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Truemeds Boosts Margins and Decodes Pricing in the Generics Game

Breaking the Code: How Truemeds is Revolutionizing India’s Generic Medicine Market

India’s pharmaceutical sector, valued at a whopping $66.66 billion, is in the middle of a chronic healthcare crisis. The rising medical expenses are putting a massive strain on Indian households, with the average rural Indian shelling out INR 135 per month, while city dwellers are paying INR 250, according to the government’s monthly consumption expenditure survey. Yet, despite being home to the 14th largest pharma industry globally and a leading supplier of generic drugs, India is battling a severe healthcare gap, with over 1.6 million lives lost annually due to inadequate healthcare services.

This paradox is exacerbated by India’s poor healthcare infrastructure, high pollution levels, and limited access to quality medical professionals. As a result, drug dependency is on the rise, while the cost of branded medicines continues to add pressure on household budgets.

Enter Truemeds, a game-changer in India’s pharmaceutical landscape.

Bridging the Affordability Gap Founded by Akshat Nayyar and Dr. Kunal Wani, Truemeds emerged with a mission to deliver affordable healthcare by focusing on generic medicines. With the rising costs of branded drugs in a market known for its affordable generics, Truemeds sought to break the brand-driven ecosystem that had been dominating India’s healthcare for decades.

Nayyar, a former employee of global pharma major Abbott, noticed an opportunity when the Medical Council of India (MCI) mandated that doctors should prescribe drugs by their salt (generic) names rather than brand names. While the mandate faced resistance from some doctors, the government doubled down in 2018, requiring that generic names be printed in a larger font than brand names on prescriptions. This move was aimed at reducing the strong influence of pharmaceutical companies on doctors and making medications more accessible and affordable for patients.

Disrupting the Pharma Ecosystem Truemeds began as a listing platform for generic alternatives, allowing patients to compare different medicines much like Zomato’s early model for restaurant discovery. However, the growing demand from consumers led Truemeds to evolve into a full-fledged medicine delivery service. The company capitalized on the need for affordable medicines and linked accessibility directly with affordability, offering a unique value proposition in India’s pharmaceutical market.

Despite competition from other players in the market, such as Tata 1mg and PharmEasy, Truemeds has raised over $100 million in funding, including a recent $85 million round led by Accel and Peak XV Partners. But what sets Truemeds apart from its competitors is its focus on offering the right value for money, ensuring both quality and affordability for patients.

The Profitability of Generic Medicines The real challenge in executing a successful generic drug model at scale lies in distribution. While branded medicines benefit from a well-established and predictable supply chain, generics face a fragmented distribution system, often resulting in patchy and inconsistent availability.

Truemeds recognized this gap and partnered with smaller generic drug manufacturers to generate demand for their products. This enabled Truemeds to capture higher margins and pass on the savings to consumers, all while offering quality generic alternatives. Unlike the branded pharmaceutical system, where companies retain 60-70% of the margin due to advertising and marketing, Truemeds flips the structure. It captures 50-60% margins before discounts and 20-30% after discounts, all while offering medicines at a much lower price point.

This model has been a success, with Truemeds achieving a topline of INR 510 crore in FY25, marking a 57% increase year-on-year. The company has also expanded its offerings to include vitamins, oral care products, and other essentials, further tapping into the growing healthcare wallet of Indian consumers.

The Future of Truemeds For Truemeds, customer education and acquisition remain the biggest hurdles. Unlike traditional pharmacies, which rely on prescriptions for demand, Truemeds has to convince consumers to shift from branded drugs to generic substitutes. This has required substantial marketing efforts and awareness campaigns to educate the public about the benefits of generic drugs.

While generic medicine platforms have struggled to scale, Truemeds has found success by focusing on customer retention. Once a consumer starts saving 40-50% on chronic illness medicines, they are likely to stay loyal to the platform.

In the coming years, Truemeds plans to expand its services further, especially in diagnostics. The startup is planning to launch blood tests in select Tier II and Tier III towns, where healthcare services are often limited.

Sustainability in Healthcare Truemeds’ journey is a testament to the power of innovation and entrepreneurship in solving India’s healthcare crisis. By focusing on generic medicines, Truemeds is offering a sustainable solution to the ever-growing pharmaceutical market, bridging the gap between affordability and accessibility.

However, for Truemeds to make true progress, India must overcome its reluctance to embrace generics. Despite their significant cost advantages, branded drugs still dominate the market, making it difficult for consumers to switch to generic alternatives.

The road ahead is challenging, but with its strong operational model and commitment to improving healthcare access, Truemeds is well-positioned to lead the charge in India’s healthcare transformation.

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Can This Startup Patch Up India’s Nutritional Gaps?

In a country as bustling as India, where long working hours and an ambitious lifestyle are the norm, nutrition often takes a backseat. The fast-paced, stress-filled routines lead to common deficiencies in essential nutrients such as Vitamin D, Iron, Vitamin B12, Vitamin B9 (Folate), and Protein. These gaps, often overlooked, not only contribute to fatigue and low energy levels but also invite a slew of chronic health problems, affecting both physical and cognitive performance. The impact on immunity, muscle health, skin quality, and hair is often the silent but powerful force behind many of these deficiencies.

However, a shift in consumer behavior is underway. Post-pandemic, Indians have become more conscious of their health and nutrition. The health supplements market, once overlooked, has gained significant traction. Brands like OZiva, HealthKart, Wellbeing Nutrition, Nutrabay, and The Whole Truth are breaking the cycle of poor nutrition and helping Indians adopt healthier lifestyles. This surge in awareness has driven the Indian dietary supplements market to a projected INR 557.7 billion by 2033.

Yet, despite this growth, innovation in the sector is somewhat stagnant. Most supplements are offered in the form of capsules, powders, gummies, and bars, making it hard for brands to stand out and provide real value. Enter Patch Up Health, a new startup founded in July 2024 by Radhika Rajpal and Raghav Gandotra, which is offering a revolutionary solution to this age-old problem.

The Patch Up Health Revolution: A Transdermal Approach

While the conventional supplement industry continues to deliver nutrients in the traditional ways, Patch Up Health has set out to disrupt the market by introducing transdermal patches for nutrient delivery. These patches absorb vitamins and minerals through the skin, providing a cleaner, more efficient way of supplementing without ingesting pills, powders, or sugary bars. The idea stems from Rajpal and Gandotra’s own experiences and frustrations with the conventional supplement market, which often contains harmful additives and preservatives.

Radhika Rajpal’s Vision The story of Patch Up Health began with a personal experience. In 2022, while visiting India, Rajpal discovered an alarming difference between the supplement she used regularly in the UK and its Indian counterpart. Despite looking similar on the outside, the Indian version contained harmful additives, such as titanium dioxide, which was banned in the UK. This discovery triggered Rajpal’s mission to create a product that was free from additives and preservatives, offering only pure, essential nutrients.

Her passion for health and wellness led her to explore a more efficient way to deliver nutrients — transdermal patches. Rajpal, a former fintech entrepreneur and founder of GetSetPop, a nutraceutical brand, realized that the future of health supplements could lie in delivering vitamins directly through the skin.

Innovation Meets Wellness: The Science Behind the Patch Patch Up Health works by delivering fat-soluble vitamins and minerals through four smart layers in the patch: a foam base, a nutrient reservoir, a porous liner for slow nutrient release, and a skin-friendly adhesive. Once applied, the patch absorbs nutrients through the skin’s lipid layer, ensuring a steady and effective nutrient flow, bypassing stomach issues commonly associated with oral supplements.

Research shows that nutrients like Vitamin D are absorbed up to 60% more effectively through the skin than through oral consumption. This method not only avoids digestive issues but ensures a constant nutrient supply throughout the day, enhancing absorption.

Challenges and Opportunities in the Growing Supplement Market

With its groundbreaking approach, Patch Up Health has caught the attention of both consumers and investors. The startup recently gained recognition on Shark Tank India, resulting in a 4X growth in revenue and a surge in customer interest. Within a year of launching, Patch Up generated INR 4.2 crore in revenue, with more than 50,000 users, largely from metro cities like Mumbai, Delhi, and Bangalore.

As the startup looks to expand, its next steps include entering new categories such as pain management and beauty, focusing on skin health, anti-aging, and wrinkle concerns. Additionally, Patch Up is exploring wearable technology, integrating real-time monitoring with nutrient delivery, aiming to blend wellness with data for a more personalized consumer experience.

However, despite its innovative approach, Patch Up Health faces a number of challenges. The supplement market is highly competitive, with both established brands and emerging startups vying for market share. Differentiation will be crucial to long-term success, as many players will likely replicate Patch Up’s transdermal delivery system.

The Road Ahead: Patch Up’s Potential for Growth

The future of Patch Up Health appears promising. With a strong foundation in clean, effective supplementation and an innovative delivery system, it stands out as a potential leader in the health and wellness sector. But growth will come with its own set of challenges. Customer retention, in particular, will be a key focus, as the market matures and consumers demand even more transparency and efficacy from brands.

As Patch Up continues to expand its reach, it may set a new standard for the industry — one that is more health-conscious, sustainable, and free from the additives and preservatives that plague traditional supplements. As India’s nutritional gaps continue to widen, will Patch Up Health be the solution that helps the country bridge the gap between convenience, health, and sustainability?

The startup is on a mission to change the way India thinks about nutrition, paving the way for a healthier, fitter future.

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How Yellow Plans to Bring Order to the Broken Estate Planning Market

In a country where superstition meets procrastination, estate planning has long remained a taboo. The numbers paint a grim picture: less than 10% of Indians write formal wills. The result? Property disputes that drag on for decades and a staggering INR 2 Lakh Cr worth of unclaimed assets gathering dust in the system.

Yellow, a Bengaluru-based startup, is stepping into this chaos with a clear mission: to digitise and democratise inheritance planning for Indian and NRI families.

A Culturally Neglected Crisis

Legacy planning in India is often avoided until it's too late. Unlike in the West, where nearly half of adults have a will in place, India lags far behind. Even when wills are written, they’re usually informal, handwritten, and poorly stored — leading to ambiguity, conflict, and prolonged legal battles.

The absence of structured succession plans leaves families vulnerable. Most don't even know what assets exist, let alone how to claim them. Over INR 50,000 Cr in unclaimed assets sit untouched due to a lack of basic documentation or awareness.

The pandemic changed the game. Mortality became a dinner-table topic, and the idea of preparedness gained traction. This shift in mindset has spurred the emergence of India's estate planning market, valued at $1.7 Bn in 2023 and projected to reach $2.8 Bn by 2030.

Building a Digital First-Mover

Founded by Niranjan Ravikiran Vemulkar and Nikhil Varghese, Yellow launched in 2023 with the goal of solving a quiet, often invisible problem: what happens after someone dies.

The platform started with digital will creation but has since evolved into a full-stack legacy planning solution. From asset listing and family trusts to post-demise legal services, Yellow provides a 360-degree toolkit for Indians who want to bring clarity to their affairs.

Key services include:

Legally compliant will creation

Asset inventory and digital vault

Post-demise assistance for legal heir certificates, succession certificates, and real estate transfers

Power of attorney, gift deeds, medical directives

End-to-end support via a network of 500+ agents and legal experts

What makes Yellow unique is its execution capability. It doesn’t stop at documentation — it helps families navigate the bureaucratic maze post-death with hands-on, localized support.

A Business Built on Personal Pain

Both founders come from deeply relevant backgrounds — Vemulkar spent over a decade in the US financial sector before returning to India, while Varghese is a chartered accountant with extensive experience in estate and succession planning.

Their personal experiences with the chaos following a family member’s passing convinced them of the need for a structured solution.

Yellow’s pricing starts at INR 1,499, with tiered plans offering features like video consultations and full legal support. Subscriptions include unlimited edits for a year, and all data is securely hosted on Google Cloud with AES-256 encryption.

The platform has already served 20,000+ users and generated INR 46 Lakh in revenue in its first year of operations.

Competing in a Fragmented Market

Yellow enters a growing but still fragmented space. Competitors like FreeWill, WillJini, and AasaanWill offer piecemeal services, but most still rely heavily on offline or lawyer-drafted formats. Yellow’s end-to-end digital approach is its core differentiator.

What sets the startup apart is its ambition to not just be a tool — but a partner in legacy planning. It offers bundled solutions embedded in partnerships with insurers like Acko and platforms such as Healthi, Even, and Scripbox.

Looking Ahead

Despite early traction, Yellow’s biggest challenge lies in changing mindsets. Conversations about death remain uncomfortable. Without an inheritance tax to drive urgency — as seen in other markets — estate planning in India is a self-motivated exercise.

Yet signs of change are evident. Adoption is rising among Indians aged 35–50, and NRIs are increasingly looking for tools to manage assets from abroad. The brand’s NRI-focused roadmap and senior-citizen friendly features like voice input are aimed at expanding inclusivity.

The founders also plan to leverage AI selectively to improve customer experience, especially for elderly users navigating digital tools for the first time.

Final Thoughts

India’s estate planning market is at an inflection point. With increasing awareness and a clear product-market fit, Yellow is well-positioned to lead this new frontier.

It won’t be easy. Habits, especially around legacy and mortality, don’t change overnight. But if Yellow succeeds in making legacy planning mainstream — not just for the wealthy but for the middle class — it will have solved one of the country’s quietest yet costliest crises.

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Can This Bengaluru Startup Crack India’s Compliance Conundrum With AI?

For decades, India’s financial institutions have depended on an army of consultants, auditors, and in-house compliance teams to keep them in line with an ever-evolving regulatory landscape. But this traditional model—expensive, manual, and snapshot-based—is straining under the pressure of dynamic reforms from bodies like RBI, SEBI, and IRDAI.

Enter Zango AI, a new-age regtech startup on a mission to bring real-time, always-on compliance through the power of artificial intelligence combined with legal expertise.

From Consultant-Led to AI-Native Compliance

Founded in 2024 by serial entrepreneurs Ritesh Singhania and Shashank Agarwal, Zango AI flips the legacy compliance model by combining:

Advanced machine learning

Natural language processing

Domain-specific legal oversight

Instead of depending on point-in-time audits or scattered human review, Zango's platform offers continuous compliance monitoring, helping banks, fintechs, and insurers remain audit-ready at all times.

Its hybrid software plus services model not only automates compliance workflows but also instills the one thing clients value most in this space: trust.

Why Zango AI Is Different

Unlike many AI platforms, Zango isn’t trying to replace human expertise—it’s enhancing it.

Fine-Tuned LLMs for Regulation: Leveraging models like Google Gemini (for its extended context window), Zango can read and interpret long policy documents without chunking—reducing hallucinations and improving legal precision.

Lawyers as AI Trainers: Zango doesn’t use product managers to train its models. It employs domain experts (lawyers) to teach AI how to interpret compliance across UK, US, EU, and Indian legal systems.

Real-Time, Modular Platform:

Horizon Scanning: 24/7 updates on only the regulations that matter

Obligation Mapping: Bridges gaps between internal controls and regulatory changes

Policy & Controls Management: Full audit trail of internal frameworks

Risk Acceptance Tracking: Monitors unresolved compliance decisions

The Founders' Credibility: A Cross-Border Compliance Perspective

Both cofounders carry deep insights from building compliance and fraud detection systems across India and the UK.

Singhania built ClearGlass, a transparency platform for UK asset managers. Agarwal founded Thirdwatch, later acquired by Razorpay, and led ML risk systems at PhonePe. Despite their different geographies, they faced the same challenge: software alone couldn’t bridge the trust gap in compliance.

Zango’s thesis? Build a compliance-first AI stack with legal reasoning at its core, and earn trust through outcomes.

Global Before Local: The Smart Expansion Strategy

Zango is headquartered in London, launched first in Europe, then the US, and is now building its presence in India.

Why this route? India presents both opportunity and resistance. While regulation is tightening and digital finance is booming, Indian enterprises remain price-sensitive and consultant-dependent. Many still see compliance as a checkbox, not a growth enabler.

That’s why Zango wants to come to India with validation and proof, not just ambition.

The Business Model: Compliance-as-a-Service

Zango follows a modular subscription and usage-based pricing model. Clients pay based on:

Number of jurisdictions and modules

Volume of regulatory scans, campaign reviews, etc.

Typical annual deal sizes range from $70,000 to $180,000, with large institutions paying six figures. It already counts global players like Juni, Monzo, and Novobanco as clients.

Is India Ready?

With increasing regulatory expectations (like the revamped CKYC guidelines, or mandatory regulatory impact assessments), India’s compliance market is poised for disruption.

But success here won’t just be about product—it’ll be about timing, relationships, and education.

Zango is in discussions with major Indian financial players such as PhonePe and Razorpay, aiming to prove that it isn’t just cutting compliance costs—it’s helping Indian businesses launch faster, grow confidently, and stay compliant.

The Road Ahead

Zango AI recently raised $4.8 million in seed funding led by Nexus Venture Partners, joining the ranks of India’s growing regtech movement alongside Sprinto, IDfy, Signzy, and others.

The funds will power:

Team expansion in Bengaluru and London

Development of AI-native modules for governance, risk, and compliance (GRC)

Final Thought

Can Zango crack the Indian compliance code with AI? It won’t be easy. But with deep domain knowledge, a trust-centric model, and a disciplined expansion strategy, it might just define how financial compliance is delivered in the future.

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How RED Health Is Breaking Barriers To Redefine Emergency Medical Response In India

Until recently, India lacked a unified emergency medical response system like the 911 service available in many countries, including the US. People primarily depended on traditional, fragmented ambulance services, often provided by under-equipped operators who did not adhere to standardized protocols. This created significant gaps in critical care, especially in urgent situations where response time and quality of care can mean the difference between life and death.

The State of Emergency Medical Services (EMS) in India

In India, one ambulance serves about 65,000 people, and response times in densely populated urban areas can extend to 30-40 minutes, especially during traffic jams. Rural areas often face even greater challenges due to poor infrastructure. As of June 2024, the National Ambulance Service (NAS) scheme reported only 15,283 Basic Life Support (BLS) units, alongside fewer Advanced Life Support (ALS) vehicles, which underlines the inadequacy of the system.

However, RED Health, a Hyderabad-based healthtech startup, is on a mission to transform this landscape. Founded by Prabhdeep Singh, RED Health has emerged as a pioneering force in emergency medical response in India, striving to offer rapid, reliable, and efficient care to those in need.

RED Health’s Vision and Impact

Prabhdeep Singh’s personal experience with India’s flawed emergency system was a turning point in his journey to create RED Health. After a medical emergency involving his father revealed the severe shortcomings of the ambulance network, Singh set out to build a comprehensive emergency medical response service that would address India’s unique needs.

Today, RED Health operates as India’s largest private ambulance system, boasting a network of over 10,000 ambulances across 550+ cities. This includes air ambulances, on-road vehicles, and even train-based services, with the company owning about 500 of these ambulances. The rest are managed under its platform, all equipped with advanced life support (ALS) systems and staffed with trained paramedics to provide pre-hospital care during transport.

RED Health’s emergency medical services are designed to ensure no time is wasted. Calls are answered by clinically trained agents in under two seconds, and ambulances are dispatched within five minutes. The platform provides a 24/7 emergency response network, ensuring that critical care starts the moment the patient is on their way to the hospital.

A Full-Stack EMS Ecosystem

When RED Health launched, it initially aimed to operate as an asset-light platform, connecting existing ambulance services with those in need. But as Singh and his team delved deeper into the market, they realized that the sector was highly fragmented and under-regulated, prompting them to build a full-stack ecosystem from the ground up. This ecosystem includes not only emergency medical services but also pre-hospital care, telemedicine, and a range of allied services such as home care and medical concierge services during recovery.

Key services offered by RED Health include:

24/7 Emergency Response Network: The platform operates the largest emergency response network in India, including road, train, and air ambulances. Equipped with 5G connectivity, ALS tools, and real-time coordination with hospitals, the network ensures live tracking and mobile ICU services during transport.

Flash App for On-Demand Services: RED Health’s Flash app, operational in cities like Hyderabad, offers on-demand medical assistance for non-emergency situations. Users can request ambulances, nursing services, and homecare within minutes.

Corporate Partnerships: Through partnerships with over 100 corporate houses, RED Health provides subscription-based emergency care for more than a million employees.

Hospital Collaborations: RED Health works closely with over 4,000 hospitals to streamline patient referrals and provide ambulance services.

RED Family Protect: A service designed to provide dedicated emergency care for families, especially for elderly members, with 24/7 helplines and rapid medical responses during critical situations.

REDversity for Healthcare Education: Through this initiative, RED Health offers pre-hospital care training, helping healthcare professionals gain vital skills to address emergency medical needs.

Growth and Scaling the Model

RED Health's growth trajectory has been impressive. In FY25, it reported a revenue of INR 121 Cr, and the company expects a 65.2% increase in the current financial year. With institutional funding worth $62 million, the startup is poised for significant expansion.

Its success comes from the seamless integration of technology, a strong network of trained paramedics, and strategic collaborations with hospitals and corporate clients. As the company continues to expand its operations, it’s clear that RED Health has the potential to reshape the way emergency medical services are delivered in India and beyond.

The Road Ahead

According to an IMARC report, the ambulance services market in India, currently valued at $5.2 billion, is projected to reach $9.7 billion by 2033, growing at a CAGR of 6.4%. This growth offers RED Health immense opportunities to expand its service offerings and geographical reach. While competitors like Medulance, Zenzo, and Dial 4242 operate in the same space, RED Health’s pan-India presence, its full-stack approach, and its ability to respond quickly to emergencies set it apart from others.

Looking ahead, RED Health is focused on strengthening its corporate and hospital partnerships and diving deeper into AI-driven predictive healthcare solutions. The company’s long-term vision includes global expansion and the integration of preventive care, air ambulances, and community training.

The next few years will test RED Health’s ability to maintain its service edge and reliability at scale. But with its comprehensive approach, strong partnerships, and innovative technology, the startup is well-positioned to redefine emergency medical response and lead the way in India’s healthcare revolution.

By addressing India’s EMS challenges with cutting-edge technology and a full-stack service model, RED

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Can This Music-Tech Startup Power Indie Artists To Transform India’s Creative Economy?

When Pandit Ravi Shankar strummed his sitar alongside George Harrison at the Concert for Bangladesh, it was more than music — it was East meeting West, melody uniting humanity. Fast forward five decades, India’s music legacy is more vibrant than ever — digitised, democratised, and dispersed across platforms like Spotify and YouTube.

India’s digital music industry is now a $1.11 Bn giant, poised to grow to $1.39 Bn by 2030. But despite the boom, a fundamental disconnect remains.

🎤 The Indie Paradox

Independent artists – especially from tier II and III cities – struggle to break through. Algorithms favour the familiar. Distribution is opaque. Royalties? A black hole for many. The industry sings, but not in unison.

That’s where SwaLay Digital, a music-tech startup founded by engineering graduate Nikhil Jain, comes into play.

🚀 A Startup Born Out of Struggle

As an indie artist himself, Jain faced the chaos of music distribution, rights management, and lack of visibility. Instead of giving up, he built SwaLay in 2021 – a full-stack music distribution platform tailored to India’s aspiring creators.

Artists can now:

Upload songs with just a few clicks

Distribute across 50+ global platforms

Track real-time royalties & analytics

Use AI-driven metadata tools for better reach

More than 8,000 artists have already joined the platform, contributing to a revenue of INR 25 Lakh in FY25 – all bootstrapped.

🛠️ More Than Just Distribution

SwaLay goes beyond uploads. It offers a comprehensive ecosystem:

🎼 Publishing & Licensing: Partnered with major platforms to ensure artists get paid and protected.

📊 Royalty Intelligence: See who’s listening, where, and how much revenue is flowing in.

🤝 Artist Collaboration Tools: India’s first peer-to-peer network (A2A) fosters organic collaborations.

🎓 Campus Programs: “The Voice of Campus” scouts student creators from universities.

📍 Grounded in Grassroots

Jain’s alma mater, Galgotias University, played a key role. He surveyed peers, found 70% had no clue how to monetise music, and used the campus as a testbed for SwaLay’s first MVP.

📈 The Road Ahead: From Local to Global

India’s $453.71 Bn music streaming market is only growing – fast. SwaLay is riding that wave but anchoring itself in local languages, regional onboarding, and transparency-first infrastructure.

Key differentiators:

Creator Passport: A verified digital ID that tracks releases, rights & collaborations

Affordable Subscriptions: Starts at just INR 99

Upcoming Features: AI-powered mastering, sync licensing, mobile app, and university creator hubs

The vision?

“To become Asia’s leading non-film music-tech ecosystem, build a 50,000-strong artist community, and power 5% of India’s indie music revenue.” – Nikhil Jain

🎶 Final Note: Can It Hit the Right Chord?

Music thrives across India — from train stations to college hostels. But can platforms like SwaLay sustain in an increasingly crowded creator economy?

That remains to be seen. But one thing is certain: India’s indie artists now have a louder mic and a smarter stage.

👏 What Do You Think?

Could platforms like SwaLay change the future of India's music economy? Do you know creators who might benefit from this?

👉 Let’s talk in the comments.

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How Reelies Is Serializing Reels to Win India’s OTT War

In the fast-evolving entertainment industry, microdramas are emerging as a dynamic trend, particularly in India. With their sleek, vertical format, short runtime, and ability to engage viewers across a diverse spectrum of society, these bite-sized stories are reshaping the way people consume content. At the heart of this microdrama revolution is Reelies, a startup that is at the forefront of this OTT wave, positioning itself as a game-changer in India's digital content landscape.

The Rise of Microdramas

While India may have been late to embrace mobile soap operas compared to China, it has rapidly caught up with the trend. Social media platforms like TikTok, Instagram, and Facebook initially served as incubators for short-form videos, but the evolution into serialised, vertical content has sparked a new phase in entertainment. What started as simple, bite-sized videos has now evolved into a robust genre of microdramas, with some series spanning over 100 episodes. These series, typically ranging from 30 seconds to two minutes per episode, are tailor-made for mobile screens, meeting the need for quick, on-the-go entertainment that suits the modern lifestyle.

As Anshuman Misraa, the founder of Reelies, aptly points out, “The entire content consumption format has changed. The only form of content being consumed across all sections of society today is reels." With more than 5 million downloads across 50 series in genres like romance, fiction, drama, and sitcom, it’s clear that microdramas are becoming a mainstream content format. Misraa, with over two decades of experience in content creation, recognized the potential of this trend early on and launched Reelies in 2024, initially as a bootstrapped venture.

Rewriting the Rules of Content Consumption

The key to Reelies’ success lies in its ability to offer quick, affordable, and engaging entertainment. While traditional entertainment formats like movies and long-form TV series demand significant time and monetary commitment, microdramas cater to a society that increasingly values convenience. As Misraa explains, "It takes half-a-day to watch a two-and-a-half-hour movie at a multiplex, and you need to shell out INR 2,000-2,500. Microdramas offer a solution to the spiraling costs and long viewing times." The low cost of production combined with shorter runtimes positions Reelies as a compelling alternative to traditional OTT platforms.

Targeting India’s Gen Z

India, with its young and tech-savvy population, is ripe for the microdrama revolution. Gen Z (18-24) and millennials (25-40), who together constitute nearly 46% of the consumer spending population by 2035, are driving this trend. With over 377 million Gen Z individuals in India, the demand for mobile-first, short-form content is at an all-time high. According to Miaozhen Systems, the primary audience for microdramas is between 25 and 54 years old, with a substantial presence of younger viewers.

This demographic’s love for romance-based microdramas has been particularly evident in Reelies’ success. Shows like "Main Hoon Millionaire," which has garnered over 5 million views in just one month, have captured the imagination of viewers in regions like Gujarat, Maharashtra, and Punjab. With plans to expand into regional languages such as Telugu, Bengali, and Gujarati, Reelies is positioning itself as a platform for diverse Indian audiences.

Lean Production, High Quality

One of the defining aspects of Reelies is its lean production model. By focusing on the vertical format, which limits the number of on-screen characters and the scope of settings, the platform is able to produce content efficiently and at a fraction of the cost of traditional OTT shows. The production budget for a full year of content at Reelies is less than the cost of producing a single mainstream show on traditional OTT platforms, which often cost INR 40-50 crore per episode.

Despite the low production costs, Reelies does not compromise on quality. As Misraa emphasizes, "Microdramas do not equate to cheap content. We optimize, but we don’t cut corners." This approach to content creation allows the startup to deliver high-quality microdramas while keeping costs manageable.

Monetization and Subscriber Growth

Reelies initially adopted a freemium model to monetize its content, offering viewers the choice to watch ads or subscribe to an ad-free experience. However, the platform recently transitioned to a subscription-only model, with affordable pricing tiers: INR 10 for a day, INR 30 for a week, and INR 60 for a month. The response has been positive, with around 60% of users opting for the daily plan. Since its launch, Reelies has garnered around 18,000 paying subscribers and has set ambitious goals for growth, including reaching 2 million registered users in its first year and converting 20% of them into paid subscribers.

The platform’s growth is also fueled by its strategy of releasing 10 episodes every week across different series, keeping users engaged with fresh content regularly. Cliffhangers and daily episode limits—borrowed from mobile gaming apps—are used as engagement tactics to encourage users to keep coming back for more.

The Road Ahead: A Global Vision

Looking ahead, Reelies is preparing for global expansion. The platform has already seen traction in countries like Bangladesh, Nepal, Pakistan, and the U.S. and Canada, and it plans to launch content in languages such as English, Spanish, and Arabic. The goal is to cater not just to Indian audiences but to a global market hungry for short-form, engaging, and mobile-first content.

The future of Reelies and the broader microdrama industry looks promising. According to EY research, India’s short-form video user base is expected to surpass 600 million by 2027, offering significant opportunities for platforms like Reelies. As Misraa puts it, "Microdramas are designed with tight climaxes that make you want to watch what happens next. That urge is the key to driving engagement and conversion."

Conclusion: Innovation at Its Core

In an era where attention spans are shrinking, and entertainment preferences are evolving, Reelies is tapping into the future of content consumption with its innovative approach to microdramas. By focusing on quality, cost-efficient production, and user engagement, Reelies is poised to redefine the OTT landscape in India and beyond. As Misraa reflects, “It’s all about habit-building and engagement.” For Reelies, the road to success is paved with creativity, technology, and a commitment to redefining how we experience storytelling.

This article presents Reelies as an emerging player in the OTT space, highlighting its innovative approach to content production, its understanding of audience preferences, and its strategic goals for growth and expansion.

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How One Founder’s Darkest Hour Lit The Way For LISSUN’s Mission To Democratise Mental‑Health Care

Turning Pain into Purpose

In 2020, during the height of the pandemic, Krishna Veer Singh found himself at a breaking point. His role at Uber India was impacted, and it pushed him into a personal mental health crisis—one that forced him to face long-ignored feelings of anxiety and burnout. Admitting he needed help was difficult. The fear of judgement, the societal stigma—these barriers were all too real.

But it was in that moment of vulnerability that the idea for LISSUN was born. Along with co-founder Tarun Gupta, Singh set out not just to build another mental wellness platform, but to create a system that genuinely helps people—by making mental healthcare accessible, affordable, and stigma-free.

The 6 Pillars of Change

LISSUN was built around six guiding principles: Awareness, Acceptance, Anonymity, Accessibility, Affordability, and Availability. These pillars have shaped everything from the platform’s design to its on-ground execution.

Reaching People Where They Are

Rather than rely solely on an app-first model, LISSUN chose a hybrid (phygital) approach—embedding mental health services where people need them most. From partnering with healthcare providers treating patients with chronic conditions like cancer, infertility, and kidney disease, to supporting students in high-pressure coaching environments, LISSUN made therapy available both offline and online.

By placing therapists within clinics, hospitals, and coaching centres, the platform ensured immediate support, while its digital arm extended ongoing care.

Early Intervention Through ‘Sunshine’

Recognising that mental health struggles often begin in childhood, LISSUN launched Sunshine in 2023—a specialised vertical for children with autism, ADHD, and other developmental challenges. These physical centres provide one-on-one therapy and customised care plans for children and their parents, bridging a major gap in early intervention support in India.

Today, Sunshine is present in several cities, with plans to expand across the country in the coming years.

Steady Growth with Real Impact

LISSUN has seen encouraging traction:

Over 1,00,000 therapy sessions conducted

More than 7,000 children supported

Revenue grew from ₹3 Cr to ₹10 Cr in a single year

Though profitability remains a challenge—owing to the cost of physical centres and in-house therapists—the growth is clear, and so is the impact.

Standing Out in a Crowded Space

What truly differentiates LISSUN is its focus on children and early-stage care, combined with its deep integration into healthcare and education systems. Most platforms connect users with therapists—LISSUN goes a step further by becoming part of the environment where the need is greatest.

What Lies Ahead

As LISSUN scales its footprint, it must navigate critical challenges like data privacy, therapist availability, and financial sustainability. But its mission remains clear: to ensure mental health care is not a luxury, but a basic right available to everyone—especially the most vulnerable.

Final Thought

Krishna Veer Singh’s story reminds us that true innovation often begins with personal pain. What began as a crisis has evolved into a growing movement—one that’s reshaping how India approaches mental wellbeing, one therapy session at a time.

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From Corporate Life to a Mission in Nutrition: The Story Behind Good Monk

Amarpreet Singh Anand had a successful corporate career. He worked with well-known companies like Mondelez and Diageo, helping build global brands and enjoying all the perks that came with it. But during the COVID-19 pandemic, everything changed.

He noticed how difficult it was for his wife to get their sons to eat healthy food. When a doctor told them their elder son had a very low BMI and was at risk of undernutrition, it became a wake-up call.

Anand consulted several doctors and nutritionists, but nothing seemed to help. That’s when he decided to dive deeper into the world of nutrition himself.

The Beginning of Good Monk

After speaking with families, experts, and trying out many existing products, Anand and his wife Sahiba Kaur decided to create their own solution. In December 2022, they launched Good Monk — a brand focused on improving children’s nutrition through easy-to-use, science-backed products.

Good Monk’s most unique idea is a nutritional sprinkler — a tasteless powder that can be added to everyday food without children even noticing. It’s designed to improve nutrition without changing the food’s taste or texture.

Building the Right Product

Creating this product wasn’t simple. The team invested over ₹1 crore and spent months in research and development. They worked with nutrition experts from companies like Dabur and Nestlé to create the right formula.

The goal was to make something that was:

Easy to use

Free from artificial additives

Low in calories

Suitable for all kinds of meals

After several failed attempts, they finally launched their first product in January 2023. On day one, they sold over 50 boxes. Soon, parents were also buying it for elderly family members with dietary issues.

Growth, Research, and Results

Good Monk focused on building trust through science. Just four months after launching, they started clinical trials — something most companies delay for years. These trials showed strong results: better energy, improved immunity, and higher levels of essential nutrients like Vitamin D and B12.

The company also gained visibility by appearing on Shark Tank India in March. Since then, the brand has more than doubled its growth.

Some key highlights:

Revenue increased from ₹99 lakh in FY24 to ₹4.9 crore in FY25

Customer base grew from 16,000 to over 1 lakh

Customer retention rate reached 51%

Raised over ₹25.5 crore from investors like Multiply Ventures, RPSG Capital, and Sharrp Ventures

What Makes Good Monk Different?

While many products like Pediasure, Horlicks, or Bournvita exist, Good Monk offers a new format — something that fits into real daily meals easily and without fuss.

Their nutritional sprinklers now help not just kids, but also adults and the elderly. And unlike gummies or protein powders, there’s no issue with overconsumption or taste complaints.

The brand has also started offering probiotics, fibre mixes, and other nutrition-focused products, all made in-house and supported by a scientific advisory council.

Today, 65% of their sales come from their website, 30% from online marketplaces, and the rest through retail stores across Bengaluru.

Looking Ahead

Good Monk now operates across three categories: food, milk, and water-based nutrition. The team plans to expand quickly by improving its presence in quick commerce and retail while staying focused on its core strength — making nutrition easy, consistent, and practical for families.

As more brands enter this space, the challenge will be staying ahead with innovation, quality, and trust. But for now, Good Monk is leading the way by focusing on what really matters — real nutrition for real families.

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How Conscious Chemist Plans To Build A ₹100 Cr Brand With Active-First Skincare

When was the last time your skincare routine truly delivered on its promises?

In today’s oversaturated beauty market, one brand leans on Ayurvedic wisdom, another on Himalayan purity, and a third on exotic botanicals. Despite this abundance, skin concerns like acne, pigmentation, and sensitivity continue to persist.

The underlying issue? Real skin problems require science-backed solutions, not marketing narratives.

From Personal Frustration to Purpose

For Robin Gupta and Prakher Mathur, alumni of Galgotias University, building Conscious Chemist was rooted in personal experience. One of the founders struggled for years with keratosis pilaris—a condition largely ignored by mainstream skincare products in India.

Their discovery was eye-opening: the Indian skincare market was polarized between overpriced clinical brands and exaggerated herbal alternatives. There was a noticeable gap where effective, accessible, ingredient-first skincare should have existed.

That insight led to the founding of Conscious Chemist in 2020 with a clear goal—to embrace science instead of demonizing it, and to provide effective, research-driven skincare solutions.

Science Over Scare Tactics

Conscious Chemist was built on two key principles:

Functional, clinically proven ingredients like ceramides, peptides, and antioxidants to treat specific skin concerns

Conscious formulations that ensure both efficacy and skin compatibility

Their product lineup includes sunscreens, serums, night creams, moisturizers, and targeted treatments addressing acne, pigmentation, aging, and sensitivity. Their target demographic is urban millennials and Gen Z, who are increasingly educated about ingredients and seek transparency over hype.

This science-led approach paid off. In FY25, Conscious Chemist reported ₹32 Cr in revenue, with an ambitious roadmap to achieve ₹100 Cr ARR within the next year. The startup has raised ₹17 Cr from investors like Atomic Capital, Lotus Herbals Family Office, and Inflection Point Ventures.

A Multi-Channel Strategy That Works

Conscious Chemist follows a digital-first, omnichannel strategy. Its products are available on its own website, major ecommerce platforms like Nykaa, Amazon, Flipkart, Myntra, and quick commerce platforms such as Blinkit, Zepto, and Swiggy Instamart.

Revenue distribution reflects this balanced approach:

40% from direct-to-consumer website sales

40% from ecommerce marketplaces

20% from quick commerce channels

The brand has served over one million customers, and its appearance on Shark Tank India Season 3 resulted in a 15-fold surge in web traffic.

Innovation at the Core

Conscious Chemist differentiates itself with high-performance, science-forward products:

Berry Bright Sunscreen (SPF 50 PA++++): Offers broad-spectrum UV protection, combined with niacinamide for brightening and anti-inflammatory benefits. Leaves no white cast or greasy residue.

Antioxidant Booster Serum: Combines five powerful antioxidants including astaxanthin—6,000 times more potent than Vitamin C—to target pigmentation and aging.

Microneedle Patches: Designed for acne and dark spots, these dissolve into the skin overnight, delivering targeted actives without mess or irritation.

Retinol Body Repair Treatment: A rare formulation for stretch marks and skin tightening using clinical-grade retinol.

Founders Forged at Galgotias

Gupta and Mathur credit their alma mater, Galgotias University, as a foundational part of their entrepreneurial journey. Exposure to startup events, peer-led innovation groups, and a flexible academic structure enabled them to test and refine their business ideas while still in college.

“Unlike rigid academic setups, Galgotias encouraged side hustles and real-world problem solving. It gave us the room to experiment, fail, learn, and ultimately build something impactful,” said Gupta.

Scaling for the Future

India’s beauty and personal care market, currently valued at $33 billion, is projected to grow to $48.3 billion by 2033. Personal care alone is expected to contribute $14.8 billion by 2025. Conscious Chemist aims to capture a significant share of this market through:

Product portfolio expansion into acne solutions, body washes, and glycolic toners

Deeper penetration into Tier II and III cities

Educational content and IP to demystify skincare science

Expansion into adjacent categories like scalp and body care

The brand’s ultimate vision is to reach ₹500 Cr in revenue within the next five years, while maintaining profitability and staying true to its science-first ethos.

Competitive Landscape and Market Positioning

The brand operates in a highly competitive segment with players like Minimalist, Dot & Key, Foxtale, and The Derma Co., all offering affordable, science-backed skincare. What sets Conscious Chemist apart is its focus on advanced actives like astaxanthin and allantoin, and a pipeline of innovation rarely seen in conventional brands.

This includes unique offerings such as microneedle patches, antioxidant serums, and retinol-based body care, aimed at specific use cases often ignored by mainstream products.

Conclusion

As the Indian beauty market evolves, consumers are increasingly demanding transparency, efficacy, and education. Conscious Chemist is well-positioned to meet these demands, combining evidence-based skincare with innovative delivery formats and a strong digital presence.

In a market where marketing has long trumped merit, Conscious Chemist is building a brand on a foundation of science, trust, and results. Its success is a reminder that skincare, like chemistry, works best when it’s balanced, precise, and purpose-driven.

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How RevRag.AI Is Fixing Fragmented Journeys in BFSI Digital Onboarding

Snazzy interfaces. Lightning-fast transactions. A bouquet of services at your fingertips. Indian fintech apps look flawless on the surface — but what’s behind the curtain is a different story. Cumbersome forms, repetitive data entry, and outdated backend systems continue to plague onboarding processes across the BFSI (Banking, Financial Services, and Insurance) sector.

This disconnect between polished frontends and legacy backends creates friction — and friction leads to revenue leaks.

That’s exactly the problem RevRag.AI was built to solve.

Cracking the Code: Where RevRag.AI Comes In

Founded in 2023 by Ashutosh Prakash Singh, Neeraj Gupta, and Pankaj Gupta, RevRag.AI is transforming onboarding and sales funnels for BFSI enterprises through intelligent, multilingual AI agents that integrate directly into apps and websites.

These agents don’t just chat — they:

Guide users end-to-end through onboarding,

Automate KYC, form filling, and payment steps,

Reconnect with drop-offs, and

Speak eight Indian languages, all with sub-second latency.

With this, RevRag.AI delivers 25% higher conversion rates and 30% lower operational costs for BFSI enterprises.

From Blance to RevRag: A Pivot That Paid Off

The trio previously built Blance, a recurring deposit fintech platform. But when they saw stronger demand for onboarding automation, they made a bold pivot.

That meant refunding $100K worth of paid pilots and starting over with a new vision. Risky? Yes. But that customer-first mindset quickly paid off: they hit $50K ARR in just 3 months and attracted $600K in funding from Powerhouse Ventures and strategic angels from CRED, 6Sense, and Slintel.

Early-Stage Roadblocks: The Realities of Fintech Innovation

Building trust in the highly regulated BFSI ecosystem wasn’t easy:

Institutions demanded enterprise-grade SOC 2 and ISO 27001 compliance,

Accurate voice AI in Indian regional dialects had to be built from scratch,

And, gaining traction without a big-tech tag required strategic credibility.

So RevRag.AI built what few startups offer: on-premise deployments, data localisation, and an evangelist board including former India Post Payments Bank CEO J. Venkatramu.

The Four Principles of Frictionless Onboarding

Singh sums up RevRag.AI’s core principles:

Measure conversions, not support tickets

Empathy-first design that explains finance in first-time borrowers’ language

Trust-by-design, with RBI-compliant frameworks baked in

India-scale engineering that works seamlessly for millions, across languages

Their secret sauce? The Octopus Orchestrator — a policy engine that dynamically chooses the best script, language, and channel in real time to maximise conversions.

More Than a Chatbot: What Sets RevRag.AI Apart

While others rely on basic chatbots, RevRag.AI:

Uses retrieval-augmented LLMs to pull real-time banking data,

Integrates with core systems to push payments and trigger APIs,

Provides guardrails for tone and PII protection from day one.

This results in actionable nudges that move the user journey forward, not just conversations that go in circles.

Galgotias University: The Founder's Launchpad

Singh credits Galgotias University as the springboard for his entrepreneurial journey:

“From organising hackathons to pitching bot prototypes to investors, Galgotias gave me a real-world taste of product building. A 24-hour C-block hackathon shaped the revenue-first mindset we use today.”

The Big Picture: A $2.1 Trillion Opportunity

India’s fintech market is on track to reach $2.1 trillion by 2030, but digital onboarding remains a bottleneck.

RevRag.AI is positioning itself to:

Launch a no-code flow builder,

Expand in India and US BFSI markets,

Hit $1M ARR in the next 12–18 months,

And build toward a $50M ARR vision by 2028.

With plans for AI-led cross-selling, risk scoring, and automated claims handling, RevRag.AI is shaping up to become a central revenue automation layer for BFSI enterprises.

Final Thought: Building a Fintech Future with Zero Friction

RevRag.AI’s mission is bold: eliminate every inch of friction from financial user journeys.

By replacing broken onboarding funnels with real-time, AI-powered guidance, it is creating a world where banking experiences are not just fast — they’re intelligent, empathetic, and conversion-driven.

If the next wave of fintech is about revenue acceleration with compliance at the core, RevRag.AI might just be leading the charge.