Indian consumers between the ages of 25 and 45 understand the importance of preventive medicine. Instead of taking vitamins every day, they are actively looking for supplements that support their lifestyle on the go.
“I’ve always had a hard time weighting and I’ve been doing weight training 3-4 hours a week. I used to do protein shakes on a regular basis, but I took out the scoop and took it regularly. It was a hassle to do and the taste wasn’t delicious, “said Urvi Raghbeer, Wellie’s founder and CEO. Her story..
New Delhi-based health When Wellness startup Welly We aim to achieve this by delivering “a breath of happiness” to our customers.
“We launched Wellie with the mission of bringing happiness and health. We create effective products backed by science. It’s delicious, fun to consume and in everyday life. Easy to fit. We target everyday lifestyle issues such as sleep, beauty and immunity with our products. ” Ulvi says..
Established in February 2021 To Ulvi, Welly Suitable for adults, we offer three science-backed products. Vitamin gummies for a good night’s sleep, boosting immunity, healthy hair, skin and nails.
“We work with food technicians and prescription collections to create our own formulas. Our products have undergone multiple tests. All formulations are clean and conscious consumers. Our products are 100% vegan, gluten-free, and free of artificial colors, flavors, sugars, preservatives, and gelatin, “explains Urvi.
With a particular focus on sustainability, Welly has its products and packaging. 100% carbon neutral..
The Direct-to-Consumer (D2C) brand sells its products through its website and a variety of markets, including: Amazon, Flipkart, Nykaa, Pharmaasy, Purplle, Woovly, Startups use logistics aggregators to deliver orders across India.
USP
“Werry’s USP is in the brand’s position and product. It’s named Welly because it’s a wellness brand with a twist. As more attention is paid to the sleep and stress categories, we’re ourselves. We see that form a strong subcategory, “explains Urvi.
While there are various players in the field of gummies, including New Delhi-based power gummies, Welly has decided to expand its product offering not only to gummies, but to other formats within a broad category of the dietary supplement market. I am aiming.
“Werry’s packaging design and playful brand position set it apart from other players in the field. Its delicious gummy cans, packed in fun and collectable cans, are popular with consumers. ” Ulvi says..
Journey
Alumni Parsons School of Design, New YorkUrvi is committed to building a brand through its design and technology experience.
She also completed her management education program at Harvard Business SchoolAnd I believe that design and business are inextricably linked in today’s world.
Welly currently has a team of 10 people, divided into marketing, product and operations departments.
Talking about the challenges she faced on her entrepreneurial journey, Ulvi says“The main challenge was to educate our customers about new product categories in the vitamin field. Customers were skeptical about the health benefits of additional tablets from gummies.”
She continues. “Consumers are currently looking for product formats to replace tablets and syrups in categories where customers are investing in marketing and education, as well as significant growth and traction.”
Financing and monetization
In March 2022, Welly $ 400,000 In a seed round led by Anthill Ventures I saw participation from angel investors Roshan Abbas When Tollywood Actor Allu Sneha Reddy..
Startups use their capital to expand their product portfolio, expand their customer base, and grow their teams.
“We are excited to be the only gummy brand to receive institutional funding within six months of launch. With a small team and just three products, we achieved this in such a short amount of time. I’m proud of that, “she says.
The startup generated an annual run rate (ARR) of 2 crawls in 2010, starting with an initial investment of 25 rupees.
Future road
according to Research and marketIndia’s Dietary Supplement Market — $ 3,924.44 million FY20 — expected to grow at CAGR 16% by 2015..
In fact, the vitamins and minerals category occupies 40% of the market. $ 1.57 billion Market size.
Welly 27,000 orders more than 450 Indian cities..Targeting individuals who are always on the go but want to maintain a healthy and balanced life, their best orders come from big cities, including: Delhi, Mumbai, Bangalore, When Hyderabad..
“By growing our team, expanding our product line, and investing in marketing and distribution, we plan to grow six times in the next fiscal year. It’s a growing space and we’re in this category. I’m sure it will be a big player, “says Urvi.
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