The health and wellness industry has no doubt expanded over the past few years, but the reach of medical shops in smaller towns remains rather limited. However, the growth of the online retail health and allied solutions has helped to partially deal with the above problem, and as per industry estimates, this segment constitutes about eight per cent of annual e-retail sales valued at Rs 5,000 crore. Apart from that, increased awareness for general health standards, coupled with free samples and peer reviews have helped to grow sales online. And, the key products sold online in this segment include skin care, health and fitness, herbal products, beauty and fragrances. To leverage these growth opportunities, coupled with a passion for improving the health standards here, Grow India Ventures Pvt Ltd has recently launched its health and wellness portal - DietKart.com.
K S Bhatia, Founder of DietKart.com, started the business in early February and with a focus on supplying high quality health and wellness products to customers across the country. Inspired by his wife who is a prominent dietician and a doctorate in nutrition, has been a support in every step taken by the company. In a very short span of time, this site is already amongst the leading suppliers in this segment.
Aggressive launch
This website since its inception has aggressively spread awareness for its product repertoire, given the fierce competition from both established and emerging players, and has effectively leveraged social media, including Facebook. Senior company officials at DietKart highlighted that the response has been broadly overwhelming, especially from consumers in smaller towns.
This site also has a trained technical team for answering queries on a wide range of health problems. Apart from social media, DietKart has also tied up with various multiplexes on a pan India basis for a television commercial, and hopes to spread greater awareness on health in smaller towns.
In addition, they also run various online promotional campaigns on the site, in a bid to grow their customer base and expand sales, and also offer various modes of payment, including cash on delivery model. Bhatia, said, “We are currently in the ramp up stage and profit margins are still low. We hope to change that over the next few quarters, once the business momentum gains further strength and as we add more product categories on our site.”
Health for all
DietKart offers a wide range of health and wellness products. Bhatia, adds, “We have tied up with 80 to 90 vendors for supplying a range of medical products and fitness equipment, and have made logistical arrangements for delivery of products on a pan India basis.”
As part of this endeavor, DietKart sells more than 5,000 Indian and international branded products, including those related to nutrition, health devices, diabetes, sports and fitness, wellness, mother and baby care, beauty and personal care.
The USP
Prices are lower than that of traditional brick and mortar stores. Bhatia, adds, “Our focus is on ensuring a holistic experience for consumers, and at reasonable prices for them. We are also probably the only site which offers such a wide variety of diet plans for so many ailments, and available at just a click away.”
Consumer wants more
The Indian consumer, senior company officials highlight, is keen to improve his/her health and wellness, and is willing to spend a large amount on the same. And, the advantages of e-retail health solutions just can’t be ignored – no need to leave one’s home for an appropriate medication, as it is just a click away. DietKart is also witnessing rather strong demand from consumers beyond metros. “When we started, delivery of products was mainly for metros, but now they are increasingly coming from smaller towns,” informs Bhatia.
Expansion spree
DietkKart is on an aggressive expansion, with the objective of becoming the market leader in this segment of the online health and wellness category over the next few years. Currently, this site is self- funded company, but Bhatia highlights that they plan to raise $ 2 million (nearly Rs 11 crore) from venture capital and angel investors, shortly.
As part of that goal, this website is keen to start a 24 by 7 state of the art call centre shortly, and would offer diet and health consultancy, free, to consumers in India and overseas. In addition, several other initiatives are planned, including a health related magazine, along with seminars for corporates and schools, and allied places.
DietKart is also looking to fully automate its entire back-end logistical process, and help ensure its mantra of “Swasth Zindagi Hamaare Sang.”
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