In today's episode, I have the pleasure of inviting Divij Baja.

 Having spent a considerable amount of his career in the lifestyle and education sector, serial entrepreneur Divij Bajaj shifted his focus to the nutraceuticals industry, when he founded Power Gummies in November 2018, advocating the mantra of “Health Powered by Happiness & backed by Science.'” 

The brand’s first product, a hair vitamin supplement, made from plant-based pectin, ten essential vitamins, biotin, and folic acid, was able to bridge the gap in the market for individuals who sought substitutes to traditional pills, to complement their daily beauty regime. 

Promoting the idea of beauty from within, Divij consciously took the decision to ensure that the formulation of the products was vegan, gluten-free, gelatin-free, and crafted cruelty-free, with the intention of making health, fun for all. 

His key leadership and market foresight helped create a brand presence that was memorable and impactful, by introducing the global trend of tasty chewable gummy vitamins, to the Indian market. Within six months of the brand’s commercial launch, Power Gummies was amongst the top three sellers, across all categories, on the Amazon launchpad. 

Power Gummies was met with intrigue and soon the brand's advocacy grew prominent among celebrities, influencers, and the public, giving rise to a community of beauty and wellness loyalists who have continued to support the brand, to this day. Since its inception, it has sold over 2 Million+ gummies and has made its way to be recognized as the Top Startup to Watch in 2020 by INC42, followed by the Most innovative product 2020 by Mint business. 

After witnessing the massive success of his first variant from the brand, Divij soon turned his focus to the fitness and health supplement industry, with plans to launch ‘The beach body’ gummies that help with fat burn and weight management, by increasing the metabolism rate in the body to speed up the fat burn process. These gummies are designed to be sugar-free, infused with the goodness of green coffee, amongst other ingredients. 

Divij plans to launch about 20 more variants, focusing on different health and wellness stressors and segments. 

Early on in 2020, Aesthetic Nutrition Pvt Ltd closed its Pre-Series A funding led by DSG Consumer Partners & Vcats. DSGCP works closely with Divij and his new product development team to design, develop and launch a portfolio of chewable functional and nutritional supplements. 

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