Pure Nutrition Naturals is a 100 percent vegetarian health and wellness brand that combines the goodness of ancient wisdom with modern lifestyle requirements. The brand offers natural supplements and products that honor traditional practices while incorporating traditional ingredients and remedies to promote natural healing and support optimal health. Thus, the brand is committed to providing safe, effective products that promote well-being and help people.
“Owing to my prolonged inflammatory issue, I was prescribed curcumin powder, which worked wonders for me and reinstated my belief in natural supplements,” stated Sushil Khaitan, Founder, Pure Nutrition Naturals.
However, he found that even though the curcumin powder was effective, it was difficult to consume, which persuaded the founder to convert the curcumin powder into capsules and cater to a broader audience. Thus, Pure Nutrition Naturals found its very first supplement in Curcumin Capsules.
Market Size and Potential
In 2020, the global nutraceuticals market was valued at $382.51 billion, and it is expected to grow at a compound annual growth rate (CAGR) of 8.3 percent from 2021 to 2028. The market is driven by increasing consumer awareness about the health benefits of nutraceuticals, rising demand for functional food and beverages, and the growing aging population. In addition, the demand for natural and organic products also contributes to the nutraceuticals market's growth.
In India, the nutraceuticals market is estimated to reach $18.5 billion by 2025, with a CAGR of 21 percent. The increasing health consciousness among consumers, rising disposable incomes, and growing awareness about the benefits of nutraceuticals are some of India's key market growth drivers.
“The response from consumers has been positive, with an increasing number of people turning to natural and organic supplements and products to support their health and wellness. The pandemic has also accelerated this trend, with consumers becoming more conscious of their health and looking for ways to boost their immune systems,” said Khaitan.
Pure Nutrition Naturals offers a wide range of natural supplements and products catering to various health needs, including heart, bone, beauty, collagen, anti-aging, sleep, wellness, immunity, joint health, brain health, detox, and cleanse. All the products are 100 percent vegetarian and are made with natural ingredients to ensure the highest quality and efficacy. Furthermore, it offers multivitamin gummies for kids, and provides health solutions of the entire family.
“As a brand, we are continuously expanding our product portfolio to meet the evolving needs of our consumers. We are committed to provide safe, effective, and innovative solutions for various health concerns, which aligns with our brand values and mission,” asserted Khaitan.
The brand’s Wholefood Multivitamin is a bestseller, which has a food-sourced supplement with zero lab-created extracts, while its Omega 3-5-6-7-9 supplement provides the goodness of five omega fatty acids in one.
The comprehensive product portfolio is designed to support overall wellness and is constantly innovating and expanding its product offerings to meet the evolving needs of its consumers.
Technology and Pure Nutrition Naturals
Understanding the importance of technology in supply chain and product development, the brand leverages modern food processing and extraction technologies to ensure its ingredients retain maximum nutrient value. Further, it uses clinically-studied ingredients and high-quality natural extracts to ensure the supplements' high potency and bioavailability.
Moreover, all products are manufactured at GMP-certified facilities under stringent quality control procedures, which guarantees that the supplements are of the highest quality. The formulations are designed with high efficacy in mind, ensuring the consumers get maximum benefits with minimum dosages.
The founder further added, “Our strong digital presence on major marketplaces has made our products accessible and enabled us to cater to consumers in even the most remote areas. We are continuously exploring new technological advancements that can help us improve our supply chain and product development processes, and we are committed to bringing these innovations to our customers soon.”
New User Behavior in D2C
As a direct-to-consumer (D2C) brand, Pure Nutrition Naturals is challenging the traditional model of purchasing health and wellness products. Being an omnichannel brand, it offers a seamless online shopping experience that allows customers to quickly access the products from the comfort of their homes.
Additionally, the D2C model allows the brand to maintain control over the quality of its products, pricing, and customer experience, thus offering high-quality natural supplements and solutions at affordable prices without sacrificing quality or efficacy.
“By operating as a D2C brand, we can build a direct relationship with our customers, permitting us to better understand their needs and preferences. This, in turn, enables us to develop innovative and effective solutions that meet their evolving needs, and provide a personalized experience that goes beyond just selling products,” commented the founder.
Growth and Marketing
Pure Nutrition Naturals is a bootstrapped company, and as a self-funded company, the brand majorly focuses on product quality, innovation, and customer satisfaction. The same has provided it with the flexibility to invest in strategic initiatives that align with its long-term vision.
“We have always used scientifically-backed formulations, and the continuous development according to the end-user needs has helped Pure Nutrition Naturals stand out. We started with offline channels, but with changing consumer dynamics, our presence is across offline and online verticals today,” stated Khaitan.
One of its key retail strategies is its D2C channel, which allows the brand to create personalized customer experiences. Through this channel, it gathers customer data and feedback, which is then used to create new channels and introduce form factors and products that are needed.
In addition, the brand’s marketing strategy focuses on educating consumers about the benefits of its products and the importance of maintaining a healthy lifestyle. Furthermore, it leverages partnerships with well-known pharmacies and popular stores to increase reach and brand awareness.
D2C to Omnichannel
With D2C the brand has been able to gain more control over the customer experience and build a stronger relationship. Pure Nutrition Naturals has invested heavily in building a robust e-commerce platform and logistics infrastructure witnessing significant growth in the customer base, with many repeat buyers.
However, understanding the importance of an omnichannel approach, the brand started its journey with two stores in Mumbai. “With our unwavering commitment to innovation and the development of our formulations and technology, we were able to expand our logistics and tap into modern analytical assessment techniques. Our dedication paid off, and we have grown from just two stores in a single city to over 2,000 stores in more than 30 cities across India,” commented Sushil.
Today, the brand’s reach has expanded beyond India to international markets, including the USA, UK, UAE, Singapore, and Mauritius, having established strong partnerships with well-known pharmacies such as Wellness Forever and Apollo Pharmacy, and popular stores like Nature's Basket. The brand has achieved the same along with a robust online presence on over 25 marketplaces, including Amazon, Flipkart, Nykaa, and more health-specific ones like Tata 1Mg and Netmeds.
“Apart from our online and offline presence, we also have two company-owned stores at the Delhi airport, which cater to the needs of travelers and health enthusiasts alike. These stores offer a wide range of premium-quality supplements and superfoods, making it convenient for customers to access our products while moving. The strategic placement of our stores at the airport is a testament to our commitment to making health and Wellness accessible to everyone,” added the founder.
As a brand, Pure Nutrition Naturals plans to continue its growth trajectory and expand its reach domestically and internationally. In the next five years, the brand intends to become a global health and wellness industry player, offering a wide range of high-quality supplements and superfoods.
“We plan on expanding our product range and introducing innovative products that cater to the evolving needs of our customers. Additionally, we will continue to leverage technology to improve our offerings, enhance our customer experience, and create new channels using customer data from our D2C platform.”
Aiming to continue being an omnichannel brand, offering offline and online products. The brand also aims to strengthen its partnerships with numerous pharmacies and stores expanding its presence in airports and other travel hubs.
“We strive to be a brand that our customers can rely on for their health and wellness needs, and we will continue to work towards achieving this goal through our commitment to quality and innovation,” concluded Sushil Khaitan.