Nutraceutical startup Bbetter gives transparency to realize belief

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

“I was struggling to carry my children and every doctor advised me against it,” he says.

An enterprising person who, just a few months ago, had sold his startup Styl to Voonik, Srikanth began intensively researching exercises and supplements that could help him pull himself out of the perpetual state he was in.

When he scanned marketplaces and online websites to buy natural supplements, he realized that most companies did not disclose to users the results of their lab tests, especially when it came to contaminants. were the products.

Due to the many stories on the internet about how chemical contaminants in herbal supplements have caused serious illness and even death in people who consumed them, this did not sit well with Srikanth.

He decided to do something about it, and he founded atBetterat with his friends, Varun and Rajesh Jampana, in 2018.

The nutrition-focused startup has over 40 products that help people address nutritional deficiencies and deal with problems like diabetes, joint pains, stress, low immunity, and heart issues, using herbs and extracts that are free from heavy metals.

Since COVID-19, more and more people are turning to herbal and Ayurvedic nutrition to strengthen their immunity against new diseases and viruses. Due to the sudden increase in the number of supplement and nutrition companies, born in the last two years to capture this demand, many contaminated products are proliferating the market.

With India leading the way with its tried-and-tested and innovative Ayurvedic medicines, the country’s nutraceutical market is expected to reach $10.20 billion by 2026, up from $3.92 billion in 2020, growing 22% year-on-year, according to a report from the Food Safety and Standards Authority of India.

Hyderabad-based Bbetter has raised nearly $1.5 million 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 sheet showing how many contaminants, especially heavy metals, are in that batch. The products are manufactured at WHO-GMP or FDA-approved units.

“We want people to trust the quality of the product they’re investing in, and that’s why we make all these disclosures for them. We want customers to come back because they trust Bbetter ,” Srikanth tells YourStory.

“From sourcing raw materials from organic growers to laboratory testing of each batch, we ensure that we are making supplements that we can confidently give to our family and consume ourselves. In fact, after each R&D cycle is completed and entered in mass production, we test the first few batches on our family members and ourselves, because that is how confident we are that our products are free from contamination.”

The startup sells Ayurvedic vitamins, minerals, and supplements in the form of tablets, softgels, gummies, lozenges, and powders. Products sold through its own website, as well as popular marketplaces, 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 is seeing traction in Tier I, II, and III cities. Most of its products currently only target adults, but the startup plans to launch a range of gummies for kids soon.

The average price of its products is 650 rubles, and, in June, the repeat rate of its sold products was 69%.

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

Currently sold online across India, the startup says it wants to venture into retail soon. Srikanth also hopes to expand into the US and European markets in the next six to eight months, after the registration and documentation process has already been completed.

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