The brand is owned by Aesthetics Nutrition and received funding from Singapore-based VC firm DSG Consumer Partners last year.
Hindi film actress Shraddha Kapoor was officially introduced as the brand ambassador during a virtual press conference held last week.
During the press conference, CEO Divij Bajaj said the company planned to further expand its product SKUs to 40 more new products in the next three to four years.
With a focus on nutricosmetics, the company currently sells a gummy product for hair and nail health as well as another gummy SKU for weight management.
The hair and nail formulation contains zinc, biotin, vitamins A to E, while the weight management formulation contains vitamin C, green coffee, L-carnitine, and contains zero sugar.
“Our only aim is to get out there and [tell people] that you don’t have to pop pills, but you have something this interesting available, which you can just chew in joy and just have nice health food,” he said.
“We have 14 more variants [to be launched] within the span of three to four years, everybody will get to enjoy it [and] so we will touch base any problem that you have with the solution of tasty nice gummies,” he said.
The next product to be launched, is a gummy nutricosmetic for skin health.
Clinical studies
Divij stressed the importance of supporting product claims with clinical evidence during the press conference.
According to him, this is a way how entrepreneurs can stay honest to its consumers.
“It is very important to communicate the right things. [For example], I see that there are a lot of players in the market that will communicate the wrong things, claiming that one could see results in five days, in a week, or in 10 days.
“And these are all the brands that have not actually done the clinical trial or studies on what is the actual cycle when the body starts to show results.”
This is because claims can backfire if they are not clinically supported, he explained.
“What happens is that the audience get disappointed, they start to feel that this is a wrong concept, that vitamin don’t really help, which is very harmful for the whole ecosystem.
“So it is very important for us entrepreneurs in the segment to be very honest to our audience…and just tell them the right promise, the right cycle that they will see and the right way the results are going to kick in, so that we actually are on par with the expectations that anybody is going to have.”
Shraddha echoed, highlighting the gummy format and scientific evidence as her reasons for liking the product.
“It is very important to know what you are consuming is of course living up to and rightfully honest to the claims that they are making,” she said.
To date, the company has finished a human clinical trial on its hair and nail gummy formulation and also recently completed another trial on its yet to launch skin health product.
Based on information from Clinical Trials Registry India (CTRI), the parallel arm clinical trial showed that the hair and nail gummy was safe and effective in hair fall reduction, accelerating hair growth, and strengthening overall hair and scalp health in healthy individuals in 90 days.
Sixty individuals participated in the trial, taking in a gummy each day after each meal for 90 days.
Divij said that trial results from the skin health product would also be published.