Bengaluru-based D2C nutrition startup Supply6 has onboarded Bollywood star Kriti Sanon as both an investor and brand ambassador, aiming to amplify its appeal among urban, health-conscious consumers amid a booming $62 billion Indian dietary supplements market by 2033. The partnership shifts focus from fad diets to sustainable habits like hydration and balanced nutrition, leveraging Sanon’s personal wellness journey to drive credibility and reach.
What Supply6 Does
Founded in 2019 (operations from 2020) by Vaibhav Bhandari and Rahul Jacob, Supply6 targets “hidden nutrient gaps” in Indian diets via convenient, plant-based formats. Its flagship Supply6 360 is a daily sachet blending 63+ nutrients (vitamins, minerals, probiotics, superfoods), delivering ~95% RDA for Vitamin B12 and 83% for D3. The lineup includes:
- Supply6 Salts: Zero-sugar electrolyte mix for hydration.
- Protein Wafer Bar: 10g protein, no maida/added sugar.
Products emphasize clean labels, vegan ingredients and daily usability for busy professionals. Available via D2C site, quick commerce (Blinkit, Zepto) and modern retail, they boast a 45% repeat purchase rate—rare for wellness SKUs—powered by efficacy and taste.
Financial Snapshot
Supply6’s three core products generate ~₹36 crore in annual revenue, per Zeropearl VC’s Bipin Shah. FY24 filings show revenue growth of 32% to ₹5 crore (from ₹3.8 crore in FY23), but expenses jumped 72% to ₹7.5 crore, widening losses to ₹2.5 crore (from ₹54 lakh). EBITDA margin slipped to -51.3%; ROCE cratered to -84.2%. Early-stage burn reflects R&D and scaling, with clinical studies underway for efficacy claims.
| Metric | FY23 | FY24 | Change |
|---|---|---|---|
| Revenue | ₹3.8 Cr | ₹5 Cr | +32% |
| Expenses | ₹4.35 Cr | ₹7.5 Cr | +72% |
| Losses | ₹0.54 Cr | ₹2.5 Cr | Widened |
| EBITDA Margin | -14% | -51% | Worse |
Material costs rose to 32% of expenses; employee costs fell to 7%. Projections eye profitability via volume and international push (GCC, US).
Funding History
Total raised: ~₹15 Cr across rounds. Key milestones:
- Pre-Series A (2022): Undisclosed from AH Ventures; expanded products/distribution.
- Seed (Sep 2025): $1.1M (₹9.1 Cr) led by Zeropearl VC; angels: Kunal Shah (CRED), Ashutosh/Priyank Shah (Renee Cosmetics), Yogesh Kabra (XYXX), MGA Ventures. Funds for pipeline, clinicals, leadership hires, GCC expansion.
- Strategic (Dec 2025): Kriti Sanon (undisclosed amount); prior: AB de Villiers (investor/ambassador, 2024).
Backers validate “category creation” in daily nutrition; valuation undisclosed but seed implies ~₹100-150 Cr post-money.
Strategic Bet with Kriti Sanon
Sanon’s equity stake + ambassadorship mirrors her Hyphen skincare success (₹400 Cr in 2 years). Co-founder Bhandari: “Kriti’s journey mirrors our problem-solving.” Targets next 10 lakh consumers via relatable campaigns on consistency over quick fixes. Builds on de Villiers’ 2024 push; Sanon adds female/urban pull in a male-skewed wellness space.
Growth Engine and Market Play
India’s supplements market (CAGR 13%) favors formats like sachets amid urbanization (60% micronutrient deficient). Supply6 differentiates via science-backed completeness (6 pillars: protein/carbs/fats/fiber/vitamins/minerals), 45% loyalty and omnichannel (D2C + q-com). Plans: new formats, clinical proofs, Tier 2/3 penetration, exports.
Challenges: Competition from OZiva, Plix, Himalayan Organics; losses amid scaling. Strengths: High repeats signal PMF; star power accelerates acquisition.
With Sanon’s halo and seed warchest, Supply6 eyes ₹100 Cr ARR by FY27, riding D2C wellness tailwinds.
Read this: Ranveer Singh-Owned SuperYou Raises $7 Million, Targets Rs 1,000 Cr in Annual Sales by 2030.
