Nutraceutical Bbetter startup provides transparency to earn trust

In 2016, Srikanth Ch, who was generally very energetic, suddenly found himself on complete bed rest for two months due to a bulging disc.

“I struggled to carry my children and every doctor advised me not to,” he says.

An enterprising individual who, just a few months ago, sold his start-up Styl to Voonik, Srikanth began meticulously researching exercises and supplements that could help him pull himself out of the weak state he was in.

When I scanned marketplaces and websites to buy natural supplements, I realized that most companies did not disclose to users their lab test results, especially when it came to contaminants in products.

Given the plethora of stories online about how heavy chemical contaminants in herbal supplements have caused fatal illnesses and even deaths in the people who took them, this has not done well with Srikanth.

He decided to do something about it, and established better With his friends Varun and Rajesh Gambana in 2018.

The nutrition-focused startup has more than 40 products that help people tackle nutritional deficiencies and deal with issues like diabetes, joint pain, stress, low immunity, and heart problems, using herbs and extracts that are free of heavy metals.

Since COVID-19, more and more people are turning to herbal nutrition and Ayurveda to strengthen their immunity against new diseases and viruses. The sudden increase in the number of nutritional supplement and nutrition companies, which were born during the past two years to meet this demand, has led to the proliferation of many contaminated products in the market.

With India leading the way with innovative and age-tested Ayurvedic treatments, the country’s nutrient market is expected to reach $10.20 billion by 2026, up from $3.92 billion in 2020, with a growth rate of 22% year-on-year, according to a report. About Food Safety and Standards Authority of India.

Hyderabad-based Bbetter has raised nearly $1.5 million in funding from investors including 8i Ventures, Redbus founder Phanindra Sama, TaxiForSure founder Raghunandan G, and Voonik founder Sujayath Ali.

Test group: family

Each Bbetter product comes with a leaflet showing how many contaminants, especially heavy metals, are in that batch. Products are manufactured in WHO-GMP or Food and Drug Administration approved units.

“We want people to trust the quality of the product they are investing in, which is why we do all these disclosures to them. We want customers to come back because they trust Bbetter,” Srikanth told YourStory.

“From sourcing raw materials from organic farmers to lab testing each batch, we ensure that we are making nutritional supplements that we can confidently give to our family and consume ourselves. In fact, after each R&D cycle was completed and mass production started, we tested the first two batches on our family members. and ourselves, because that is how confident we are that our products are free of contaminants.”

The startup sells vitamins, minerals, and Ayurvedic supplements in the form of tablets, soft gels, gum, effervescent tablets, and powders. Products sold via their website, in addition to popular markets, include Vitamin D3, Flaxseed Oil, Ashwagandha, Marine Collagen, and Triphala.

Bbetter competes with Healthkart, Cureveda, WOW Skin Science, SimplyHerbal, and Vedik Roots.

Srikanth says the company has seen momentum in its first, second and third tier cities. Most of its products are currently focused on adults only, but the startup plans to launch a range of sweets for kids soon.

The average price of its products is Rs 650, and as of June, the frequency of its best-selling products was 69%.

The startup surpassed Rs 1 crore in revenue from sales just a month ago.

It is currently being sold online across India, and the startup says it wants to get into retail soon. Srikanth also hopes to expand into the US and European markets in the next six to eight months, having already completed the registration and documentation process.

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