Why Functional Gummies? In a wellness market overflowing with capsules, syrups, and powders, one Indian brand is quietly changing the game for health enthusiasts—What’s Up Wellness. Launched in 2020 by Vaibhav Makhija and Sayantani Mandal, this direct-to-consumer (D2C) startup isn’t just about selling nutritional supplements, it’s all about creating a culture of enjoyable, science-backed self-care through delicious functional gummies.
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From day one, What’s Up Wellness has been on a mission to tackle a straightforward question:
Why can’t health supplements be fun?
Instead of sticking to the usual pill-and-water routine, the brand opted for chewable gummies—something that’s not only tastier but also more accessible and appealing to today’s Indian consumers. The outcome? A lively, rapidly growing business that’s redefining how nutrition is consumed in India, one gummy at a time.
The Rise of a Gummy Giant
What’s Up Wellness has transformed from a bootstrapped idea into a nationally recognized brand through smart strategies and a keen understanding of consumer needs. The brand’s core promise is refreshingly simple: create supplements that are easy to take, taste great, and actually work.
It’s no surprise that investors have taken notice. With support from Unilever Ventures and several key angel investors, What’s Up Wellness has secured the kind of financial backing that many startups only dream of. Their latest funding round brought in ₹14.4 crore, providing the fuel needed to ramp up growth, scale operations, and broaden their product range.
And it’s clear that this investment is paying off. Over the past year, the brand has experienced an incredible 12x growth, with an annual revenue run rate now hitting ₹30 crore. Having served over 2.5 lakh customers and shipped more than 4 lakh gummy packs across India, What’s Up Wellness has evolved from a mere startup into a formidable player in the wellness industry.
Looking ahead, the founders have set an ambitious goal: to hit ₹100 crore in revenue within the next two years. Their plan includes rolling out 12 new SKUs, each crafted to cater to the changing needs of health-conscious Indian consumers.
Filling the Gaps in India’s Wellness Market
What’s Up Wellness is all about spotting and filling the gaps in the Indian nutrition landscape. The founders realized that while more Indians are becoming health-conscious, most of the supplement options out there are still stuck in the past—uninspiring and tough to fit into daily life. Pills often carry a stigma of illness or aging, and syrups can be a hassle and not always pleasant to taste.
Gummies, however, strike the perfect balance between function and fun—offering nutritional benefits in a format that’s easy to enjoy and even crave.
This approach not only makes wellness accessible to everyone but also resonates with a wide range of people, from kids and young adults to older consumers looking for simple nutrition solutions.
A Product Line Backed by Science and Simplicity
What’s Up Wellness has put together an impressive selection of functional gummies that are not only vegan and gluten-free but also carry the stamp of approval from the Food Safety and Standards Authority of India (FSSAI). Each product is crafted with a focus on both flavor and effectiveness, utilizing top-notch natural ingredients and formulations that are rooted in nutritional science.
Take their Beauty Gummies, for example. They blend biotin, sea buckthorn, aloe vera, zinc, and vitamin C to promote healthy hair, skin, and nails. These have really resonated with urban millennials and Gen Z consumers who are on the lookout for straightforward, non-invasive beauty solutions.
When it comes to digestive health, the Gut Health Gummies have really shone through. They feature a unique probiotic strain—Bacillus Coagulans Unique IS-2—along with amla, aloe vera, FOS, and lactulose. Plus, they’re sugar-free and have been clinically tested to help with digestion, ease bloating, and boost immunity.
The Sleep Gummies, packed with melatonin and tart cherry, are perfect for anyone dealing with sleep issues or irregular schedules. They promote natural, restorative sleep and assist with muscle recovery, providing a gentle yet effective alternative to prescription sleep aids.
Other exciting options include Stress Relief Gummies (infused with L-theanine and holy basil to help manage anxiety), Gluta Glow Gummies (for skin radiance and detox), Lung and Liver Detox Gummies, Eye Health Gummies, Kids’ Multivitamin Gummies, and Shilajit Resin Gummies that support male stamina and energy.
The Ingredients Behind Customer Loyalty
One of the standout features of What’s Up Wellness is its knack for forging strong, lasting connections with its customers. The brand boasts an impressive repeat purchase rate, which speaks volumes about the quality of its products and the trust it has built with consumers.
This loyalty is rooted in the brand’s dedication to ingredient integrity. All their gummies are free from artificial colors, preservatives, gelatin, and any substances that could lead to dependency. Everything is plant-based and designed to be safe for everyday use.
In a supplement market that can often feel crowded and questionable, this level of transparency is a breath of fresh air. Customers know exactly what they’re putting into their bodies, and they feel good about it—not just in terms of health, but also ethically and environmentally.
Innovating at Speed
Another key trait of What’s Up Wellness is its rapid pace of innovation. While many wellness brands can take ages to roll out new products, What’s Up Wellness has found a way to keep a steady flow of agile product development and timely launches.
The company is highly attuned to consumer feedback and emerging trends, and its streamlined D2C model enables quick action.
By taking charge of its own branding and product strategy, What’s Up Wellness sidesteps the delays that often plague larger, slower-moving companies. This agility allows them to consistently bring relevant and impactful products to market—something their customers have come to expect.
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A Brand Built for Modern India
What’s Up Wellness is truly a brand that reflects the times we live in. Since the pandemic, India’s shopping habits have changed dramatically, with a noticeable shift towards online shopping and a focus on health. This shift has created a perfect environment for D2C wellness brands to flourish.
By selling directly to customers through its website and select online marketplaces, What’s Up Wellness maintains complete control over pricing, customer interactions, and the overall brand experience. This approach not only boosts their profit margins but also allows them to invest in high-quality packaging, exceptional customer service, and innovative product development.
What’s particularly impressive is the brand’s reach beyond just the big cities. With its affordable pricing and digital-first strategy, it’s making quality nutrition accessible to Tier 2 and Tier 3 cities, where international supplement options can be scarce or pricey. This commitment to democratizing quality nutrition while ensuring a great experience sets them apart.
Listening, Learning, Improving
A key part of What’s Up Wellness’s success is its dedication to listening to feedback. They don’t just communicate with their customers; they truly hear them.
Using platforms like WhatsApp, Instagram, and email, the company gathers real-time insights on everything from flavor choices and packaging preferences to delivery experiences and product effectiveness. This valuable feedback is directly integrated into their product enhancements and customer support strategies.
This ongoing conversation keeps the brand agile and relevant, while also building a sense of community where customers feel acknowledged and appreciated.
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Challenges and the Road Ahead
Of course, with growth come challenges. As What’s Up Wellness broadens its product range and scales up operations, it will face increasing complexity in maintaining quality control, managing logistics, and preserving its brand identity across various channels.
The brand is currently navigating a landscape filled with increasing competition as more direct-to-consumer (D2C) brands step into the health supplement arena. Yet, its early start, strong brand recognition, and customer-centric philosophy create a robust competitive edge.
Looking ahead, there’s a wealth of opportunity to branch out into related areas like women’s health, personal care, nutrition for seniors, and even wellness products for pets. Embracing subscription models could provide a steady income, while offline experiences—like interactive zones and pop-up shops—could effectively attract first-time customers.
Collaborating with health influencers, nutrition experts, and wellness platforms could significantly boost trust and visibility, especially in a field where recommendations from others hold great sway.
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Reimagining Health, One Gummy at a Time
What’s Up Wellness isn’t just another player in the supplement market—it’s a fresh take on what wellness can and should look like in contemporary India. By merging science, flavor, and convenience, the brand has successfully carved out a space that’s both effective and enjoyable.
At its core, What’s Up Wellness is all about empowerment. It encourages consumers to take control of their health in a way that’s consistent, enjoyable, and fits seamlessly into their lives. As it continues to grow, the brand is not only set to lead the gummies market but also to inspire a wider transformation in how India approaches preventive health.
With a clear vision, a nimble team, and a strong connection to its audience, What’s Up Wellness is on a mission to make daily wellness feel less like a chore and more like a joy.
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