Euradite: High Calibre Nutritional Products at Affordable Value

Date:   Monday , March 07, 2016

Ironically a country that invented Yoga and Ayurveda eats a lot of fats and carbohydrates in the form of junk food, but ignore the amount of proteins, fibres and essential micro nutrients which are to be consumed to stay healthy. Thankfully, with increasing education levels, income and awareness about the increasing number of metabolic disorders and obesity, Indian people have realized the need of a diet makeover. Resultantly, the Indian nutrition market is flooded with nutrition products claiming to be genuine and best. However due to non stringent regulations many substandard quality products are getting in the market that provide little to no health benefit over regular food. Meanwhile, the superior quality products, comes with a huge price premium since most are imported. Also they carry a risk of adulteration caused by the long chain of middlemen those products go through.

Inspired by the idea of fulfilling this unsatisfied demand during his tenure in Novartis in U.S. as a Research Scientist, Rohit Kapile (Founder & CEO) fathered Euradite Consumer Health and Life Care Pvt. Ltd in 2013 to offer locally manufactured products with innovative formulations at superior quality yet with low prices vis-a-vis imported brands. As a cherry on top, these products reach customers directly via channels like e-Commerce or authorised distributors to avoid product adulteration.

The Adventurous Journey

Directly interacting with customers at events, fitness competitions, gymnasium, fitness centers and social media, Euradite strives to educate customers about nutrition through interactive seminars and informative forums. \"We learnt a lot from Indian market, which is filled with many different cultures having various food habits. So every time we expand to a new region we must tweak our product offering to suit the local demands. Also the Indian consumer puts a lot of emphasis on quality and palatability of a nutrition product but is reluctant to pay more for it, which poses a major challenge during product development,\" Rohit shares a page from his adventurous journey.

The general lack of awareness about nutrition and unclear regulatory scenario in food & nutraceutical sector in India also made Euradite\'s job slightly difficult. However, with the awareness via digital media, rise of e-Commerce and advent of some transparent & friendly policies, Euradite has been growing its monthly turnover at a rate of over 20 percent every month and over 50 percent annually, which is much higher than the CAGR of the overall market.

Targeted Products with Innovative Formulations

Euradite provides therapeutic nutritional supplements for clinical use as per disease area like post surgery recovery formula, therapeutic weight management products for patients with various diseases, diabetic supplements and protein supplements for renal failure patients. It also offers sport nutrition supplements for strength sports including body building and weight lifting as well as sports supplements for long duration endurance sports like boxing and kabaddi and stamina building supplements for sports like running and athletics. Euradite\'s portfolio is also ornamented by family nutrition supplements, women health & child nutrition supplements, meal replacement supplements for weight loss and essential micro nutrient supplements for daily use among others. Euradite has also developed a portfolio of herbal nutraceuticals to prevent or cure lifestyle diseases. Euradite plans to conduct various clinical trials for its products in future to clinically prove the efficacy of its innovative formulations.

Euradite has inducted talented, experienced and efficient people, who work in a well-coordinated and professional manner. Rohit is confident that it is the team\'s expertise that keeps Euradite ahead of competition. \"We interact regularly, go on lunches together and even go for weekend outings with our families,\" he adds. Considering every employee as a family member, Euradite treats everyone equally and values their opinions. The KRA and deadlines are monitored very closely and employees are rated with a semi-annual rating system based on their productivity and value addition to the company. Endowed with flexible work timings, they are encouraged to update their knowledge by participating in educational seminars and workshops. Euradite hones itself with regular customer feedbacks and through a weekly interactive session, where they brainstorm about the latest trends and demand-supply gaps in the market.

Aggressive Roadmap

With the expansion of its manufacturing and research capabilities, Euradite will launch many first-in-class clinical & sports nutrition products in the near future. Euradite plans to enhance its sales and marketing efforts significantly. Besides focusing on innovative food products and supplements, Euradite also plans to launch many products in therapeutic nutrition segment in coming months to cure or prevent lifestyle diseases. Euradite is developing an online portal, ( which will also serve as a marketplace platform for the innovative products of other companies.

The Indian Nutrition market is expected to grow at around 20 percent to 6.1 Billion US $ by 2019-2020. As the nutrition segment is gaining the potential to be the next hot sector (after IT) to invest, Euradite endeavors to raise substantial funds in near future to attain an aggressive growth. Fuelling its growth via its profits thus far, the company is now gearing up to a PAN India expansion of its operations. \"We aspire to be the first-in-class or best-in-class in each product category in nutrition segment,\" concludes Rohit. Maintaining innovation, superior quality, excellent service and affordable price point, Euradite is all set to emerge as one the biggest player in the nutraceutical segment in India.