Indian Marketer – How Nutrition is Changing Health with 65% of Online Sales and 3x E-Commerce Growth

Founded in 2019, Wellbeing Nutrition has emerged as a revolutionary player in India’s fast-growing nutritional market, offering a wide range of science-backed, eco-friendly and convenient products for healthy living. beauty. The company, founded by Avnish Chhabria, saw significant growth with the addition of co-founder Saurabh Kapoor in 2021, who brought new energy to the brand’s journey to revolutionize nutrition in India.

Aiming to provide healthy, natural and effective nutrition, the Wellbeing Nutrition range of products spans a range of health sectors, including immunity, sleep, stress management, health gut health, and more. Kapoor and his team have succeeded in introducing new methods in the field of health, combining nature and science to change the way people view and use health products.

Clean Eating Reform

“Wellbeing Nutrition’s goal has always been to bridge the gap between nature and science,” Kapoor shares. We wanted to create products that fit well into people’s everyday lives, that make nutrition fun, easy and practical. It’s about building a brand that people can trust because of its integrity, scientific rigor and natural goodness.”

The company’s flagship product, Daily Greens, marked its first foray into the market. This highly effective daily multivitamin quickly became popular, establishing Wellbeing Nutrition’s commitment to making nutrition both effective and enjoyable. Kapoor highlights the brand’s commitment to quality, citing them “A rigorous process of finding the right ingredients and conducting clinical trials for each product,” to ensure that each product meets the highest standards of safety and efficacy.

New Products with a Purpose

In a market full of nutritional options, Wellbeing Nutrition differentiates itself by focusing on science-backed innovation. Products like Melts, thin mouth pieces that melt on the tongue, stand as a testament to the brand’s innovative approach. Launched three years ago, Melts gave consumers a portable, convenient, and delicious way to consume essential nutrients like Vitamin D3, B12, and even melatonin for better sleep.

Says Kapoor: “Melts was a game-changer for us. The response was immediate and overwhelmingly positive.” It gave people a new, easy way to get their daily nutrients without compromising taste or convenience.

Similarly, Wellbeing’s collagen offerings have struck a chord with consumers, catering to both the vegetarian and non-vegetarian markets. By introducing marine and vegan collagen options, the brand caters to a variety of dietary needs. Vegan collagen, developed over three years, uses an ingredient called Vecolal, which provides the same performance as animal-based collagen. This offer reflects Wellbeing’s commitment to inclusiveness and healthy living.

Changing Consumer Preferences and Industry Trends

Kapoor sees a clear shift in consumer focus from basic health to overall health, a trend that has accelerated post-COVID-19. “Today health is 24/7, 365 days. It’s a way of life, not a trend,” he explains. “We are not here to change lifestyles; we are here to support them.”

He notes that consumers are now knowledgeable and discerning, looking for not just any supplement but products that suit their specific needs. This increase in demand for nutrition signals a shift in the industry, as people seek to solve health problems rather than accept them. “one-size-fits-all” get closer. Wellbeing Nutrition is well aware of this trend and is developing a platform that will enable consumers to understand and choose the products that best suit their health journeys.

Leveraging Technology for Better Customer Experience

The technology is part of Wellbeing Nutrition’s mission to create innovative, simple products. Kapoor explains how technology such as German nanoscience has allowed the brand to produce the Melts skeleton, which melts instantly on the tongue. Similarly, Wellbeing’s slow-release capsules, which use slow-release oils, provide sustained benefits within seven to eight hours, ensuring better absorption and work for a long time.

“Technology allows us to offer our customers something truly unique,” Kapoor emphasizes. “But we are also careful to ensure that every technology we use is suitable for the product and meets the needs of the customer.”

Lasting Commitment

Sustainability is embedded in Wellbeing Nutrition’s ethos, from sourcing to packaging. “We are committed to restoring nature,” Kapoor says. “Last year alone, we used about 15 tons of plastic with available plastic recycling signs.” This commitment extends throughout the organization, with future plans to strengthen environmental practices and make a greater impact each year.

Reaching Customers Everywhere

In a strategic move that sets Wellbeing Nutrition apart from many competitors, the brand adopted an omnichannel approach just three months after launch. Today, Wellbeing Nutrition products are available in 3,000–3,500 stores nationwide, in addition to their strong online presence. The company’s retailers include prominent names such as Le Marche, WH Smith Airport, Guardian Pharmacies, and Apollo Pharmacies, providing a visible, trust-building environment for customers.

“Nutrition is a personal decision, and most consumers want to see a product before they buy it,” Kapoor explains. “While 60 to 65 percent of our sales are from online channels, 30-35 percent are through retail.” The Wellbeing Plan offers a variety of customer options, allowing them to shop through the channel that best suits them. In addition to retail and direct-to-consumer (D2C) sales, Wellbeing has established an international presence in places such as the UAE, the US, and the Netherlands, with future plans to expand to the UK.

Growth Path and Future Goals

Wellbeing Nutrition’s growth performance has been impressive, doubling its revenue year-on-year over the past three years. By 2025, Kapoor projects a revenue target of Rs 170-200 crores, with ambitious plans to reach Rs 500-600 crore in the next three to four years. He describes a good sales mix of 60 percent from online channels and 40 percent from stores as the company increases its sales momentum and strengthens its presence in international markets.

“In the next three to five years, we aim to be the top nutrition brand in India,” Kapoor confidently declares. .”

Beyond Borders and into New Markets

Wellbeing Nutrition’s expansion plans are as meticulous as its approach to product development. Currently popular in North and West India, the brand is looking to expand its presence in the south, particularly in Bangalore, Chennai and Hyderabad. Kapoor expects the number of stores carrying Wellbeing products to increase to 5,500–6,000 by March 2025.

Internationally, the brand has identified the UAE, the US, and the UK as key markets. Kapoor is very keen to launch the D2C platform in the US, capitalizing on Wellbeing’s strong digital presence and customer trust.

Funding and Financing

A major boost in Wellbeing Nutrition’s journey came with $10 million in Series B funding led by Hindustan Unilever Ltd. (HUL) and Fireside Ventures. This funding has helped to expand operations, expand stores and network access, and support technology development.

“HUL and Fireside Ventures have been very valuable partners,” reflects Kapoor. “Their support has not only helped us grow but also strengthened our commitment to provide high-quality, cost-effective solutions for the Indian market.”

The Future of Independent Living

The future of nutraceuticals, according to Kapoor, depends on health solutions. The company’s mission is to build a platform that provides personalized nutrition, helping consumers identify and fill their unique health gaps. Rather than pushing products without choice, Wellbeing aims to help each customer find the right products for their unique needs, building a lasting and loyal relationship with them.

“One-size-fits-all solutions are on the way out,” says Kapoor. “People want to know what’s best for them, not what’s standard. We’re creating a platform that prioritizes individual health needs.” , not just product sales.”

A Brand Built for Longevity

Wellbeing Nutrition stands as a testament to the potential of healthy, sustainable, and innovative nutrition to shape the future of health. Kapoor’s vision for the brand is ambitious but grounded in a genuine desire to provide long-term lifestyle solutions to consumers. As the Indian nutrition market continues to grow at an impressive CAGR of 22 percent, Wellbeing Nutrition is well positioned to be a leader, providing affordable, research-backed products to meet the needs of development of modern consumers.

Kapoor concludes, “We’re here to be a trusted partner in people’s health journey, not a one-off. We’re committed to making a positive impact, one product at a time, and we’re excited about the road ahead. ”

With its strategic support, growing product portfolio, and focus on consumer education and sustainability, Wellbeing Nutrition aims to redefine wellness in India and beyond.