These brothers scaled their bootstrapped nutraceutical brand to Rs 20 Cr

In 2012, Prateek and Chetan Agarwal, two brothers from Hyderabad, noticed a growing contradiction in India’s wellness landscape. While health consciousness was rising and people were searching for preventive healthcare solutions, credible, science-backed nutritional products were scarce.

Drawing on their family’s five-decade legacy in healthcare manufacturing through Livestamin Healthcare and with an initial investment of Rs 2 crore, they founded INLIFE, a brand focused not on flashy marketing, but on research, manufacturing, and delivering quality systems.

According to the brothers, when they founded INLIFE, their source of inspiration was a “mutual faith in the fact that preventive wellness in India must be accessible, transparent, and science-driven…We perceived a huge deficit at that time as health consciousness was increasing, quality nutritional solutions were scarce, particularly in Tier I and Tier II cities,” Prateek tells SMBStory.  

Today, INLIFE Healthcare has evolved into a D2C (direct-to-customer)-first nutraceutical brand that ships to more than 20 countries with a lean team of around 30 people. 

The bootstrapped company helps consumers improve health and wellness through nutritional supplements made from natural ingredients. 

Sandeep Gupta, widely recognised as the ‘Nutraceutical Man of India,’ serves as the company’s Chief Mentor and Strategic Advisor.

A science-first beginning 

One of the biggest challenges in the nutraceutical space is consumer scepticism, and trust has to be earned when launching a new brand or product. 

“Most consumers were hesitant regarding supplements, their (side) effects, and the quality measures behind them. For us, science-driven formulations, high-quality checks, and honest communication were imperative,” Chetan says. 

INLIFE decided to invest in research and development, manufacturing, and quality systems, rather than focusing on marketing tactics. “The investment was made with a strategic mindset…Instead of emphasis on expansion and rollout, our focus was building a strong scientific and operational base that would support long term growth,” he reiterates. 

The family group’s extensive experience in manufacturing and R&D served as the backbone to INLIFE's roots.

“We also spent a lot on consumer education via digital media and expert advice so people could appreciate preventive wellness…we also had our Nutritionists to help our customers. Gradually, this dedication made the brand reliable and authentic in the preventive healthcare sector,” Prateek says. 

From India to the world

INLIFE’s manufacturing unit in Hyderabad is designed to meet global standards. “The facility is equipped with advanced machinery and follows stringent quality control protocols to ensure safety, efficiency, and consistency across products,” Chetan says. 

All formulations follow guidelines by regulatory bodies like FSSAI and global standards for nutraceuticals. “Our scientists and researchers engage in close coordination with quality specialists in order to sustain stringent testing, documentation and process audits at all steps of product development,” he says.

The company has obtained certifications like ISO 22000, GMP (Good Manufacturing Practices), and FSSAI approvals. 

“We were the first to introduce liquid-filled vegetarian HPMC capsules (alternate to gelatin capsules) in India and are now readying our innovative PQNT formulation (film coating applied to tablets and capsules) for launch, solidifying our focus on preventive healthcare advancement,” he claims. 

INLIFE follows an omnichannel approach. It started with the D2C to learn fast from its customers and make product changes accordingly. 

“We started on a solid premise of D2C on our own site and prime online platforms, where we established direct connections with customers and monitored their shifting needs. Once the brand picked up momentum, we began to receive interest from distributors and foreign customers, prompting us to venture into B2B and export segments,” says Prateek. 

Today, INLIFE’s products are available across marketplaces like Amazon, Flipkart, Nykaa, Netmeds, PharmEasy, and HealthKart, among others. On the B2B front, it partners with distributors, healthcare professionals, and retail networks. 

Online channels account for close to 80% of its revenue, with exports contributing between 15 to 20% of the revenue. The company exports to the US, the UK, Myanmar, Netherlands, Ghana, Cameroon, Jordan, Somalia, and Kenya, among others. 

However, India continues to remain the core market, with northern and western states housing the most established markets. 

Numbers and growth 

India has embraced alternative medicine for centuries, but the forms have evolved. The morning tulsi has made way for vitamin C and zinc tablets for energy, while the haldi doodh (turmeric milk) has been replaced with magnesium capsules for that good night’s sleep. With busy schedules and rising health consciousness, more Indians are inclining toward easily-accessible nutraceuticals to maintain wellness.

In FY2025, INLIFE recorded a revenue of more than Rs 20 crore. “We are focused on doubling our revenue this year,” Prateek says. The company’s strongest categories include magnesium, vitamin D3, probiotics, collagen, multivitamins and minerals. 

According to Kearney, India’s nutraceuticals market reached $1.7 billion in 2024, while the functional foods and beverages market (sports nutrition, weight management, and nutrition for chronic conditions) was valued at $6.3 billion.

In a competitive landscape that includes brands like Nutrova, HK Vitals, Wellbeing Nutrition, and Oziva, INLIFE stands apart through its focus on authenticity, innovation, and consumer trust, rather than celebrity-driven marketing. 

“We address key industry challenges such as ensuring consistent supply, regulatory compliance, and delivering evidence-based products that truly benefit consumers,” he adds. 

The company offers free nutrition consultations facility as well. “In many cases, consumers might fail to get the desired outcome just due to improper dosage, diet, or routine. With personalised advice, our professional nutritionists provide ongoing guidance, assisting customers with the appropriate supplements, monitoring progress, and achieving sustainable health decisions,” Prateek reiterates.

The roadmap 

Going forward, INLIFE plans to expand into Tier II and III towns, accelerate R&D, and build stronger brand awareness. Additionally, it is actively exploring opportunities to raise external capital to accelerate its growth in both marketing and R&D. 

The larger vision for INLIFE is to become a trusted household name for holistic family wellness across India. “Over the next decade, we aim to make science-backed preventive health solutions accessible to every household,” Chetan says. 

Globally, it is focusing on Southeast Asia, the Middle East, and select western markets where awareness of nutraceuticals and preventive health is rapidly growing. “These regions present a strong opportunity for Indian science-backed formulations that combine traditional wisdom with modern clinical validation,” he adds.

The company aims to build a strong network of local partnerships, ecommerce presence, and distribution alliances to ensure accessibility and credibility.