PEAKLIFE

An online nutraceutical start-up started as ‘Herbs Nutriproducts Pvt. Ltd, Pure Nutrition collects, processes, manufactures and markets 100% herbal nutritional supplements, cold-pressed oils, protein powders, and herbal teas.

With the rich experience and knowledge of nutritionists and food engineers coupled with the ancient knowledge of local doctors and farmers, and strictly using the gifts of nature, PureNutrition brings to you a variety of natural foods, supplements and herbal infusions, rich in natural nutrients with an aim to prevent, reduce and even cure diseases and enhance one’s health and well-being.

In an exclusive interview with Peaklife, Sushil Khaitan shares his experience, passions and what it takes to be a successful entrepreneur.

Could you tell us more about your journey from metal manufacturing to the nutraceutical industry?

After having worked in the metal industry for nearly 30 years, I was always inclined towards doing something different. I have always been health conscious since the very beginning and this wellness motivation drove me towards exploring the booming nutraceutical sector.

Pure Nutrition started because of the common vision Luke Coutinho and I shared about revolutionizing India’s perspective on wellness, by making good quality products that are inspired by ancient Indian medicine and backed by modern scientific methods of testing and trial.

Our products have been formulated by plant-based and herbal supplements and are a healthful mixture of Ayurveda and vitamin formulation. Pure Nutrition specializes in the production of nutraceutical products with superior quality ingredients delivering outcome-based results.

We are into creating first-rate formulations of plant-based supplements that have particularly higher bioactivity levels, which safeguard better absorption in the human body as against artificial products, which have little to no effect on the human body.

What was the path you took to get to where you are today?

A quote that I really believe in is – fall down seven times, but stand up the eighth time. It emphasizes on the connection between success and failure, as well as the importance of both. It’s an amazing feeling to put hard work into something and be rewarded by witnessing people smile.

For me, hard work, diligence and commitment to work are the cornerstones of success and have a major role to play in getting me close to my vision. Work being my worship, I believe there is nothing like seeing your tireless grind bring you success and joy.

 

What have been the biggest challenges you’ve had to overcome?

Lack of awareness about the benefits and usages of plant-based formulations against synthetic products among consumers and even healthcare professionals has been one of the brand’s major challenges.

Another hurdle was setting up an ethical and economically viable brand that would deliver high-quality products within the prevailing market constraints. The brand also had to face the challenge in distribution margin. Prospective buyers tend to demand margins that are way above the market average.

This cuts down the profits significantly. Another hurdle that we have overcome is the sharp increase in the industry competitors that are driven to make a dent in the consumer market. The industry has been witnessing the emergence of new brands that are focused on keeping their manufacturing valuation as well as sell prices low.

While achieving this, they negotiate on the quality of their products and market low-quality formulations that have concentrated bioavailability. Additionally, since our formulations leave very little scope for the addition of preservatives, our FMCG range witnesses a few challenges as far as product shelf life is concerned.

In order to revolutionize India’s viewpoint on wellness, Pure Nutrition has been bestowing the modern-day conscious consumer with good quality products that are inspired by ancient Indian medicine and backed by modern scientific methods.

What are your other passions that interest you?

As a child I was totally fascinated by boomerangs and paper planes, only to realize that the interest for flying objects would incline me towards aeromodelling.

Something that started as a mere passion during my childhood in Kolkata, aeromodelling has helped me gain an advanced understanding of flights and aerodynamics.

Once I mastered the skills, there was no looking back, I got totally involved with building my own RC planes and flying them. Since I didn’t want such an excellent hobby to perish, I sustained my passion even after shifting base to Mumbai but professional priorities compelled me to side-line aeromodelling.

During the stay-at-home phase, I decided to return to my long-lost hobby and made the most of it.

 

During these different times, what/who is your inspiration that is keeping you on the move?

Upholding physical wellness has been my greatest inspiration throughout the home-bound phase. I firmly believe that there are two ways one can look at the pandemic-induced lockdown.

Either you let being stuck indoors to become a pretext to side-line your physical fitness, or you view it as a prospect to set yourself some resolute fitness goals. I chose the latter. I feel challenging times like these, tend to demand one to put more emphasis on addressing one’s mind and physical well-being.

Although WFM did keep me occupied, I made sure to stay physically and emotionally active through mediation and workouts during my free time.

Any advice you would like to share with our new-age entrepreneurs?

Entrepreneurship is one of the biggest strengths of our country, but it is equally significant to do your homework particularly for budding entrepreneurs. Before foraying into any venture, one must be able to believe in themselves.

Have faith that you can succeed, and you will always find ways through any professional hurdles that come your way. An entrepreneur is someone who has a passion, determination and a vision for something and a desire to make it materialize.

My advice to young entrepreneurs is to be zealous, honest and to keep their vision and willpower clear at all times to strengthen the organization’s success.