What’s Up Wellness is a digital-first wellness brand creating science-backed, great-tasting supplements tailored for Indian consumers. We make daily wellness simple and habit-forming through innovative formats such as capsules, powders and gummies - functional nutrition products across weight management, sleep, gut health, hydration, and overall wellbeing.
Startup Description
What’s Up Wellness is building India’s next-generation wellness brand by creating science-backed, habit-forming nutrition products tailored for Indian consumers. Through innovative formulations, engaging branding, and a digital-first distribution model, we are making preventive healthcare more accessible while building a trusted consumer wellness platform.
Business Model
What’s Up Wellness is a digital-first consumer wellness company that acquires customers through online channels and monetizes through the sale of proprietary nutrition products. We leverage a capital-efficient outsourced manufacturing model, omnichannel distribution across D2C, marketplaces, and quick commerce, and a growing portfolio of wellness products that drive repeat purchases and increasing customer lifetime value.
Customers
based in
India
Business
Modal Type
We sell D2C via our brand website and also sell via partner marketplaces such as Amazon, Blinkit, Flipkart, Zepto, Swiggy Instamart, etc.
Type of
Sales
B2C
Competitors
Major competitors are brands like Plix, Oziva, Wellbeing Nutrition and the likes.
Teams
Vaibhav Makhija
Co-Founder & CEO
Tell us a bit about how founding team knows
each other.
Sayantani and Vaibhav worked together at The Man Company - where Vaibhav took care of D2C growth and Sayantani took care of social, content and branding strategy.
They then worked together at Grofers (Blinkit) on a Beauty and Personal care project - for which Vaibhav led growth and Sayantani led branding. They together grew it 21x in 6 months - growing it from ₹30L a month to ₹6.5Cr a month.
Are all the founders full-time on this
project?
Yes
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