#wellness startups

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India’s Wellness Revolution: How Digital-First Nutrition Brands Are Scaling Fast

India’s wellness & nutrition space is transforming with the arrival of new age start-ups such as Oziva, Kapiva, HK Vitals, Cosmix, Fast & Up, etc. These new D2C platforms are introducing innovative products such as melting strips, fizz powders, gummies etc. targeting focused wellness and lifestyle optimization.

The wellness & nutrition industry in India was never non-existent. In the past it was largely led by legacy Ayurveda brands and nutraceuticals arms of mainstay pharma companies. However, it was a little vague market where the focus was largely aimed at general wellbeing and family health. Precision was missing.

Ayurvedic companies focus largely on honey, Chawanyaprash, Choorans, etc. Pharma were relying on health drinks such as Horlicks, supplements and multi vitamins like Revitals.

In a time, when there is growing focus on preventive healthcare, new age digital native brands are emerging focusing on scientifically proven ingredients aiming at precision-oriented treatment. These start ups are bringing innovations by introducing clinically proven ingredients. These are produced by blending the traditional wisdom of Ayurveda with clinically proven modern ingredients such as multi vitamins, probiotics, biotins, etc. The focus is not on general wellbeing but on functional treatment such as gut health, mental tranquillity, skin glow, hair care, nail care, PCOS, etc.

Such precision driven approach was missed out by earlier legacy brands. However, in a time, when preventive healthcare is taking centre stage and lifestyle optimization is no more just a vague term, D2C nutrition start-ups are reimagining the game.

D2C start-ups are also adopting a different GTM approach. Unlike mainstay brands they neither have huge marketing budget nor well established distribution network of modern retail and pharma. So, they are focusing on D2C and online market places. In terms of marketing as well, they are leveraging more on credible content creation, influencer outreach and community development. In a country where 46% of the population is aged below 25 and where total volume of internet users have reached 960 million, this approach is paying dividend.

Interestingly another positive evolution of the market is the convergence of the legacy brands and new age start-ups Ayurvedic brands like Dabur have launched their own D2C platform named Siens (spelled as Science). Likewise, Marico and HUL have bought 60 and 100% in Cosmix and Oziva respectively.

How Market Research & Feasibility Studies can Assist new Start-ups

The overall D2C wellness and nutrition industry is a lucrative business space alongside other ancillary industries such as BPC (beauty & personal care), cosmeceuticals, nutraceuticals, etc. However, like any other D2C consumer space, this is also a highly competitive market with moderate to high rates of failures. As major FMCG and Ayurvedic brands are entering the space, competition will intensify. Other factors such as high customer acquisition cost and rise in last mile delivery further make businesses operations cumbersome.

This is where market research or feasibility services can come into play. A market research or feasibility studies for a D2C nutrition business can assist business owners in multiple ways:

Give broader perspective and macro trends on the market

Evaluate the ideal consumer profile for better market targeting

Gain deeper competitive intelligence to identify gaps in the market

Gain actionable insights about regulatory requirements

Devise an optimal growth roadmap.

Avoid overcapitalization by building robust and practical business models.

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