The nutraceutical market in India is expected to grow relative to an estimate $ 4 billion to $ 18 billion by the end of 2025.
The dietary supplement segment makes up over 65% of the nutraceutical market and is growing at a rate of 17% and is likely to grow 22% annually, especially as preventative health has become everyone’s focus in the current pandemic. stated a 2020 report from the International Trade Administration.
Founded in 2019 by Avnish Chhabria, based in Mumbaiis a research-based whole nutrition startup that uses plant-based ingredients to provide organic and non-genetically modified vitamins and minerals that are not chemically synthesized.
Despite only being three years since the startup was founded, Avnish has been hard at work since 2016, when she started doing research at the John Hopkins Universitya private research university in Baltimore, United States, to innovate products in the nutrition sector.
A lifelong athlete, Avnish participated in six Ironman triathlon globally. In 2016 he realized that all the nutrition he was consuming had been imported.
“I couldn’t recognize a single Indian nutrition brand he was giving me clean, organic and plant-based nutrition. This made me realize that there was a lack of technology transfer and innovation in the Indian ecosystem, “says Avnish, founder of Wellbeing Nutrition. Your story.
“What started out as research at Johns Hopkins University made me ask, ‘Can I rediscover how nutrition is sold in India?’” He recalls.
The team and the product
The team works with more than 20 researchers, including Dr. Rainer Duchmann, a German gastroenterologist; Dr Anne Marie Fine, a US-based researcher; and Dr. Paula Simpson, biochemist and scientific evaluator for Health Canada.
Wellbeing The main product lines of Wellbeing Nutrition include daily wellbeing (everyday vegetables, Matcha tea, Vitamin C, Grandma’s Kadha), functional nutrition (hair, sleep, B12, D3) and biological nutrition for children (multivitamin, probiotic, omega-3, immunity, vitamins).
“Our goal was not to consider nutrition as medicine because consumers don’t want to feel as if they are taking everything the doctor prescribes. They want to feel cool and included, but they also want it to fit their lifestyle and they want it to taste delicious, ”says Avnish.
“We look at lifestyle issues that GenZ and millennials are facingand solve them through interesting formats while being 100% plant-based “.
Vitamins and supplements as a product category contribute 69 percent of the revenue timed by Wellness Nutrition. These include Melts, products for both adults and children.
“Patients who have trouble swallowing pills have been given strips to keep on their tongue. The technology was available in Germany, but no one has innovated the technology, which is what we do. We take a really old pharmaceutical technology, innovate and make it more interesting for everyday nutrition, “he explains.
All products are manufactured in one FDA (Food and Drug Administration) approved facility following good manufacturing practices. The the ingredients come from 19 countries and over 200 farms and organic businesses that have certified, patented and clinically studied data on each of the nutrients.
“This presents a supply chain challenge, but we have spent the past four years perfecting the entire value chain and supply chain operations because we source from so many different countries,” says Avnish.
Goals and growth
The company follows an omnichannel retail distribution model. The startup is present in over 1,200 multi-brand retail stores, along with India’s leading pharmacy chains, including WH Smith, Relay, Natures Basket, Spencer’s, Apollo Pharmacy 24×7, Health & Glow and Lakme Salons. Wellbeing Nutrition also sells on online platforms such as Amazon, Flipkart, Healthkart, Nykaa, along with the company’s website.
The brand has also started operations in the UAE, UK, Singapore and the US and is available in over 200 international stores.
The startup has a 37 percent repeat rate on its website, with approximately 6,500 orders arriving through the site each month. The brand also receives over 7,000 orders via Amazon every month. Since starting operations in 2020, the startup says it has seen 700% year-over-year growth.
On March 23, 2022, Wellbeing Nutrition launched the USDA Certified Organic Plant-based Melts (Oral Thin Strips) range for children in collaboration with Disney and after 2.5 years of research.
“The goal was to find a nutritious solution that has greater bioavailability, uses only bioactive ingredients and is also appetizing for children,” says Avnish.
Wellbeing Nutrition grew in 2021 $ 2.2 million in a Serie A round led by Fireside Ventures and ACG Worldwide. Previously, in September 2020, the startup raised a $ 400,000 round angel.
In the coming year, the brand plans to launch new product lines and categories, including collagen, protein, digestive fiber, and women’s wellness products.
Wellbeing Nutrition is also looking to expand into three key international markets – UAE, US and UK – with the aim of reach over 4,000 families by 2023says Avnish.
Wellbeing Nutrition has many direct and indirect competitors, including that of Mumbaibased in Jaipur based in Mumbai The Green Snack Co, based in Delhi based in Lucknow and based on Noida and among others.