Founder Feature: Jesrina Arshad of PurelyB

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 8 August 2025

⏱️ 46 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Jesrina Arshad, founder and CEO of PurelyB, a wellness company rooted in Malaysia’s ancient herbal traditions. Jesrina shares how her personal health challenges inspired the creation of a brand that bridges centuries-old remedies with modern-day convenience—offering functional herbal blends in a unique "Pixie Stick" format.

Together, they explore the science and story behind the rare Tiger Milk Mushroom and Pegaga, and how PurelyB collaborates with indigenous communities, traditional healers, and research institutions to develop effective, sustainable products.

Jesrina also discusses her entrepreneurial journey—from bootstrapping and pre-order launches to achieving global reach and building a mission-driven business with a strong focus on health transformation and cultural preservation.

Whether you’re a CPG founder, wellness enthusiast, or simply curious about functional mushrooms and ancient botanicals, this episode offers valuable insight into innovation, resilience, and purpose-led brand building.

Tune in now!

Listen in as they share about:

Ancient Remedies & Science Integration
Product Development & Launch Journey
Business Growth & Strategy
US Market Expansion
Sustainability & Ethical Sourcing
Natural vs. Pharmaceutical

Episode Links:

Website: https://purelyb.com/
LinkedIn: https://www.linkedin.com/in/jesrinaarshad/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

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Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics

If you’re ready for the new standard for business banking,
Head to www.rho.co/startupcpgto learn more.

Transcript

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0:00.0	What's up friends? Years ago I opened an account with one of the old banks, but they were stuck in the past.
0:08.0	The online banking was terrible. The customer support was worse, and I basically had to go into an actual bank to deposit any check.
0:15.0	It drove me nuts. That's why I'm so excited to tell you about our new partner for business banking, grow.
0:20.0	They are in it with us.
0:22.1	They are committed to helping emerging CPG startups grow, and they can move just as fast as we all do.
0:27.4	I got my new bank account and corporate cards set up the very first day. Roe is building a new
0:33.0	standard for business banking. With Roe, you get up to 2% cashback cards on all categories. Great yield on
0:39.0	idle cash and zero fees of any kind. And unlike most platforms, Roe does not leave you buried in those
0:44.5	help center articles. You know what I'm talking about. Everybody gets real dedicated support
0:49.0	from a team that goes to the end of the earth to help your business win. Once you hit hypergrowth,
0:54.1	Roe OS takes over. You can
0:55.7	scale your finance stack with fewer tools, fewer hires, and less friction with receipt matching via
1:01.0	text or email, and it puts accounting on autopilot once it learns how you code transactions.
1:06.4	If you're ready for the new standard for business banking, head www.ro.com. That's rh0.com
1:13.2	slash startup CPG to learn more. Roe is a fintech company, not a bank or an FDIC insured
1:18.4	depository institution. Checking account and card services are provided by Webster Bank and a member
1:23.0	FDIC. See rewards terms for Complete Cashback Details. We knew from every single iteration of trying out a new business model, what the customers wanted.
1:50.2	We learned every step of the way.
1:51.8	And ultimately, they were like, we want your product.
1:55.8	Other people's products, we can get elsewhere.
1:58.3	Like, we want your product.
1:59.8	Like, when are you going to launch? But I didn't
	...

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