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Fitday to invest ₹25 crore in nutrition gummies segment – Mint

MUMBAI : Omnichannel nutraceutical startup Fitday will invest 25 crore to develop nutrition gummies, the firm said on Sunday, after launching seven vitamin gummies for the Indian market.

The global gummy vitamins market is projected to reach $10.6 billion by 2025 and to further its reach in India, Fitday plans to invest on spreading awareness on the benefits of Nutraceuticals.

The new products offer a variety of herbal, mineral and vitamin options, including DHA+ multivitamin (gummies for children), biotin, vitamin C, Ashwagandha, Korean ginseng, calcium, vitamin-D3, ginger licorice tulsi (cold , flu gummies), and Iron Folic Acid.

Fitday said that to cater to consumers who are increasingly adopting vegetarian and vegan lifestyles, the gummies are made of plant-based pectin and not gelatin. “We are proud to start this trend. Especially during the pandemic, there was an obvious need to increase immunity in children and adults. Vitamins in the form of gummies are a fun and palatable way to get vital supplementation into the body,” said Suresh Raju, founder, Fitday, adding that gummies are now included in the FSSAI’s food category code list.

Fitday’s focus is to introduce pleasant-tasting supplements that are convenient and interesting to consume, in addition to leveraging rising awareness for on-the-go supplements to tackle increasing occurrences of vitamin deficiencies and malnutrition. It aims to serve older adults who are at high risks of chronic diseases due to vitamin deficiencies.

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