Indian joint venture launches new nationwide supplements brand

In the first phase, eight products will be launched in stores in Tamil Nadu, Pradesh, Andhra and Telangana.

This number will rise to around 30 products that will be available nationwide.

All products will be available via e-commerce immediately.

The firm will offer multivitamins, collagen-based beauty supplements, infant supplements and omega-3 supplements.

Pradeep Dadha, promoter of Vital Health, is also the founder of online pharmacy startup NetMeds.com that secured $50m in funding from MAPE Advisory Group and OrbiMed last year.

Sales target

Meanwhile Raghunandan S, who was formerly CEO of Jyothy Labs and Dabur International, is also an investor and strategic advisor.

The latter said the firm is targeting sales of Rs350 crore (US$52m) in four years.

“We plan to fulfil our mission to expand and become the market’s largest and most valuable nutritional brand,”​ he said.

“India has one of the highest per capita rates for diabetes, cardiac disease, cancer and obesity cases in the world. Many of these diseases and the conditions that worsen these diseases, can often be traced back to the absence of required micronutrients in people’s daily diets.”​

Some studies conclude that up to 75% of the Indian populations has one or more micronutrient deficiencies.

Dadha added: “Given the thousands of nutritional supplements available in the market, it is a challenge for consumers to select the best and the most effective,"​ adding he wanted Truuth to become the leading, trusted brand in the space.

The joint venture goes under the name of Vitalic Nutrition, in which Athena Life Sciences took a 25% stake in August.