In an industry saturated with wellness fads and miracle claims, Moderate—a Hyderabad-based startup—positions itself as a science-driven disruptor. At a time when the Indian health supplement market is cluttered with appetite suppressants, detox teas, and metabolism boosters, Moderate’s claim to fame is clinical research. The brand offers a range of products targeting weight management and metabolic health, including its flagship Calorie Crusher tablets, which, according to its founders, reduce “up to 40% post-meal sugar spikes.” But in a market where scepticism is high and consumer trust is fragile, can a research-backed pitch be enough to sustain long-term growth?
Moderate’s total revenue from operations in FY 2023-24 stood at Rs 5,36,080, while the company reported a net loss of Rs 11,84,560 for the same period.
India’s corporate wellness market generated $1,632.5 million in revenue in 2023 and is projected to reach $2,563.4 million by 2030, growing at a CAGR of 6.7% from 2024 to 2030, according to Horizon Grand View Research.
The Shark Tank boost
Moderate’s trajectory changed after securing funding on Shark Tank India, a platform that has turned startups into household names overnight. The company bagged an investment from Kunal Bahl and Aman Gupta—both seasoned entrepreneurs with a knack for scaling consumer brands.
The founders sought Rs 50 lakh for 1.25% equity, valuing the company at Rs 40 crore. The pitch received mixed reactions, with judges questioning clinical validation, side effects, and regulatory hurdles. The founders claimed Rs 1 crore in sales over nine months, projecting Rs 6 crore by year-end, with a 33% repeat purchase rate. Vineeta Singh and Peyush Bansal opted out, citing safety concerns and consumer hesitation. Anupam Mittal also declined, recommending third-party trials. Kunal Bahl and Aman Gupta made competing offers, and after negotiations, the deal was finalised at Rs 1 crore for 5% equity.
“Appearing on Shark Tank India was a transformative moment for Moderate,” Sreeram Reddy Vanga, co-founder, Moderate told BrandWagon Online. “The funding will primarily fuel product innovation and aggressive marketing campaigns.” That last part—aggressive marketing—raises a pertinent question: Can scientific credibility survive the pressure of mass-market advertising?
The science vs. the sales pitch
Moderate’s core claim is that its products are built on clinical research rather than marketing hype. Lalitha, co-founder, asserts that the company’s Calorie Crusher tablets are “backed by extensive clinical studies conducted in leading institutions of India, including AIIMS-Bhubaneshwar.” The research, she added, follows the “gold standard” of placebo-controlled, double-blind studies.
However, while the emphasis on clinical trials is a welcome departure from the industry norm, consumer adoption in India often hinges more on perception than on published studies. Wellness brands that have thrived in the past—whether ayurvedic giants or protein supplement startups—have done so by weaving science into a compelling narrative, not just citing research papers.
Navigating a competitive and price-sensitive market
The Indian health and wellness market is brutally competitive, with global heavyweights and homegrown challengers jostling for market share. Moderate’s pricing—Rs 999 for a month’s supply of Calorie Crusher—puts it in the premium category. While metro consumers might be willing to pay for “clinically backed” wellness, the real test lies in Tier II and Tier III penetration.
“Quality is non-negotiable,” Lalitha added. “With the booming economy, consumers are eager to invest in premium, clinically backed health solutions.” But in a price-sensitive market where even multivitamin supplements face scrutiny, it remains to be seen whether Moderate’s premium positioning will translate into widespread adoption.
Moderate has entered the market at an opportune time, tapping into rising health consciousness and the increasing acceptance of functional foods. However, challenges remain. Consumer education, regulatory compliance, and the fine line between scientific credibility and aggressive marketing will determine whether Moderate is here for the long run or just another wellness brand riding the wave of fleeting trends. As the industry has shown time and again, staying relevant is harder than making a splash.