Wellbeing’s Organic Nutraceuticals Promise Holistic Healthcare For All

Its R&D team and advisors include gastroenterologists, dieticians, nutritionists and lifestyle coaches from India, Germany, the US, Canada and Australia

A sports enthusiast to the core, Avnish Chhabria used to take part in running events all over the globe and used to consume organic/plant-based nutritional supplements from overseas brands to stay at the top of his form. Soon enough, he realised that very few Indian companies were in this space, and nutraceutical innovations were few and far between. Aware that few people could afford imported health supplements, Chhabria set up his desi brand Wellbeing Nutrition to push holistic healthcare.

In 2022, Wellbeing Nutrition launched its plant-based melts or oral strips for kids in partnership with Disney. In total, it offers 53 SKUs. The brand also built a strong omnichannel presence, and its products are now available in retail chains like Apollo Pharmacy and WH Smith in India. In FY22, it clocked revenue of INR 19.5 Cr.

The brand makes plant-based vitamin and mineral supplements (one will get capsules, oral strips, effervescents and more) under key categories like immunity, beauty and sports nutrition. It also boasts a global network of experts as its R&D team and advisors include gastroenterologists, dieticians, nutritionists and lifestyle coaches from India, Germany, the US, Canada and Australia. The D2C brand sources its ingredients from more than 200 organic farms and certified companies in 19 countries. Plus, Wellbeing experts examine critical factors such as ingredient potency, absorption level and digestibility before developing the products. Keen to stay up to date with global quality standards, the brand has set up a manufacturing unit approved by the U.S. FDA. All its products are certified by the Food Safety and Standards Authority of India (FSSAI).

Wellbeing aims to reach 100 Mn customers and INR 100 Cr revenue in 2023. It will also enter the US, the UK and the UAE markets by 2025 to achieve a revenue target of INR 500 Cr.