Fullife Healthcare, a direct-to-consumer health and wellness startup known for its active nutrition brand Fast&Up and beauty nutrition brand Chicnutrix, has successfully raised ₹300 Cr (approximately $32 million) in its Series D funding round, led by Elev8 Venture Partners.
The newly acquired funds will be directed towards expanding its dietary supplement brands, including Fast&Up, Chicnutrix, and NightOut, which focuses on effervescent tablets for hangover relief. Fast&Up offers a variety of effervescent tablets aimed at weight loss, daily nutrition, hydration, and energy, and has recently broadened its product line to include protein supplements, pre-workout mixes, and other drink options.
Chicnutrix, on the other hand, specializes in skincare products, featuring items such as serums, face masks, and effervescent tablets containing glutathione and keratin.
Fullife claims to have over 100 stock-keeping units (SKUs) across categories like hydration, metabolic health, sports nutrition, and beauty wellness. The company is also looking to enter additional wellness areas, such as digestive health, sleep support, and protein-based nutrition.
Founded by Varun Khanna in 2011, Fullife has previously raised over $30 million from various investors, including Six Sense Ventures and Kotak Securities. Notably, its last funding round of $22 million in 2021 was led by Morgan Stanley Private Equity Asia (MSPEA). The company also counts celebrities like Shilpa Shetty and Varun Dhawan among its investors.
Fullife's products are available in more than 40 countries, with ongoing expansion efforts in the US, Europe, and Gulf regions. The company operates a manufacturing facility in Maharashtra and collaborates with international pharmaceutical firms for product development.
Plans for scaling manufacturing and distribution capabilities are underway to support its growth strategy, which includes enhancing retail presence and improving access to digital channels. Fullife is also investing in new delivery formats and product innovations.
The popularity of effervescent tablets has surged among Indian consumers due to their convenience and health benefits. Fullife competes in this growing market against brands like Plix, Wellbeing Nutrition, and Oziva. The dietary supplement sector is rapidly expanding, attracting attention from both new D2C startups and established legacy brands.
For example, last year, Dabur launched its own digital-first wellness brand, Siens, while Marico acquired a majority stake in Plix. Additionally, USV recently purchased a 79% stake in Wellbeing Nutrition for ₹1,583 Cr ($174.7 million) in an all-cash transaction.
