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Interview-Sanjay Kumar, Founder and MD Vitaminhaat
Varion FoodSciences Pvt Ltd, a subsidiary dairy of our company. was founded on the premise of providing effective and affordable solutions for health enthusiasts. Today, our company offers India’s largest selection of genuine health supplements across categories, covering all major brands. It has grown from a team of four to 10 in June 2016 and aims to become India’s Numero Uno in this segment. A team of trained nutritionists, advisors and product experts help customers choose the right product/service via live chat, email and phone.
Sharing his insights into the business, Sanjay Kumar, Co-Founder and MD of this company says, “We source the best health and wellness products from around the world and offer them to every Indian through a quality online shopping experience. Our offering spans categories like Nutrition, Sports & Fitness, Diabetes, Home Appliances, Eye, hygiene products, beauty, parenting and premium organic, Ayurvedic health and beauty products. We work directly with brands and their authorized channels to ensure strict quality control and deliver 100% genuine products.”
“We believe it is high time we combine great technology, smart design and great customer service to give India a huge health and wellness boost. While there are challenges to overcome, we are driven by our vision to become a trusted, household name in India and provide customers with direct access to genuine health products at the best price,” added Sanjay Kumar.
The venture is supported by eminent Ayurvedic practitioners of Ayurveda Shri MN Choubey and Dr. Prof. S. Tiwari and Dr. N. Panchakshri and dr. R. Panchakshri and Dr. Minal Vaze, who has served several generations, and representatives of the US industry, such as Mr. Sid Shastri, who is the co-founder of Jarrow Formulas USA and has given his life to this industry.
We have filed 3 patents for innovation and look forward to our research team completing 9 odd patents. This will increase our visibility in the market as a supplement innovator in India and other markets.
Sanjay shares his views on e-commerce in the health vertical
Is buying health online like any other e-commerce transaction or are there any hesitations?
Authenticity plays a big role in health-related purchases. We invest heavily in our supply chain to ensure an effective fight against gray/counterfeit products. Consumers are not aware of this
rampant gray market / fake health products and come to us for quality products.
Can you give us an insight into the growth of this company?
It has grown rapidly from a team of less than 5 about two years ago to almost 10+ now. We started with 200 SKUs and now stock over 3000 SKUs. We are the dominant player in several of our core categories and are larger than most offline retail chains in the sector.
What are the products that perform well on the website?
Our best selling categories are Ayurvedic supplements for all modern lifestyle related and chronic issues as well as sports nutrition, fitness, health equipment, diabetes and more.
How have you promoted the website?
We advertise largely through online media. This includes advertising on Google, Facebook and other ad networks, SEO, social media marketing, among others.
How will this company evolve as a healthcare brand?
We intend to be a one-stop shop for all health and sports supplies.
It launched a magazine, what was the reason for it?
We see an information gap on various health-related topics. We have a lot of internal content that we wanted to share with the online community. Creating an online magazine is the first step towards this.
How does your delivery model work?
We deliver through various logistics partners. Delivery to the metro is usually within two business days.
What funding have you received and what is the revenue model?
We are initially reluctant to seek external funding as we may lose the flexibility of the business. We have recently acquired an existing facility to make our supplements and expand our operations. Once that’s done, we can look for financing or go the IPO route.
Popular e-commerce sites are said to be flowing massively. What is your view on the future of e-commerce in India?
We believe it will take at least 3-4 years for the e-commerce market in India to mature. We base our growth on strong fundamentals and are confident that all players who do the same have plenty of room to grow. We have a strong base in export markets and we want to tap this market as all other countries have realized the importance of Ayurvedic science and products.
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