Richa Pendake on How Nutrizoe is Redefining Women's Wellness with Tailored Nutrition Solutions

StartupTalky presents Recap'24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.

India’s women’s health and wellness market is expected to reach $1.325 billion by 2030, growing at a compound annual rate of 7.8%. This growth highlights the increasing need for personalised wellness solutions among women. Nutrizoe supports this with its range of products designed to enhance women’s health at every stage of life.

In this edition of Recap'24, we connected with Ms. Richa Pendake, Founder and CEO of Nutrizoe, who shared insights about her journey of addressing women’s unique wellness needs. From launching Lactobites, India’s first lactation bar, to introducing SnackEasy, a pregnancy snack designed after extensive research, Richa discussed how Nutrizoe blends modern science with traditional wisdom to empower women through every stage of life.

StartupTalky: What inspired you to start Nutrizoe, and how did your personal experiences shape the brand's vision?

Ms. Richa Pendake: As a mother and a woman, I faced several nutrition-related challenges throughout different stages of my motherhood. These personal experiences highlighted a significant gap in the market for tailored nutrition solutions for mothers. Especially when they take care of everyone else in the family except themselves. I wanted to create products that truly cater to the unique needs of women, providing them with the nourishment they need to thrive. This inspiration led me to start Nutrizoe, with a mission to support women through every phase of their lives.

StartupTalky: What products does Nutrizoe offer to address the unique wellness needs of women at different life stages?

Ms. Richa Pendake: At Nutrizoe, we support a mother’s wellness journey right from pregnancy, to breastfeeding and beyond with our science-backed nutrition.

For pregnancy, we offer SnackEasy, India’s first pregnancy snack, formulated after 15 months of research and development. Made with wholesome ingredients like millets, makhana, nuts, and seeds and fortified with folic acid, calcium, and Vitamin D2 to support mother and baby.

During breastfeeding, our flagship product, Lactobites Bars, naturally enhances lactation while supporting mothers' recovery. It is now clinically tested and proven to increase breastmilk supply by up to 12x! The study has been published under CTRI Reference No.: REF/2023/09/073117.

In the postpartum recovery journey, we provide:

• Momix Kheer: A nourishing Kheer premix inspired by traditional wisdom to support recovery.
• Supermumz: A hazelnut chocolate-coated bar enriched with herbs and nutrients to support fat loss, energy, and hair growth.

At Nutrizoe, we’re committed to empowering women with tailored nutrition every step of the way.

StartupTalky: What is your outlook on the growth and opportunities in the women’s wellness industry in the next 2-3 years?

Ms. Richa Pendake: There is growing attention around this category as families are increasingly recognizing the importance of women in the household whether as a wife, mother, or sister. Many new brands are emerging with unique solutions tailored to women's needs. By creating this niche, we have the opportunity to contribute to building a healthier generation, which is indeed very important.

StartupTalky: How did you identify the specific gaps in the wellness market for women, and what was the process behind developing Nutrizoe's unique product offerings?

Ms. Richa Pendake: Fuelled by the vision of a brand that truly understood a mother’s unique needs, Saanket and I surveyed over 10,000 women to understand their nutritional challenges and needs. We collaborated with leading gynecologists, lactation experts, nutritionists, dieticians, and food technologists to research, test, and refine their products.

After 12 months of rigorous development, we introduced our first product: Lactobites, India’s first lactation bar, empowering new mothers with the nourishment they needed.

StartupTalky: Looking back at 2024, what milestones has Nutrizoe achieved, and how has the brand evolved in terms of product offerings, sales, and customer engagement

Ms. Richa Pendake: After months of back-and-forth, hard work, and overcoming numerous challenges, we finally launched SnackEasy. It was a long journey, but the dedication and perseverance paid off. This year, we've celebrated some significant milestones, including surpassing 1 million bars sold. We also completed our clinical trials and published it this year, which is a big achievement. Additionally, we expanded our product lineup with the launch of another exciting product Momix Kheer, marking the next step in our journey of delivering innovative, nutritious, and convenient options for mothers. We’re excited to continue empowering moms with solutions that truly make a difference.

StartupTalky: What have been the key challenges in building Nutrizoe, and how have you overcome them?

Ms. Richa Pendake: We launched the product in March 2020 through Actress Sameera Reddy and received a positive response. However, after a fortnight, the COVID national lockdown was announced. Despite the fact that the proposition was very good and effective we continued seeing an increase in sales. In fact we were happy to be part of a new moms' journey in such crucial times when they did not have much help and support at home.

The initial challenges included fulfilling orders and creating awareness through doctors, as it was the COVID period. We tackled these challenges by listing ourselves on Amazon and leveraging social media, collaborating with healthcare professionals, collaborating with the CAPPA lactation expert body, and participating in events focused on postpartum. Pricing was also a consideration, and we ensured our products were competitively priced while maintaining high quality.

StartupTalky: How did being part of Amazon’s Launchpad Program and receiving recognition from the Times of India impact Nutrizoe's growth and credibility?

Ms. Richa Pendake: We launched Lactobites during the peak of COVID-19, and at that time, we were figuring out the best ways to reach out and deliver our products to families. Being a part of Amazon’s Launchpad Program was well-timed, allowing us to connect with the right audience when they needed it the most. In the same year, we received the TOI award, which helped build confidence and trust with mothers, as well as establish credibility with the target audience, doctors, and hospitals. This recognition played a key role in solidifying our brand's reputation and trustworthiness.

StartupTalky: What strategies have been most effective in raising awareness about Nutrizoe and connecting with your target audience to drive growth?

Ms. Richa Pendake: Word of mouth has played a significant role in our growth, as we’ve focused on making our product a true solution that is genuinely effective. We’ve built both offline and online awareness through events, collaborations with hospitals, and partnerships with doctors. For us, it's not just about business; it's about creating an ecosystem that supports mothers. Our lactation program was also designed to provide the guidance, support, and education that a mother truly needs during her breastfeeding journey.

StartupTalky: As a founder and mother, how do you manage the balance between running a business and addressing the wellness needs of your own family?

Ms. Richa Pendake: I've been a multitasker from the very start, and my mother-in-law has been my biggest inspiration. Seeing her manage her personal and professional life has inspired me a lot. One of the key lessons I've learned is the power of delegation—both personally and professionally. There's no harm in asking for help when you need it, and reaching out to others is crucial for managing multiple responsibilities effectively.

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StartupTalky: What are the next steps for Nutrizoe, and how do you plan to keep innovating in women’s wellness?

Ms. Richa Pendake: In the next 5-10 years, we at Nutrizoe have a vision of creating effective and high-on-taste solutions from planning your pregnancy to having a toddler. Partnering in the beautiful journey where they can leave their worries on us. Becoming a category creator in these phases. We aim to expand our product line to address more specific needs of women at various life stages and to reach a global audience. Our goal is to empower women everywhere with the nutrition they need to live healthier, happier lives. Ultimately, happy moms mean a happy nation!

StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to create a brand that serves a niche but essential market like women's wellness

Ms. Richa Pendake: It’s crucial to understand that the problem you're addressing is real. To do this, speak to the masses, plan thoroughly, conduct surveys, and engage with as many people in your target group as possible. Once you have that understanding, focus on providing solutions that are forward-thinking, combined with the right packaging, efficacy, and format. That’s what will ultimately win the game. Building a niche takes time; it’s like a runway where growth happens gradually. You’ll need to invest a lot of education and awareness to take off, but with the right approach, the results will follow!

Explore more Recap'24 Interviews here.