Wellbeing Nutrition, a leading D2C nutraceutical brand, is set to achieve a significant revenue milestone in FY25, expects ₹140 Cr revenue. This marks a 95% increase from its FY24 earnings of ₹71.96 Cr. Founder Avnish Chhabria attributes this growth to an expanded product range and new market entries, including the GCC, the US, and Europe. The brand has also diversified into high-growth categories such as whey protein, witnessing a 200% month-on-month surge.
The company aims to achieve EBITDA profitability in Q4 FY25, supported by cost optimization strategies. Operating expenses are projected to drop from ₹104 Cr in FY24 to ₹78-80 Cr in FY25, helping the startup reach cash breakeven by March 2025. Despite this robust expansion, net loss is expected to remain stable at ₹31.8 Cr, slightly higher than ₹31.6 Cr in the previous fiscal year.
Wellbeing Nutrition has secured over $12 Mn in funding, with key investors such as Hindustan Unilever Limited (HUL) and Fireside Ventures. HUL, holding a 19.8% stake, has also joined the company’s board. The brand competes with players like Oziva, Amway, and Power Gummies in India’s growing nutraceutical market.
1. Introduction to Wellbeing Nutrition
1.1 Founding and Background
Wellbeing Nutrition was founded in 2019 by Avnish Chhabria. The startup focuses on providing high-quality vitamins and mineral supplements through both online platforms and retail stores. The company has grown rapidly, leveraging the increasing demand for natural and organic wellness products.
1.2 Revenue Model and Business Strategy
The brand operates on a direct-to-consumer (D2C) model, ensuring product accessibility through its website and popular e-commerce platforms. Revenue primarily comes from supplement sales, with a growing contribution from new product categories such as whey protein.
1.3 Funding and Investor Support
Wellbeing Nutrition has raised more than $12 Mn in funding. Its Series B round, led by Hindustan Unilever Limited (HUL) and Fireside Ventures, enabled significant business expansion. HUL now holds a 19.8% stake and has an active role in strategic decision-making.
2. Growth and Financial Performance in FY25
2.1 Projected Revenue Surge
Wellbeing Nutrition expects ₹140 Cr revenue in FY25, representing a 95% growth from ₹71.96 Cr in FY24. This follows a 68.7% year-on-year increase recorded in FY24.
2.2 Market Expansion as a Growth Driver
The company has expanded into new international markets, including the Gulf Cooperation Council (GCC) region, the US, and Europe. This international presence significantly contributes to its revenue growth.
2.3 New Product Launches
Wellbeing Nutrition has diversified into new categories like whey protein, which has seen a staggering 200% month-on-month growth.
3. Financial Health and Profitability
3.1 Achieving EBITDA Profitability
The startup expects to achieve EBITDA profitability in Q4 FY25 (January-March 2025) due to effective cost optimization measures.
3.2 Cost Reduction Strategy
Total expenditure is projected to decline from ₹104 Cr in FY24 to ₹78-80 Cr in FY25. Optimizing marketing and operational expenses plays a crucial role in this reduction.
3.3 Cash Breakeven Milestone
Improved customer retention and enhanced ad conversion rates have helped the startup reach cash breakeven by March 2025. Return on Ad Spend (ROAS) improved from $2.5 in FY24 to $3.5-$4 in FY25, while the retention rate nearly doubled from 22% to 43%.
3.4 Stable Net Loss Despite Growth
Despite aggressive expansion, the company’s net loss is expected to remain flat at ₹31.8 Cr in FY25 compared to ₹31.6 Cr in FY24.
4. Competitive Landscape and Market Position
4.1 Key Competitors
Wellbeing Nutrition faces competition from leading nutraceutical brands like Oziva, Gynoveda, Amway, Cureveda, and Auric. It also competes with D2C nutrition brands such as Power Gummies and Fast&Up.
4.2 Differentiation and Market Strategy
The brand sets itself apart through its innovative formulations, international market presence, and strong investor backing. Collaborations with celebrities like Rakul Preet Singh and Mira Kapoor further enhance its brand visibility.
5. Learning for Startups and Entrepreneurs
5.1 Expanding Product Lines and Markets
Startups can learn from Wellbeing Nutrition’s strategy of diversifying product offerings and entering global markets to drive growth.
5.2 Cost Optimization for Profitability
Achieving EBITDA profitability through effective cost control and marketing optimization is essential for sustained financial health.
5.3 Strong Investor Relations
Securing strategic investors like HUL provides not just capital but also operational guidance, which is critical for scaling a startup.
5.4 Leveraging Customer Retention
Focusing on improved customer retention and ad efficiency can significantly impact profitability, as demonstrated by Wellbeing Nutrition’s improved ROAS and retention rates.
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