About urthe

At urthe, we’re redefining what food should be: held to the same rigorous standards as medicine. We believe food is the first line of defense, not a last resort. Starting with organic, pasture-raised eggs, we’re building a brand which stands for purity, transparency, and health as an identity.

Our mission? Fix what’s broken in food. We’re talking pharma-grade traceability, single-ingredient potency, and brand loyalty that makes choosing health feel empowering, not isolating. We’re here to bend the curve of national health, and we’re just getting started.

The Role: Be Our Voice, Build Our Community

We’re looking for a Growth & Content Lead who can take our bold vision and turn it into a content engine that drives awareness, trust, and sales. You’ll be the voice of urthe, crafting a cohesive strategy across Instagram, email, WhatsApp, and our website. You’ll make organic eggs cool, trustworthy, and aspirational, building a community of urban wellness players who see food as their first medicine.

This is a startup. Let’s be real—there’s no structure yet. You’ll be stepping into chaos, wearing multiple hats, and figuring things out as we go. But that’s the beauty of it: you’ll have the freedom to shape our brand, build from the ground up, and leave your mark on a movement that’s set to change lives. If you thrive in ambiguity, love a challenge, and believe in our mission, this is your chance to shine.

What You’ll Do

• Bring Our Vision to Life: Translate our ethos into compelling content that’s confident and inspiring

• Own Instagram (Our Main Stage): Revive our dormant account (3 posts) with a 90-day plan. Create a consistent cadence of posts, Reels, and Stories—think recipes, standards, transparency, and health tips.

• Build a Content Engine: Develop a strategy across platforms—Instagram, email newsletters, WhatsApp groups, and our website. Write copy, design visuals, and engage directly with our community (comments, messages, WhatsApp replies).

• Drive Growth: Tie content to customer acquisition—e.g., Instagram Stories driving email signups, WhatsApp updates pushing pre-orders. Track engagement and conversions to refine what works.

• Nail Our Aesthetic: Create minimalistic, natural, and modern visuals—clean layouts, earthy tones, and sleek typography that feels forward-thinking. Think aspirational wellness.

• Collaborate & Scale: Work with freelancers (photographers, videographers) and you’ll represent us with agencies, projecting our confident, inspiring tone.

• Engage Our Customer: Speak to our core audience who’s busy, intentional, and values convenience. Make her feel empowered, recognize that she is on-the-go, and create trust-building stories, and offerings that simplify her life.

Who You Are

• A Storyteller with Purpose: You can take complex ideas and make them relatable, emotional, and actionable. You’re confident and inspiring in your tone—never preachy.

• Instagram-Savvy: You’ve grown an account before (ideally in wellness, or lifestyle) and know how to create Reels, Stories, and posts that stop the scroll. You’re obsessed with aesthetics and can deliver our minimal, natural, modern vibe.

• A Health & Wellness Believer: You get why food is medicine and can speak the language of nutrition with authority. Bonus if you’ve worked with food or wellness brands.

• A Hustler Who Thrives in Chaos: You are hands-on—writing copy, designing in Canva, engaging customers—while building processes from scratch. Structure? We’ll get there. For now, you’re comfortable figuring it out as we go.

• Growth-Driven: You understand how content drives acquisition—SEO, engagement, email funnels—and can track what works (likes, shares, conversions).

• Passionate About Our Mission: You believe in our and want to bend the curve of national health. Our story—health as freedom, food as the first defense—lights you up.

Why Join Us?

• Impact: Be the first hire in a startup that’s redefining food standards in India. Your work will shape a movement that changes lives.

• Ownership: You’ll have the freedom to build our brand from the ground up—no red tape, just results.

• Growth: As we scale, so will you—potentially leading a team or working with top agencies.

• Mission: Join a cause you can believe in. We’re not just selling eggs—we’re building a healthier future.

How to Apply

We don’t care about fancy degrees. Show us you’re the one. Send us:

1. A resume

2. A short note on why you’re passionate about our mission

3. A portfolio of your work—Instagram posts, emails, or any content you’ve created (wellness/ lifestyle preferred).

4. A quick idea for an Instagram post that captures our brand. Note: we're taking a fresh direction from what's currently on our profile

Email your application to care@urthe.in with the subject line: “Growth & Content Lead – I’m Ready to Bend the Curve.”

Applications close: April 10, 2025. We’re moving fast—don’t wait.