Creating a universe of modern-day health and wellness products

The health and nutrition supplements market saw a massive spike in demand amid the pandemic, but more and more individuals are choosing customised health products and a holistic approach to wellness, which is what Wellversed is targetting with its lineup.

Today, Wellversed claims to be a consortium of wellness brands created to enable disease-free living and maximising lifespans of individuals around the world. But it started off with products that were aimed at ketogenic and diabetes-related nutrition and diets. Over the past three years, it has acquired startups such as Sportfit, Rimoy Naturals and Ketofy to solidify itself as a house of wellness and health brands.

Besides selling products, the company claims to have facilitated more than 12,000 health transformation plans, focussing on weight loss, skin nourishment, hair care and sexual wellness. Its products are available across online channels, including its dedicated website and across 25 ecommerce marketplaces. Currently, around half of the products offered by Wellversed are from third parties, with the rest being owned by the company. Over 40% of the company’s revenue is from direct-to-consumer sales through its website.

Having become synonymous with products for keto diets and diabetics, the company has evolved to now serve emotional as well as functional needs of individuals. The company claims to be utilising proprietary machine learning algorithms for product development, based on nutrition and taste needs. According to Khurma, the primary challenge was dealing with sceptics and naysayers who doubted that India had the manufacturing capabilities needed for such modern-day nutrition products. But the company has a manufacturing unit, where it produces multiple SKUs simultaneously.

The startup offers a wide range of food products and supplements that suit multiple nutrition regimes and diet plans, including intermittent fasting, vegan diet, diabetes-friendly nutrition, gluten-free diet, highprotein diet and immunity. And at least one major investor is keenly involved in product development. “I am involved with product feedback, I tell him what has helped me with my body, like vegan products, gluten-free bars and snacks. Here’s where we match. They bring product expertise and we discuss what will ultimately make the society better,” Wellversed investor Yuvraj Singh, who is also something of a brand ambassador for the startup, said in an interview in December 2021.

Wellversed has taken a house of brands approach over its lifetime, focussing on the larger health and wellness space, which includes not just physical wellness but also emotional and mental wellbeing. The goal for the year 2022 would be to stick to the dietary regimes that it is currently catering to and dive deeper into those rather than launching new SKUs. The company is also planning to tap into the huge offline distribution channel offered by one of its key investors Jubilant Foodworks and leverage that network for retail shelves.