Meet the Founders: Avnish Chhabria and Saurabh Kapoor
Wellbeing Nutrition was the brainchild of entrepreneurs Avnish Chhabria and Saurabh Kapoor, who together transformed a shared passion for clean, effective nutrition into a thriving brand. Chhabria, a serial entrepreneur and investor, initiated the brand in 2019 using his personal savings to build a company that addressed the scarcity of clean-label, plant-based supplements in the Indian market. He was joined by Saurabh Kapoor, and their combined expertise and complementary skills formed the foundation of the company.
Their mission was not just to create another supplement brand but to build one rooted in integrity, innovation, and trust. They focused on developing science-backed, vegan, and clinically researched formulas, addressing consumer needs for holistic wellness in a new and accessible format.
The Vision and Growth Story
The journey began with a clear market gap—a lack of trustworthy, clean nutrition products in India. Avnish Chhabria's personal struggle to find the right supplements for his needs sparked the initial idea. Early on, the founders faced skepticism from established nutritionists and large pharmaceutical companies. However, their persistence and commitment to transparency, quality ingredients, and consumer education paid off.
Key to their growth was the brand's focus on innovative formats, such as the Daily Greens effervescent tabs and the advanced Slow technology capsules. They engaged customers directly through their Direct-to-Consumer (D2C) platform, which still accounts for a significant portion of their revenue. The brand also expanded into retail, securing shelf space in over 3,700 stores across India and establishing an international presence in more than 25 countries.
Major Investors and Ownership Structure
While Avnish Chhabria and Saurabh Kapoor are the original founders, the ownership structure of Wellbeing Nutrition has evolved with strategic investments. In 2022, the company successfully raised approximately $10 million in a Series B funding round. This crucial round was led by two major entities:
- Hindustan Unilever Limited (HUL): The FMCG giant invested in Wellbeing Nutrition, showcasing its interest in the growing Indian wellness and nutraceutical market.
- Fireside Ventures: A venture capital firm specializing in consumer brands, Fireside Ventures also provided significant backing to fuel the brand's expansion.
As part of this investment, representatives from HUL and Fireside Ventures joined the Wellbeing Nutrition board. The existing management team, led by the founders, remains in operational control, guiding the day-to-day business and strategic direction.
Comparison: Founder-Led vs. Investor-Backed Models
| Aspect | Founder-Led Model (Initial Stage) | Investor-Backed Model (Post-Funding) |
|---|---|---|
| Funding Source | Primarily personal savings and early-stage capital (angel investors) | Institutional investors, venture capital firms, and large corporations |
| Decision Making | High degree of autonomy for founders; fast and agile decisions | Collaborative approach with new board members; strategic decisions require investor approval |
| Growth Strategy | Focused on organic growth, building trust via D2C, and strong brand story | Accelerated growth through larger capital infusion, market expansion, and increased marketing |
| Risks | Higher personal risk for founders, slower scaling process | Potential for different strategic priorities with investors, but reduced financial risk for founders |
A New Chapter: Growth and Expansion
With the infusion of capital from HUL and Fireside Ventures, Wellbeing Nutrition entered a new phase of accelerated growth. This funding has been instrumental in expanding the company's product range, scaling its operations, and increasing its market presence both domestically and internationally. The founders' initial vision for a science-backed, clean-label brand continues to drive the innovation, but it is now bolstered by the resources and expertise of major investment partners.
The Product and Innovation
Innovation has been a cornerstone of Wellbeing Nutrition's identity. The brand is known for its plant-based supplements and superfoods, delivered in unique formats that enhance bioavailability and absorption. A list of their notable product features includes:
- Targeted Formulas: Offering specific products for different health needs, such as
Multi + Omega for Herfor women's health. - Bioavailability: Utilizing advanced delivery systems like microbeadlet technology for sustained release of nutrients over several hours.
- Clean Ingredients: A firm commitment to using clean, plant-based, and vegan ingredients, free from preservatives and fillers.
- Wide Range: The product line includes everything from multivitamins and minerals to specialized supplements for gut health and collagen.
Building a Global Footprint
Beyond the domestic market, Wellbeing Nutrition has successfully expanded its reach internationally. Today, its products are available in key global markets, including the US, UK, and the UAE. This international expansion is a testament to the brand's ability to compete with established global wellness brands and the universal appeal of its clean-label philosophy.
Conclusion
While Wellbeing Nutrition was founded by Avnish Chhabria and Saurabh Kapoor, the ownership and strategic direction have evolved with significant investment from Hindustan Unilever and Fireside Ventures. This transition from a bootstrapped startup to a company with powerful institutional backing has enabled rapid expansion and solidified the brand's position in the competitive nutraceutical market. Despite the change in ownership structure, the founders remain at the helm, driving the brand's core mission of delivering clean, science-backed nutrition to a global audience. The story of Wellbeing Nutrition is a clear example of how entrepreneurial vision, backed by strategic partnerships, can lead to explosive growth.
This article answers the question of who is the owner of Wellbeing Nutrition by detailing the roles of its founders, key investors, and the evolution of its ownership.
