Chennai-based pharmaceutical company Vital Health Private Ltd has launched its the first offline-online fast moving health goods (FMHG) brand called Truuth. It also plans to invest about Rs 100 crore in this new venture and is targeting Rs 350 revenues from this business in the next four years.

Truuth has been launched with an objective of fulfilling nutritional gaps, the company said, adding that it will address wide-spread micronutrient and protein deficiencies that are resulting in a deteriorating public health profile.

Studies and surveys have found that nearly 75 per cent of the Indian population shows alarming levels of vitamin deficiency, while 80 per cent are considered clinically protein deficient, the company said.

Pradeep Dadha, promoter of Vital Health, is also the founder of online pharmacy startup, NetMeds.com, that secured $50 million in funding from MAPE Advisory Group and OrbiMed last year.

Raghunandan S, who was formerly CEO of Jyothy Labs and Dabur International, is also an investor and strategic advisor in Vital Health's Truuth.

Raghunandan , Advisor & Investor, Vitalic Nutrition , said, “With Truuth we aim to be the go-to brand for all dietary supplements. You can walk up to the nearest chemist and pharmacy, and buy Truuth products off the shelf or order online."

Truuth products will be available in Tamil Nadu, Andhra Pradesh and Telangana at present.

"We are targeting sales revenue of approximately Rs 350 crore in four years, and plan to fulfil our mission to expand and become the market’s largest and most valuable nutritional brand. India has one of the highest per capita rates for diabetes, cardiac disease, cancer and obesity cases in the world. With our cost-effective and exhaustive product range, we aim to make it both easy and affordable for consumers to make daily supplementation a relevant preventive healthcare technique and their best new habit,” he added.

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