Divij Bajaj: The man behind Power Gummies

As they say, "Try not to become a man of success. Rather become a man of value”, Divij Bajaj, Founder and CEO of Power Gummies (Aesthetic Nutrition Pvt. Ltd.), a living gem with a bounty of wisdom and intellect who stands true to the virtue of this statement. This earnest young man is eyed by all for his incredible contribution to the nutraceutical industry with his distinctive sight of perceiving his entity and introducing this state-of-the-art gummy supplements in India. Awarded as the Best Emerging Entrepreneur Award from Business Mint and Entrepreneur of the Year from Indian Achievers Forum. Bringing in force a health supplement startup company with a philosophy of 'Health inspired by Happiness' and an aim of catering to adult nutrition driving away from the fear of bitter-tasting medicines or pills, when no other healthcare entity thought of it.

His startup Power Gummies has been recognised as the Top Startup to Watch in 2020, by INC42 and Best Innovative Nutrition Product 2020 covered by Forbes, India as an outcome of his dedication. The brand’s approach is simply to introduce crafted vitamins infused gummy supplements as a premium over the counter product and part of their lifestyle where people do not miss on optimum nutrition required on daily basis. Today, Power Gummies lives out as a distinguished market leader in its segment, delivering outstanding performance bridging through all hurdles and reaching a milestone of touching over 1,00,000+ lives and sold 20,00,000+ gummies with a single variant being able to build public trust and gave rise to a community of loyalists within two years of inception. Direct touch-base with their consumers through their engaging social media campaigns and spreading awareness through their loved influencers. An MBA graduate from Maharaja Agrasen College and alumni of KMC College, University of Delhi caught hold of customer behaviour and demand with this stark insightfulness followed by ingenious personal life experience.

This enterprising idea came in his mind when he wanted to derive a solution for his mother hating all the necessary vitamin supplements believing "every tablet was a medicine”. His inquisitive entrepreneurial mind streaked and strived why not devise a supplement that shouldn't look like another medicine, should be enormously tasty yet nutritious. He believes, “If we try to think of a good idea, we might not be able to think of a good idea. We just have to find the solution for a problem in your own life as it could be a problem for others around as well”. We reckon this was bound to happen this way with his unconditional commitments towards his goal. He aimed to develop a pill alternative company to provide nutrition to people and visioned doing that with super tasty gummies as nutrition and healthy living are top-of-mind for more consumers now than ever before. This brought Power Gummies into existence in 2018.

Divij’s research led him to create supplements in the form of vitamin gummies as he believed, “Health should be the top priority of our life and our priority defines our products”. He wanted his product to create a differentiation in the market offering with brand’s first variant for Hair & Nails vitamins gummies, seeking the attention of people to ‘Nutrition’ which people miss out through hectic lifestyle following the slogan of his startup, ‘2 gummies a day, For effective nutrition as we say’. Power Gummies is a super-tasty, vegan, unisex chewable vitamin dietary health supplement, crafted with highest quality ingredients, no gluten, no gelatin, cruelty-free, and bursts out the delectable berry fruity flavours creating a nostalgic yet enjoyable experience. Formulated with ten essential Vitamins (A to E), Biotin, Folic Acid, and Zinc, crucial for maintaining healthy hair, nails and skin. They are soon coming with another variant which would be called gummies for “that beach body” which would help people with weight management in a tasty yet effective way. These weight management gummies would be power packed with goodness of green coffee, L-cartinine & Vitamin C. Company later this year also plans to penetrate in women hygiene and wellness category and is in the due process of soon launching tasty gummies to help relieve period pains which would be called gummies for “that time of the month”.

Surely, it has been a strenuous journey for him as the road to a successful business founder was not even, but he paved his way focussing on the vision to create differentiated products suiting all - fulfilling complete requirements and industry innovations as well when everyone believed it to be another ‘kiddish’ idea. He quotes, ‘If people are doubtful how far you can go. Move ahead so far that you cannot hear them anymore. Nothing but always your inner voice’. Divij stood as a one-man army believing to focus on his vision and single-handedly managed the existence of Power Gummies by stepping into every role - research, procurement, conceptualisation and sample distribution for pilot trials to building a large team of young, highly-qualified and experienced professionals.

"The happiness derived through conquering each challenge makes you try harder and strive hard every time", as he mentions. Before starting Aesthetic Nutrition, Divij, founded his Edtech platform called The Admission Portal to ease the admission related problems faced by both students and parents which later got merged to become justdakhila.com. He also started his silent disco chain by the name of “Headphones”. It was because of his dedication and hard work that led to the launch of Power Gummies.

Today, Divij envisions to dent the massively increasing & rising healthcare sector with a new millennial based approach of making nutrition intake Tasty & Fun with a futuristic slogan “2 Gummies a day, keeps health problems away!”. The brand also sourced funding from DSG Consumer Partners in 2020, looking forward to expanding the company's footprints. He quotes, "We want to remove the fear of medicine which comes with nutrition being in the form of pills which is the biggest entry barrier in the market right now. We are all set to launch our new weight management gummies variant. We want to curate a POWER sphere, which is to bring to the world a Power - Portfolio of nutrition products that anticipate and satisfy peoples; desires and health with a winning network of partners and building mutual loyalty. Power-People, a platform for a great place to work where people are inspired to be the best they can be. Most importantly, Power - Planet, enabling everyone to be an aware, responsible, healthy & happy global citizen that makes a difference".

Lastly, this inspirational gentleman suggests all budding entrepreneurs that, “When life seems hard and tough, do not let the courage lie down and accept defeat. As this journey is all about evolving with the changing dynamics around. Be determined to struggle for a better version of you and accomplished future”.