This Former Operation Supervisor Built a Rs 15 Crore Turnover Nutraceuticals Business from Scratch

“One can achieve what one envisions,” says Shivam Tyagi, the co-founder of Fytika Healthcare Products, who started his career as an operation supervisor at a pharmaceutical distribution warehouse in Ghaziabad in 2013 and quit his job seven years later to embark on an entrepreneurial journey.

Today, his enterprise formulates beauty and wellness products along with dietary supplements, including nutraceuticals and immunity boosters, which clocked Rs 15 crore in the last financial year.

Shivam Tyagi co-founded Fytika Healthcare Products, a wellness brand that now clocks Rs 15 crore in turnover (Photos: Special Arrangement)

Fytika Healthcare Products, a Limited Liability Partnership (LLP), was incorporated on July 1, 2020, during the Covid period, initially with three partners and has since expanded to five.

Concerned over the ever-increasing health issues caused by the Covid-19 virus, which adversely affected immune systems, he chose to develop a new idea. While doing the research, he found that the existing brands fell short of providing holistic solutions, exposing a huge gap in the market.


The name Fytika, derived from Greek, means natural herbs. With an investment of around Rs 1 crore made in various stages, the company is focused on developing products based on the synergy of Ayurveda and nutraceuticals.

“The fusion of Ayurvedic wisdom and modern nutraceutical science, often termed Ayurceuticals, represents a powerful, holistic approach to health and wellness,” explains the 32-year-old pharmaceutical expert.

“It combines the time-tested, herbal-based healing traditions of Ayurveda with the precision and evidence-based benefits of nutraceuticals. Together, we offer a comprehensive strategy for promoting well-being, preventing disease and supporting the body's natural balance,”

Launching Fytika was a challenging endeavour, involving considerable effort. Tyagi focused on four key areas: Formulation & Quality Assurance, Regulatory Compliance, Branding & Packaging, and Market Research & Positioning.

Tyagi leads Fytika’s product innovation with a focus on immunity boosters and lifestyle wellness

In the stipulated categories, it’s essential to find trustworthy manufacturers with GMP certification, ensuring clinically backed ingredients and effective dosages. Getting third-party testing or certification procedures must support the rules of FSSAI and supplement labelling requirements.

Besides creating a brand identity, building trust and communicating health benefits, designing packaging that complies with supplement facts panel rules while being prominent on e-commerce platforms was also necessary.

“Understanding competition and carving a unique niche using a science-backed, clean-label or lifestyle-focused pricing strategy to balance quality perception and margin are to be recognised,” says the entrepreneur.

Explaining his business model, Tyagi said all his manufacturers have GMP (Good Manufacturing Practice) certification and are authorised to manufacture the products based on the formulations provided by Fytika.

“We do private labelling with the reputed manufacturers having U.S. FDA (Food and Drug Administration) approved plants, which have collaboration with them. We provide them the formulation and get our products manufactured by them.”

Fytika’s products are marketed through e-commerce platforms, including Amazon, Flipkart, Tata 1mg, Meesho, Hyugalife, PharmEasy and JioMart, along with their own website.

The products also reach overseas customers through Distakart, another e-commerce platform, which has networks across 14-15 countries in the UK, USA and Canada. Fytika has a diverse range of 23 products available. The Vita 365 and Fit Liver are their best-selling products.

Asked about the USP of their product, Tyagi highlighted that standard multivitamins differ significantly from their Vita 365. The regular multivitamin contains minerals and vitamins, while their product has vitamins, minerals, herbs, ashwagandha and probiotics.

Fit Liver includes components such as milk thistle, kutki, punarnava and bhumi amla along with probiotics. It serves as a liver detox supplement intended to support liver health, improve digestive processes and potentially assist with fatty liver conditions.

“We are introducing Fytika’s Magnesium to support those with sleep issues and stress. Magnesium is beneficial for bettering sleep, growing vitality and boosting temperament,” says Tyagi.

”We are planning to expand our weight-loss category and add juices into our inventory. Presently, we have two juice choices: Fytika Glycobalance Juice for diabetes control and Fytika Kolest Care Juice for heart health and cholesterol. We aim to add 6-7 new juice products in this category.”

Addressing post-launch challenges has been crucial for the company. One major area is running paid advertising campaigns that achieve a good return on ad spend (ROAS), while also following strict supplement advertising rules on platforms like Meta and Google.

Educating customers about how the products work - through content, emails, and landing pages - has become an important part of their customer acquisition and education efforts. The team also deals with strong competition on e-commerce platforms, where they must manage customer reviews, inventory, and ranking algorithms to stay visible and grow.

A hands-on entrepreneur, Shivam Tyagi oversees Fytika’s e-commerce presence across Amazon, Flipkart, and global platforms like Distakart

“We also focus on two additional categories. The Retention & Loyalty segment aims to convert one-time buyers into subscribers by building email, WhatsApp flow and other remarketing activity. Next, the Logistics & Scaling section requires inventory forecasting and avoiding stockouts besides managing fulfilment, whether through FBA (Fulfilment by Amazon) or FBF (Fulfilment by Flipkart),” says Tyagi.

Shortly after his graduation in 2013, Tyagi joined a pharmaceutical warehouse on his father’s advice, where he obtained practical knowledge of the pharmaceutical industry while carrying out his distribution tasks, including clearing and forwarding operations.

“I learnt how to manage business, provide logistic support and handle a team. I gained first-hand experience of the pharmaceutical industry,” says Tyagi, who is also a fitness freak.

Between two siblings, Tyagi is the firstborn and has a younger brother named Nitin, who is also a co-partner in the business.

Tyagi completed his 10th and 12th standards at Arwachin Public School in Vivek Vihar, East Delhi, in 2008 and 2010, respectively. He earned his Bachelor of Commerce degree from Delhi University in 2013. Tyagi takes pleasure in gymming and exploring different cuisines. - ©TWL