Vieroots - Personalise Nutrition According to Your Genetics!

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 Vieroots Wellness Solutions.

Vieroots envisions a world where people are empowered to live healthy, long and fulfilling lives by taking charge of their own body and mind by adopting holistic wellness concepts that converge modern healthcare research with ancient wellness wisdom.

Founded by Aditya Narayan (CEO), Mr Sajeev Nair (Chairman) and Sajeev VP (COO), Vieroots has a core product named EPLIMO (Personalized Epigenetic Lifestyle Modifications) - an AI powered Smartphone app for iOS and Android

StartupTalky interviewed Aditya Narayan (Co-Founder & CEO, Vieroots) to understand the success story of Vieroots and Ideation of startup along with getting a glance on Vieroots Business model, funding, growth, startup challenges and more...

Vieroots - Company Highlights

Let's go through the Amazing Journey of Vieroots -

Vieroots - About and Mission
Vieroots - Product and USP
How Vieroots Product (EPLIMO) works?
Vieroots - Founders and Team
Vieroots - Industry and Target Market
Vieroots - Startup Idea
Vieroots - Startup Challenges and Strategies
Vieroots - Customer Acquisition and Startup Launch
Vieroots - Name Meaning and Logo
Vieroots - Business Model and Revenue Model
Vieroots - Growth and Marketing
Vieroots - Funding and Valuation
Vieroots - Advisors and Mentors
Vieroots - Acquisition
Vieroots - Recognition and Achievement
Vieroots - Future Plans
Vieroots - FAQs

Vieroots - About and Mission

Vieroots’ core product is an Artificial Intelligence powered smartphone app for iOS and Android, called EPLIMO, which stands for Personalized Epigenetic Lifestyle Modifications.

Vieroots' mission is to help people to ‘Live Longer and Stay Younger’ by providing personalized holistic lifestyle modifications which are scientific and evidence-based for enhancing the physical and mental wellbeing and peak performance.

Vieroots - Product and USP

The USP of Vieroots is its core product - Artificial Intelligence powered smartphone app for iOs and Android, called EPLIMO, which stands for Personalized Epigenetic Lifestyle Modifications. Since nobody else does this in India, and only a handful of players are there in this field worldwide, Vieroots claims this as their major USP (Unique Selling Proposition).

EPLIMO is a potential disruptor in the wellness space. No other genetic testing companies provide personalized nutrition or lifestyle modifications post their genetic test. But genetic test carries the greatest value, as all are unique, not just in physical appearance and thought processes, but in genetic and metabolic profiles.  

Genetic profile is the genetic data stored in DNA and metabolic profile shows how food gets converted into energy and the building blocks for cells inside one's body. No two persons have the same geno-metabolic profiles. Hence nutrition for someone could even be toxin for someone else. Also, while cardio exercise strengthens someone’s heart, the same can damage the heart muscles of someone else.  Jumping into some diet plans or enrolling for some fitness programs without knowing our geno-metabolic profile can cause more damages than benefit. Therefore, Personalized Lifestyle Modifications is the holistic solution.

"Personalized diet plans, personalized fitness plans and even personalized yoga and meditation based on the geno-metabolic analysis is the way to go" - Says Aditya Narayan, Co-founder & CEO, Vieroots.

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How Vieroots Product (EPLIMO) works?

Vieroots Geno-metabolic assessment comprises of one of the most comprehensive genetic tests combined with a detailed metabolic assessment; all at the convenience of one's home.

Vieroots highly advanced Artificial Intelligence (AI) enabled mobile app EPLIMO generates a detailed Geno-Metabolic report. Vieroots medical and genetic experts create highly personalized lifestyle modifications for each customer, based on their genetics and metabolism. And thus, people will know which food will work for them and the ones which will work against them, the exercises which they need to avoid and the ones which they can adopt, which type of yoga can provide them maximum health benefits etc.

The EPLIMO app and its suggested lifestyle modifications can enhance the overall quality of life and support each person to live long and stay young, physically and mentally. Vieroots is always adding new features to EPLIMO app and are also broadening their portfolio of nutritional supplements.

Vieroots - Founders and Team

Aditya Narayan (CEO), Mr Sajeev Nair (Chairman), Sajeev VP (COO) are the Co-founders of Vieroots.

Vieroots hiring funda is - “The best fit for each role.”

However, being in a niche and advanced domain, they have special requirements, like for example, even the customer interaction executives will often be from a biotechnology or genetics background.  Vieroots has an inhouse team of 25 professionals at the moment and around 1000 business associates all across the country.

Vieroots - Industry and Target Market

Vieroots Co-Founder & Chairman Mr Sajeev Nair has for long been a wellness evangelist, biohacker and serial entrepreneur. From initial days of planning itself, they had inducted into the team - professionals including doctors, geneticists, healthcare researchers, Ayurvedic specialists, dieticians, fitness experts etc., Hence, industry knowledge has always been with Vieroots, and in fact they are pushing radical innovation in the wellness industry.

Vieroots target market - Age group of 30 to 50 years from the upper middle-class segment. This was decided based on the necessary wellness awareness as well as product affordability.

Vieroots - Startup Idea

Vieroots co-founders realized that there are 1000s of wellness firms in India that produces a diverse range of nutritional supplements. However, choosing the right supplement is always a challenge. They didn’t see any uniqueness in such firms. All of them are more or less doing the same thing. That is how Vieroots cofounders realized there is a gap in the market which if serviced can turn out to be an amazing innovation and opportunity for Vieroots.

They tried to analyze the exact specifics of the gap in the market, and in that process, it was found that the most lacking concept here was personalized lifestyle modifications, which is something that is emerging strongly in the Western world.

Aditya has been following personalized lifestyle modifications ever since he had his first genetic predisposition test in the US in 2004.  In India, at that time, genetic testing and lifestyle modifications based on such a test was rare and unaffordable. However, things have changed now, and there are 4 to 5 significant players in genetic testing but their service is restricted to the test and the report, and nothing much further. For most customers, a genetic test report is of no use unless he or she consults an expert to analyze and give a clear observation. A genetic test can reveal genetic predispositions to hundreds of diseases and scientifically validated personalized lifestyle modifications for such predispositions can lower the risk significantly. Nobody was providing such a service and this was the gap that Vieroots filled up.

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Vieroots - Startup Challenges and Strategies

Initial communications strategy of Vieroots didn't work as expected. Vieroots stressed on the genetic testing part, instead of the lifestyle modifications part.

But when the team interacted with initial customers at a deeper level, it was realized that they were more pulled in by the unique personalized lifestyle modifications that Vieroots provided, and not by the genetic testing which other firms too were delivering. Hence, subsequent communications focused on the personalized lifestyle modifications or the EPLIMO app and it clicked big time.

Another strategy that worked on the sales side was the deployment of Vieroots’ Work-From-Home platform, WOHO. Another breakthrough happened naturally as the first batches of customers went through the EPLIMO process itself after buying. The idea became very beneficial and convincing for all and even for the doctors. One big challenge Vieroots faced was educating everyone about this concept and how this would be the future of wellness. Fortunately, with a clear set of communication tools, Vieroots didn’t have to take much support from any external medium to spread the word in these initial stages. It was all possible through word of mouth publicity.

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Vieroots - Customer Acquisition and Startup Launch

The team started planning for Vieroots much before the pandemic hit. But the actual launch happened just after the lockdown ended.

During Vieroots test marketing phase which lasted for about two years, the team spoke to their industry contacts, associates and friends all across the country, and spread awareness about this concept and then conducted the genetic predisposition test for around 700 -800 people from few selected regions like Kerala, Bangalore, Northeast and Gujarat. This was Vieroots’ prototype and the response was really good. The initial publicity was only by word of mouth.

After the test marketing phase, Vieroots went for a soft launch using all social media platforms. Since the Chairman of Vieroots (Mr Sajeev Nair) has been in the wellness industry for almost two decades, Vieroots had a great advantage of networking all across the country. Hence, Vieroots got a good response for the soft launch, they did not have to promote it through media at this initial stage.

Vieroots - Name Meaning and Logo

Deciding on Vieroots brand identity was spontaneous. For the name, the team wanted a mix of English and a foreign language.

So, Vie is the French word for “Life” and Roots come naturally as it suggests - Roots of Life. Drawing deep into the roots of life for a better future, is at the core of what Vieroots does. Their brand identity design depicts the colors of the genetic barcode.

Vieroots - Business Model and Revenue Model

The that runs completely on a  B2C digital platform. Passionate wellness experts and business enthusiasts as well as health and wellness centers associate with Vieroots to promote and sell its products through a highly efficient and content-rich Work-From-Home platform called WOHO.

Vieroots - Growth and Marketing

In the first two months itself it was able to achieve close to one crore in sales. It operates pan India through digital channels.

Attracting Bollywood superstar Mr. Suniel Shetty on board as an equity partner was a breakthrough for Vieroots. He is not only a renowned fitness enthusiast, but a successful serial entrepreneur and startup investor in the healthcare and fitness sector.

The support of a competent PR team helped in making Vieroots' presence across all the key Indian cities. Vieroots haven’t yet started any specific marketing campaign. Interviews of Chairman, Mr Sajeev Nair and articles by him have been featured in various print, TV, & digital channels. An interview of him and Suniel Shetty on national television gave Vieroots some remarkable mileage and social media posts had also received surprisingly high response. Now Vieroots is in the process of growth hacking.

Vieroots - Funding and Valuation

The Vieroots valuation is at INR 100 crores (2021). Suniel Shetty has come in as an investor with a minor stake.  

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Vieroots - Advisors and Mentors

Vieroots have renowned experts from the healthcare sector including doctors in its advisory board. The Co-Founder and Chairman Mr Sajeev Nair himself is a highly sought-after mentor and corporate trainer. Suniel Shetty has also been a constant source of support with his timely guidance to Vieroots.

Vieroots - Acquisition

Vieroots hasn't acquired any other firm or considered anything like that till now. Since they are a unique player in the industry as of now, the team doesn't foresee any such opportunities, unless they come across some unique synergies in any such potential firms.

Vieroots - Recognition and Achievement

Vieroots’ biggest achievement would be the pioneering status in India in introducing personalized epigenetic lifestyle modifications based on geno-metabolic analysis.

On an Asian and world stage too, Vieroots is one among the few pioneers in this industry. Its association with Mr. Suniel Shetty is worth mentioning. A live interview  with Suniel Shetty on CNBC gave Vieroots some publicity, as not many companies in this sector are featured such on a national stage. This was possible only because of the uniqueness of Vieroots’ products and services.

Vieroots - Future Plans

In the first two months itself it was able to achieve close to one crore in sales. Its ultimate aim is to enroll at least 1 crore people to the EPLIMO app and process by 2025.

Vieroots - FAQs

Who are the founders of Vieroots?

Aditya Narayan (CEO), Mr Sajeev Nair (Chairman), VP Sajeev (COO) are the Co-founders of Vieroots.

What is EPLIMO?

Vieroots’ core product is an Artificial Intelligence powered smartphone app for iOs and Android, called EPLIMO, which stands for Personalized Epigenetic Lifestyle Modifications.

How much is Vieroots Valuation?

Vieroots’ valuation is at INR 100 crores (2021).

What does Vieroots name mean?

Vie is the French word for “Life” and Roots come naturally as it suggests - Roots of Life. Drawing deep into the roots of life for a better future is at the core of what Vieroots does.

What is Vieroots USP?

USP of Vieroots is its core product - Artificial Intelligence powered smartphone app for iOs and Android, called EPLIMO, which stands for Personalized Epigenetic Lifestyle Modifications.  Since nobody else does this in India, and only a handful of players are there in this field worldwide, Vieroots claim this as their major USP (Unique Selling Proposition).

What is genetic and metabolic profiles?

Genetic profile is the genetic data stored in DNA and metabolic profile shows how food gets converted into energy and the building blocks for cells inside one's body. No two persons have the same geno-metabolic profiles.