Kriti Sanon Invests In D2C Supplement Brand Supply6

D2C nutrition and wellness startup Supply6 has roped in Bollywood actor Kriti Sanon as an investor and brand ambassador. 

In a statement, the Bengaluru-based startup said it aims to deepen its engagement with urban, health-conscious consumers with the partnership by shifting the wellness conversation towards foundational habits such as effective hydration, balanced nutrition and long-term consistency.

Founded in 2019 by Vaibhav Bhandari and Rahul Jacob, Supply6’s products aim to fill in the nutrient gaps in Indian diets. Its flagship product, Supply6 360, is a sachet intended for daily consumption that combines vitamins, minerals, probiotics and superfoods. It also sells a zero-sugar electrolyte mix and protein wafers. 

These three products bring in INR 36 Cr in annual revenue, with a 45% repeat purchase rate, Zeropearl VC founder and managing partner Bipin Shah said in a LinkedIn post. Supply6 started by selling its products in India and now has a presence in the US as well, he added.

It sells the products via its own website, ecommerce marketplaces like Amazon, and quick commerce platforms like Blinkit.

In September, Supply6 raised $1.1 Mn (about INR 9 Cr) in its pre-seed funding round from Zeropearl VC, CRED founder Kunal Shah, and Renee Cosmetics cofounders Ashutosh Valani and Priyank Shah, and XYXX founder Yogesh Kabra. 

Last year, the startup also roped in former South African cricketer AB de Villiers as an investor and brand ambassador.

Supply6 operates in India’s dietary supplements market, which is projected to reach a size of $62 Bn by 2033, clocking a CAGR of 13% since 2024, according to IMARC Group. Many startups like OZiva, MuscleBlaze, Beastlife, among others, are looking to leverage this opportunity. 

The development comes at a time when celebrities are increasingly partnering with new-age tech startups, not only to endorse their products but also to back them as investors at an early stage. 

In 2023, Sanon partnered PEP Technologies, the parent of MCaffeine, to launch premium skincare brand ‘Hyphen’. Prior to that, she cofounded fitness brand ‘The Tribe’ with Anushka Nandani, Karan Sawhney and Robin Behl.