Setu Nutrition (SETU), a leading brand in the direct-to-consumer supplements industry, was established by Nihaal Mariwala and enjoys strong support from the Mariwala Family of OmniActive Health Technologies. The company has successfully raised significant funds through investments from High Net Worth Individuals (HNIs) and family offices, with notable participation from tennis legend Sania Mirza.
As a prominent contender in India’s swiftly expanding dietary supplement sector, SETU is dedicated to delivering clinical advantages through inventive formulations and offering a tailored customer journey. Its wide-ranging product array encompasses multiple sectors, including Beauty, Sleep, Weight, and Mind, with the objective of transforming the dietary supplement landscape in India.
SETU has set its sights on expanding its business thirtyfold in the upcoming five years by leveraging robust category and channel growth.
On this major milestone for SETU, Founder, Nihaal Mariwala, shared, “I am grateful for the support from our investors, who share a common vision of revolutionising the supplements category with novel products and a superior customer experience. We are experiencing a clear shift in consumers’ mindsets with increased awareness around preventive healthcare, and the path that SETU has adopted is futuristic. Our five-year strategy is centred around the expansion of personalised nutrition, direct-to-consumer channel experience, and clinically tested products in the dietary supplement category.”
This recent fundraising initiative also drew investments from prominent investors, such as Kate Dinshaw, Apurva Jain, Avinash Rajan, and the family offices of Dr. Kulin Kothari, Dr. Amit Maydeo, the Davda family, the Mody family, and the Bhogilal family.
Credence Family Office, a multi-family office founded by Mr Mitesh Shah in 2010, served as the sole advisor for the deal, highlighting their belief in SETU’s potential to establish market leadership. Nitesh Arora, Managing Director of Credence Family Office, said, “We believe that SETU is well poised to be a differentiated market leader in the nutritional supplements space, which is a fast-growing and multibillion-dollar market “.
SETU’s nutritional philosophy revolves around a fundamental principle: for science to be truly effective, it must be practical. Every product from the company is underpinned by extensive research and development, with the primary goal of aiding customers in addressing their health concerns.
Dedicated to providing clinical advantages and exceptional customer experiences, SETU strives to take the helm in India’s burgeoning $12 billion supplements industry. By reshaping the landscape of this category, SETU aims to establish itself as the go-to personalized supplement brand for Indian millennials and Gen Zers.