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The journey began with understanding Abhyanga traditions and mapping how a modern consumer would adopt that in daily life. We iterated packaging ergonomics to ensure the bottle felt comfortable in hand and that the pump delivered the right dosage. Color choices were deeply considered—green for calm, connection to nature, and Ayurvedic roots.
We stretched. We tested. We obsessed
Challenges Identified
Composition Development
Striking the right balance between taste and stability to ensure both consumer acceptance and product integrity.
Water-Soluble Vitamins
Designing formulations that are safe and effective, while addressing the risk of overconsumption and potential toxicity.
Dynamic Landscape
Operating in a fast-moving market where new formats and delivery systems are constantly emerging.
Scattered Competition
Navigating a cluttered category filled with both established players and rapidly rising challenger brands.
Gaps these formats fill
Bring in the fun element to follow a nutrition journey and are more Palatable
Are not taken for Critical care or Serious Health Concerns but are popular wherein an immediate effect/outcome is not expected
Eliminates the middleman: “Doctors or the Nutrition Expert” – Self Prescriptions
Spotting Market Opportunities
Using EY’s Consumer Health & Nutrition sector report, I mapped out key scaled-up needs like immunity, digestion, gut health, and energy, alongside blue-sky opportunities in hydration, micronutrients, and mental wellness.
This framework helped prioritise product development bets that balance market size with adoption potential.
Product Pipline strategy
Nutrition & Yoga
Brand Line extension
R3SET
Natural Wellness Brand
MY CONTRIBUTION
Market Research, Consumer Insights, Data Analysis, Trend Validation, R&D Collaboration, Vendor Management, Product Development, Prototyping & Testing, Packaging Design, Design Direction, Brand Positioning, GTM Strategy, Quick-Commerce Innovation, Retail Readiness, Performance Tracking, End-to-End Product Ownership
BRIEF
In 2022, we started brain storming on the product line extensions, wherein the below research was done to drive the final outcomes.
WHY
The brnad wanted to be a part of daily rituals beyond the existing portfoliio of Pain Managment products
WHAT WE DID
Recommened easy to consume fun formats for Nutrition - Gummies
IMPACT
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Built and launched 2 new product categories for the Brand, R3SET: Wellness and Vitals, achieving 150% YoY sales growth in the first year.
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Established the brand as an innovation-first wellness player (away from a pain-specific positioning), with formats that aligned to shifting consumer preferences.
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Delivered sustainable, premium packaging that enhanced both functionality and customer experience.
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Positioned the portfolio across quick-commerce, e-commerce, and retail, ensuring relevance across distribution channels.
The Result?
Ended up creating an entire line of fun, easy-to-consume nutritional supplements by launching gummies as a format. We launched some unique in-demand compositions in 2023 like Ashwagandha & Melatonin gummies, ACV gummies and added a few staples like Biotin and Vitamin C for beauty
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Gut Health - Apple Cider Gummies
But why gummies as a format?
Constraint
However, People in India are hesitant to use nutritional supplements because they see them as medicines which could also give them adverse effects.
Awareness
Awareness for Lifestyle issues and Preventive Healthcare has also led to a surge in OTC supplements.
Fact
Healthcare and nutrition acquired prominence due to the pandemic, propelling India's nutraceutical growth to new heights.
**EY’s Report on Consumer Health and Nutrition Sector
Rossemerry oil Popularity
Rice water Popularity
A few out-of-category examples that saw an increasing demand due to:
•Ingredient Popularity
•Riding on Influencer Content
Moment Marketing Hits
Onion oil Popularity
Turned into an Opportunity
Due to it being a scattered landscape it is a great time to make the most out of the demand for Gummy as a Format, with no Brand holding a majority share.
A look at the demand by analyzing the search for the format:
