In the world of health and wellness, the inspiration to innovate can come from various ways. This includes one where a founder was trying to find a way to include Turmeric in his daily routine to boost his immunity in a tasty, refreshing and convenient way.
Push Sharma, Founder & CEO of Haldy was on this extraordinary journey to find an alternative way to consume Turmeric, which eventually led him to launch his brand Haldy. Push aims to revolutionize the health & wellness as well as the confectionery market by introducing ‘Better for You’ range of unique, innovative and premium consumer products. Haldy introduced their groundbreaking product, Sugarfree Turmeric Mints, which has reached consumers from across the globe, despite the challenges to launch the brand during the COVID-19 pandemic in Singapore. This product has gone beyond traditional boundaries and has been recognized for its effectiveness and ingenuity, being the World’s First.
In a short span of time, the start-up has received exemplary industry recognition for their innovation and have received various awards:
– PAC Global Award 2024 for Brand Marketing (New Brand | Food), USA
– SME 500 Award 2023, Singapore
– Titan Business Startup of The Year 2023 Award, USA
– MUSE Design Award 2023, USA
– GAMA Innovation Finalist Award 2023, UK
– FIT Summit (Beyond Activ) Finalist Award 2023, Singapore
Unveiling a Unique Offering
At the core of Haldy’s success is its exceptional product range, which comprises of four exciting flavours of its Sugarfree Turmeric Mints – Lemon, Peppermint, Berries and Apple. These mint are unlike anything the world has ever tasted, as it combines the powerful benefits of turmeric (curcumin) with the refreshing taste of mint while being completely Sugarfree. Haldy’s innovative products are manufactured in a US F.D.A. & B.R.C.G.S. (Food Safety Certified Facility) and are literally derived from ‘roots’ such as Turmeric and the Ayurvedic principles underlying their formulations also tap into the roots of a rich and ancient wellness culture. Push Sharma, the inventor behind this product, created it to provide a convenient and palatable form of turmeric consumption, making the benefits of Ayurveda accessible via their modern innovative product offerings.
Addressing the drawbacks of conventional turmeric supplements by eliminating Turmeric’s strong aftertaste and teeth-staining aspects, Haldy has revolutionized the functional mint market, offering a ‘Better For You’ product. Additionally, the company’s innovative packaging, which is patented, ensures hygienic touch-less dispensing and convenience, setting a new standard for product presentation in the industry.
Navigating Challenges and Triumphs
The journey from ideation to the actual realization of the product posed multiple challenges and took over 2 years of countless R&D formulations and extensive consumer trails. The novelty of the product initially had its own set of challenges due to the uncertainties of launching during a global health crisis. However, once the Covid-19 pandemic eased, through strategic online engagement and participation in trade fairs, such as ISM Germany, Boutique Fairs Singapore, The Conscious Festival etc. Haldy successfully established itself in the competitive Singapore market. Additionally, forging partnerships with The American Club, AmCham, opening a Pop Up at Design Orchard and Looqal at Tanglin Mall, including listing their products on Redmart and Shopee further strengthened the brand’s visibility and credibility, thus paving the way for exponential growth.
Since their launch, Haldy is now available on private jets in Singapore, in various f&b establishments, gyms, fitness centers and was recently listed in the coveted KrisShop. In addition to this, Push’s interview published in the Straits Times, Connected To India, Food Navigator etc. helped a great deal to generate brand awareness, including connecting with the Malaysian consumers via his first podcast appearance on BFM 89.9.
Expanding Horizons
Haldy is a company based in Singapore that is looking to expand internationally. The company has set its sights on penetrating new markets within the next five years, which includes but not limited to the United States, Europe, India etc. At the same time, it is committed to continuing to serve its current customer base via online and offline channels as well as plans to increase its B2B client base. They aim to create a global brand by combining ancient wellness practices with modern convenience and aspires to become a household name, representing the perfect balance between health and flavor.
Conclusion
The brand name Haldy is a mix of the word Haldi (aka turmeric in Hindi language) and the word Healthy. Their logo with the letter ‘H’ was inspired by the turmeric leaf, the pneumonic device (Haldy Lady) was inspired by Indian Mural Art from Kerala with an Indo-Western influence, which gives the brand a modern yet earthy, organic look and feel. Thus with trendy eco-friendly packaging and delicious taste of the product it has been a win for all. Haldy’s brand ethos, encapsulated by the words ‘Back To Roots’, is reinforced by the intricate design elements, including yoga poses and the roots of the ‘Tree of Life’. As a final touch, the inner dispenser features a QR code, facilitating a direct connection between the consumer and the brand. In addition of being Sugarfree, these mints are Vegan, Keto Friendly, Gluten Free and have No Sodium. Haldy has clearly raised the standard for innovation and adaptability in the confectionery as well as the Health and Wellness industry. As they prepare for international expansion, it is evident that the health benefits of turmeric, encapsulated in a refreshing mint form will enable consumers to make ‘Better For You’ choices for years to come.
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