Healthee: Aiming to be the single destination for all health and fitness brands
It was early in 2012 when long-time friends Anant Mendiratta and Bhavik Shah were having a discussion on the scope of health, yoga and fitness in India after reading an article that talked about huge growth potential of the health and fitness market. Both of them were interested in the subject and had always talked about doing something together. Drilling down further, eCommerce seemed to be picking up, and they decided to startup Healthee.in. There were players like healthkart, madeinhealth and goodlife competing for the space already, but the team was optimistic about the size of the market. Prateek Kesarwani, who was their friend and had a pharmaceutical background, joined the team to build Healthee with a focus on fitness products.
The company is bootstrapped and has grown to a team size of 8. Their major focus is on high ticket Fitness Equipment like treadmills, stationary bikes, elliptical trainers etc. Healthee does around 350 orders a month with an average ticket size of INR 3,000. Selling via both B2B and B2C channels, Healthee sees a 30:70 split between the two, in favour of B2B. “We were lucky to get started with serving good high ticket customers and set up home gyms for some high net worth Families in Delhi/NCR & in few tier 2, tier 3 cities as well apart from the few other projects we did for government and corporates,” says Anant.
Delivery, installation and after-sales management of heavy fitness equipment is a challenge for Healthee at the moment. They’re trying to overcome this and are looking out for capital to help them out in this area along with marketing. Healthee stocks inventory as well as does JIT (just in time) with some of the vendors. The cost of acquisition for the company comes out to be around INR 800 but word of mouth and affiliate sites are also helping drive traffic.
Sports, Fitness Accessories and Nutrition products are air-delivered and fulfilled in 2 to 5 days depending upon the location, while Fitness Equipment require road permits and are sent through surface delivery, take up to 14 days for the delivery.
Healthee plans to scale up operations as well as get deeper in fitness to introduce more high quality products in Zumba, Yoga, Pilates and Fitness Electronics.