In Conversation With Abhishek Goel and Karan Sinha

· How did the idea of Nature Ally take shape? What are the highlights of the brand’s journey so far, as also the challenges you faced along the way?

Having completed our formative education in the US (NYU for Abhishek & Drexel for Karan), we were always dependent on quality supplements that weren’t a burden on the wallet for a college student. When we moved back to India, we realised that there were no good value for money multivitamins that had the same quality. This is when the Idea for Nature Ally was born, something that combined our Indian heritage with the global best practices and products we experienced in the States.

Our mission and vision is to bring trusted value for money products, with Natural, Organic & Desi ingredients all formulated with global best practices to all our fellow Indians. We also believe in providing the highest quality Nutraceutical products which are at par with the products that are currently being imported (expensive) at affordable prices.

· You just launched a range of India’s First Natural Extract Antioxidant Blend Based Multivitamins For All Age Groups. Tell us about it and the entire R&D process at Nature Ally. What are your investments in R&D?

It is very difficult for an average consumer to know the sourcing and ingredients of the multivitamin he/she is consuming. This is why we thought that the first step we had to take in order to achieve our vision was to get our sourcing and manufacturing right. We formulated our products by speaking to scientists, travelling and staying in Gujarat and bringing the Super Antioxidant blend to life through months of clinical/ scientific trials to check its stability.

This is how we ensure the trust that we want between NatureAlly & our beloved consumers.

Our product is manufactured in a state of the art manufacturing facility with the following credentials / certifications - WHO GMP, FDA accreditation, FSSAI, AYUSH, FSSC 22000, ISO certifications

· What are your thoughts on the nutraceutical market and what is the impact of Covid-19 on this segment today?

Covid has greatly impacted all our lives and the NatureAlly journey is no different. Covid has accelerated the use of technology and gave us an insight on the importance of focusing on one’s health and wellbeing (something that takes the backseat because of the pressures of our day to day life). Post Covid- work from home became the new normal and people got into a habit of having everything delivered to their doorstep. This gave us an opportunity to work on incorporating E-commerce as a platform where we launched Nature Ally. You can find us - naturally.in / amazon / flipkart / jiomart . Our eventual goal is to get into brick & mortar stores as well with a number of pharmaceutical chains and distributors having approached us to shelf our products. We however feel that we first need to focus on online sales and ensure no avenue is spared before we start another distribution channel.

· Covid-19 has changed the psyche around healthy eating and nutrition. What are some of the noticeable trends you have seen in India?

The first thing that we have noticed is that today we don’t necessarily need to teach the importance of Multivitamins- rather people automatically come with the knowledge of why multivitamins are important. We have noticed that India is also adopting the concept from the west that is - Prevention before cure. There was a misconception regarding multivitamins and nutraceuticals that your average diet fulfils all the need for essential micronutrients, but slowly people are realising the importance of Multivitamins. During the pandemic people realised the importance of multivitamins and how multivitamin resonates with “immunity”

We have also noticed that while earlier health took a backseat to work/studies now people have realised the importance of health before all else. The old adage is accurate- health is wealth. You could be the richest person on the planet but if you’re not healthy enough to enjoy it, what's the point?

· What next from Nature Ally in terms of new products and offerings? What are your long and short-term plans?

In over 2 months of launching Nature Ally delivered over 500 units. We also rank as Amazon’s choice for our Gold Men 50+ & Women Active. Our products have already received 100+ 5 star reviews. Our current range of products cater to all ages and gender.

We plan to launch 2-3 products every quarter, the upcoming launch is of Collagen powder for skin and hair and Omega 3 Fish oil capsules.

Our long term plans is to provide tailor-made nutrition. We believe everyone is different and has different nutritional needs and goals. We will soon have personalised supplements and multivitamin packs.

· What will be the market space (in terms of growth, size and opportunity) for a brand like Nature Ally in the nutrition/nutraceutical industry in the next 5 years?

The nutraceuticals market in India is expected to grow to $18 billion in 2025. This comes in the backdrop of rising demand for dietary supplements from the upper and middle class.

The Botanical segment by type is projected to achieve the Highest CAGR growth in the Dietary Supplements market. The demand for the botanicals ingredients included in the dietary supplements solutions had driven because of their consumer-perceived benefits, such as functional benefits and being "closer-to-nature," as well as their ability to impart pleasant flavours. Furthermore, attractive flavours and colours produced from natural sources are a vital part in dietary supplements solutions. Asia Pacific is projected to achieve the highest CAGR growth in the Dietary Supplements market.

The rising influence of westernisation, the growing millennial population, and increasing awareness are the key drivers of market growth. According to the UN, in 2019, 60% of the 1.8 billion global population of millennials reside in Asia. This population is active, enthusiastic about fitness, and continuously seeking innovative products. As a result, millennials are prominent consumers of dietary supplements in the region. Veganism has also become popular in the region, alongside rising demand for plant-based food products, especially in India. This key factor would eventually pave the way for herbal supplements to grow significantly in value sales during the forecast period in the Asia Pacific.