Fytika is a brand dedicated to redefining wellness with nature-powered, high-quality formulations. It was established in 2020.
With an initial investment of Rs. 1 crore, they have scaled achieving a turnover of Rs. 14 crores in FY 2023-24. The wellness solutions are crafted using research-backed ingredients, ensuring holistic well-being for customers commitment to clean, sustainable, and effective formulations. That it says sets it apart, making its products ideal for consumers looking for conscious and result-driven wellness options
During the COVID crisis, the importance of preventive health became more evident than ever. People who prioritised self-care remained safer, proving that proactive wellness should be the future. At that time, Shivam Tyagi, with around seven years of experience in the pharmaceutical industry, recognised the growing need for high-quality, science-backed, and Ayurveda-inspired wellness solutions.
As a brand, Fytika is dedicated to making scientifically validated, premium health products accessible to all individuals, including men, women, and the third and transgender communities, aged 18 and above.
Fytika currently offers products, which include Fytika Vita 365 (a comprehensive multivitamin that supports overall health and wellness), Fytika Let It Melt (a weight management supplement designed to support healthy metabolism), Fytika Fit Liver (formulated to support liver health and detoxification), Fytika Omega 1000 (high-quality omega-3 supplements for heart and brain health), Clinically Proven Fytika Let It Glow Collagen Powder (enhances skin health and promotes a youthful glow), Fytika Daily Protein Powder (a protein supplement that supports muscle health and recovery), Fytika Fleximove (designed to support joint health and mobility), Fytika Glycobalance Juice (For complete Diabetes Care), Fytika Kolest Care Juice (for cholesterol management), Fytika Sleep Ezzz – sleep gummies (for restful, deep sleep) and Fytika Shuddh Shilajit (for strength and stamina).
Looking ahead, Fytika Healthcare aims to expand its product portfolio and strengthen its presence in the preventive healthcare industry. With a revenue goal of Rs. 35 crores for the financial year 2025-26, the company is focussed on driving success through continuous innovation, customer-centric solutions, and a strong foundation of science and Ayurvedic principles. Committed to enhancing lives, Fytika remains dedicated to delivering wellness products backed by both science and Ayurveda, paving the way for a healthier tomorrow.
Medianews4u.com caught up with Shivam Tyagi Co-Founder, Director Fytika Healthcare Group
Q. During the COVID crisis, the importance of preventive health became more evident than ever. How has Fytika leveraged this opportunity? What progress has been made?
The COVID-19 pandemic emphasised the need for proactive wellness on a daily basis. This shift in mindset was a golden chance for preventive health brands like Fytika. We responded by introducing natural products to drive immunity, reduce stress, and prevent chronic diseases.
We have served more than 20 lakh customers since our launch and established a trusted D2C brand with a pan-India reach. Our dedication to the integration of science and Ayurveda has allowed us to get a foothold, particularly in underserved markets. Fytika expands by responding to changing wellness demands through affordable, holistic approaches to health for Indian lives.
Q. Fytika focusses on four areas – Formulation & Quality Assurance, Regulatory Compliance, Branding & Packaging, and Market Research & Positioning. This year what goals have been set in each area and what is the gameplan going to be to get there?
Our most important goal in formulation is to launch new products based on new trends in health, with backup in terms of internal R&D and manufacturing partners. For quality control, we adhere to FSSAI guidelines and third-party audits on all our products.
For branding, attention is given to redesigning packaging for optimal shelf visibility and customer draw. Regarding market intelligence and positioning, we put deeper insights into tier two and three markets and regional markets.
We will employ consumer insights, competitor benchmarking, and regional health expertise to inform wiser product launches and more effective brand communications across channels.
Q. What is the company leveraging AI to improve in each area? Kindly elaborate.
Fytika is implementing AI across its company to make more intelligent decisions and be more productive. In product formulation, AI finds new ingredients and health concerns through analysis of online activity and customer comments. In marketing, AI enables real-time ad optimisation and segmentation, thus making the campaigns more cost-effective and targetted.
We also use predictive analytics in demand forecasting, supply chain optimisation, and avoiding stockouts. AI-driven chatbots and recommendation systems boost customer interaction and retention. AI also assists us in quality control by process monitoring and alert systems in order to maintain high safety and efficacy rates per batch of products.
Q. Could you shed light on the focus on Tier two and three towns and cities to build a Rs 100 crore wellness brand?
The wellness revolution goes far beyond the Indian cities. Fytika noticed an enormous demand-supply gap in small towns where quality wellness products are unaffordable.
Affordability, education, and local promotion constitute the strategy to introduce our products in these markets. With communication in local languages and campaigns, we are establishing credibility and visibility in these places.
Our vision to become a Rs. 100 crore brand is driven by our conviction that it is through inclusion alone, we can bring impactful changes. By giving preventive healthcare, we are shaping both sustainable business development and health outcomes in under-penetrated markets.
Q. What marketing innovations and campaigns can we expect in the coming months? Will the media mix cover both traditional media like print, TV as well as digital?
Fytika is planning a robust marketing strategy that has innovation along with impact in the coming months. 360-execution will include influencer collaborations and health-focused content series to connect with various groups at a very deep level.
Digital is a top priority in the case of performance marketing and engagement, but we are also testing print and TV campaigns in targetted geographies to create wider awareness. Regional media, out-of-home, and local content will be the focus.
Preventive healthcare, transparency, and efficacy of the products will be the thrust areas for our campaigns, which will enable us to establish credibility and emotional connections with health-aware Indian consumers.
Q. Is the main aim of marketing to build awareness around preventive healthcare and to convey the actual difference that Fytika makes in people’s lives? Is correcting misconceptions also important?
Yes, our purpose is to enlighten individuals in terms of preventive healthcare and empower them to be in charge of their own well-being.
We employ narrative and actual customer experience to reveal how Fytika’s products are creating a real difference. In addition to this, we attempt to break myths on Ayurveda and nutrition and simplify complicated health issues.
This involves teaching individuals about ingredient potency, dosages, and applications. Debunking myths not only establishes credibility but also enables us to achieve our mission of facilitating educated, progressive health choices. This dual benefit generates loyalty and enables Fytika to establish itself as a credible authority in wellness.
Q. Could you talk about the challenge of building a solid brand identity in the growing but competitive wellness category?
The wellness landscape is changing quickly with numerous participants, and thus, brand differentiation is the biggest challenge. At Fytika, we’ve made our differentiation uniquely one of philosophy, the mix of Ayurvedic knowledge and science.
Having a distinct identity takes consistency of message, visual language, and customer experience. We’ve spent heavily on R&D, open labelling, and high-end packaging to gain trust and differentiate ourselves.
Additionally, establishing customer relationships through information content and personalised service enhances trust. In a very competitive category, transparency of intent and honesty are critical, and value creation beyond product is what we’re dedicated to.
Q. How does Branding & Packaging help with customer retention and brand building and recall?
Branding and packaging are initial contact points with the customers and have a direct impact on retention and recall. We at Fytika create packaging that communicates product benefits and use instructions. Design that is luxurious and user-experience-based establishes trust, and products become premium and credible-looking.
Consistent branding across touchpoints, from product labels to social media, helps to reinforce our identity and values. Packaging also communicates our commitment to transparency and innovation, helping customers easily repurchase and recommend. Finally, effective branding and packaging also evoke emotional connection and loyalty in a burgeoning, more sophisticated wellness market.
Q. The company uses platforms like WhatsApp to convert one-time buyers into subscribers. Recently WhatsApp has introduced ads for the first time including paid promotion tools. How will this help Fytika strengthen its relationships with consumers and with its retail partners?
WhatsApp has proved to be a highly effective CRM tool where we can talk to our customers personally and directly. With the launch of WhatsApp ads and promotional tools, now we are able to retarget users more efficiently, introduce new product releases, provide health content, and encourage one-time buyers to subscribe.
The tools assist in retaining customers and allow us to encourage repeat purchases by keeping us top-of-mind. For retail partners, WhatsApp streamlines order management, inventory, and promotion coordination. It facilitates hyperlocal campaigns and improves cooperation for supply chain integration and response in real time, which is required in scaling online and offline worlds.
Q. How important is short form video content on platforms like Reels?
Short-form video content on platforms such as Instagram Reels is at the forefront of discovery and engagement of brands. It enables us to talk about wellness advice, product value, and consumer reviews in a bite-sized, eye-catching way. These videos make health subjects of sophistication easier to understand, make them more relatable, and encourage viral sharing.
For a wellness brand such as Fytika, Reels are a method of reaching out to younger, digitally engaged demographics that scan content at a glance and demand authenticity. Further, the algorithmic character of our sites ensures maximum exposure and facilitates community building for lifestyle and health concerns that are at the heart of our brand philosophy.
Q. On the B2B marketing front what tactics will Fytika adopt like seminars to create further awareness and strengthen relationships with online, offline partners? Do most sales take place online?
Our existing B2B marketing is educating and creating relationships. We will host seminars, training sessions, and wellness workshops with medical professionals and pharmacists in order to gain product recognition and credibility.
These activities will make Fytika a renowned brand in clinical settings and retail. Although our notable sales today happen over the internet via our D2C platform as well as on marketplaces, our future growth strategy is to have a stronger offline presence. Partnerships with wellness stores and clinics and B2B activations will reinforce this growth and establish denser distribution networks in urban and semi-urban India.
Q. What role does data analytics play in helping Fytika adjust its strategy quickly?
Data analytics forms the centerpiece of our decision-making. We leverage analytics to monitor customer behavior, develop product performance, and measure campaign success.
These learnings assist us in getting products to market more quickly, optimising pricing, and messaging various audience groups. We also use predictive analytics to manage inventories to minimise stockouts or excess stock. Real-time dashboards enable our teams to respond quickly, whether allocating budgets differently, changing SKUs, or modifying distribution.
This flexibility allows us to remain ahead of the curve and consistently keep pace with market demands to deliver enhanced customer satisfaction and more streamlined business growth.
