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It is said that it is easier to change a man’s religion than his eating habits. Sedentary lifestyles coupled with little or no exercise and the increasing usage of handheld devices has spoilt the couch potatoes even further. With erratic work hours and tight schedules, it seems virtually impossible to craft and stick to a sensible diet and exercise plan. How then can one experience good health and a sense of wellness? Saurabh and Mitalee Doshi’s start-up Oomph Nutrition took birth from this thought.
Oomph Nutrition, is a nutrition and wellness consultancy firm formed by the husband-wife duo. Describing their vision, Saurabh says, “We aim to make health and wellness available for the common man in the most affordable and convenient way. Simply put, we give you the flexibility to get all the guidance right on your desk. You don’t need to visit a clinic for an appointment.” Their objective behind setting up this venture is to promote overall well-being by employing a combination of diet, exercise, yoga and cleansing.
A range of health issues such as acidity, hypertension, and obesity, also stem from irregular eating habits, a faulty diet, and recourse to fast food and packaged meals. The good news is that there are an increasing number of people who are very health-conscious and choose wisely when it comes to the diet. Saurabh believes this is not a temporary phenomenon, but is likely to become a way of life. The evolving health and wellness industry in India is riding the growth wave and is getting a more mainstream audience. Talking about the product offerings, the founders mention that the core focus will be on the health and wellness portfolio in the future. “We intend to segment the market based on consumption pattern. We will leverage our pricing and low cost model advantage to build on volumes,” says Saurabh.The founding duo share the right mix of skills needed to launch a startup of this nature — subject matter expertise and business acumen. Mitalee is a biochemistry graduate with a Master’s in nutrition and dietetics. A certified diabetes educator from the International Diabetes Federation, USA, she has worked in nutrition and diet consultancy for five years. Saurabh is an MBA who has worked in international business and is passionate about branding and strategy development.
To market Oomph Nutrition, the couple wants to initially focus on digital/viral marketing in order to build a crowd and activate their brand through online presence. After achieving sufficient traction, Oomph Nutrition would take up the offline route as well. The company intends to cater to the masses in the future, and eventually make health and wellness affordable for everyone.
