Biography of Aarti Gill: Co-founder and CEO of OZiva & Fit Circle-Entrepreneur
Biography of Aarti Gill:
Aarti Gill, the Co-founder and CEO of OZiva, embarked on her
entrepreneurial journey with a vision to revolutionize wellness and nutrition.
Born and raised in Chandigarh, Aarti's formative years were deeply influenced
by her mother, a healthcare professional. Her mother’s dedication to patient
care and her belief in preventive health sparked Aarti's interest in the field.
This inspiration, coupled with Aarti's own academic prowess, led her to pursue
engineering at IIT Roorkee.
Early Career and Education
After completing her engineering degree, Aarti worked in the
tech industry before deciding to broaden her horizons with an MBA from INSEAD.
Her exposure to international lifestyles and health practices during her time
abroad highlighted the potential for similar advancements in India. This
realization motivated her to return to India and address the gaps in the country's
health and wellness sector.
First Venture and Challenges
In 2014, Aarti co-founded Fit Circle, an app-based platform
offering diet consultations and fitness advice. Despite its innovative approach,
Fit Circle struggled to gain traction. The failure was disheartening, but
Aarti’s resilience shone through. Encouraged by her father’s support, she
pivoted and redirected her efforts towards a new venture, eventually leading to
the birth of OZiva in 2016.
Founding OZiva
OZiva emerged from the need to provide clean, plant-based
nutrition products that were not readily available in the Indian market.
Together with Mihir Gadani, her co-founder, Aarti embarked on creating a brand
that combined Ayurveda with modern food science. Their goal was to develop
products free from artificial ingredients, a vision that would define OZiva’s
unique position in the market.
Early Product Development
The initial years of OZiva were marked by intense research
and development. Aarti and Mihir focused on formulating products that were both
effective and clean. They introduced a range of plant-based supplements,
including those addressing specific health concerns like PCOS. This focus on
targeted solutions helped establish OZiva as a trusted name in the wellness
sector.
Breakthrough with PCOS Solutions
One of OZiva’s significant milestones was the launch of its
Protein & Herbs Women product. This health drink was designed to address
nutrient deficiencies and hormonal imbalances, particularly for women with
PCOS. The product quickly gained popularity, resonating with the target
audience and setting a precedent for future offerings.
Innovation and Growth
OZiva's commitment to innovation has been a cornerstone of
its success. The brand continuously invests in research and development to
enhance its product formulations. They have secured patents for novel
plant-based ingredients, reinforcing their dedication to originality and
quality. This focus on innovation has fueled OZiva’s impressive growth
trajectory.
Understanding Early Success and Market Fit
The early success of OZiva's Protein & Herbs for women
was attributed to its alignment with consumer insights and the absence of
artificial ingredients. Initially priced at 1400 rupees, the product was
perceived as high value due to its comprehensive nutritional profile. However,
the high price point presented a challenge, as it limited the product's
accessibility to a broader audience. Learning from this, OZiva adjusted its
strategy by offering products at various price points, making nutrition more
accessible while continuing to maintain the quality of its offerings.
Transitioning from Services to Products
In the first two years, OZiva operated primarily as a service-oriented business with a platform called Fit Circle, providing personalized health and nutrition advice. However, recognizing that success in health and wellness often involves more than just product offerings, OZiva transitioned to focusing on their product line. This transition included moving the service aspect to OZiva Prime, where consumers could access unlimited consultations with nutritionists and lifestyle coaching.
Biography of Aarti Gill: Co-founder & CEO of OZiva & FitCircle Entrepreneur/ Startup/Success story of Aarti Gill/Net Worth/diet & fitness nutrition
Omnichannel Strategy
Initially, OZiva adopted a digital-first approach,
leveraging e-commerce platforms to reach consumers. However, recognizing the
importance of being where their customers are, they expanded into offline retail.
This omnichannel strategy allowed OZiva to cater to a broader audience,
ensuring that their products were accessible through various channels.
The Role of Compassion
Aarti's leadership style is marked by empathy and
understanding, especially towards working mothers. Her own experiences as a mom
have influenced her approach to workplace policies. She advocates for creating
supportive environments for new mothers, going beyond superficial gestures to
implement meaningful changes.
Expansion and Impact
Under Aarti's leadership, OZiva has grown substantially,
serving over 2.5 million customers and achieving significant revenue
milestones. The brand’s reach extends across urban centers and smaller towns,
reflecting its broad appeal and impact. OZiva’s products have become integral
to many people's health routines, particularly among women.
Social and Health Advocacy
OZiva's commitment extends beyond product sales. The brand
actively engages in social initiatives, such as raising awareness about PCOS
through campaigns like #MyPCOSStory. This advocacy helps foster a supportive
community and encourages open conversations about women's health issues.
Navigating Funding and Financial Strategies
Initially, OZiva faced financial challenges, operating on
angel investment and internal family funds. By raising 20 lakhs in debt from
SBI and HDFC, the company sustained its operations and growth. Despite the
temptation to seek equity funding early, OZiva’s founders chose to focus on
achieving product-market fit first. This strategy allowed them to retain
control and avoid the pressures of early-stage equity investment. It wasn't until
2020 that OZiva raised institutional funding from Matrix Partners, followed by
a significant round from Eight Roads in 2021, marking a turning point in their
financial journey.
Scaling Up and Expanding Distribution Channels
From 2016 to 2020, OZiva scaled its revenue from zero to 20
crores by focusing on digital channels and e-commerce platforms. They leveraged
performance marketing and content strategies to drive traffic to their website.
With increased capital from institutional investors, OZiva expanded its
distribution channels, investing in offline retail through traditional models
of superstockists, distributors, and trade marketing. This multi-channel
approach allowed OZiva to reach a wider audience and build brand presence both
online and offline.
Evolving Marketing Strategies and Consumer Engagement
As digital marketing evolved, OZiva adapted its strategies
to stay effective. Early reliance on cost-effective Facebook and Google ads
gave way to more sophisticated brand and performance marketing approaches.
Recognizing that marketing strategies must continuously adapt, OZiva focused on
both performance and brand marketing, understanding that each stage of growth
requires different tactics. This flexibility allowed them to maintain high ROI
and effectively engage with consumers.
Achieving Rapid Growth and Expanding Market Reach
The significant revenue jump from 20 crores to 100 crores
within a year was driven by strategic investments and leveraging increased
digital adoption and health consciousness due to COVID-19. OZiva's ability to
scale rapidly was supported by their investments in high-ROI channels and the
broader market trend towards health and wellness. The accelerated growth
highlighted the effectiveness of their strategic decisions and the impact of
external factors on their business.
Future Focus: Innovation and Market Expansion
Looking ahead, OZiva aims to transition from being a leading
nutrition brand to a major player in the broader consumer health market. Their
strategy includes continuous innovation in plant-based nutrition, with a focus
on bioavailability and sourcing of ingredients. OZiva is also investing in
educating healthcare professionals and expanding their offline presence to
build brand credibility and reach more consumers. The goal is to grow revenue
significantly while maintaining their commitment to holistic health and
innovative solutions.
A Thriving Career in Angel Investing
Aarti Gill, based in Mumbai, has established herself as a
prominent angel investor with a focus on various sectors including clothing and
apparel, internet services, and health-tech. With a total investment of ₹19.92
million and an average round investment of ₹9 million, she has been actively
supporting startups at an average age of 9 months. Her portfolio includes
notable companies like All Is Well, Zavya, and Uvi Health, showcasing her
commitment to fostering innovation across diverse industries.
Diverse Investment Focus
Aarti Gill’s investments span several key areas, reflecting
her broad interest in emerging trends. Her focus includes sectors such as
biotech, fashion tech, digital healthcare, and customized jewelry. Her
strategic investments aim to support startups that are pushing the boundaries
in these dynamic fields, ensuring they have the resources needed to grow and
succeed.
Founding Innovative Ventures
In addition to her role as an angel investor, Aarti Gill is
a co-founder of OZiva and FitCircle, both of which are influential ventures in
India. These companies reflect her entrepreneurial spirit and her dedication to
driving growth in the health and wellness sector.
Future Outlook
Looking ahead, Aarti and her team are focused on further
expanding OZiva’s product range and market presence. They aim to cross the Rs
100 crore revenue mark and continue their growth trajectory. The brand’s future
plans include exploring new segments and investing in technological
advancements to enhance consumer experiences.
Lessons Learned
Aarti’s journey with OZiva has been one of continuous
learning and adaptation. From early failures to significant successes, she
emphasizes the importance of maintaining equilibrium and focusing on long-term
goals. Her experiences highlight the resilience and adaptability required in
the entrepreneurial landscape.
Conclusion
Aarti Gill’s story is a testament to the power of
perseverance and vision. From her early days of learning and experimentation to
building a leading wellness brand, her journey with OZiva exemplifies the
impact of combining passion with strategic innovation. As OZiva continues to
grow and evolve, Aarti’s commitment to health and wellness remains at the heart
of the brand's mission.
Timeline for Aarti Gill’s story
2014: Launched Fit Circle, a diet and fitness app.
2015: Pivoted to start OZiva.
2016: Co-founded OZiva to offer plant-based nutrition
products.
2017: Introduced Protein & Herbs Women for PCOS.
2020: Raised institutional funding from Matrix Partners.
2021: Expanded with significant investment from Eight Roads.
2024: Aims to cross Rs 100 crore revenue mark and innovate
further.
