Own formulation: Indian private label firm Stellar healthcare ventures into personalised space with Cura-mi Wellness

Stellar healthcare has offered private label services in India for more than three years, but wanted to create customised products for the B2C market.

Shruti Jain, one of the co-founders of Cura-mi Wellness, told us: “Why is every supplement the same for people with different lifestyles, diets, working schedules and workouts? They shouldn’t be the same​.”

Jain told us the personalised nutrition concept is still relatively new in India, compared to mature markets of US and Australia.

Cura-mi is not the first company offering personalised supplements in India, although what it does differently is formulates its own supplements through in-house nutritionists and chemists at Stellar healthcare, instead of getting products from a supplier and repackaging it for the consumer.

Personalised wellness​

The process starts with users answering an online quiz on its website, covering lifestyle and diet questions.

Based on these answers, its team of nutritionists and chemists would analyse the responses and recommend supplements. There, users will learn about their nutritional requirements, recommended supplements, and benefits.

Should users wish to, they can purchase a monthly subscription of 30 sachets, with a maximum of three supplements in each sachet.

“Available in daily sachets, consumers can take them anywhere and anytime,​ we are bringing convenience to nutrition, and removing the conventional hassle system of keeping supplements in jars​,” Jain said.

Users also have access to in-house nutritionists for guidance on health progression.

“We wanted to build an ethical brand rather than just marketing and selling the products​,” Jain said.

It cost around INR1500 (US$20) for a monthly pack of supplements, depending on the number of supplements.

From its short operating history, Cura-mi revealed hair loss as the top concern among its users, attributing this to the stress brought about by the COVID-19 pandemic.

Its hair health supplement is made with biotin, brewer's yeast, vitamin A and C to help stimulate keratin production in hair.

Own formulation​

Cura-mi’s products target a range of concerns from immunity, cholesterol to menopause.

The supplements are made with a combination of Indian herbs and modern extracts such as its ashwagandha and astaxanthin supplement targeted at reducing stress and supporting brain function.

Also, instead of formulating single nutrient supplements, Cura-mi’s products are a combination of nutrients to maximise bioavailability.

The firm also formulates supplements based on research undertaken on deficiencies in the Indian market.

For instance, intake of omega 3, 6 and 9 fatty acids are low in India, especially since majority of the population are vegetarians, eliminating fish as a major source.

So, the firm developed supplements from vegetarian sources and ensured its capsules were also vegetarian to meet the needs of these consumers.

Cura-mi currently only ships across India, and is focused on growing locally before expanding overseas.