Pratishtha Rawat founded Glow Glossary two years ago with a belief that it is the daily rituals that shape our mental, emotional, and physical health. Bootstrapped by Pratishtha, she describes her brand as a lifestyle rooted in sustainability and organic living. Rather than chasing fleeting trends, Pratishtha is more focused on clean, straightforward practices that truly make a difference over time.
Her journey began as a certified functional medicine practitioner and IIM health coach. Always drawn to wellness, she studied business in London before moving to New York, where LA’s Pilates-driven healthy lifestyle became part of her routine. While working in real estate in New York, Pratishtha carried that wellness-focused mindset with her. When the pandemic brought her back to Delhi, she realised that the local market was crowded with so many voices promoting conflicting health advice.
Glow Glossary was launched to help those looking for a clear, clean approach to well-being. She saw that everyone wanted quick fixes or gimmicks. The things that rarely lead to real change. Instead, her brand centered on simple, everyday rituals rooted in organic, sustainable ingredients that readers can integrate without feeling overwhelmed.
The Initial Inspiration
The one defining moment for Pratishtha was when she swapped multiple cups of coffee for a single cup of matcha. As a college student in London, she had relied on caffeine to push through long days. Returning to India, a diagnosis of hypothyroidism and hormonal breakouts forced her to rethink her routine.
It was her best friend, Lynn, a fellow college student originally from Japan, who suggested matcha. The concept intrigued Pratishtha as centuries of monks in Japan had relied on this green tea to centre their minds and boost their energy. After that first transition, she felt an immediate shift in her energy levels and mental clarity and understood why drinking and making matcha tea is a timeless ritual with real health benefits. What the experience did for her was reveal a gap in the Indian market.
During the peak pandemic, people looked for reliable wellness advice, and what they received was a sea of conflicting information. Brands were peddling gimmicks rather than giving any real solutions. With a background as a functional medicine practitioner and IIN health coach, she had long studied clean eating, dry brushing, and mindful movement. Soon, she started a blog where she shared what she had gathered in London and New York and found her calling in guiding others toward simple, sustainable routines.
Coming from a family of entrepreneurial roots, Pratishtha decided to get into the business of providing high-quality matcha and launch Glow Glossary, with the hope of giving Indian consumers a reliable source of organic, clean products that fit into daily life without feeling overwhelming.
Best in Market
Pratishtha sees the wellness market as undeniably crowded, with countless brands providing solutions as quick fixes. However, for her, it’s not much of a competition, as she says,
“I wouldn’t say it’s the products, but Glow Glossary as a brand stands out because of the community we really believe in, community building and giving so much to the community that they keep coming back for more.”
For Pratishtha, the real differentiator is the trust her community has in her. She explains that Glow Glossary holds regular offline events so members can “sit with us and decide all the future products that we’re secretly releasing.” These “secret sessions” let the community try new formulations, give feedback, and shape what comes next. In her view, when customers feel they have a voice, they don’t just buy a product but become loyal advocates.
Sourcing, Pricing, and Quality Control
Pratishtha considers herself fortunate to have family connections in Japan, which gives Glow Glossary a direct line to top-tier matcha producers. She insists on sourcing only from Japan, never from China or Taiwan, because,
“If it’s not Japanese, it won’t match our standards.”
Early on, she did face supply challenges, but her network grew quickly. Now, even the Japanese embassy reaches out to her about new batches. However, since matcha is a daily ritual, she refuses to cut corners and only sources organic and clean raw materials.
Pricing comes with that premium quality. Pratishtha knows matcha can appear expensive compared to everyday tea or coffee, so she wields her Japan connections to secure competitive rates. She explains,
“We don’t compromise on quality, but we also don’t mark it up excessively.”
By handling logistics personally and avoiding middlemen, she keeps the cost accessible yet sustainable for all customers. In her mind, a fair price means more people can make matcha part of their daily routine and not think of it as a luxury purchase.
Quality control is rigorous. Every batch undergoes third-party testing before it reaches India. She ensures each shipment carries JAS organic certification and USDA organic approval. Additionally, she randomly sends samples to local laboratories for pesticide and heavy metal screening. Pratishtha stresses,
“When you’re drinking matcha every single day, you cannot risk heavy metals or chemical residues.”
The Usual Troubles
Pratishtha’s biggest challenge has been to work through a global shortage of premium matcha. Suppliers warn that unless orders are placed months in advance, there simply won’t be enough first-flush leaves to go around. She explains,
“With the vendors, it’s always that you need to place an order now if you want delivery in six months.”
That scarcity forces her to reject blends that mix different grades or include second-harvest leaves.
Beyond sourcing, Pratishtha struggles with finding the right team. “Hiring is a big challenge,” she admits. Although India has a vast pool of talent, she finds it difficult to find people who share her commitment to transparent sourcing and community-centered values. It takes time to onboard team members who understand why every detail matters, from batch testing for pesticides to hosting secret sessions with loyal customers. Until she builds a team of staff who share the same vision, Pratishtha handles many operations herself so that nothing slips through the cracks.
The Journey Forward
There have been several achievements in her journey that made her heart swell. She loves seeing her Glow Glossary events grow beyond expectations. “We always estimate fewer people, yet more turn up,” she says with a laugh.
Each time brands seek to collaborate, she feels the community’s faith in her mission. When Shark Tank invited her to pitch in March, she felt good that her story resonated. Though she admits she arrived unprepared with numbers, the experience put Glow Glossary on people’s radar. Above all, Pratishtha treasures the trust of her community. When individuals show up to share feedback, taste new products, and continue to be a part of the journey, she knows she has built something genuine.
Looking ahead, Pratishtha’s eyes sparkle with possibility and plans to “shake up the beverage industry” in ways she cannot yet reveal. Rather than rush into new categories, she prefers to let it all happen organically. When the time is right, she will launch new matcha blends and rituals to help people on their wellness journeys. She also hopes to expand Glow Glossary’s presence across India and deepen her relationships with local wellness retailers so that even more people can access clean, authentic ingredients.
The journey has been long and rewarding, and through every step, Pratishtha has learned some hard truths. Her first lesson is to “know your numbers.” As she feels, the clearer you are about finance, the more seriously people will take you.
