There have been several instances where we happen to come across individuals who own a beautiful mane and an athletic physique, and we aspire to be like them. Next what? We go home, search for care and health tips on Google to get lustrous hair or to achieve that Greek god physique and we hop on to a diet regime. But sometimes we do not achieve the desired results since the diet itself is not adequate to fulfill the essential nutrition required for which we need health supplements.Based on a sweet, delectable, rainbow textured candy Divij Bajaj, the founder named his nutraceutical start-up – Power Gummies- a vegan-based, gender-neutral chewable vitamin supplement to suffice the nutrition deficiency.
We are Vegan
The saying ‘Necessity is the mother of Invention’ feels apt in the inception of Power Gummies. Divij’s mother found it hard to swallow the allopathic vitamin supplements since she felt the supplement pills to be tasting like medicine. Divij made numerous efforts for his mother to make the allopathic vitamin pills a little taste worthy by crushing and fusing the pills with honey or liquid chocolate. In 2018, Divij soon came up with a million-dollar idea of giving these health pills a complete makeover by attractive packaging, making them tasty and easily consumable. Power Gummies nutraceutical products are manufactured without using ingredients of dairy, any animal products, allergens, hormones, gluten, or gelatine. The base is made up of pectin that is plant-based and its products have a shelf-life of 18 months.
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Research and Markets estimates the Indian dietary supplement market to grow at a CAGR of 20 percent between 2015 and 2023.
Power Gummies Power Products
Power Gummies’ product portfolio consists of three products:
Gorgeous Hair and Nails: The product is fortified with 10 essential nutrients of Vitamins (A to E), Biotin, Folic Acid, and Zinc, which is crucial for maintaining healthy hair, nails, and skin. The product stimulates hair growth by bolstering hair’s keratin structure. The gummies are available in berry fruit and other citrus flavours.
That Beach Body: Our sedentary and hectic lifestyles have caused enough negligence to our weight. That Beach Body is a weight management product that is infused with the goodness of green coffee, L-carnitine, and Vitamin C that accelerates metabolism resulting in weight loss.
That time of the Month: That time of the month is a product to ease the discomfort that women face during menstrual cycles. Females suffering from PMS (premenstrual syndrome) undergo painful abdominal cramps. These gummies prevent abdominal cramps, normalise body temperature, enhance oestrogen dominance, headache and, breast pain, therefore, inducing peaceful sleep. That Time of the Month Gummies is infused with nutrient supplements such as Vitamin C, Vitamin B6, Magnesium Sulphate, Passion Flower Extract, Citrus Bioflavonoids, Milk Thistle Extract, and Chasteberry Extract.
Who are they targeting and how?
Power Gummies is targeting individuals who due to their hectic lifestyle are paying less attention to the body changes, or feel unnecessary for the need of any health supplement. Power Gummies is expanding its reach mainly through influencer marketing with fitness freak actors and social media personalities. It channelizes its products through e-commerce aggregators and the D2C platform. Power Gummies has sold more than 20 lakhs products to 10 lakh people.
What is in it for the start-ups of health supplement vertical?
As Indians are becoming more conscious about living a healthy lifestyle, their appetite for health supplements is high, this can be confirmed through a study by Research and Markets that estimates the Indian dietary supplement market to grow at a CAGR of 20 percent between 2015 and 2023. The demand in products of Power Gummies will continue to expand since they have got the first -movers advantage in offering health solutions to problems that no established pharma company has done before, therefore market intelligence is your pal. Business owners while marketing the product should keep in mind that the benefits made about the product are backed by clinical trials. They need to communicate about the product ingredients to the audience. Failing to do this will make people lose belief in health supplements and shall hurt the entire ecosystem.
