What Steps Plix is Taking to Win Consumers Naturally

The protein industry in India is growing at a rapid rate parallel to the demand for supplement products, dairy alternatives, processed products, and meat substitutes. With rising economic development and growing industrialization, the rate of employment and disposable income is growing. The plant protein manufacturers are widening their product portfolios and developing alternate protein types to enhance the flavor, taste, and nutritional value of sports drinks. Whey protein is one of the highly; popular protein types in the country, the application of which is highest across the dietary supplements industry.

Moreover, over the years due to intensive research and advancement in terms of product development and process extraction of whey protein its popularity has increased among the Indian population, particularly among gym-goers. The sports community, bodybuilders, and athletes are also seeking protein-rich juices, smoothies, shakes, drinks, and flavored drinks which provides ample opportunity for the plant proteins manufacturers. The stable economic condition and changing lifestyle of the population in India have placed the nutrition and health segments at the forefront, which has further supported the growth of the plant-based protein market in India.

The plant-based protein supplements market is expected to grow at a CAGR of 7.8 percent from 2020 to 2027 to reach $9.57 billion by 2027. The global plant-based protein supplements study is segmented based on type, form, application, distribution channel and geography,” according to a report.

There can be a thousand reasons to switch to plant-based protein sources but whatever the case, a consumer who wants to switch to it suffers in order to select a new brand and trust it. And here comes Plix in the picture. The brand was launched in March 2019 by Rishubh Satiya. The brand set foot in the market as a clean nutrition brand offering products that are delicious, sustainable, and fun. 

Plix has achieved great market acceptance due to the palatable and diverse range of health and nutrition products that go beyond conventional pills. Further, unlike other brands that only underscore the nutritional value of their products, Plix maintains complete transparency about the ingredients used and focuses on an awareness-driven marketing approach where the consumers are empowered with knowledge and the freedom to choose from a diversity of options.

“We are offering a wide range of products that cater to consumer needs and health concerns such as weight loss, hair and skin nutrition, daily wellness, women’s health, and strength/workout supplements for women and men. Since its inception, Plix has grown rapidly and has become one of the largest plant-based nutrition brands online. The company crossed Rs 100 crore turnover mark and is now aiming to expand its product portfolio as well as revenue growth in the coming times,” Satiya stated.

Plix is a digital-first brand, and the products are sold on the company’s own platform as well as on the leading Indian e-commerce marketplaces such as Amazon, Flipkart, Nykaa, etc. It has also entered retail distribution channels and its products are available in leading pharmacy chains across India. It aims to expand to over 5,000 retail stores across modern trade and pharmacy chains by 2023.

Marketing Strategy 
Plix has positioned itself as a unique and rapidly growing high-quality, clean, plant-based nutrition brand. The brand offers a wide range of high-quality products such as yummy gummies, effervescent, superfood powders, health supplements, etc., that are able to fulfill the nutritional needs of the consumers without making them compromise on taste.

“The goal is to become India’s number one plant-based nutrition company catering to the millennial and Gen Z customers. The marketing strategy is predominantly based on digital marketing and consumer awareness initiatives through content sharing. The company’s campaigns focus on bringing about a change of mindsets and encouraging people to switch from ecologically harmful animal foods to equally healthy and nutritious as well as sustainable food options,” he asserted.

Product Portfolio 
The existing range of products is helping brand consumers with issues and needs related to weight loss, hair and skin nutrition, daily wellness, women’s health, and strength/workout supplements for women and men.

When asked about the core issues faced by the consumers regarding the product classification that Plix offers Satiya said, “We are focusing on ensuring that people not only get good nutrition but do so in a convenient and sustainable manner. That’s where our effervescent tablets have come across as game changers as they are water-soluble and can be consumed as refreshing drinks anytime, anywhere. Plix recently entered the functional foods category with the launch of scrumptious, 100 percent plant-based peanut butter and protein bars packed with superfoods such as Ashwagandha and Bramhi.”

Future Plans 
Plix has emerged as a major player in the Indian online retail market for plant-based nutrition and is ready to expand the product range as well as market coverage to play a constantly increasing role in building a healthier future for people as well as the planet. This offers a dual benefit of good health and sustainability which is bound to boost the domestic as well as the global market in the years to come.

”A few months back, we raised $5 million in a Series A round. As of now, the focus is to use the funds to expand our product range and market coverage. We will consider raising funds strategically in the future as per Plix’s growth needs,“ Satiya said.

“We are planning to use the funds raised recently to launch new and innovative products in the nutraceuticals segment. We will be expanding our existing product portfolio to more than 100 SKUs in the next 12 months. The company’s ARR currently is over Rs 100 crore, and we aim to take it past Rs 500 crore by 2024,” he added.

Plix is also focusing on building a strong R&D division and hiring new talent alongside the market expansion. The long-term plans for the brand include building a strong global market presence and taking the mission of plant-based clean nutrition to all major countries in the world.