One is basically just generally creating a brand awareness about our platform, about our brands and all that, which is a classic, you know, any brand will do that kind of marketing.
Three takeaways worth carrying forward.
- 01
And two, there would be a lot of brands which will be created purely on the back of digital media.
- 02
Basically the whole idea was, we believe that digital India is a brand hungry.
- 03
So there are companies in your sector now who are becoming a kind of a full-fledged from content to solutions to food to wellness centers.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,128 words
I believe that fitness what used to be contained to gyms and was very very specific to people going and working out for the good has very much transformed into a more mainstream lifestyle kind of a thing. So tell us a bit about your journey over the last eight years. How has healthcare evolved as a major marketplace for nutrition and healthcare? So obviously we started a long time ago in 2011 and the business model has shifted quite a bit. We started as an online pharmacy but we spun out the pharmacy business back in 2015 and we have seen
a tremendous growth in an adoption of fitness in general and I believe that fitness what used to be contained to gyms and was very very specific to people going and working out for the good has very much transformed into a more mainstream lifestyle kind of a thing. So you see people adopting fitness, adopting healthy eating and fitness going beyond gyms into playing different types of sports, doing crossfit, doing yoga. So we have seen a systemic change in the customers' behavior and fitness and that is a trend that we are
latching on and HealthCard has evolved in that direction. So there are companies in your sector now who are becoming a kind of a full-fledged from content to solutions to food to wellness centers. Do you also plan the same for HealthCard? So basically our focus is nutrition. So we want to own the nutrition stack for the consumer and I think that's a large enough space and a specialized space. The focus is to bring to the market very best products and also create a marketplace for people where we can consult or help people select the right products.
So we are covering the entire spectrum from a nutrition perspective ranging from sports nutrition products to vitamins to kids nutrition and basically we want to enable the consultation that comes along with these nutrition products. So what kind of growth are you seeing right now? So we have been fortunately been growing pretty rapidly. So almost we have been witnessing 50% year on year growth for last 3-4 years and business continues to scale overall.
So you are into nutrition segment. So does it help you not being in the pharmacy segment which is highly regulated especially on online? Yeah, I think the mindset of fitness is I would say very positive and proactive and mindset of I would say pharmacy is more curated right? So the mindset is different. We believe that we can build a large enough business here and there's enough potential if we go after different segments of population. And that's why basically we are focused only on wellness.
So your marketing strategy has been completely digital. So tell us a bit about that and also do you use influencer marketing? So we are digital first company. So in fact we do marketing only digitally. We divide our marketing into two buckets. One is basically just generally creating a brand awareness about our platform, about our brands and all that, which is a classic, you know, any brand will do that kind of marketing. The other piece of the marketing is basically, you know, invoking trials or invoking transactions using performance based marketing.
So there are two sets of marketing. Large part of the focus is to kind of build a brand now. We use a bunch of influencers to basically we do product trials with them. We ask them to, you know, basically review our products and all that. You launched a bunch of labels, in-house labels. So how are they doing, the in-house brands? Fantastic. So our initial, the biggest flagship product is under Muscle Blaze brand. And in fact Muscle Blaze has, to be honest, grown larger than HealthCart now.
So we have close to 20 odd percent share in the sports nutrition market. And it is purely built on digital paradigms. So we only do digital marketing. We have a lot of focus on maintaining direct connect with the consumers. So the by-product is now becoming bigger than the main product. So I think HealthCart is the marketplace to buy and consult for products. It's more like a retail paradigm. Muscle Blaze is a classic product company, which has evolved purely on.
But was it like more of a surprise that Muscle Blaze is kind of getting you more money than the marketplace? Basically the whole idea was, we believe that digital India is a brand hungry. And two, there would be a lot of brands which will be created purely on the back of digital media. Because now the digital consumption is increasing by leaps and bounds. So Muscle Blaze is one such product. Yeah. So Muscle Blaze was built on that. All since, what is that one piece of advice you would give to budding entrepreneurs?
Perseverance and, okay, I'll keep it to only one, which is perseverance. I think entrepreneurship is glamorous, but comes with its own set of challenges. I think if you always have the self-reflection in terms of what was a belief that drove you to do this entrepreneurship, then you can go through ups and downs. But if you take a long-term view and if you really believe in what you're doing and Persever, you will always end up in the right spot. Because if you look at the entrepreneurial market for the last 10, 15 years,
every year you will see very different type of companies sort of doing really, really well. So I think if you take a long-term view and Persever, I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have.
I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have. I think it's the most fulfilling experience that you will have.