HealthKart

Positions itself as the largest omnichannel consumer nutrition platform in India, aggregating its own digital-first brands and third-party products.

Manufactures a portfolio of nutrition brands across protein, vitamins, herbal/ayurvedic and children's nutrition segments.

Combines an e-commerce platform with a physical retail store network for product discovery and trust-building.

Consumers of protein supplements and sports nutrition, primarily via flagship brand MuscleBlaze which holds a leading share of India's sports nutrition market.

Buyers of vitamins and everyday health supplements via HKVitals, which holds a fifth of the online health supplement market.

Customers who shop HealthKart's nutrition marketplace across an online portal and offline retail stores.

Every purchase earns points that convert into redeemable HK Cash once the return window closes, incentivizing repeat purchases across HealthKart's brands.

A paid loyalty tier for frequent shoppers offering extra discounts, HK Cash cashbacks, and priority pricing on flash sales and new launches.

Customers can split purchases into multiple no-cost EMI installments, lowering the entry barrier for higher-ticket nutrition orders.

The mobile app layers habit-building challenges that reward users with HK Cash on top of the core shopping experience, deepening engagement beyond transactions.

Direct e-commerce website / app for HealthKart and its owned brands.

Physical retail store network spread across dozens of Indian cities, expanded further using Series H/secondary funding.

Also sells via a broader retail presence in addition to its own website.

Sourcing raw materials and manufacturing supplements/nutrition products for its owned brands is the company's largest ongoing operating activity by cost.

Sustained advertising spend, including celebrity-fronted campaigns, to build its portfolio of nutrition brands.

Every product is sourced directly from the manufacturer and tested before sale, an in-house quality-assurance activity underpinning HealthKart's authenticity claims.

Operating dedicated offline stores in prime locations across India alongside the online platform, with a store locator to help customers find nearby outlets.

HealthKart owns and manufactures a house of eight nutrition brands spanning protein, vitamins, herbal and children's nutrition -- its core brand/IP asset.

A physical retail footprint across Indian cities serves as a distribution and brand-trust asset alongside the online platform.

HealthKart's own e-commerce website and iOS/Android apps are the core technology assets through which it sells its own and third-party marketplace products.

Cumulative equity capital raised from investors including Peak XV Partners, Temasek and Sofina underpins its brand-building and expansion spend.

HealthKart engages celebrity endorsers -- including cricketer Shubman Gill, actor Vidyut Jamwal, and bodybuilder Anoop Thakur -- as brand ambassadors for its nutrition brands.

External vendors list and sell products through HealthKart's online marketplace, with HealthKart earning facilitation fees -- making these sellers a partner network alongside its own brands.

Beyond its own site and app, HealthKart distributes products via other e-commerce platforms and pharmacy channels to extend market reach.

HealthKart sources dietary supplements directly from manufacturers rather than through intermediaries, framing this supplier relationship as a quality and authenticity safeguard.

Sales of products (protein supplements, vitamins, nutrition products) formed the large majority of revenue.

A smaller share of revenue comes from services.

Largest cost center — raw materials/finished-goods procurement for its nutrition brands.

Advertising spend using celebrity brand ambassadors to build its D2C brand portfolio.

Other operating costs cited as contributing to FY23 expense growth.