“Heightened health consciousness has fueled the wellness industry into overdrive, and it’s becoming a more robust, fitter industry. In the last 2 years, the sector witnessed a growing demand for health and wellness products and services, and the companies that grabbed the opportunity at the right time are doing well today” says Sahil Mehta, Managing Director & Founder of Emmbros Overseas to Elects CIO.
1. How would you like to describe your journey from St.Botanica to the launch of MuscleXP?
St. Botanica is my first venture; hence it will always be very close to me. When I started St. Botanica, I did have some Ayurveda knowledge that my father passed to me, but I learned and grew as an entrepreneur while building St.Botanica. From just an idea in my mind to a fully working brand, it took a lot of consistent efforts, perseverance, patience, and constant learning to grow and develop it. St.Botanica was the first brand under the umbrella of Emmbros Overseas. Later, when the brand got accepted and was received well, it motivated me to build more brands that offered natural products and were a result of traditional and scientific research. All the brands serve a particular purpose but majorly concentrate on building restorative wellness solutions that are natural and indigenous.
2. How did Covid impact the fitness industry and what opportunities do you see amid uncertainties?
Heightened health consciousness has fueled the wellness industry into overdrive, and it’s becoming a more robust, fitter industry. In the last 2 years, the sector witnessed a growing demand for health and wellness products and services, and the companies that grabbed the opportunity at the right time are doing well today. If we look a decade back, people were dubious about taking any wellness product, and particularly in India, if people had flu, they used to opt for home remedies. This scenario has changed drastically today. Furthermore, supplements have become a fundamental part of comprehensive wellness. Hence, the wellness industry is no longer a niche market. Consumers are taking more command of their health, and brands that can quickly distinguish themselves through the marketplace trends will likely become and remain bosses in the ever-growing wellness industry.
3. How do you see India as a market? How do you approach the not-so-younger age groups?
The Indian market has tremendous scope. Irrespective of age, wellness is something that is meant for anyone and everyone, though the requirements and needs may vary for different age groups. Due to the elevation of consciousness and inclination towards fitness in the past few years, people have started putting nutritional intake and wellness as their prime concerns. Our unique and out of the box marketing strategies are designed to target different age groups specifically, it brings us, customers, from every age group.
4. What are growth plans for 2022 and beyond?
We are now concentrating on expanding. Recently St.Botanica and Oriental Botanics were acquired by The Good Glam Group. Hence, the funds will be utilized in the expansion plans of the other 4 brands. Our objective is to reach as many rural places of the country by increasing warehouses and brick-and-mortar units and pushing every product out from the house of Emmbros Overseas. Internationally, we are listed on Amazon US and aim to set up warehouses to reach out to the international audience as well.