Fytika Bets On Tier 2/3 India To Build A Rs 100 Cr Wellness Brand

Fytika, a direct-to-consumer wellness and nutraceuticals brand, is building a purpose-led business rooted in preventive healthcare, affordability, and science-backed innovation. “Our vision is to democratise wellness by offering clean-label, cost-effective solutions that meet real-world health needs,” says Shivam Tyagi, Co-Founder and Director of Fytika, in an interview with Bizz Buzz. With over 30 lakh consumers served, the brand is scaling through digital-first strategies and a deep understanding of Bharat’s Tier 2/3 markets. Tyagi emphasises, “Success for us isn’t just revenue—it’s impact, trust, and repeat value.” As the wellness sector evolves rapidly, Fytika is staying ahead with compliance-driven R&D, omnichannel distribution, and a values-led team culture aiming to make well-being accessible to every Indian

What does building a modern wellness brand in India truly entail today—from product innovation to customer engagement and operational scale?

Building a contemporary wellness brand in India today demands a keen eye on product innovation, rich consumer understanding, and technology-driven operations to facilitate efficient, scalable, and pan-India D2C distribution. Our vision is to solve real-world health needs through affordable, preventive, and science-driven solutions that enable people to take charge of their well-being. We place emphasis on cost-effective preventive healthcare so that quality wellness products are available to each Indian. Rather than just selling commodities, we make an effort to create awareness and promote better living, allowing for a vision of 'Make in India and Made for India' as a worldwide success story of well-being.

How do you see the wellness and nutraceutical space evolving in the next five years, and what role is Fytika aiming to play in that transformation?

It is reasonable to predict that the Indian wellness and nutraceuticals market will continue to grow rapidly until it reaches over $18 billion by 2025 because of the increasing awareness of preventive health and the substantial increase in digitalization. Fytika looks to be a valuable participant in this shift, offering low-cost, clean-label wellness solutions to more than 30 lakh consumers, and aims to target Rs 100 crore in revenue. While other brands focus on trends, Fytika focuses on Bharat (Tier 2/3 cities) for reach and accessibility. Our vision is to democratize preventive health and make it feasible for every Indian consumer and share in the responsibility of creating a more proactive wellness culture in India.

With the rise of D2C and omnichannel strategies, how is Fytika leveraging digital tools, data, and consumer behaviour insights to grow sustainably?

Fytika harnesses the power of digital technologies and consumer intelligence to catalyze sustainable growth through a behaviour-driven D2C and omnichannel strategy. Our strategy features performance marketing, search engine optimization, and WhatsApp/email-based retention to foster long-term engagement. We have a robust presence on our website, Amazon, Flipkart, and other quick commerce platforms to make well-being solutions accessible quickly and reliably. Besides transactions, we also interact directly with customers through advisory and feedback calls and increase awareness through health videos, blogs, and vlogs. Every interaction is an opportunity to offer genuine value, establish trust, and make wellness more accessible, personalized, and meaningful to every consumer.

What key lessons has Fytika learned while scaling in a highly competitive wellness sector, and how have those shaped your current business priorities?

Scaling within a competitive wellness industry has also shown Fytika the value of quality, consistency, and trust. These values guide our priorities today, such as having a rapid feedback loop, maintaining compliance-driven product development, and remaining agile in implementation. Our 30+ experts in R&D, regulatory, and creative work together with joint ownership to pursue our mission of democratizing wellness. Industry trends such as personalized nutrition and clean-label products drive our growth strategy. Our success lies in a values-driven team culture that supports co-creation, collaboration, and sustainable impact as we scale with purpose and agility.

In a funding-driven startup ecosystem, how do you define success for Fytika—pure revenue growth, consumer trust, profitability, or a mix of all?

At Fytika, success is not about revenue or funding targets—it’s about the actual difference we make in people's lives. We quantify this through a 30–40 per cent repeat purchase rate, a minimal 5–6 per cent return rate, and real stories from our customers. Valuations are important in a funding- centric world, but at Fytika, we think that trust and change are the real measures of value. When someone tells us that our product made them feel better or helped them get through a health hurdle, that's our actual victory. Winning for us means bringing consumer confidence, balanced growth, and making wellness real and accessible together.

How do you strike the right balance between innovation and regulatory compliance, especially in a category that straddles both wellness and nutraceuticals?

At Fytika, our endless focus on innovation and compliance drives everything we do, specifically in the nutraceuticals and wellness space. Our process starts with identifying common health needs through research, market studies, and direct consumer engagement. Every formulation is done upon completion of a solution-specific analysis based on valid science, the principles of nutraceuticals, and the wellness needs of today. Every product will undergo our safety/effectiveness procedures through testing and screening in NABL-accredited laboratories.

Our own in-house team of nutraceutical regulatory (legal) experts guides each product's development pathway. By using the collaboration and expertise across GX, we can innovate while maintaining compliance, consumer trust, and evidence-based active wellness products.

What are the most important factors to consider when building trust with today’s increasingly conscious and informed consumers?

Creating trust with today's conscious and informed consumers as a foundation of transparency, compassion, and ongoing performance. At Fytika, we remain closely in touch with our customers by means of telephone calls, feedback mechanisms, and live support to ensure their voice guides us. We create awareness through vlogs, blogs, and health videos to build an educated wellness community. Original user feedback and reliable product outcomes have assisted us in establishing credibility among varied consumer segments. Our solutions are designed to be inclusive, tailored to suit various ages, genders, and lifestyles, because trust is earned by being deeply concerned for every individual's well-being.

What advice would you give to emerging wellness entrepreneurs trying to build purpose-led yet scalable businesses in today’s cluttered market?

For entrepreneurs of emerging wellness, the secret to establishing a mission-driven yet scalable company is to begin with a clear mission and knowledge of your consumer's actual needs. Use this knowledge to drive your product, messaging, and strategy. Set up a high-performing, cross- functional team early on, give them control, and create a culture of shared ownership—this is what drives long-term innovation. In a busy market, don’t chase trends mindlessly; focus on creating systems on the basis of compliance, customer service, and meaningful value. Keep in mind that each customer interaction is an opportunity to establish trust and provide real impact, not merely drive transactions.