Various studies about kids’ health indicate that more than 50% of the Indian kids suffer from one or more micronutrient deficiencies, which hinder the kids’ growth, affect immunity and reduce their memory and learning abilities. Kids are always fussy eaters, so it becomes a daunting task for moms as they go to crazy lengths to get nutrition into their growing kids. Boosting their kids’ immune system became the priority for parents during the pandemic. If only there was a fun, delicious and healthy alternative to entice the children!
Zingavita, a direct-to-consumer brand of Adthera Consumer Brands Pvt Ltd., is a children’s nutrition brand which is into the business of food supplement for kids. It is aimed at meeting the various nutritional requirements of a growing child in a format that is fun, delicious and healthy. The product comes in the form of gummy bears enriched with vitamins and minerals.
This Chandigarh-based startup was founded in 2020 by Rohit Anand and Sachin Goel. The brand Zingavita was born after Rohit saw how Gummy Bears (fruit-flavored gum candies with goodness of multivitamins and minerals) did so well in Europe and the US.
The product comes in three packages such as Mighty Vitamin, Sharp Eye and Strong Immunity. The startup claims that the flavors – lemon, strawberry, tangy mango and berry mix – are all natural and takes care of 100 percent of the child’s daily vitamin and mineral requirements. The product has a US FDA registration and meets all their criteria required for kids’ nutritional supplement. It is also gluten free, allergens free, and FSSAI approved.
The startup ran launch offers for Zingavita on Amazon.in, FirstCry, FlipKart, 1mg and Amazon Prime. It also launched Women Gummies to help women maintain their own health and nutrition. This product comes in 2 variants:
- Healthy Weight Loss Gummies infused with apple cider vinegar
- Perfect Multivitamin Gummies a perfect blend of vitamin A, C, E & Folic acid.
In March this year, the startup added healthy breakfast for kids—millet and oats muesli and a chocolate-orange peel muesli. It is also working on including south Indian breakfast—dosa and idlis—made from healthy grains.
Zingavita donated 10% of the revenue from the sale of its products for the past 2 months to Aarti for girls for procuring 100 oxygen concentrators immediately and building and transferring a Pressure Swing Adsorption (PSA) Oxygen Plant of 2.5 MT capacity in the Kadapa district, Andhra Pradesh.
Zingavita raised Rs. 3 Crore in an angel funding led by Anicut Angel Fund in February 2021. The startup will be investing the money to raise awareness and create an exciting and engaging category in the kids’ nutrition space.
“We will be investing this fund to raise awareness around the need for building and meeting the nutritional gaps in children, who are typically classified as fussy and picky eaters. As a D2C brand, Zingavita will be investing in a lot of engagement with parents, doctors and nutritionists through targeted new-age digital platforms. We plan to launch products both towards the center of the plate in the form of healthy breakfast options and side of the plate in the form of health supplements in innovative kids-friendly formats using highest quality ingredients.”
– Rohit Anand, Co-founder
Startups focusing on nutritious offerings in the kids’ space are witnessing rapid growth in pandemic times. Zingavita is uniquely positioned to tap the rapidly growing $5 billion nutraceutical market, opening the doors to newer possibilities for becoming the key player in kids’ nutrition brand in India.