Female first: OZiva seeking to strengthen line-up in fitness and beauty supplements in India
The company prides itself as a women centric brand, and the company’s co-founder Aarti Gill told NutraIngredients-Asia that more than 70% of their customers were females between the ages of 18 and 45, looking to live an active, better and healthier lifestyle.
The firm hopes to tap on this through expansion into differentiated products and categories.
Gill told us the company was first established in 2016 and has seen a seven-fold growth trajectory over the last 12 months.
“We are looking to double our monthly numbers every six months,” she said,
The company is hoping to reach INR 100 cr (USD$13.6 million) (annualised) over the next year.
Health conscious consumers
According to Gill: “Consumers nowadays are turning smarter and more informed, they have begun realizing what to buy and what not to buy.”
OZiva’s range of clean label products comprise of botanical extracts, plant and whole food based nutrition and are free from any artificial ingredients.
“We started OZiva with the goal of enabling more than 100 million people to live a better and healthier life. OZiva is simply a means to achieve that by touching upon that singular aspect,” she said.
Its products also seek to combine the heling principles of Ayurveda with the convenience and formats of modern food science.
“Our products are formulated according to the most basic concepts of the Panchabhautic theory, the prakriti concept and Tridosha theory (balance and imbalance of the three dosha e.g. vata, pitta and kapha) and combining different clean nutrients along with powerful botanical extracts to bring the benefit of both the sciences to human body,” she added.
Its more popular products include the everyday fitness range (‘Protein & Herbs’ , ‘Organic Plant Protein’) as well as its skin health range (‘Superfood Greens & Herbs’ and ‘Plant based Collagen Builder’).
The company is currently focusing on developing more specialised skin and hair nutrition products.
Digital first
OZiva wants to establish itself as a ‘digital first’ brand and their products are available on their website, Amazon, Flipkart, Nykaa as well as some selected offline stores.
Around 60% of their customers come from tier 2 and tier 3 cities in India, likely because “with the adoption of digital, people are not restricted to products that exist physically in their area or locality,” Gill explained.
“A large percentage of the population from these cities and urban centres are choosing better and healthier alternatives through their exposure to global trends and wellness standards via the Internet.”
While the firm is currently more focused on the Indian market, Gill said there was considerable interest internationally too.
“With time, we intend to make OZiva an internationally acclaimed household name in the nutrition and fitness segment.”
