How I Am Love aims to redefine the relationship we have with our health

Jeenal Jain Jeenal Jain
Nov 16, 2021 6 min read
How I Am Love aims to redefine the relationship we have with our health

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by I Am Love.

I Am Love works in the Nutraceutical industry where it would like to re-educate people about the saying "Let food be thy medicine". Its products are to be taken orally to counter skin and health concerns. Launched in early 2021, the startup is working on developing more intuitive research-backed products.

StartupTalky interviewed Ms. Shilpa Rathi (Founder, I am Love) to get insights into the startup story and roadmap of the organization.

I Am Love - Company Highlights

Startup Name I Am Love
Founder Shilpa Rathi
Headquarters Mumbai
Founded Early 2021
Industry Nutraceutical
Website iamlove.in

I Am Love - About and Products
I Am Love - Nutraceutical Industry Details
I Am Love - Idea & Inspiration
I Am Love - Founders and Team
I Am Love - Ideology behind Name & Logo
I Am Love - Launch and Marketing Strategies
I Am Love - Challenges Faced
I Am Love - Funding and Investors
I Am Love - Future Plans
I Am Love - FAQs

I Am Love - About and Products

I Am Love came into existence in early 2021, with the aim of redefining the relationship we have with our health. It works in the Nutraceutical industry where the team would like to re-educate people about the saying "Let food be thy medicine". Its products are to be taken orally to counter skin and health concerns.

I Am Love blends science and innovation to deliver effective, yet gentle solutions. That means working with clinically proven ingredients and natural extracts which are sourced responsibly keeping the quality in mind. Its formulas are free from toxic preservatives, additives, artificial flavorings and sweeteners, and even artificial colors.

"We Believe that the answer to all our bodily concerns is deep within our food. Whether it's for our skin, hair, cognitive functions, our physical or even our mental wellbeing" says Shilpa Rathi, Founder, I am Love.

I Am Love offers 5 products -

  1. Acne negative - Reduces acne by controlling the sebum production throughout your body
  2. Spotless - Resolves stubborn acne, pigmentation, Melasma, and dark spots anywhere on your body
  3. Renew + Repair - A beauty protein powder with marine collagen and whey isolate
  4. Protect + Repair - 100% Whey isolate with vegan collagen builders
  5. Future - Immunity and stress relief mix
About I am Love
I am Love Products

I Am Love - Nutraceutical Industry Details

The Nutraceutical Market worldwide is around $530 Bn as of 2020 however in India it’s at a very nascent stage around 4-5 Bn. Covid has impacted the consumption of Nutraceutical at a Major level and the population is now understanding the importance of being healthy from within.

Shilpa's decision for building I am love is based on deep Market reports through Mintel and likewise. The team even did a Dipstick study with around 5000 consumers to understand their knowledge of Nutraceuticals, their understanding of what are the current best ways to solve the problems they were facing, and built the business on the findings.


How Beauty Industry Is Using Personalization To Build Brand Relevance
The concept of personalization in beauty is far from saturation. An influx of information online and on social media has educated consumers on beauty needs.

I Am Love - Idea & Inspiration

Shilpa battled cystic acne back in 2009, in her late 20’s. It was the result of a personal loss that led to changing the body’s reaction to handling the depression. That along with her work stress led to the acne outbreak. Shilpa tried literally every solution she could get her hands on. Around that time she was traveling to the US and along with her brother there, who then worked in Pfizer, the duo developed a formulation for Shilpa to tackle her acne outbreak. It worked really well. Inittially the idea was only to cure her own acne, but now fast forward to 2020, Ms. Shilpa Rathi realized the Indian population was open to the Idea of supplements for health reasons and this led to her improvising the formulation that worked for her and launching it for everyone who was battling the same fight.

I Am Love - Founders and Team

I Am Love is a partnership between Shilpa Rathi and her brother Gaurav Rathi.

Founder of I am Love
I am Love Founder - Shilpa Rathi

Gaurav is in the US and he is responsible for arranging funds and investors. Shilpa, in India, oversees Product development and Marketing. They are a team of 12 and growing.

"Hiring funda at I Am Love is clear, someone who is always willing to think outside the box, I believe that the most important criteria when looking for talent, even more than experience is whether that person is an initiator, can look at a situation from all fronts but also knows when to drop the ball and act fast" - Shilpa added.
Founders and Team of I Am Love
I am Love team

Though there were plenty of options for the brand name, I Am Love struck out because it was clear. The product is love, love for all your senses, and we all know we are the best, feel best, act best when we are loved.

I am Love
I am Love Logo

I Am Love - Launch and Marketing Strategies

Social Media played the major role!

I Am Love's consumers taught the startup how to convert them. What they would like to see in a product and what they thought was the gamechanger.

What has worked for I Am Love is Social Proof!

The team realized that their consumers liked real stories, getting in touch with real people! Who featured in the ads. I Am Love was so focused on that and knew that its products worked that the team initially only partnered with Influencers who had acne or skin concerns. The startup wanted their consumers to believe and few of them even went out of their way to give it deliverables or shout out when the product worked for them. I Am Love plans to continue doing that.


Why Brands are Targeting Nano Influencers | Influencer Marketing
Know everything about Nano Influencers why brands prefer them with pros and cons of how will it make a difference in your brand building.

I Am Love - Challenges Faced

  • Convincing customers to share their progress, asking them to feature so as to help someone who was battling the same concerns.
  • Convince consumers that this wasn't a quick fix and for an effective solution they would need to be patient. The battle is still ongoing, but the team at I Am Love is determined to keep pushing.

Also Read: 10 Ways To Convince Someone to Change Their Mind


I Am Love - Funding and Investors

I Am Love raised INR 35 Cr from Xentel Investments in the seed round.

Date Stage Amount Investors
July 2021 Seed INR 35cr Xentel Investments

I Am Love - Future Plans

I Am Love is working on developing more intuitive research-backed products. The startup claims that its next product line is very exciting!

I Am Love - FAQs

What is I Am Love?

I Am Love was established with an aim of redefining the relationship we have with our health. It works in the Nutraceutical industry where the team would like to re-educate people about the saying "Let food be thy medicine". Its products are to be taken orally to counter skin and health concerns.

Who is Shilpa Rathi?

Shilpa Rathi is the founder of I Am Love.

Is I Am Love an Indian company?

Yes. I Am Love is an Indian company headquartered in Mumbai, Maharashtra.

Has I Am Love raised any funding?

I Am Love raised INR 35 Cr from Xentel Investments in the seed round.

Must have tools for startups - Recommended by StartupTalky

Subscribe to StartupTalky

Get the latest insights delivered to you right in your inbox

Great! Next, complete checkout for full access to StartupTalky.
Welcome back! You've successfully signed in.
You've successfully subscribed to StartupTalky.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info has been updated.
Your billing was not updated.
Checkout Blackfriday Offers! Upto 90% discounts!