Our client, a global leader in science-backed health and nutrition approached AND with a bold ambition: to transform India's consumer health landscape. Although backed by strong science and a successful B2B model, the client's first attempt at entering India's B2C market struggled—held back by traditional structures, unclear messaging, and challenges around awareness, affordability, and access.
What started as a product repositioning brief evolved into a deeper partnership focused on consumer-first reinvention, agile execution, and long-term mission alignment. Our engagement centered around:
Our comprehensive approach involved:
Deep Market Immersion: We conducted deep market immersion, uncovering 72 distinct need states—from mothers looking for affordable immunity boosters for their children to young professionals seeking convenient, science-backed wellness solutions.
Portfolio Realignment: We helped the client reimagine its product portfolio, focusing on high-impact and affordable offerings that addressed real gaps in Indian nutrition.
Route-to-Market Transformation: We overhauled the go-to-market strategy, pivoting from traditional retail to a digital-first D2C model with community-building at its core.
Pricing Model Innovation: We built a pricing structure that balanced sustainability with accessibility, ensuring quality nutrition wasn't just for the privileged few.
Startup Culture Enablement: Through working sessions and capability building, we helped the client adopt a lean, test-and-learn approach—breaking away from slow corporate processes.
By 2023, the client had fully repositioned—not just with a new product line or go-to-market strategy, but with a consumer mission it could own. The transformation brought clarity to execution, focus to investment, and energy to teams. Just as critically, it helped redefine the client's identity—from a global B2B leader to a purpose-driven consumer health brand built for India.
At AND, we acted not just as advisors, but as co-creators of a bold new chapter. By pairing commercial insight with on-the-ground empathy, we helped our client move beyond transactions—toward transformation with lasting impact.
Healthcare transformation involves fundamentally reimagining how healthcare organizations operate, from traditional B2B models to consumer-first approaches with agile execution.
Consumer-first reinvention helps healthcare brands connect with end users through relevant storytelling, need-based offerings, and digital-first operating models.
AND provides comprehensive support including market immersion, portfolio realignment, route-to-market transformation, and startup culture enablement for healthcare organizations.