The online platform will feature broadcast content relevant to the nutraceutical industry and provide an opportunity for a wide range of industry experts to weigh in on research & development, as well as innovation, marketing trends and more.
“The Nutrify Today content will mostly consist of short ‘talk shows’ with some humor to maintain audience attention. The shows will each average approximately 20 minutes. The presentation will be in a format like NETFLIX. The platform will have video content categories such as business, healthcare professionals, regulatory, brand marketing, IP, and more, plus a corporate lounge featuring company ingredient and product video libraries. We will soon be adding a category of investments that will have investors as guests. This category will also launch shows featuring Nutra start-ups pitching their companies and product innovations. The video platform will keep evolving with time to cater to the need of industry. This is a channel that will have its own content plus also be an aggregator of multiple videos on various platforms to help viewers access content easily,” explained Amit Shrivastava, Nutrify India founder and chief catalyst.
The new network aims to empower responsible nutrition by providing specialized access to start-ups, as well as small and medium-sized enterprises, a move that will help them gain market access, financing options and overall knowledge of the sector.
Shrivastava offered the example of global companies who want to enter the US nutraceutical market and are not fully aware of regulatory issues, product distribution and marketing communications strategies as possible content. “The US is an entirely different marketplace,” he said.
However, Shrivastava said the channel will feature content for a global audience. Because of this global outreach, the platform will feature numerous international hosts and guests.
“The channel will also open opportunities for American nutraceutical companies, both small to mid-sized to enter other markets through meaningful partnerships rather than simple trade deals. We at Nutrify Today believe that the pandemic lockdown has nullified the traditional business models. The future growth of industry will be through shared wealth creation and hence the need for meaningful partnerships,” said Shrivastava. “This is where Nutrify Today will connect viewers. Those start-ups as well as small and mid-sized nutraceutical companies will potentially be able to explore global alliances.”
The company said Nutrify Today is targeted toward potential commercialization companies who will be able to access information on various aspects of nutraceuticals and its innovations.
“Commercialization companies are companies who are strong in the marketplace and drive business direct to consumers and healthcare professionals. A few examples are Pfizer, GNC and Life Extension. The Nutrify channel will also assist commercialization companies in gaining knowledge about the latest in innovations – be it ingredients, regulatory, formulations, or business opportunities. The channel will help in enabling start-ups, and small to mid-size companies gain the most by showcasing their innovative products and ingredients. We will also promote them through digital marketing,” said Shrivastava.
A 'global nutraceutical ecosystem'
“With the nutraceutical start-up culture advancing at a fast pace, the next wave of skyrocketing business growth will be sought after mostly by start-ups and small to mid-sized companies,” said Shrivastava. “At Nutrify Today, we feel that the next big growth of innovation in responsible nutrition will come from start-ups and small to mid-sized nutrition companies. Their growth will build the global nutraceutical ecosystem."
Nutrify India has over 8000 senior level industry members, as well as associations, regulators, the India Ministry of Commerce, and investors.
Shrivastava told NutraIngredients-USA that the post-COVID-19 world will be a shared wealth creation era. “Expansion, acquisition and aggressive pricing to suffocate the competition are the practices of the past. Nutrify Today is the growth engine of shared wealth creation era where free flowing knowledge sharing is the common denominator in creating meaningful partnerships.”
Nutrify Today is slated to debut on Feb. 5.