Amarpreet Singh Anand and Sahiba Kaur on Creating Good Monk and Redefining Family Nutrition in India

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky speaks with Amarpreet Singh Anand and Sahiba Kaur, Founders of Good Monk, a brand that is quietly reshaping how Indian families approach everyday nutrition. Built on the idea of “Everyday Fortification,” Good Monk aims to bridge India’s widespread micronutrient deficiencies by seamlessly blending nutrition into daily home-cooked meals—without altering taste, routine, or the emotional experience of food.

Amarpreet shares how personal parenting challenges inspired the brand’s creation, how Good Monk carved out a new sub-category within India’s nutrition market, and why consumer trust, clinical validation, and education-led storytelling became central to its growth in 2025. He also reflects on changing wellness consumer behaviour, the importance of food-first formats, and the opportunities that lie ahead for preventive nutrition in India and global markets.

StartupTalky: What products does Good Monk sell? What was the motivation/ vision with which you started?

Amarpreet Singh Anand: With our fast paced lives, changing environment and lack of time tend to leave us with minimal time to focus on health and nutrition tends to take a back seat. Good Monk came to life from a very personal experience where we identified a gap that we experienced. As parents, we always go through anger and frustration of kids not eating healthy food and choosing junk or unhealthy foods. As a parent you are often caught in between getting their tummies full with what they want or battling with them to feed them healthy, nutritious food.

We realised that it is a battle that every parent has to fight daily at home with their kids. All we needed was a partner in this journey, which can make it a bit easy for us – a magic potion, which can help us get them to eat healthy, help solve the nutrition gap in the modern families today. Solve the glaring deficiencies of micro-nutrients which over 80 per cent of Indians suffer from, which is creating havoc in terms of families health and immunity.

There was a need for something that made nutrition easy and solved the nutritional requirement in a hasslefree manner.  

StartupTalky: What other products/features have been added in the past year? What is/are the USP/s of your products?

Amarpreet Singh Anand: Our product offering is fairly differentiated from the current nutrition supplement landscape. We are focusing on making products that don't seem like an additional step to your already stretched lifestyle. We want to smuggle nutrition seamlessly into your daily meals without altering the taste or texture or experience of your meals. This has been our key USP and consumers are choosing us for convenience. While innovating, our goal it to create options that provide the necessary micro-nutrients to our consumers.

One of our best-sellers, Healthy 50+ was launched when we realised that this age bracket has a higher need of a certain micro-nutrient profile due to poor nutrition absorption and dietary deficiencies. At an early stage of our journey, we invested in clinical testing for some of our products and have seen very successful results from the same, strengthening our belief that our nutrient combination and application approach promises a superior product solution to consumer needs. 

StartupTalky: How has the industry you are in changed in recent years and how has your company adapted to these changes?

Amarpreet Singh Anand: Wellness as a segment is seeing a lot of consumer traction and the kind of choices being made are extremely varied. We are able to bring people into the category through our unique formats and offerings. One of the biggest advantages of being a D2C brand is that we are connected directly with consumers and hence have first hand feedback on what the consumer wants and requires. Consumer feedback has been the backbone of our innovation strategy and we have found great success listening to our consumers on what their pain points and unmet needs are. 

StartupTalky: What key metrics do you track to check the Good Monk growth and performance?

Amarpreet Singh Anand: From an industry perspective, Good Monk has pioneered the “Everyday Fortification” approach, distinct from conventional multivitamins or powders that rely on synthetic or isolated nutrients. By focusing on bioavailable blends that mix seamlessly into home-cooked meals, Good Monk has created a new sub-category within the INR 60,000 crore Indian nutrition market — Functional Food Fortifiers.

In a market crowded with pills and protein shakes, our “food-first” format has made daily nutrition simpler for Indian families particularly for elderly consumers who often resist tablets. This innovation has also driven a 25% repeat purchase rate, and ROI-positive digital campaigns with CTRs of ~1% and Hold Rates >7%, indicating strong consumer engagement and product resonance.

Beyond sales, our true impact lies in awareness creation. Through relatable storytelling and education-driven marketing, we’ve reached millions of Indians with the message that good health begins in your kitchen, not in a capsule. Thousands of daughters and sons across India now trust Good Monk to help their parents regain strength, mobility, and confidence a social impact that numbers alone can’t measure.

In essence, Good Monk’s measurable impact isn’t limited to sales or surveys — it’s about sparking a movement toward preventive, family-based nutrition. As we continue to scale, our vision remains clear: to fortify every Indian meal with real, absorbable nutrition — one home at a time.

StartupTalky: What were the most significant challenges your company faced in the past year and how did you overcome them?

Amarpreet Singh Anand: As Indians we all love our meal time. Meals are more of an emotion for us as opposed to nutrition and the biggest challenge facing us was how to add nutrition without ruining the experience. One of the foremost steps to which was building the formulation with no taste maskers, added salt, sugar or preservatives. Good Monk offers the right blend of nutrients and to deliver that, it requires a very rigorous R&D approach. 

StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.

Amarpreet Singh Anand: We focussed on two stages of consumer awareness: Problem Aware and Solution Aware consumers. Within Problem Aware we are able to pull a lot of customers who are outside of the nutrition supplements category with our communication revolving around the easiest and most effective way to improve your health and wellbeing. For the Solution Aware i.e. customers who are already buying some nutrition supplements we have an approach of telling the narrative that why Good Monk Nutrition Mix is more effective than any other multivitamin supplements.

• Celebrating the Unique Product Format that makes it Effortless to use: One of the first creative territories we built was educational content around ease of use. We realized that most Indian consumers hesitate to adopt supplements because they fear changes in taste or routine. Our communication across Instagram Reels, performance ads, and influencer collaborations focused on showing that Good Monk blends easily into daily food without changing its taste, smell, or color. We believe that getting your nutrition should be as easy as adding salt to your regular food and it should be part of the kitchen sitting on the dining table and not in a medicinal cabinet.
• Leveraging the diverse nature of Creators: To capture the attention of younger buyers (25–34 years old) purchasing for themselves and their parents, we tapped into different categories of creators like Young Adult, Health and Fitness, Infotainment, Nutritionist who narrate their personal story of the benefits that they are seeing within their family or people around them.
• Founders’ Lens - Purpose-Driven Storytelling: Founders Amarpreet Singh and Sahiba Kaur became the authentic faces of the brand. Through conversational reels and heartfelt narratives, they spoke about how Good Monk began from a personal mission to help their own children and parents regain energy and wellbeing.

StartupTalky: What opportunities do you see for future growth in your industry in India and the world? What kind of difference in market behavior have you seen within states in India?

Amarpreet Singh Anand: The future is preventive nutrition with functional solutions. Consumers demand for clean, easy to use & effective nutrient solutions is going to explode across multiple areas & not only restrict to a few generic areas. Evidence based claims along with some level of personalisation and customisation will drive higher affinity and stickiness with brands. Brands that are able to integrate tech solutions that help consumers identify their challenges and solve them, will stay ahead of competition. Consumers demand for effectiveness over natural or any other trend/fad will clearly help differentiate between winners. 

StartupTalky: What lessons did your team learn in the past year and how will these inform your future plans and strategies?

Amarpreet Singh Anand: Every growing brand faces inflection points that test its conviction and agility. For Good Monk, the journey of building trust in a new health format among Indian families was filled with learning curves. One of the biggest learnings is the consumers' impatience with results and the process of educating them on the process of efficacy and encouraging them to stay consistent to see results. 

StartupTalky: How do you plan to expand the Customers, SKUS, and team base in the future?

Amarpreet Singh Anand: As a brand, we are striving to connect with our consumers to serve them best and our D2C channel has helped us interact with our consumers first-hand. It has helped us tremendously in crafting our current portfolio of products and plan our future innovations, based on consumer feedback. As we move ahead, we will try reaching out to our consumers through multiple touch points.

We will serve the consumer,wherever they want to engage with the brand,  and we can leverage our intel inside philosophy with B2B collaborations as well.  The promise of Good monk will ensure you have fortified your meals with key nutrients without changing any sensorial properties. It’s a part of our future endeavors and we will stay committed to providing the right nutrition to Indian households. 

StartupTalky: With so much hype around D2C brands spending on ads, What will be your growth strategy organic or inorganic? How to plan to work around SEO and content marketing? 

Amarpreet Singh Anand: As mentioned earlier, we are focused on educational storytelling and we will double down on that to continue building our community of brand advocates. There is nothing more credible than happy consumers sharing their story and building a strong word of mouth.  

StartupTalky: One tip that you would like to share with another D2C founder, based on your own experience?

Amarpreet Singh Anand: It is critical to identify clear consumer opportunities, and need gaps, and how your brand can solve it. Offer something which is superior & differentiated that will genuinely make a consumer’s life easier. Consumer love & satisfaction is the only truth that matters, if you are able to win their hearts, you will build a great business & funding etc will follow. So chase whether you have the winning product and then identify the consumer that will be your initial taker, who will invariably be your strongest advocate as well.

Explore more Recap'25 interviews here.