Right from our early days, well before the pandemic, Fireside has been keenly focused on new-age consumer health. Our investments have been as varied as the category itself, and include modern Ayurveda, gut health probiotics, mental health clinics, and holistic hairfall treatment, to name but a few. On a separate note, we are also committed to creating the “kids’ aisle” in India, namely, a set of products specifically created for children to meet their unique needs. Our newest investment, Wellopia, manages to meet both of these objectives.
The Wellopia story begins not in a boardroom, but at home, in a scenario familiar to many Indian parents: a child frequently falling ill, leading to a tough choice between sugar- and preservative-laced medication, or complex and messy home remedies that are hit-or-miss in their effect. However, this couple, Vishakha Paliwal and Sanil Bhatia, decided to create a third solution for young parents like themselves.
Drawing on their own journey as parents, combined with their professional expertise in new-age pharma sales, marketing, product development, and operations, they are building a trustworthy, science-backed brand of remedies and preventives, meant for children between the age of 3 and 12 years. Wellopia combines clean, effective ingredients and grandma’s time-honored wisdom, all in attractive, kid-friendly forms – think lollipops, drops, and sprays, with zero sugar and additives.
The Opportunity
India’s consumer health sector is at an exciting inflection point, especially within pediatric wellness. After all, with more than 15% of the country between the ages of 5 and 14, and a birth rate 1.5 times that of developed economies, we have one of the world’s largest child populations. The pediatric consumer health market is valued at around INR 1,700 Cr, and that excludes, both, home remedies, as well as adult medication repurposed for children.
On the other hand, we see a staggering 84% of urban Indian parents now researching ingredients before purchasing medication, while that number was 31% pre-pandemic. 76% of them prefer natural ingredients, and an overwhelming 92% are concerned about artificial preservatives. Wellopia will occupy the white space and provide parents – and kids – with the safer, more effective remedies they seek.
The Solution
Wellopia is a new-age pediatric health brand, soon launching with a suite of curative products targeting common ailments like colds, coughs, sore throats, and digestive upsets in a host of child-friendly formats like lollipops, drops, and sprays. Created by parents, for kids, the brand is committed to clean ingredients, no artificial additives, reduced sugar, and scientifically measured formulations rooted in, both, evidence, as well as “grandma’s recipes.”
In a landscape where most brands offer supplements and preventive care, Wellopia addresses urgent, everyday problems, and promises anxious parents quick relief and peace of mind. The brand will also launch a range of preventive products to complete its child-centred offering in the future.
The Competition
Major pharma players have started to wake up to the opportunity of kids’ healthcare, though they focus on supplements and preventive health. Internationally, brands like Zarbee’s and Hyland’s Naturals have proven that clean, kid-friendly health solutions can reach $70-100Mn in revenue. Wellopia is uniquely positioned to localise and scale India’s answer to this movement.
The Fireside perspective
Wellopia operates in not one but two areas we are keenly interested in: kids, and health. The brand’s addressable market is as vast as its pain points are acute. The white space is a compelling one, and we’re convinced of Vishakha and Sanil’s ability to crack it with their deep category experience, well-rounded execution history, and passion for the mission.
The next time you see a child holding a lollipop or a pastille, look again – this is the future of pediatric wellness.
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