Using edible grade ingredients to make sugary health supplements, startups are banking on adults
New players like Power Gummies, Nyumi, Vitalyse LifeSciences and Wellbeing Nutritio are keen to tap into the nearly 75% of Indians estimated to be vitamin-deficient by a 2015 study by Chennai-based Metropolis Healthcare.
Synopsis
New players like Power Gummies, Nyumi, Vitalyse LifeSciences and Wellbeing Nutritio are keen to tap into the nearly 75% of Indians estimated to be vitamin-deficient by a 2015 study by Chennai-based Metropolis Healthcare.
For about a century, companies, especially those in the United States and Europe have been selling a sweet treat made from gelatine and sugar that has been contorted into all kinds of colourful shapes and sizes — worms, bears, candy bottles.
India has no cultural context of this whatsoever, apart from some Gen-Z kids who consume gummy bears. But a host of businesses here believe that they too can make a big market out of selling vitamins in the
