What's Up Wellness is a D2C (direct-to-consumer) wellness brand that was founded in 2020 by Vaibhav Makhija and Sayantani Mandal. The company offers a range of gummy supplements that are designed to make wellness both enjoyable and convenient. What's Up Wellness recently raised ₹14 crores in funding led by Unilever Ventures, the venture capital arm of FMCG major Unilever. This marks Unilever Ventures' inaugural investment in the health and wellness category in India.

What's Up Wellness has grown rapidly in the past year, with annual recurring revenue (ARR) of ₹30 crores and a 40% repeat customer rate. The company has served over 2.5 lakh users and sold over 4 lakh packs of gummies across India. In addition to the funding from Unilever Ventures, What's Up Wellness has also received investment from angel investors, including the co-founders of consumer brands such as Sirona Hygiene and Clovia. The company also appeared on the business reality television show Shark Tank India Season 2, where it secured funding from Aman Gupta of BoAt, Vineeta Singh of Sugar Cosmetics, and Anupam Mittal of Shaadi.com.

With the fresh funding, What's Up Wellness plans to expand its team, develop new products, and increase its marketing efforts. The company aims to become a ₹100 crores brand within the next two years. What's Up Wellness is well-positioned to capitalize on the growing demand for wellness products in India. The Indian health and wellness market is expected to grow at a CAGR of 5.55% from 2023 to 2028, reaching a value of ₹120.3 billion. What's Up Wellness is one of the few D2C wellness brands in India that offers a wide range of gummy supplements. This gives the company a competitive advantage over other players in the market.