance the brand’s visibility among its core audience.

Results and Impact

Repeat Gud has seen positive results in its marketing journey:

• Influencer-driven campaigns like #SauceWithoutAFSOS and #MaawaliGudness have helped boost engagement rates on social media, with influencer content driving up to 4.86% engagement on Instagram.
• Repeat Gud has built strong digital recall by establishing itself as a health-first brand without compromising on taste.
• Despite a limited paid media presence, the organic growth and influencer-driven content have led to a growing brand presence among health-conscious families.

However, the brand's limited paid media and distribution efforts have hindered its broader reach, making it important to tap into new advertising channels and increase product availability on quick-commerce platforms.

What Worked & Why

• Authentic Storytelling: Isha’s personal story and struggles with PCOD made Repeat Gud relatable. This personal touch created an emotional connection with the audience, turning a product into a meaningful solution.
• Influencer Marketing: Collaborating with trusted influencers who genuinely believe in the product helped build credibility and fostered a sense of community around the brand.
• Campaign Messaging: Campaigns like #SauceWithoutAFSOS perfectly captured the desire for indulgent food that doesn’t come with the guilt, making Repeat Gud a go-to choice for health-conscious families.

What Didn’t Work & Why

• Paid Advertising Strategy: The brand's reliance on organic reach and limited paid media efforts has left a gap in visibility. A more robust paid advertising strategy on platforms like Google and Amazon could lead to better traffic and conversion.
• Absence from Quick-Commerce: The absence from quick-commerce platforms like Blinkit and Zepto is a missed opportunity, especially for impulse buys among urban families.
• Underutilization of Post-Shark Tank Buzz: After gaining visibility from Shark Tank, Repeat Gud could have amplified its brand recognition through a stronger PR and follow-up campaign.

IIDE Student Recommendations: Key Areas for Brand Improvement

Boost Paid Advertising: Leveraging Google Search Ads and Amazon Sponsored Listings can increase Repeat Gud's visibility and help the brand capture high-intent traffic.

Expand into Quick-Commerce: Partnering with quick-commerce platforms like Blinkit, Zepto, and others could drive impulse buys and reach a wider customer base.

Focus on Email Marketing: Implementing abandoned cart reminders, product recommendation emails, and loyalty programs could help Repeat Gud retain customers and drive repeat sales.

Increase Retail Presence: Expanding into offline retail channels and pop-up events could allow customers to experience Repeat Gud firsthand, boosting trust and sales.