Divya Goenka was so perturbed by the pounds she piled on after she started working that she decided to make a career out of healthy living. She gave up her job and founded Health Rush, an e-commerce portal that sells health food. Thanks to the efforts of this 25-year-old Bangalorean, citizens of the Garden City can now click their way to good health from the comforts of their homes.

For most of us, unwanted flab has few positive connotations. But, sometimes it can lead to exciting, new beginnings. Twenty-five-year-old Divya Goenka was your typical urban working woman. Her corporate market research job with AC Nielsen required long hours and frequent travel, which meant little time to eat well, and even less time for exercise. “Samosas, chips and instant noodles became a regular part of my diet,” recalls Goenka. Used to being fit and sporty, she piled on the pounds and stressed about it.

But, her hunt for healthier options, especially for the early- to late- evening slot, when she and her colleagues were most prone to snacking, wasn’t successful. Few supermarkets stocked a decent variety of such things, and even there, supply was erratic. “I couldn’t spend my weekend going from one shop to another buying food,” says she.

Then, during a week-long business trip to Hyderabad in January 2010, she fell violently ill. Her stamina levels plummeted. “I felt emotionally and mentally drained. My performance dipped,” she recalls.

Goenka knew her lifestyle was the culprit. She decided to prioritise her health over her career. But, more than that, her instinct told her that there would be others across Delhi, Mumbai, Hyderabad, Bengaluru and Chennai, battling similar issues.

If there was a place online to buy nutritious food with just a click, anytime, anywhere, it would make life so much easier, and healthier,” she reasons, especially for people like her who spent most waking hours in front of the computer.

So, armed with wellness on her mind, Goenka quit her job last April and founded Health Rush, an e-commerce portal that stocks a range of multi-brand healthy snacks, and delivers them to the customer’s doorstep.  Like most first-time entrepreneurs, she used her savings and a loan from her encouraging parents to rustle up 10 lakh. Five months later, she had her website up and running, and stock in the inventory. She also spoke to some people in the industry and did her math. “I didn’t have a business plan that would impress VCs. I just went ahead with my gut instinct,” she recalls.

Health Rush launched last October, and already has nearly 100 active customers. The website, which is an easy browse, stocks baby food, baked chips, roasted snacks, gluten-free food, nuts, seeds and health supplements from more than  a dozen brands like Nature Valley, Alpen and Bagrrys. The merchandise is categorised by products, brands and health concerns to make shopping easier. “There’s been so much positive feedback. Virtually every customer has ordered a second time,” she gushes.  

Already, her company is close to meeting its monthly expenses mainly spent on salaries for her two employees, fledgling marketing efforts and maintenance of the technology platform. She saves on rent because her father carved out a workplace for her venture in his office. “He didn’t want me to be burdened by rent as I started out,” she says, grateful for his support. 

But, Goenka wants Health Rush to be more than just a place to pick up food. She has included recipes that use the products she sells to help people truly eat better. There are more than 40 simple recipes for dishes like bajra roti, mixed flour thepla, yoghurt dip with sunflower seeds, apple and date crumble, and fruit rice pudding with muesli crumble. Another 40 should go up next month.

Goenka’s mother spent hours in their home kitchen experimenting with these. “The recipes section was her idea. So was ‘Ask the Expert’.” The FAQs cover topics like whey protein, organic food and healthy eating habits, to name a few.

Of course, there have been disappointments, too, in her journey so far. External vendors, such as suppliers and courier companies, have put her in a spot with customers. That dependency is frustrating. However, since little can be done to tackle those, says Goenka, except to learn from these situations and improve her own system and processes.

More than anything else, she is enjoying the burst of well-being that has come from not just enjoying, but advocating good food. Things have gone beyond script, she tells us excitedly. “I have learnt more in three months than in the three years I worked in a job. I have lost five kilos. I am healthier, stronger, better informed and smarter.” That enthusiasm is nurturing her plans.

I want a lot more—more of products, visitors, sales, employees, suppliers and, more fun,” she adds. 

Her business plan for the next few months has been drawn up. First up are tie-ups with a few high-traffic websites and driving sales through them. A promotions campaign is planned across up-scale gyms in Bengaluru. Soon, new categories like herbs and spices will be introduced. Goenka hopes these efforts will bring in more customers. 

However, she isn’t worried about recovery on investment, or anxious that her enterprise might not work. That’s because, along with good health, she has also found her natural flavour. “I have an appetite for entrepreneurship,” she says, adding she enjoys multi-tasking that comes with running your own business. “I am restless. I like having multiple things to do at a time,” she adds.

She does, though, confess to feeling lonely. There aren’t colleagues to share struggles or successes with. “You take all your decisions. The responsibility ends with you.” Thankfully for her, on most days, a good-old, nutrient-packed whole grain snack bar works just as well as a great friend.