SUMMARY
The nutraceutical brand is aggressively expanding across Tier II and III markets, offering supplements and safety to Bharat consumers
The Origin Story
People routinely take dietary supplements as health aids, but the issues Divij Bajaj faced resonate with most. He observed his mother’s reluctance to consume those as their look and taste closely resembled regular pills. He began his research, wondering if there was a way to make daily supplements as yummy as possible. The concept of supplementary gummies appealed to him as a fun way to address nutritional needs without the medicinal taste of conventional products. Accordingly, he launched the over-the-counter supplements brand Power Gummies in 2018.
The Differentiator
Power Gummies offers gelatine- and gluten-free supplements for bone, hair and nail health, weight management, skincare, menstrual health and sleep issues. These gummies contain vitamins & antioxidants, natural fibres like pectin, found in fruits and vegetables, calcium, zinc and other essentials (all vegan and cruelty-free items), promising zero side effects and 95% efficacy. The startup has also obtained the FSSAI licence, which is mandatory for food businesses. All its supplements are produced at the brand’s 10K sq. ft facility, which also houses its R&D unit.
The Growth
The startup has partnered with 5K+ offline retailers and expanded into Tier II and III markets to increase its user base. Additionally, it is selling through offline pharmaceutical chains like Guardian Pharmacy and Apollo Pharmacy. Power Gummies claims to have sold 10 Lakh products and served 5 Lakh customers. In 2023, its average order value (AOV) increased by 20% and EBITDA by 5%.
What’s Next
Power Gummies plans to increase its market presence in Tier II and III cities in 2024. It will also grow its product line and target a diversified range, including kids, adults and older people. The startup will enter new categories by 2025 and may specialise in prescription supplements, aiming to introduce capsules, tablets and more.
