Bollywood actor Kriti Sanon has joined Bengaluru-based D2C nutrition startup Supply6 as an investor and brand ambassador, marking the company’s latest push to strengthen its connect with urban, health-focused consumers. The association signals a growing shift in celebrity participation from endorsements to early-stage equity partnerships in India’s wellness and consumer brands.
Founded in 2019 by Vaibhav Bhandari and Rahul Jacob, Supply6 operates in the daily nutrition and hydration segment, positioning itself around building consistent, foundational health habits rather than short-term supplementation. The company’s portfolio currently includes three core products: Supply6 360, a once-a-day nutritional sachet combining vitamins, minerals, probiotics and superfoods; a zero-sugar electrolyte mix aimed at daily hydration; and protein wafers positioned as a functional snack.
According to investor disclosures, these products together generate annual revenue of around ₹36 crore, supported by a repeat purchase rate of approximately 45 percent. Supply6 initially launched in India and has since expanded its footprint to the US market, selling through its own website, large e-commerce platforms such as Amazon, and quick commerce channels including Blinkit.
Sanon’s association comes months after the startup raised $1.1 million in a pre-seed funding round led by Zeropearl VC, with participation from CRED founder Kunal Shah, Renee Cosmetics cofounders Ashutosh Valani and Priyank Shah, and XYXX founder Yogesh Kabra. In 2024, Supply6 had also onboarded former South African cricketer AB de Villiers as an investor and brand ambassador.
The company operates in India’s fast-expanding dietary supplements market, which is projected to grow to $62 billion by 2033, registering a compound annual growth rate of about 13 percent, according to industry estimates. This growth has intensified competition among startups such as OZiva, MuscleBlaze and BeastLife, all vying for consumer trust in a crowded category.
For Sanon, the investment builds on her broader entrepreneurial journey, following earlier ventures in beauty and fitness. For Supply6, the partnership adds visibility and credibility as it looks to scale in a market where awareness, trust and consistency are key drivers of long-term growth.
