In 2017, London‑based mother‑son duo Rohini and Arjun Sofat turned a kitchen‑fitting side gig into a £55 million vegan supplement powerhouse after burning through £15,000 of savings.
The idea germinated when Rohini, battling stress from her husband’s illness, found existing supplements too focused on weight loss and decided a product that built strength would fill a gap.
Arjun, then a mergers‑and‑acquisitions analyst at an investment bank, left the firm to develop the formula, consulting nutritionists and teaching himself web design through YouTube tutorials he dubbed “YouTube University.”
With no venture capital, the pair drove 4 am to gyms, handed out samples, and even approached Harry Styles in a gym, while Arjun manually handled all social‑media accounts, amassing 13,000 followers before any paid ads.
Free Soul now stocks major UK retailers such as Boots and Tesco, employs 50 people, and plans to launch a new line of electrolyte and hair‑and‑skin gummies next quarter, aiming to diversify beyond protein powders.
The company is slated to open a flagship store in Manchester next month, a move that could cement its transition from e‑commerce to omnichannel retail.