US wellness brands like Hims and Groans scaled massively despite basic formulations. What does this tell Indian wellness founders?

Both brands succeeded through distribution, positioning, and network, not formulation quality. The nutraceutical industry does not require standardised proof of concept, so marketing claims can drive sales even with a weak product.

• Groans has poor dosing by clinical standards but became large through investor relationships and marketing reach.
• Hims required early access and deep connections that are very hard to replicate from scratch.
• The lesson cuts both ways: a brand that genuinely invests in evidence has a durable advantage in a market where almost nobody else is doing it.