How Is What’s Up Wellness Cashing In On The Health Gummies Boom

The demands of fast-paced corporate life have taken a toll on professionals, impacting their health in ways that often go unnoticed. For over a decade, Vaibhav Makhija and Sayantani Mandal experienced this firsthand, dealing with long hours, unhealthy eating habits, and the growing pressures of urban living. They saw a clear trend — poor nutrition, high stress, and toxic environments in Indian cities were leading to premature hair fall, dull skin, joint pain, and disrupted sleep cycles.

While people wanted to prioritise their health, they lacked the time to commit to elaborate wellness routines. A deep dive into the nutraceuticals market led them to explore alternative solutions — ones that were effective yet easy to integrate into a busy lifestyle. They found their answer in health gummies, a format that required no extra effort while delivering essential nutrients in a fun and convenient way. This insight laid the foundation for What’s Up Wellness, a D2C brand focused on making nutrition effortless for modern consumers.

Simplifying Nutrition With Gummies

What’s Up Wellness has positioned itself as a brand that helps people meet their daily nutritional needs in under ten seconds—a compelling value proposition for busy professionals. Rather than creating complicated regimens, the company designs products that address specific concerns like skin and hair health, sleep, gut issues, and overall wellness.

Among its most popular products is the Sleep Gummies, which have gained immense traction, becoming the second best-selling sleep aid across online channels, trailing behind only Vicks from P&G. The Beauty Gummies for Hair, Skin, and Nails have also seen strong demand, offering a collagen-boosting formula designed to support healthy hair and glowing skin. Meanwhile, the What’s Up Gut Health Gummies provide a blend of probiotics and prebiotics to improve digestion, while the What’s Up Shilajit Gummies aim to enhance stamina, energy, and overall vitality.

By making wellness delicious, easy, and accessible, What’s Up Wellness is transforming the way people approach daily nutrition.

The Quick Commerce Boost

The startup has seen remarkable growth, scaling fivefold year-on-year and achieving breakeven in the last quarter of CY24. Its revenue surged from INR 5.45 Cr in FY23 to INR 24.4 Cr in FY24, reflecting a massive 347% jump in just one year. The company attributes much of this success to quick commerce platforms like Blinkit, which have fueled over 30% month-on-month growth. As consumers increasingly turn to instant delivery for everyday essentials, quick commerce has given What’s Up Wellness a direct and efficient way to reach its audience.

Despite being an online-only brand, its revenue streams are well-diversified. Half of its sales come from traditional marketplaces like Amazon and Flipkart, while quick commerce platforms are rapidly catching up as key growth drivers. By strategically leveraging both marketplaces and instant delivery channels, What’s Up Wellness is ensuring that it is present wherever consumers are shopping.

Scaling Up To INR 100 Cr

With strong tailwinds behind it, What’s Up Wellness is setting its sights higher. In FY25, the company aims to reach INR 38 Cr in revenue, a significant leap from its current scale. But the bigger vision lies beyond — by 2026, the brand is targeting INR 100 Cr, expanding into three to four new subcategories while maintaining its low-SKU, high-impact strategy.

Unlike brands that flood the market with countless variations, What’s Up Wellness is taking a focused approach, ensuring deep market penetration and sustained brand recall. Instead of being just another supplement company, it is building a brand that seamlessly fits into modern lifestyles — one gummy at a time.

[Authored By Anirudh Trivedi]