Brands
Purna Gummies products are known for their appealing taste and chewy texture
Mumbai: Revolutionizing healthcare, Purna Gummies, a prominent nutraceutical company based in India, is making wellness irresistibly delightful. Their adorable bear-shaped gummies are not just a treat for the taste buds but a powerhouse of essential vitamins and minerals.
Established in 2021 in New Delhi, Purna Gummies is the only vertically integrated brand in the gummies market. With a commitment to innovation, quality, and customer satisfaction, they are on a mission to make healthcare enjoyable and accessible for all.
Indiantelevision caught up with Purna Gummies founder Dr Archana Gupta. With a distinguished medical background specializing in Gynecology, Dr. Gupta. Supported by her family’s expertise, she pioneers the creation of delicious and nutritious bear-shaped jelly gummies, revolutionizing the nutraceutical industry with her vision for accessible and enjoyable wellness solutions.
On the Purna Gummies officially launching and introducing to the market
Purna Gummies was officially introduced to the market in 2021. Ever since its inception, we have been proud to bring our products to the market to make a positive impact on the well-being of our customers.
On Purna Gummies’ USP
There are a few USPs of our novel manufacturing technology that I would like to highlight.
a. Our new technology of oil coating the gummies gives the product a smooth texture, without any rough coating of starch, sugar, or sour acid.
b. The gummies are manufactured using the Delayed Heating Method which ensures that the gummies have uniform moisture chewiness and softness throughout.
c. Our core competency is taste and presentation. We’re able to achieve bright lively colours and gummies without any bitterness.
On Purna Gummies leveraging AI in the development and formulation of its products
We use the power of artificial intelligence to enhance taste and maximize the effectiveness of our products, differentiating us from other gummy brands. The delicate balance required in formulating nutraceutical gummies is achieved through advanced analytical capabilities provided by AI. By processing vast amounts of data related to ingredient interactions, nutritional science, and consumer preferences, AI enables us to optimise formulations with unprecedented accuracy. This data-driven approach ensures our products are not only scientifically sound but also align with the evolving demands and preferences of our consumers, resulting in a uniquely satisfying and effective gummy experience.
On the Purna Gummies utilising advertising and media strategies to enhance brand visibility and expand its reach to a broader audience
We employ a comprehensive approach to enhance brand visibility and expand our reach to a broader audience. Influencer marketing plays a pivotal role as we collaborate with influencers to showcase the benefits of our products authentically. PR and media coverage further contribute to creating awareness and credibility. Our strong social media presence ensures continuous engagement with our audience, fostering a sense of community. Additionally, product sampling allows us to provide firsthand experiences, building trust. Through these advertising and media strategies, we aim to establish a widespread presence, connecting with diverse consumers and making Purna Gummies a household name.
On the ways the brand adapting its social media strategy to align with evolving trends and changes in the digital landscape
To adapt our social media strategy and align with evolving trends and changes in the digital landscape. Purna Gummies embraces several key approaches, they are as follows:
1. We keep track of the emerging platforms and trends.
2. Staying updated on social media algorithm changes.
3. Encouraging user-generated content.
4. Leveraging influencer marketing trends.
5. Embracing visual and interactive content formats.
6. Using data and analytics to optimize strategies.
7. Experimenting with new features and trends.
8. Maintaining authenticity and transparency.
On observing any notable trends or shifts in consumer preferences toward gummy products
Certainly! There has been a noticeable and positive trend in consumer preferences towards gummy products in recent years. Here are some key observations:
Health and Wellness Focus: Consumers are increasingly prioritising health and wellness, and gummy products often align with this trend. Many consumers perceive gummies as a fun way to incorporate beneficial ingredients like vitamins, minerals, and supplements into their daily routines.
Convenience and Accessibility: Gummy products offer convenience and accessibility, especially for individuals with difficulty swallowing pills or capsules. They provide a convenient alternative that is easy to consume on the go, making them popular among busy lifestyles.
Variety and Customization: Purna Gummies has responded to consumer demand by offering a wide variety of gummy products catering to different dietary needs, preferences, and lifestyles. This includes options for vegan, gluten-free, and sugar-free gummies, as well as formulations targeting specific health concerns.
Taste and Texture: Purna Gummies products are known for their appealing taste and chewy texture, which enhances the overall sensory experience. This makes them enjoyable for both adults and children, contributing to their popularity across diverse demographics.
Social Media Influence: Social media platforms have played a significant role in popularising gummy products, with influencers and wellness enthusiasts often endorsing them as part of their daily routines. This exposure has helped increase awareness and drive consumer interest in gummy supplements and snacks.
Innovative Formulations: At Purna Gummies we are continually innovating and introducing new formulations and flavours to keep up with consumer preferences and market trends. This includes incorporating trendy ingredients, such as CBD or adaptogens, into gummy products to appeal to health-conscious consumers.
Overall, the positive trend toward gummy products reflects a growing consumer appreciation for convenient, enjoyable, and health-promoting options in the market. As manufacturers continue to innovate and respond to consumer preferences, the popularity of gummy products is expected to further increase in the coming years.
On whether Purna Gummies engaged in influencer marketing on social media If yes, how are influencers selected, and the role that they play in promoting the brand
Yes, at Purna Gummies, we actively engage in influencer marketing on social media as a key component of our strategy. Influencers are selected based on various criteria, including their alignment with our brand values, target audience relevance, engagement metrics, and authenticity. We seek influencers who genuinely resonate with our wellness-focused products. They create engaging content, share personal testimonials, and highlight the unique features of our products. This collaboration helps us reach a wider audience, build trust, and establish a genuine connection with consumers through the influencer’s credibility and reach on social media platforms.
On the ways digital marketing facilitates the integration of Purna Gummies into e-commerce platforms
To seamlessly integrate Purna Gummies into e-commerce platforms, we focus on using digital marketing strategies that embrace technology across various aspects of our business. Our commitment to cutting-edge technologies, including AI-driven solutions, optimizes product formulations with enhanced accuracy and precision. This agility allows us to swiftly respond to emerging health trends and consumer preferences. We harness the power of digital platforms for marketing, employing social media campaigns and forging influencer partnerships to establish a robust online presence. Exploring immersive technologies like augmented reality (AR) or virtual reality (VR) enables us to provide unique and interactive experiences for our customers, enhancing the e-commerce journey and fostering brand loyalty.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
