We’ve all been there. The gym membership, the strict diet, the unwavering determination to achieve our fitness goals. But the charm of biting into that tempting cake or the irresistible samosa often derails our efforts. The following guilt is a constant reminder of our failures.
Millions of Indians face this daily struggle, a battle against their bodies and minds. This universal experience sparked a life-changing experiment for two brilliant minds. They set out to create a solution, a tool that would empower millions to take control of their health, one calorie at a time, without guilt.
Curious to know how they did it? Read on
Indian Eating Habits Experiment
Tushar Vashisht and Mathew Cherian, graduates of prestigious institutions like the University of Pennsylvania and MIT, respectively, followed familiar paths—investment banking and tech. Their lives took a surprising turn in 2007 when they both joined Nandan Nilekani’s Aadhaar project.
While working on Aadhaar, Tushar and Mathew became fast friends. They noticed the widespread malnutrition plaguing India. Driven by this awareness, they embarked on a unique experiment.
To understand average Indian eating habits, they limited themselves to living on just Rs. 100 per day, excluding rent.
This experience highlighted a significant challenge—the lack of accurate calorie information for typical Indian foods. This lack became the spark—to bring digital nutrition and fitness services to a billion Indians.
Breaking Barriers, Building Trust
In 2011, the seeds of HealthifyMe were sown in a modest Delhi farmhouse.
Gaining the doctor’s trust was a key obstacle to the novel calorie counting and food tracking concept at the time.
Tushar resorted to unconventional measures by booking consultations with diabetologists to seek treatment for himself, only to present his business idea.
They initially focused on partnerships with hospitals, granting access to paying customers visiting doctors, which let them demonstrate HealthifyMe’s effectiveness in helping patients achieve their health and fitness goals.
A Name and Direction
Lacking a defined business model, Tushar and Mathew turned to Kunal Bajaj, a wise friend and mentor, for invaluable guidance, who steered the company during its early stages.
Initially named Caeruz Ventures (derived from Kyros, the Greek god of luck), the company faced a branding dilemma.
The name was difficult to pronounce and lacked relatability. A brainstorming session produced several potential names, from 1clickhealth to menumash.com, before they finally settled on HealthifyMe.
South and Moving Forward
HealthifyMe’s journey began in 2012, when, thanks to angel funding from Microsoft Accelerator, they found themselves in Bangalore’s bustling tech hub.
With Matthew returning to the United States, Tushar needed a new partner to spearhead the company’s technical development. Sachin Shenoy, a seasoned tech entrepreneur passionate about consumer-facing businesses, stepped up.
Joining as co-founder and head of engineering, Sachin brought his expertise to the table, filling the void left by Matthew’s departure.
A Cultural Shift
Sachin’s influence extended beyond technology. He championed a “product first” and “engineering first” culture, setting new benchmarks for quality and maturity within the team. This cultural shift would define HealthifyMe’s identity in the years to come.
Tushar took a calculated risk by hiring two interns, Rohan and Sudha, with the promise of employment for the most promising candidate. While Rohan excelled, the company soon faced a financial crisis, forcing a 30% salary cut.
Rising above these challenges, the team remained focused on its goal. It pivoted to an app-based strategy, investing significant effort and resources into building its first Android app.
Mukund, a talented engineer, joined the team and played a crucial role in the app’s development and subsequent upgrades.
Turning Over a New Leaf
Despite reaching 50,000 users, HealthifyMe struggled to monetize its services.
A corporate wellness conference in Goa provided a much-needed boost. Surprisingly, the founders discovered a strong advocate base for HealthifyMe among the conference attendees. This unexpected validation fueled their determination and provided a renewed sense of purpose.
In June 2014, HealthifyMe moved to a new office and made several strategic hires, strengthening its team and positioning it for future growth. However, the company’s “product first” focus was causing a major roadblock.
This led to a critical financial crisis in July 2014, forcing the company to halt three-month salary payments. Remarkably, no employee left the company, demonstrating their unwavering commitment.
A Pivotal Shift
The financial crisis forced Tushar to reassess the company’s priorities, shifting the focus from “product first” to “business first.” Through experimentation, they discovered that nutritionist and trainer services were a viable revenue stream.
The Nikhil-Rosh combination was crucial in developing robust sales and service machinery, leading to a monthly revenue of 3 lakhs by the end of 2014.
This newfound ability to monetize attracted the attention of high-net-worth individuals (HNIs). Tushar successfully raised INR 4 crores. With this fresh funding, HealthifyMe launched its iOS app in January 2015 and secured a corporate partnership with Philips four months later.
Product Excellence
Throughout 2015, HealthifyMe’s revenue continued to climb thanks to rigorous execution and a focus on sales and service excellence.
Swati, a product manager, played a pivotal role in enhancing coach efficiency and elevating the Nutrilab product, which provided micro-nutrient mapping for Indian foods. Her contributions would later be instrumental in HealthifyMe’s AI initiatives.
Recognizing the importance of customer satisfaction, Tushar implemented a process requiring each leadership member to engage in three customer conversations per week.
This direct interaction provided valuable insights and ensured the company remained grounded in customer needs.
AI to the Rescue
Focusing on profitability, Tushar and Sachin initiated Project “Amadeus,” which aimed to leverage AI to streamline sales and service processes.
This led to the development of “Ria” and “Jarvis,” AI-powered nutritionist and coach assistant tools, along with wearable integrations like Fitbit, YuFit, MiBand, and HealthifyMe fitness brand called RIST.
The app would sync effortlessly with wearable devices, giving instant feedback and tracking to motivate the user. It also built a lively community with fun support and challenges, making the wellness journey exciting and rewarding.
Wellness Partner
Imagine having a team of experts at your fingertips, ready to guide you to a healthier you. That’s what HealthifyMe offers.
As a comprehensive health and fitness platform, HealthifyMe goes beyond just tracking calories. It’s a lifestyle tracker, a social community, and a personalized coach all rolled into one.
With HealthifyMe, you can connect with like-minded individuals, track your diet and exercise, and receive expert guidance from nutritionists, fitness experts, and yoga instructors—all at a fraction of the cost of traditional services.
India’s Health Insights
In 2017, HealthifyMe published “India’s Year of Nutrition” and “India’s Year of Fitness,” leveraging its vast dataset. These reports garnered attention from the media and government, leading to policy discussions with Niti Aayog and Prime Minister Modi.
HealthifyMe’s “Orbit Change” initiative yielded substantial growth later that year. By January 2018, it had surpassed 1 million MAUs and 4 million lifetime users and achieved INR 2 crore in monthly consumer revenue.
In Challenging Times
During the COVID-19 pandemic, HealthifyMe stepped up to support its users. The company introduced a free Immunity Assessment Test on the app and free consultations for those with low immunity scores.
Additionally, HealthifyMe offered home workouts, daily live workouts with coaches, and trackers for sleep, smoking, and hand washing.
These services, accessible under the “Immunity Tab,” were instrumental in helping users stay healthy and resilient during the crisis.
HealthifyMe’s efforts were widely recognized and appreciated, with many users expressing gratitude for the support provided during this challenging time.
Trust & Standing Tall
With over 10 million downloads and a user base of 25 million, the app has become a trusted companion for millions seeking a healthier lifestyle.
Backed by $130.25 million in funding raised across 13 rounds, HealthifyMe offers personalized guidance and support to its users through a network of 1,500+ dedicated coaches.
The app’s exceptional quality has earned it recognition from leading tech platforms. It has a 4.6/5 rating on the Play Store and multiple features from Google and Apple.
HealthifyMe’s Roadmap
HealthifyMe, ever evolving, has exciting plans in the pipeline. Advanced AI features for personalized nutrition and fitness advice are on the horizon.
New workout plans and expanded local food databases will enhance the app’s capabilities.
The company aims to expand its reach into Southeast Asia and the Middle East to cater to a global audience, adapting its offerings to suit regional preferences.
From seamless fitness tracking with Fitbit and Garmin to corporate wellness programs and dietary supplement recommendations, HealthifyMe is committed to providing a comprehensive wellness experience.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
