Sushil Khaitan, Founder and Managing Director

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Sushil Khaitan, Founder and Managing Director - Pure Nutrition.Shahid Akhter, editor, ETHealthworld, spoke to Sushil Khaitan, Founder and Managing Director – Pure Nutrition,

1. COVID-19 has changed the psyche around cleaning and healthy eating and nutrition. What are some of the noticeable trends you have seen in the market?

Through the pandemic, the world has been enveloped by an air of uncertainty and fear. The focus on clean and healthy eating, in light of the need for a strong immunity, has increased exponentially. People around the world are more conscious of their choices and of what they put in their bodies. They are naturally gravitating towards nutritious alternatives, brands that they can trust as well as supplements and vitamins that aid their essential nutrient intake.

There is also an increased focus on foods that boost your immunity. Pure Nutrition’s Vitamin C with Natural Amla and Orange Peel Extract, Curcumin with Black Pepper and Zinc ZMA plus have been some of the most highly sought-after products as they have immunity boosting properties as well as larger health benefits that support a plethora of lifestyle goals.

Due to the fear and the anxiety of the unknown, there is also an increased focus on ‘prevention over cure’, where people are opting to make changes that lead to a healthier lifestyle in terms of nutrition, exercise, sleep and stress management. We have also observed an increase in the number of queries regarding ingredients and their sources as well as organic and vegan alternatives.

2. The nutrition supplement market is exhibiting enormous growth. What has been the response to Pure Nutrition throughout the pandemic and what are some of the highly sought-after products?

Analysts are projecting the growth of the Indian nutraceutical market to amount to USD 18 billion by 2025, and hold 3.5% of the global market share by 2023. In light of the pandemic, the industry as a whole is experiencing accelerated growth, as the focus on health and wellness is reiterated exponentially. As the country’s leading global nutraceutical brand, Pure Nutrition has witnessed a year-on-year growth of 70% and established a stronghold in Tier 1 markets. Further, in line with new normal, the demand for nutraceuticals online has also exhibited robust growth, lending to a 50-50% share of income between online and offline retail points of Pure Nutrition.

The products in high demand in the last year include Vitamin C With Natural Amla & Orange Peel Extract for Better Immunity and Health, Curcumin With Black Pepper Anti-inflammatory Turmeric Supplement, Zinc ZMA Plus & Progut Plus.

3. There has been a huge focus on “Organic” foods in India for quite some time. Do you believe the pandemic has further accentuated the demand for organic products?

The rise in ‘organic’ ingredients and food demand has been rising throughout the pandemic. With the uncertainty and fear comes a renewed focus on conscious eating and consumption. This has had an effect across industries, be it nutraceuticals, hospitality, agriculture, beauty and even FMCG. People are increasingly aware and educated about the sourcing, ingredients and health benefits of their food and supplements and are opting for clean and organically produced alternatives. There has been a significant increase in research done before trying a new product.

As a brand, Pure Nutrition believes in channeling the purest understanding of science to produce & inherent goodness of Nature into vitamins, minerals and supplements, that provide targeted solutions with maximum results. Our formulations are all-natural, science based & potent which support our driving mantra: Good health and optimal wellness is everyone’s right.

4. What are some of the challenges faced during sourcing and manufacture of products? What are the key factors you focus on during the same

Pure Nutrition is backed by years of vigorous research, continuously focusing on improving product performance and working with a team of doctors and health experts, Pure Nutrition is committed to providing holistic healing and preventive care through the use of nutraceuticals and food science. The focus on the highest quality, clinically-researched ingredients with the best bioavailability of nutrients, as opposed to cheaper, synthetic nutraceutical ingredients, is an inherent part of our vision. Our mindful formulations tailored for the global market, with increased focus on plant-based sources, rather than animal-based gelatin for capsules, sachet alternatives as an affordable medium as well as innovative formats like gummies to make the overall Nutraceuticals category consumer friendly.

5. How is the market (in terms of growth, size and opportunity) evolving in the nutraceuticals and organic segments? (Both India and Abroad)

The nutraceutical industry in India was already experiencing exponential growth which was further intensified by the pandemic. The Indian Nutraceutical market is estimated to reach USD 18 billion by 2025, whereas the global market is estimated to reach USD 227.5 billion. Across the world, the COVID-19 outbreak has accelerated this growth. The flexibility in storage options, the demand for combined formulations with multiple benefits, increased consumer education levels, informed consumers, and the rise in health concerns among connected consumers are expected to fuel the demand for the market during the forecast period. People are constantly adapting their lifestyles, focusing on ‘prevention over cure’ and adapting behavior towards a more holistic and balanced lifestyle.

The demand for organic food and alternatives is exhibiting similar growth the world over. Within India, the rise of Tier 2 and 3 markets, digital connectivity as well as marginal price differences has led to the growth of the organic food industry.

6. Future Plans for Pure Nutrition

With the driving mantra of “Good health and optimal wellness is everyone’s right” and years of research and working closely with industry experts and nutritionists, Pure Nutrition was born in 2016. Combining innovation, premium and quality ingredients and consistent customer service at the core of our identity. Our aim is to be the bridge to a healthy
and active life, to allow our consumers to choose prevention instead of cure.

We partnered with Luke Coutinho, the country’s leading Holistic Lifestyle Coach in the field of Integrative Lifestyle Medicine, with the aim of delivering targeted solutions to a variety of lifestyle goals. Our formulations are backed by scientifically studied ingredients, GMP certified facilities, under stringent quality control procedures that provide solutions in form of supplements which lead to a healthy lifestyle and are experts’ choice.

After establishing a stronghold in the Tier 1 markets in India, we are looking to expand our market penetration in Tier 2 & 3 markets as well as look at international expansion into the United Kingdom and the United States of America.

Further, we’re also working on diversifying our product range further to support a larger range of lifestyle goals. Daily care needs of children as well as innovative formats like chewables and candies are in the pipeline.





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