Focus On Customer-centric Innovation

The nutrient supplement industry has grown significantly over decades, encouraging the ecosystem of MSMEs in India, Power Gummies (Aesthetic Nutrition) established in 2018 is taking the flagship further under the leadership of Divij Bajaj, Founder & CEO of the company who was recently recognised as the Young Leader of the Year (Under 40) at the Emerging Businesses Awards 2023.

Riding the crest of aesthetic nutrition Bajaj said, it showcases a growing sector that is bound to see a lot more opportunities in the future. With new technological advances and developments in the sector specifically, combined with the Government’s support, the future is bright for the MSME sector in India.

Having touched the lives of over 10,00,000 Indians and selling more than 430,00,000 gummies across the country the young leader stressed the industry is very challenging and success is a real task. Shedding light on the business difficulties, he said obtaining loans and necessary funds is a big hurdle in this sector but digitisation and financial innovation have significantly contributed to reaching out to the underserved segment as well, Bajaj added.

Elucidating more the CEO said there has been progress in terms of the Centre’s policy that changed to support MSMEs. Pinning hope, he underlined concerned regulatory authorities would take the best possible actions to create similar policies supporting emerging businesses.

The BW’s Bronze trophy winner further said our win marks the result of understanding Indian customers' psyche to seek quick results and we were flexible and adaptive in our strategies that helped us keep up with the demands of an ever-evolving market combined with customer-centric innovation that played a key contribution to our success.

Power Gummies has been building a legacy for over four years with 54 per cent of repeat purchases, speaking about the sharp reach Bajaj emphasised that the successful numbers are achieved by building a strong fundamental agile team that is well prepared to take on any new challenges. Creating a profit-earning infrastructure was possible only because Power Gummies has a strong team, the leader applauded.

With a customer-centric motto, the company has launched four new gummy variants in 2021-2022 and is also set to enter other mainstream categories - multivitamins, calcium, detox and kids for occupying multiple consumer moments in a day.

In a world where nutrition formulas are often remembered for their chemically unpleasant taste, Bajaj’s company under his guidance stands as a prime example of adding a new feather of innovation and business growth to the MSMEs hat.