What is your site all about? What problem are you solving? What is the market size ?
Whenever you have an issue, you either speak to someone around, search online for solutions, or sometimes even talk to few experts. However, you are not sure if the information you get is credible and complete, and/or if the diagnosis is right in the first opinion, and more importantly, if the solutions will work for you or not. Once you have good clarity of the solutions, you are not sure where you would get them, and how. Finally, you also would need to know if those solutions have helped you or not by having the right measuring tool.
Currently, the providers of such services are fragmented and in some areas, incomplete. There is no one who not only helps you identify the problem, but makes you talk to people who have faced similar issues, confirms the solutions and diagnosis, and also, helps you in providing those solutions. On top of it, you manage the entire health management piece in the backend, along with regular proactive health management checks, which we call as Health AMC.
This is what Healthy World does – as your family’s Health Management partner, wherein we offer the following services –
- Wellness communities to engage with other people suffering from similar issues
- Accurate information around the issues you are facing
- A tracker to ensure measurability of every action you take or every solution you adopt
- Validation of solutions / recommendations as second opinion
- Providing solutions as products and services with established credibility
This would entail not only aggregating the current products and services in the market, but also complementing with the current players who are working on some of the elements above. In summary, we own the entire health management for the customer and his/her family.
All this would be currently online, due to the simple objective of quicker acquisition and better accessibility.
So far, we have a run rate of INR 1.2 Cr turnover, and been in the business for over a year. The current online model is around a year old, with 3 locations and a 15-member team. We have around 35 Corporate partners and 200 Nutritionists & Dieticians on our panel – the entire list can be seen here – http://www.healthyworld.in/
Tell us the story of how it started and the challenges you have faced?
Sreejith and I wanted to work on consumer health, and due to personal tragedies at home, we were motivated to get diagnosis and preventive healthcare at the forefront of consumer mind spaces. With this social mission of making wellness mainstream, we started healthy world. We launched in Delhi and began with distribution with the intent of owning the entire supply chain of health products, but realized very soon that our strength was in building customer relationships. This led to launch of our E-commerce platform Healthyworld.in. We started searching for brands that were genuinely unique and had a key health benefit, and built a supply chain. Simultaneously, we also started the Corporate Wellness partnership with organizations, where we planned and executed activities that entailed higher employee engagement.
The need of local presence for corporate partners as well as building a supply chain for local vendors led us to launch Mumbai and Pune in July 2012
The road was bumpier than we imagined it to be – opening every location was like starting a new business altogether. More so, every channel we experimented with, had to have a fresh start and a different perspective. Due to a small team, even though each of us was multi-tasking, it did lead to a slower start as we were trying to do almost everything to everybody. Over the past 6 months, however, due to our focus on disease management, and customer acquisition, we have seen good traction, both in consumer as well as corporate space. Our corporate partners, having seen our wellness programs, are more open to ideas, and partner with us in designing their wellness activities. This also gives us a good opportunity to acquire customers via that channel.
On the other hand, our panel of nutritionists / dieticians, where we have a win-win model, as we market their services, and provide solutions to their clients as well, also acts as a big customer acquisition channel for us.
Who are the Founders and their backgrounds?
A first-generation entrepreneur, Puru comes from a defense background and a corporate experience spanning across multinationals, including P&G, ITC, CSC & Cognizant. An alumni of FMS, Delhi (MBA, Marketing), and Pune University (BE, E&TC), he has a diverse experience across India and China, including consulting engagements with local companies from China and Africa, non-profit orgs, MNCs & govt. Rated as a top expert in marketing, he also helps brands in India entry and GTM strategies for India. Puru is based out of Mumbai.
A first-generation entrepreneur, Sreejith comes with a diverse experience of more than 12 years in HR and Law, having worked previously with Cognizant, Tata Motors and Delphi TVS. His last assignment was working as a Head HR – Cognizant, Pune. An Alumnus of Symbiosis IMS (MBA, HR) with Masters in Labour Law from Pune university and LLB from Mangalore, his focus areas are IT & Manufacturing. He is an expert in China, having headed China HR operations for Cognizant. Sreejith is based out of Pune.
How is your site so different when there are already ecommerce websites selling similar products?
We are different on two counts –
a) We focus on health products, and each of the products that we onboard is ratified by a team of expert nutritionists and dieticians. If they would recommend these products to their clients, we onboard them. Having said that, we do have snacks and gourmet products that might not be 100% healthy, but are a much better alternative as compared to common junk food items we consume mostly
b) We connect local vendors throughout the country – having the advantage of 3 offices, we are able to connect local suppliers nationally, in a short span of time, without having to invest in massive amounts of inventory. Hence, we are able to keep our working capital at a fairly reasonable level
What technology platform is your site built on? Is it in-house?
Currently, we are using third-party platform – Volusion. However, we are building an in-house platform that would take care of our AMC services as well. This should be ready in the next 4-6 months
What initiatives are you planning in the next 2-3 years?
Technology is our biggest play in the short-term, coupled with enhanced customer acquisition. We intend to have a base of 10 Million customers in the next 3 years, provided we hit our milestones on time. Also, currently, we are at 3 locations, and we intend to have our own setup in 5 other key metros in the next 3 years
Which locations is it available ?
Delhi, Mumbai and Pune – we have our own offices, whereas we ship throughout India
What is your Marketing/Promotional approach?
We have strong network of Corporates and Dieticians / Nutritionists, that act as strong customer acquisition platforms for us. Apart from that, we partner with running groups (like Mumbai Running, Pune Running, Procam International) and co-promote health and fitness, by combining issues with health solutions. Currently, we are running our model on products in B2C space, and services in the B2B space (Corporate Wellness partnerships). However, we intend to integrate this with our tech platform in the next phase.
Did you raise any funding? If you want to raise funds do you want to be contacted by Investors ?
No – we are just about beginning to seek investments. Our initial feelers from known circles have been quite optimistic, but would wait till we see some more greens in the bank! J
What is the overall plan going forward?
Every reader who is reading this, To be your Family’s Health AMC!
If you have any feedback or comments do share it on the comments page.