India's nutraceutical market is poised to be a global leader at $4-5 billion. Experts and reports suggested that it will grow to approximately $18 billion by 2025. One of the leading brands in this category is Wellbeing Nutrition (WBN).
Wellbeing Nutrition was started in 2019 and it has now become India’s leading research-based whole food nutrition company. It uses plant-based ingredients to deliver wellness to individuals with fast-paced active lives. Helping people prioritize their nutrition needs is the primary aim of the company.
WBN is the first company to build the idea of organic greens/ superfoods to deliver potent natural multivitamins in a format that is new and consumed like a lifestyle beverage versus taking medicine to get your daily dose of a multivitamin. “We have introduced natural multivitamins in the convenient and easy to consume formats through our innovative products. We have partnered with over 20 doctors/researchers/scientists from the UK, Germany, and the USA to bring the best innovation, technology, and delivery formats to India,” Avnish Chhabria, Founder, Wellbeing Nutrition said.
What’s on Offer?
The brand offers product categories like daily wellness, which includes Daily Greens, Matcha Tea, Vitamin C, Grandma’s Kadha); functional nutrition such as Melts Hair, Sleep, B12, D3; and kids organic nutrition including Disney Melts – Multi-Vitamin, Probiotic, Omega, Immunity, and Vitamins.
“We have products for people of all age groups. Our products are specifically meant to deliver wellness to individuals with fast-paced active lives. We have nutrition products for kids 6-15 years of age. We have a unique product offering for customers across their entire lifecycle management to battle daily lifestyle issues from gut, skin, immunity, detox, hair, and weight management,” he stated.
Recently, the brand has launched Melts, the world’s first USDA organic range of vitamins and minerals for kids, in partnership with Disney Frozen and Marvel. Melts comes in its patented ‘Oral Thin Stips’ format, which is 100 percent plant-based and sugar-free.
The brand plans to launch over 20 SKUs in the next few months. For instance, it is launching ‘Slow’ in India and other Asian markets. 'Slow' is built with the latest research in capsule technology with 2-1 Nutri Sciences and 8-hour delayed-release technology to ensure optimal delivery of nutrients into a customer’s body. With the more sustained release of bead lets and active oils for increased potency and bio-availability of vitamins, minerals, and omega while infusing aromatherapy and taste filters, Slow will ensure an even more pleasant and delicious experience for customers.
“There are a lot of new product lines and categories that we will be launching including collagen, protein, digestive fiber, and women’s wellness products,” he asserted.
Innovation is the Key
Wellbeing Nutrition focuses on innovation and keeping up with technological advancements. It is using new cutting-edge pharma technology and nanotechnology to create combinations of vitamins, minerals, and nutrients.
"The products are packaged in innovative delivery formats using the technology which in turn provides nutrients in more bio-available and bioactive formats thus ensuring optimal delivery of active nutrients in the body," he shared.
Omnichannel is a Way Ahead
The business follows an omnichannel retail distribution. Wellbeing Nutrition has a retail presence across more than 1,200 modern retail stores along with leading pharmacy chains in India like WH Smith, Relay, Nature’s Basket, Spencer’s, Apollo Pharmacy, 24*7, Health & Glow, and Lakme Salons. Apart from its own website, the brand also sells on online platforms such as Amazon, Flipkart, Healthkart, and Nykaa. It has also started operations in the UAE, UK, Singapore, and the USA, and is available across over 200 international stores.
“Our share of sales from online space is 70 percent and the rest is from retail,” he stated.
The brand’s growth strategy includes expanding in international markets like UAE, the US, and the UK. Wellbeing Nutrition also plans to launch its operations in markets like Germany and the Middle East.
“Currently, 8 percent of our revenue comes from USA and UAE, with potential to go to 30 percent over the next three quarters,” he said.
The company aims to be at over 4,000 doors by 2023, and also plans to close the next fund round soon. “Our revenue was Rs 5.33 crore in FY22, and we plan to achieve Rs 22 crore in FY23,” he concluded.