How Wellbeing Nutrition Grew To ₹118.5 Cr By Productising Outcomes, Not Claims
The global wellness economy has experienced a boom since the Covid-19 pandemic, and nutraceuticals have become increasingly popular as part of a more holistic approach to health and wellness. The category now covers a broad range of natural and organic supplements, increasingly used as part of preventive healthcare routines.
But as nutraceuticals move from cure to prevention, sustaining pill-heavy daily regimens has proved more difficult than driving initial adoption. This gap between rising intent and uneven adherence sits at the core of a market projected to reach $23.09 Bn by 2034, growing at a CAGR of 11.14% between 2026 and 2034.
When Avnish Chhabria founded Wellbeing Nutrition in 2019, he wanted to address the disconnect between intent and practice. The problem, as he saw it, was not awareness but follow-through. If supplementary nutrition were to become part of everyday life, it had to feel intuitive rather than clinical. That focus sharpened further after Saurabh Kapoor joined the brand in 2021 as a cofounder.
Wellbeing’s early years were spent largely away from the market. The brand invested close to five years in R&D, including collaborations with scientists at Johns Hopkins University, before launching its first product. The objective was to simplify consumption without diluting scientific rigour
That work resulted in Daily Greens, an effervescent, all-in-one formulation that replaced multi-pill regimens with a single daily drink. From the outset, the brand positioned itself as a long-term player in preventive wellness, sourcing ingredients globally and adhering to FDA-approved, gluten-free and non-GMO standards.
Instead of relying on high-intensity regimens, the brand prioritises formats that improve absorption and fit naturally into daily routines.
It has developed 100+ SKUs across three categories, with products such as triple magnesium complex, marine collagen peptides and whey protein emerging as anchors. The portfolio also spans oral melts for rapid nutrient delivery, slow-release capsules, powders formulated with marine peptides, superfuels for beauty and fitness, fibre-based products for digestive health, and vegan and whey-based protein offerings.
Manufacturing is distributed across 10 specialised facilities in Gurugram, Ahmedabad and Nashik. All its units are approved by the US FDA, and products are FSSAI certified.
Scaling Through Ease Of Use And Habit FormationEase of use has shaped how the brand has scaled. By lowering the barrier to daily consumption, Wellbeing Nutrition has built strong repeat behaviour, with nearly 50% of customers returning within 12 months.
Today, 35% of its sales come from the D2C channel, 40% from marketplaces, 10% from quick commerce and the remaining 15% from other channels. Revenue grew 70.9% from ₹69.33 Cr in FY24 to ₹118.48 Cr in FY25.
Building A Preventive Health Brand
In the next 12 to 18 months, Wellbeing will focus on three key areas: sports and performance, beauty and children’s nutrition. Apart from innovation, it will also be essential to raise awareness that nutraceuticals are most effective when integrated into sustained, preventive routines.
By FY28, the brand aims to establish itself as one of the most trusted global wellness companies to emerge from India. The longer-term ambition is to help push healthcare conversations towards prevention, while setting clearer benchmarks around transparency, quality and clinically backed nutrition.
[Authored By Vandana Batra]
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