The Journey of Whats Up Wellness’s Co-Founders, Vaibhav Makhija and Sayantani Mandal

Business Remedies | Rajshree Upadhyaya | Vaibhav Makhija and Sayantani Mandal launched the Whats Up Wellness brand with the aim of making a healthy routine enjoyable, easy, and sustainable, achieving remarkable milestones. When they observed how people use health supplements, they noticed a recurring pattern. Most consumers purchased bottles of capsules or tablets with good intentions but dropped them midway because the process felt dull and complicated. Both founders had been working in the consumer space for a long time and understood how behavior shapes choices, realizing that the problem was not awareness but the lack of a simple and enjoyable way to integrate health into daily life.

This thinking laid the foundation of Whats Up Wellness, a brand based on the belief that nutrition should be as enjoyable as it is effective, and small, tasty rituals can encourage long-term healthy habits. Their ideas were packaged into colorful, candy-like forms that targeted specific benefits. Unlike traditional supplements, these were easy to carry, fun to consume, and free from the burden of pills. From the beginning, the focus was on meeting everyday needs, resonating widely with young professionals and busy urban families.
The founders spent the early days experimenting with flavors, refining formulations, and listening closely to customer feedback. This continuous cycle of testing and refinement helped them strike the right balance between taste and efficacy, which quickly became the foundation of brand loyalty.

Establishing a Consumer-First Company
As a bootstrapped venture, the journey was fraught with challenges. Vaibhav and Sayantani kept operations lean and leveraged digital marketing to reach early customers who valued convenience and design along with health benefits. Their accessible branding, light-colored packaging, and straightforward communication style helped the brand stand out in a supplement market dominated by medicinal products. Word-of-mouth promotion on social media further boosted the brand’s presence. Customers shared experiences and encouraged peers who might otherwise avoid supplements. Gradually, Whats Up Wellness carved a niche as a consumer-first company in a crowded category.
The real turning point came when the founders appeared on Shark Tank India. They presented not just a product but a new dimension of lifestyle change, positioning gummies as a way to incorporate wellness into a fast-paced routine.

The sharks were impressed by the simplicity of the idea, its appeal, profitability, and vision. The proposal was so compelling that all three sharks invested together, providing not only capital but also credibility in a market where consumer trust is often the biggest barrier. Television exposure made Whats Up Wellness nearly a household name overnight, boosting sales and extending its reach beyond digital channels.

Funding Round Led by Unilever Ventures
After the show, this momentum translated into major opportunities. In 2023, the company secured a significant funding round led by Unilever Ventures, a global FMCG leader. This round provided resources to scale manufacturing, expand the product line, and strengthen distribution channels. It also gave the brand an opportunity to combine its playful identity with the operational rigor required for national growth. The founders ensured that quality certifications, customer retention strategies, and a clear message remained top priorities alongside rapid brand expansion.

Becoming a Recognized Wellness Brand
Today, Whats Up Wellness has evolved from a niche supplement experiment into a recognized wellness brand, offering a variety of gummies for different needs, including children’s health. Yet, its core mission remains unchanged-to make a healthy routine enjoyable, easy, and sustainable. Vaibhav and Sayantani’s story is not just about creating a product but about reimagining how people experience wellness. By transforming an often-neglected aspect into a daily delight, they built a brand that bridges fun and functionality, proving that creativity paired with simplicity can reshape an entire category in today’s busy world.

Written & Edited By:

Rajshree Upadhyaya