Gurugram-based Aurelle Health, founded by Paridhi Maheshwari, is making waves in the nutraceutical sector with its focus on women’s hormonal health. The startup offers a range of natural supplements aimed at addressing hormonal imbalances, particularly for women dealing with conditions like PCOS.
From Family Business to Women’s Health Innovator
Paridhi Maheshwari, armed with a Bachelor’s degree in Business Administration from the University of Southern California, naturally gravitated towards her family’s pharmaceutical enterprise, Balaxi. Under the guidance of her father, Ashish Maheshwari, she immersed herself in the pharmaceutical industry, first managing sales in Latin America as Vice President of Business Development. Her role involved navigating product formulations, regulatory approvals, and understanding the complex landscape of active pharmaceutical ingredients.
During the COVID-19 pandemic, Maheshwari decided to enhance her expertise by pursuing an MBA at London Business School from 2021 to 2023. This period not only broadened her business acumen but also exposed her to the burgeoning field of nutraceuticals and the direct-to-consumer (D2C) market.
Launching Aurelle Health
In 2023, Maheshwari returned to India with a clear mission: to address women’s hormonal health through her new venture, Aurelle Health. The company specializes in nutraceutical products that provide effective solutions for hormonal imbalances and conditions such as PCOS (Polycystic Ovary Syndrome).
“My personal struggle with PCOS, along with seeing many friends face similar issues, inspired me to create Aurelle Health,” Maheshwari shares. “I wanted to offer something different from the typical gummies and focus on real, impactful solutions.”
Innovative Product Line
Aurelle Health’s product range includes:
- Grateful Gut: A probiotic designed to support gut health in women with PCOS.
- Tone it Down: A supplement aimed at weight management.
- Clear Canvas: Combines vitamin C, Zinc, and Magnesium to promote skin health.
- Main and Maintain: Targets PCOS-related hair loss with a unique formulation.
Unlike many products on the market, Aurelle Health’s supplements come in capsule and powder forms, providing alternatives to the common gummy supplements.
Building a Supportive Community
Beyond product offerings, Aurelle Health is committed to building a comprehensive support system for its users. The company is developing an online community in collaboration with doctors and nutritionists to offer valuable advice on nutrition and lifestyle changes for managing PCOS and hormonal health.
“We focus on creating educational content rather than just pushing products. Our goal is to foster an environment where women can find credible information and support,” Maheshwari explains.
Market Strategy and Growth
Launched in August 2024, Aurelle Health has already seen a positive response, with an average order value exceeding INR 2,000. The company’s marketing strategy leverages performance marketing through Meta and Google, and plans to expand its presence on platforms like Amazon, Yoga Life, and 1MG. Additionally, Maheshwari is preparing to launch a podcast with nutritionist Luke Coutinho to further raise awareness about PCOS.
Despite the promising start, Maheshwari acknowledges the challenges of R&D in the nutraceutical space and clarifies that Aurelle Health operates independently from Balaxi Pharma. She continues to oversee regulatory and product development at Balaxi while managing a dedicated team at Aurelle Health.
Advice for Aspiring Women Entrepreneurs
For women looking to start their own ventures, Maheshwari emphasizes the importance of clarity and focus. “Define your vision clearly and target a niche audience. Building a strong foundation is crucial to overcoming uncertainties and competition,” she advises.
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