We cater to most lifestyle disorders: Luke Coutinho

Re positioned to offer wide variety of nutraceutical products, Pure Nutrition, the online seller of organic and health products has launched dietary supplements, herbal teas, cold pressed oils, super foods and Protein powders to cure the lifestyle disorders such as obesity, diabetes, high blood pressure, hyper cholesterolemia among others. The brand is visioning to build a healthier and happier planet, reduce and prevent disease, pain and suffering caused due to malnutrition and improper food habits. Thus, while talking about future course of the company, Luke Coutinho, Integrative and Lifestyle Medicine, Holistic Nutrition, Exercise Physiologist and Founder, Pure Nutrition spoke to Wellnessindia.com

What led to the inception of Pure Nutrition and what are the offerings?
In 2013, the initiative commenced with another brand name in Coimbatore before it was repositioned in Mumbai in 2015. Thereafter by adding more investment and more SKU’s, we launched it in July 2016, with a new website under the brand name ‘Pure Nutrition’ with 5 verticals such as Dietary Supplements, Herbal Teas, Cold Pressed Oils, Super foods and Protein powders.

Post commencement of the initiative, the product was highly considered by the customers. This made me realise the efficacy of these formulations and how beneficial it could be for people. These formulations turned out to be an elixir escalating the value of an individual’s health. This led to the birth of Pure Nutrition as a brand.

Which products of yours have a huge demand in the market?
Apple Cider Vinegar Plus, Curcumin, Garcinia Cambogia Ultra, Joint Flex, Moringa Vital, Progut Plus and Raw Organic Virgin Coconut Oil are a few of the best sellers of Pure Nutrition.

Does the brand cater to all lifestyle diseases and nutritional deficiencies? What are the ingredients of the product?
Pure Nutrition manages to cater to most lifestyle disorders such as obesity, diabetes, high blood pressure, hyper cholesterolemia, joint pains, chronic constipation and abdominal disturbances through their varied product range. Some of the products also help to replenish the deficient vitamins and essential minerals required for the overall functioning of the body.

The ingredients comprises of bio-active components that are extracted from plants and formulated in vegetarian capsules to increase the absorption rate in the human body.

What are the current initiatives you are working on?
We strive to develop more such formulations to fill the gaps for Cancer, immunity and women related problems, weight loss and health of the future generations. We also plan to add Super foods as part of our offering to help generate awareness for a clean and healthy life.

Do you feel nutraceuticals should be the next gen medicine and why?
Upcoming generation is open for change. The realisation has hit them hard because of the faulty lifestyle, diet habits, emotional disturbances and lack of rest. The importance of a holistic lifestyle has kindled the flame of realisation amongst the current generation. In order to enhance an important asset, which is change in lifestyle, is highly desideratum in contemporary times, which cannot be achieved by popping pills. PN is investing its efforts to provide the aforesaid in the best possible way with an aim to bring about a new wave of transition which will be considered as the next gen way of being healthy.

How is Pure Nutrition creating a niche for itself?
The ingredients that constitute the products we offer are made of superior quality with a high bio-absorption rate and bio-availability. The formulations are designed and engineered with immense knowledge contained within our team of expert scientist coupled with Nutritionists that understand how the products can help the human body in being robust. This elixir are focused for people looking for a holistic healing process and not just consuming supplements that do not get absorbed.

What is your current market focus? Do you plan on entering any new market segment?
We also plan to enter the segment of Sports Nutrition very soon. We have been targeting the National Market through retail sales and International market through the online sales platform. Currently, our customer base ranges from UK, USA, UAE, Australia etc. Recently, we also added a feather in our hat by increasing awareness through an organic product expo organised in Dubai called MENOPE 2016.

What are your future expansion plans?
We are planning to collaborate with larger Retail players in the Nutrition and Wellness segment for extensive reach and to make it available for anybody with the purchasing power. Apart from this, we also plan to launch 27 more SKUs by the month of March 2017 which also includes Sports Nutrition, Proteins and Herbal Teas that will cater to a wider and a larger market fragment.

What is your vision with the brand?
At Pure Nutrition, we are putting in our best to help the country in extraditing lifestyle disorders by providing natural plant based formulations. With an aim to improve the fate of the human body we are pledged to supply people with nutrients necessary for strengthening the immunity. Our focus is to dwindle the rate of Lifestyle disorders which is escalating at an alarming rate.

What is the revenue target for the current fiscal?
Ever since the time of relaunch, which was in July 2016, we are on course to achieve Rs 2.5 cr till the end of March 2017. For the coming fiscal 2017-18, we are targeting to achieve Rs 10 Cr revenue.

Throw some light on the future of nutraceuticals in the Indian market
In the circle of Nutraceutical market in India, the expansion is rapid due to the increase in awareness and concern about health and fitness amongst people. This escalating awareness has been backed by the purchasing power and economic standards of people which has led to a possibility of growth of the industry from $2.8 bn in 2015 to $6.1 bn till 2020.