From doctor to gummy bear entrepreneur: How one woman is changing the healthcare landscape

Driving home the point that the fast growing nutraceutical industry offers plenty of opportunities to startups, she is successful by launching it with a seed capital of just Rs 4 lakh in 2021 she has plans to scale up further and cross Rs 150 crore in a record time.

Purna Gummies is the only vertically integrated brand in India's nutraceutical gummies market. Founded by Dr Archana Gupta, a retired gynecologist and her family, the startup has rapidly become a household name in Ghitorni, New Delhi and beyond. Their mission is simple yet powerful: to make healthcare accessible, enjoyable and adorable through their delicious jelly-shaped bear candies infused with essential vitamins, herbs and minerals.

Purna Gummies has ambitious growth plans, aiming for a 15-fold increase by March 2024, followed by further expansion in FY25. They are also venturing into exports and aiming to establish gummy consumption as a standard format of healthcare. In an exclusive interview with Bizz Buzz, Dr Archana explains their unique approach to healthcare and their journey from humble beginnings to becoming an industry leader in a challenging environment.

What inspired the founding of Purna Gummies, and who is behind the venture?

The inspiration behind starting Purna Gummies was my own passion for healthcare and wellness. After serving as a gynecologist in the government sector for over 35 years, I saw an opportunity to make healthcare more accessible and enjoyable. I wanted to offer a cute and great-tasting package of essential vitamins and minerals at an affordable price. My husband, who is an electrical engineer from IIT Roorkee, played a crucial role in setting up our machinery and expanding our factory. Additionally, our son, who is a Chemical Engineer from IIT Bombay, manages formulations and quality control. Together, we are on a mission to make healthcare and nutrition accessible and enjoyable for all.

What is the company's revenue to date, and how much do you anticipate for FY23?

Our revenue for FY23 was approximately Rs 20.2 crore, and I am pleased to share the information that we have already surpassed twice that amount by August in FY23. Purna Gummies's rapid revenue growth is a testament to our commitment to quality, innovation, and customer satisfaction. As we continue to expand and diversify our product offerings, our revenue is expected to rise significantly, further solidifying our position as a prominent player in the nutraceutical industry.

How big is the nutraceutical industry, and where does India stand?

The global nutraceutical industry is a substantial market, estimated to be worth around $300 billion. In comparison, the Indian nutraceutical industry is estimated at approximately $4-5 billion. This significant disparity highlights the vast growth potential for nutraceutical products in India. India's nutraceutical industry is still in its nascent stages, but it is experiencing steady growth. As more consumers become health-conscious and seek convenient and appealing ways to meet their nutritional needs, the market is poised for expansion. The relatively low market size compared to the global industry indicates significant room for growth and opportunities for both established and emerging players like Purna Gummies.

What are the challenges emerging players in the nutraceutical gummies market are facing, and what do they expect from the government?

Emerging players like us face challenges related to quality control and testing. We are committed to rigorous testing, both in-house and through third-party NABL accredited labs, to ensure the safety and efficacy of our products. We hope for government support in terms of regulations and quality standards to assure consumers and maintain credibility in the market. Standardized regulations help create a level playing field, promote product safety, and contribute to the overall credibility of the industry. Collaboration between the government and industry players is essential to address these challenges and foster a thriving nutraceutical market in India.

Could you elaborate on the range of products Purna Gummies offers, including any unique or sugar-free options?

Certainly! At Purna Gummies, we offer a diverse range of products for wellness and beauty. We have multivitamins for daily wellness, vitamin C for glowing skin, biotin for strong hair, melatonin for better sleep, ashwagandha for relaxation, collagen for anti-aging, and even India's first glutathione gummies in a delightful cola flavor.

What makes us unique is our commitment to taste and presentation. We use innovative manufacturing technology to create gummies with a smooth texture, uniform moisture, and vibrant colors without bitterness. Additionally, we offer sugar-free options for those with dietary preferences. Purna Gummies boasts a diverse product portfolio designed to address various wellness and beauty needs. Our product offerings include:

Multivitamins for daily wellness: Comprehensive supplements that cover essential vitamins and minerals required for everyday health. Vitamin C for skin brightness is one of the most popular products. A specific formulation to promote healthy and radiant skin is available. Biotin for hair strength and biotin-infused gummies to support strong and vibrant hair are popular. Melatonin for Improved sleep and gummies containing melatonin to aid in achieving better sleep and relaxation are available.

Ashwagandha for relaxation offers a natural remedy to reduce stress and promote relaxation. Collagen is available for anti-aging with gummies enriched with collagen to support youthful and healthy skin. India's first glutathione gummies are a unique offering in a delightful cola flavour, providing the benefits of glutathione for skin brightening.

What sets your products apart from other players in the nutraceutical gummies market in India?

What sets us apart are our innovative manufacturing techniques. We employ an oil-coating method for smooth textures, a Delayed Heating Method for uniform moisture and chewiness, and a strong focus on taste and presentation, resulting in visually appealing, great-tasting gummies. Furthermore, our competitive pricing makes our products attractive across the market. Purna Gummies stands out in the nutraceutical gummies market for several compelling reasons:

Unique Manufacturing Technology: Purna Gummies employs an innovative oil-coating method for their gummies, resulting in a smooth texture without the rough coating of starch, sugar, or sour acid commonly found in gummies.

Delayed Heating Method: We use a Delayed Heating Method during manufacturing, ensuring uniform moisture, chewiness, and softness throughout each gummy, maintaining consistent quality.

Focus on Taste and Presentation: Purna Gummies places a strong emphasis on taste and presentation. The products feature bright, lively colours and gummies that are free from bitterness, enhancing the overall sensory experience.

Attractive Price Points: Purna Gummies offers competitive price points that make our products highly attractive within the nutraceutical gummies segment. These factors collectively set Purna Gummies apart, ensuring that consumers receive high-quality, delicious, and visually appealing supplements at affordable prices.

Is it challenging for gummies brands to maintain credibility in a market cluttered with small brands?

Absolutely, maintaining credibility is a significant challenge in a crowded market. To address this, we prioritise quality assurance, customer engagement, and transparency. Our strong quality control measures, active customer involvement in product development, and transparent practices help us build and maintain trust amidst smaller competitors. However, we have devised effective strategies to address this challenge:

Quality Assurance: We place a strong focus on quality assurance, conducting rigorous testing and quality control to ensure their products meet high standards.

Customer Engagement: We actively engage with our customer community and involve them in the product development process. This not only builds trust but also fosters customer loyalty.

Transparency: We are transparent about complete manufacturing processes and certifications, providing consumers with the confidence that our products are reliable.

Continuous Improvement: We are committed to continuous improvement, addressing challenges, and refining their products to meet evolving consumer expectations. By emphasizing these elements, we have differentiated ourselves in the market and maintain credibility in the midst of smaller competitors.

How do you plan to adapt your products for international consumers?

Adapting our products for international consumers is a priority for us. Our manufacturing facility holds certifications including USFDA, FSSAI, GMP, ISO, HACCP, Organic, Gluten-free, Vegan, Halal, and Kosher. These certifications demonstrate our commitment to producing products that meet international standards. Furthermore, our supplement facts align with USFDA standards, enabling us to readily export our products. We aim to provide consumers worldwide with access to our delightful and health-enhancing gummy supplements. In essence, we focus on quality, certification, and adherence to international standards positioning them for successful expansion into international markets, and providing consumers worldwide with access to their delightful and health-enhancing gummy supplements.

What challenges have you encountered in the nutraceutical gummies market, and how have you addressed them?

We have faced various challenges in the nutraceutical gummies market. Initially, there were issues with product deliveries due to reliance on outside producers. To overcome this, we strategically established our manufacturing setup to gain more control over production and deliveries. We also encountered challenges with faulty machinery, but those were eventually resolved through the expertise of my husband, who joined as a co-founder. To improve operations and address packaging bottlenecks, we are installing a specially designed packing machine. Despite these obstacles, our commitment to improvement and expansion allowed us to flourish and even quickly pay back bank debts, demonstrating our resilience in the face of financial challenges. By actively addressing these challenges and continuously improving its operations, we have navigated the competitive nutraceutical gummies market effectively and emerged as a successful player.

Are there any emerging trends or innovations in the nutraceutical industry that you are closely following or planning to incorporate into your products?

Yes, we actively follow emerging trends and innovations in the nutraceutical industry. We are exploring the incorporation of new ingredients such as Hyaluronic acid into our gummies. Additionally, we aim to create edible versions of cosmetic ingredients like ceramide and rosemary oil, among others. Staying abreast of industry developments ensures that we remain at the forefront of the nutraceutical gummies market. By staying abreast of industry developments and consumer preferences, we are poised to introduce new and innovative products that cater to evolving health and beauty needs. This commitment to innovation ensures that they remain at the forefront of the nutraceutical gummies market.

Is there anything else you would like to share with aspiring entrepreneurs?

To aspiring entrepreneurs, I would like to emphasize the importance of building a great team and putting your heart and soul into your business. Our journey has been a testament to the power of perseverance. As John D Rockefeller rightly said, "I do not think there is any other quality so essential to success of any kind as the quality of perseverance. It overcomes almost everything, even nature." Believe in your mission, surround yourself with dedicated individuals, and keep pushing forward. Great results will follow when you approach your entrepreneurial journey with passion and perseverance. This valuable insight underscores the significance of dedication, teamwork, and unwavering commitment as key drivers of entrepreneurial success. Aspiring entrepreneurs can draw inspiration from Purna Gummies's journey and apply these principles to their own ventures.