Inside the tech-driven rise of India’s health D2C brands

Leaders from India’s direct-to-consumer wellness ecosystem came together to share how tech-led storytelling, transparent design, and authenticity are helping build consumer trust and expand access across segments, at the e4m Health & Wellness Conference 2025.

Chaired by Sachin Talwalkar, Chief Creative Officer, Havas Life Mumbai, the session brought together Chirag Gada, CEO – India & International, Dr. Vaidya’s by RPSG Group; Dr. Kunal S, Founder, Essenzaa Nutrition; Mitali Lotlikar, Chief Growth Officer, O’cean Beverages; Shashi Kumar, Founder & CEO, Akshayakalpa; and Seethala Karipineni, Founder, Saka Organics.

Talwalkar opened the session by framing advertising as a tool for informed choice in a democratised media landscape. “There was a time when brands with more money had the larger share of voice. That is no longer the case now, and that’s why we have so many startups,” he said.

The discussion began with Dr. Kunal S emphasising that in a market where consumers are increasingly informed, product quality is only one part of the equation. “Earlier, we focused on correct ingredients and formulations. But today, the consumer already knows what to look for and what to avoid. So, while innovation continues, the bigger differentiator is how you connect with your audience.”

He highlighted the role of purpose-driven storytelling in shaping long-lasting consumer relationships. “Influencers today hold immense power because they offer an authentic window into their daily lives. That kind of storytelling builds brands that people are loyal to,” he said. “We've seen audiences defend brands when someone leaves negative feedback, because they’ve experienced the product’s value firsthand.”

Dr. Kunal also spoke about the role of technology as an enabler. “Everything is moving fast. So tech becomes a medium for the right storytelling. Whether it’s through your website, QR codes on packaging, or meta platforms, storytelling must happen through the right tech,” he said.

Continuing the conversation on audience connection, Seethala Karipineni explained how Saka Organics reaches younger consumers without overtly using terms like Ayurveda. “We don’t use the word Ayurveda, but we are inherently an Ayurvedic brand. Our audience connects better when we focus on the honesty and transparency of our ingredients and how the product is made.”

She noted that younger consumers today are far more conscious of what they apply. “They want to know what goes into it, who is making it, and what effect it will have on their skin. That’s where transparency sells.”

Design also plays a pivotal role in how Saka communicates. “Our packaging is very young, very colourful, but also grounded and organic,” Karipineni said. “Each label carries illustrations of the ingredients used. It’s a small design touch, but it has helped us connect deeply with our audience.”

On the role of tech, she shared how Saka uses it to bridge the gap between source and consumer. “At the end of the day, we’re a source-to-product brand. Tech helps us make that journey visible and accessible to our consumers.”

Next on the panel, Shashi Kumar, Founder & CEO of Akshayakalpa, spoke about how technology has enabled them to scale their work with farmers while staying deeply rooted in sustainable farming practices.

With an average farm size of one to three acres, Akshayakalpa has focused on depth over breadth. “We’ve gone exceptionally deep into farming, soil and water management, animal integration, dairy, poultry, and even beekeeping,” Kumar said. “Last year, we paid our farmers an average of ₹1.28 lakh per month.”

Drawing from his own background in tech, Kumar stressed how digital interventions have transformed back-end operations. “I worked with Wipro Technologies for 17 years, including 15 in the US. After returning, I realised the massive inefficiencies in Indian farming. That’s where technology has played a big role, especially in the backend. Farm-level data, soil health, animal productivity can now be tracked.”

He pointed to an alarming national statistic. “According to the Government of India, soil organic carbon on arable land is at 0.4%. Any land with 0.5% carbon is officially a desert. So our cultivated land is technically desert or worse,” he said. “At Akshayakalpa, we’ve raised that figure to 2.44%, independently verified by our investors, including the British government. This is all due to tech-enabled soil management.”

Kumar added that this predictability of income and productivity has helped attract younger farmers. “The average age of an Akshayakalpa farmer is 32, compared to the national average of 55. Most of them were cab drivers in cities like Bangalore and Chennai. Today, they’ve returned to farming and built wealth. That’s what tech-backed transformation looks like,” he said.

The session then shifted focus to one of the most essential yet overlooked consumer categories, i.e. water. Mitali Lotlikar shared how the brand was reimagining hydration for younger consumers.

“We recently conducted a study that showed 46% of India is under 26. Gen Zs and millennials want products with a plus, that are exciting, healthy, and come with clean labels,” she said. “Water is boring. Juices are too sugary. Carbonated drinks have harmful ingredients. So what do you drink?”

That insight led to the creation of O’cean, water with added value. “We introduced exciting flavours, added vitamins and electrolytes. We’re not zero sugar yet, but we’re healthier. While the category average is 16 grams of sugar, we’re at 10, and launching O’cean Zero with just 2 grams,” Lotlikar explained.

She acknowledged the cultural connection with sugar in India. “When you get a promotion, you bring home sweets. So, India isn’t ready to go fully sugar-free, but it is looking for healthier options, and that’s the space we’re building for Gen Z and millennials.”

Chirag Gada offered insight into how legacy brands navigate the balance between tradition and evolution.

“Nutraceuticals might look easy from the outside, but are extremely challenging on the inside. Being a legacy brand only gets us into the consideration set. Beyond that, we still need to deliver on efficacy, value, and availability,” he said.

Gada shared how the brand took a bold step in 2017 by modernising ancient Ayurveda. “We introduced products like Chakaash and Chyawanprash toffees, even a hangover cure based on Ayurvedic principles. The modern consumer, up to the age of 45 or 50, wanted Ayurveda, but not the traditional formats.”

He added that the pandemic served as a growth catalyst, with increasing demand for wellness and immunity solutions. “Today, we’re tackling issues like non-alcoholic fatty liver with clinically-backed Ayurvedic products.” 

The idea, for them, is to combine nature, legacy, and science.

Summing up the brand’s philosophy, he shared, “We often say, ‘Legacy shows, nature knows, but convenience and efficacy really grow.’ That’s the journey we’re on.”