Nutraceuticals is a broad umbrella term that is used to describe any product derived from food sources with extra health benefits in addition to the basic nutritional value found in foods.
Avnish Chhabria, Founder, Wellbeing Nutrition is an Experienced Entrepreneur and Investor with a demonstrated history of working across Retail, FMCG, Media, and Technology.
Wellbeing Nutrition brings together pure ingredients and future-ready science to create powerful combinations of vitamins, minerals, and nutrients. Our groundbreaking nutrition products are designed to make a difference in your life.
Genesis of Wellbeing Nutrition
Avnish explains, “Wellbeing Nutrition started with my passion for food, nutrition, and a healthy lifestyle. It led me to do extensive research and exploration in clean nutrition. I started my research at John Hopkins University to build what I believed would be the next frontier in daily nutrition. My journey took me all over the world, from Europe to the USA and from Bulgaria to Maine. I realized that changing my nutrition changed my health, immunity, and skin and then it was quite obvious what I needed to do next. Wellbeing Nutrition was my way to help people prioritize their nutrition no matter how hectic their lives became. It’s one step on a very important journey. I believe living good starts with food, and at WBN, we are constantly searching for real ingredients that can help us physically, mentally, and emotionally,” he says.
Daily Greens by Nutrition Wellbeing are the little green helpers
Avnish sheds light on the subject, “During our research, we found that only 1 out of every 10 people in India gets 3 daily servings of greens, vegetables, and fruits, which is the recommended amount for a healthy diet. The same number varies for the USA where it is 1 out of 7 and for the UK - 1 out of 5. What these statistics tell us is that around 83 percent of Indians do not even get their minimum daily requirement of nutrition. I believe we can all do better than that. And that’s where our Daily greens effervescent tablets come into play - they are made up of around 39+ fruits, vegetables, and greens. They directly contribute to the healthcare industry by mitigating the risk of nutrient deficiency-related diseases. Wellbeing Nutrition contributes to healthcare by providing supplements that improve immunity, promote digestion, heart health, and skin health, reduce inflammation, and detoxify the body. Our Daily Greens are not a replacement for a healthy diet, but rather a booster, a little green helper. Where Grandma’s kadha works as a cold and flu reliever, our Apple Cider Vinegar with 2x the ‘mother’ helps with various issues like digestion, weight loss, and skincare,” he says.
Future trends - Skin health and Gut health
Avnish elaborates, “The transformation of digital health or consumer health is going to be led by consumers demanding accountability from product companies, drive towards clean label strategies, scientific validation for the products they consume and clear brand positioning - one company for all your health needs is no longer a valid choice for customers. Consumers want to engage with companies that have a strong ethos and validation for the niche they operate in. Skin health and Gut health will become the largest drivers in the coming months,” he says.
India lacked a whole food nutrition company
Avnish sheds light on the subject, “I have been a part of the digital journey in the consumer goods industry for the last 6-7 years from Energy drinks, packaged water, and fashion to food delivery. I realized we just didn't have trust in the nutrition brands we consumed - being an active athlete all my life, I only trusted international brands that relied on plant-based products, clear labels, strong certifications, and validations - which drove my intent and trust in these brands. India lacked a whole food nutrition company and lacked the need to have certifications for the products/ingredients - and that’s the only way to win consumer trust and faith in the product/brand. Wellness has always been an ecosystem that was fed by international brands in India but we didn't see a strong domestic company building products comparable to the global shelf and one that was thriving on research/innovation to sell strong scientifically validated products out of India to the global shelf. Ayurveda has been the only theme India was recognized for and we wanted to change the mindset to build a strong research-backed nutrition company out of India for the global audience,” he says.
(Edited by Rabia Mistry Mulla)