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Today’s busy and hectic lifestyle leaves many of us with no time to cook and eat wholesome and nutritional meals, which leads to nutritional deficiencies and health issues. Taking accurate nutritional supplements can help us stay fit. But, most health supplements come in the form of tasteless pills and capsules or blunt-tasting powders that make taking supplements an uninteresting process. As the result, many of us forget or avoid taking health supplements regularly. Kolkata-based startup What’s Up Wellness is solving this issue with their yummy tasting health supplements that we bet you will never forget to take.
What’s Up Wellness – Company Highlights
| Startup Name | What’s Up Wellness |
|---|---|
| Headquarters | Kolkata, India |
| Industry | Health & Fitness |
| Founded | 2020 |
| Founders | Sayantani Mandal & Vaibhav Makhija |
| Website | www.whatsupwellness.in |
About What’s Up Wellness
What’s Up Wellness – Founders
The Idea behind Starting What’s Up Wellness
What’s Up Wellness – Name, Tagline & Logo
What’s Up Wellness – Business Model & Revenue Model
What’s Up Wellness – User Acquisition
What’s Up Wellness – Tools Used
What’s Up Wellness – Challenges Faced
What’s Up Wellness – Funding
What’s Up Wellness – Competitors
What’s Up Wellness – Growth & Future Plans
About What’s Up Wellness
What’s Up Wellness is all about making wellness fun! The startup has been formed with the aim of making wellness-related products that are not just good for health but are also fun and easy to incorporate into our daily lives.
The company’s first product,’ What’s Up Beauty Gummies’ is a nutritional supplement enriched with vitamins for hair, skin, and nails. These chewable gummies are easy to take as you just need to remove the wrapper and have it. Also, these gummies taste great and can be taken by both men and women.
Eating one gummy daily for 90 days will reduce hair fall, make hair stronger, hydrate and soften up the skin and will make the nails stronger. All in all, 90 days to a more beautiful you!
These gummies do not contain any artificial colors and are vegan, preservative-free, and gluten-free.
Rishabh Rathi
What’s Up Wellness – Founders
Sayantani Mandal and Vaibhav Makhija are the founders of What’s Up Wellness.
Sayantani has 5+ years of experience in creating content & brand strategy for digitally native brands. Creating the right content that hits the right chord with the users is her forte. After having worked full-time as a content creator for The Man Company & Grofers, she has consulted brands like ShopClues, Jindal Stainless, SkinBae & Kajaria. She’s taking care of sourcing, new product development (NPD), social media, branding, and communication for What’s Up Wellness.
Vaibhav has around 5 years of experience handling digital ads, product management, email marketing, partnerships & alliances, and CRM for various D2C brands like The Man Company, Grofers, Peesafe, Fizzy Goblet, Nonu Care, and more. He has worked on making these businesses operationally profitable – controlling and optimizing various input and output factors like customer acquisition costs (CAC), RTO, retention, LTV, conversion rate optimization, and more.
The Idea behind Starting What’s Up Wellness
The founders Sayantani and Vaibhav stayed away from home for over 10 years, busy building their careers. They were too busy to eat proper food and take care of their health. They realized that like them many youngsters who stay away from home fail to manage enough time to have nutritional and timely meals, which resulted in deficiencies and health issues.
“We saw that a lot of people in their late 20s/early 30s are now facing issues which were earlier faced by people in their late 30s/early 40s” says Sayantani and Vaibhav.
To address this issue, Vaibhav and Sayantani thought of coming up with health supplements that busy people can easily have, and stay fit and healthy.
Soon they started working on the product, What’s Up Beauty Gummies’. They took help from many doctors while formulating the product. Sayantani and Vaibhav also started a small test group of 20 people, where they tested for taste, brand name, packaging, etc. After receiving positive feedback on all parameters, the brand was officially launched.
Chayanika Goswami
What’s Up Wellness – Name, Tagline & Logo
Many Indian people are still much skeptical about including health supplements in their daily lives. Sayantani and Vaibhav wanted to break the stigma associated with health supplements and wanted to introduce their brand in a way that people find fun and interesting to try out. So when it came to naming the brand they wanted a funky name that sounds energetic and can send out positive vibes to the users. So they decided on the name What’s Up Wellness
What’s Up Wellness’ tagline is ‘Wellness Made Fun’
What’s Up Wellness – Business Model & Revenue Model
What’s Up Wellness currently has one product ‘What’s Up Beauty Gummies’, which is being sold via the company’s own website and also e-commerce sites like Amazon and Flipkart. The majority of the sale is happening through the company’s website.
‘What’s Up Beauty Gummies’ are priced at Rs 899/- for a 30-day pack.
What’s Up Wellness – User Acquisition
What’s Up Wellness had a test group, that tried the products before the brand was officially launched. The first 50 customers were from friends, family, and acquaintances. The startup has also gained thousands of customers via Facebook and Instagram ads, and from marketplaces like Amazon and Flipkart. ‘What’s Up Wellness’ has also received many customers through word of mouth.
“the only thing that can both attract and retain is the quality of the product, and its efficacy. We don’t have to do anything extra for repeat, it is already pretty decent. And we get a good chunk of our customers via word of mouth “- the founders said speaking about the customer acquistion strategies followed by the startup.
What’s Up Wellness – Tools Used
Tools used by What’s Up Wellness for their daily operations are
- Shopify
- Google Workspace
- Canva
- Pickrr for shipping
- Klaviyo for email marketing
What’s Up Wellness – Challenges Faced
Being first-time entrepreneurs, every step of building the startup was quite challenging for both the founders.
“Operations, packaging, product development, all of the things are ones which we never did. We learnt on the go, and talked to hundreds of people to learn the nitty gritty of various things” Speaking about the challenges, What’s Up Wellness founders Sayantani and Vaibhav said.
Baishali Das Adhikari
What’s Up Wellness – Funding
What’s Up Wellness is currently bootstrapped
What’s Up Wellness – Competitors
The health supplement market is ever-growing. The Vitamins and Mineral Supplements industry is worth USD 2.1 billion in India right now, slated to grow to USD 4.2 billion by 2030. While the gummy supplements market alone will be worth USD 300 million by 2030. What’s Up Wellness is competing with many established brands in this competitive market. Some major competitors of the startup are Power Gummies, Man Matters, and Be Bodywise.
What’s Up Wellness – Growth and Future Plans
What’s Up Wellness is growing steadily. As claimed by the founders, the startup is growing 100% month on month. The startup is working on building more products and is set to launch 5 more SKUs in 2022. Research and development is in the advanced stage for these new products. With more interesting supplements, What’s Up Wellness aims to capture a significant share of the nutritional supplement market in the next 5-6 years.
