In the post-pandemic world, a silent realization has swept across millions of Indian households — health is no longer a luxury, but a necessity. Amidst this awakening, Wholviz Foods, co-founded by Apurv Mridul, is leading a mission to bridge India’s widening nutrition gap through clean-label, affordable, and truly beneficial food products.

In an exclusive interview with The Indian Startup Times, Apurv shares the journey of Wholviz, the philosophy that drives it, and his vision for the future of functional foods in India.

From Pandemic Reflection to Purposeful Innovation

The seeds of Wholviz were sown in 2022, during a period when India was still grappling with the aftermath of COVID-19. Apurv, alongside a team of health-conscious co-founders, noticed a sharp uptick in demand for nutritional supplements, especially proteins.

“We realized that most Indian diets lacked essential micronutrients and protein,” Apurv says. “The available options in the market — particularly those targeted at children — were either prohibitively expensive or filled with sugar, preservatives, and harmful additives like maltodextrin.”

With one co-founder holding a background in biotechnology from IIT Delhi, and another bringing agri-food business expertise, Wholviz came together as a response to this challenge. The team collaborated closely with nutritionists, doctors, and dietitians to develop genuinely wholesome products suited for Indian families.

What’s in a Name? A Lot of Purpose

Wholviz wasn’t just a catchy brand name — it was a vision. “We wanted our name to stand for completeness,” Apurv explains. “Wholviz is short for ‘wholesome vitamins and minerals.’ It reflects our purpose to offer nutrition-packed foods that help close the dietary gaps common in Indian meals.”

Filling the Nutrition Gap with Real Solutions

The brand’s foundation rests on a troubling yet well-documented reality — most Indian diets, especially vegetarian ones, are overwhelmingly carb-heavy and protein-deficient.

Referencing studies by ICMR, ORF, and NNMB, Apurv highlights that average Indian protein consumption is far below recommended levels. “Surveys show 73% of Indians are protein-deficient, and over 90% don’t even know their daily protein requirements. Myths like ‘protein causes weight gain’ are still widespread,” he adds.

Wholviz aims not just to sell products but to raise awareness — a critical step in shifting public perception and dietary habits.

Clean, Transparent, and Gut-Friendly: Inside Wholviz’s R&D

“Every ingredient we use is lab-tested from source to final product,” Apurv says. Wholviz’s product line includes whey, plant, and milk proteins, with its vegan variant gaining particular traction. With in-house manufacturing, the brand maintains complete control over quality and compliance.

R&D is the backbone of Wholviz’s operations. “We’re not just formulating health foods,” Apurv clarifies. “We’re making them palatable, affordable, and sustainable.” The company’s long-term vision includes transforming the snacking landscape with functional alternatives that actually nourish.

Competing in the Crowded Plant-Based Market

With the rise of veganism and functional foods, competition is fierce. But Apurv believes transparency is Wholviz’s differentiator.

“People blindly follow trends without analyzing what’s on the label,” he warns. “We urge customers to read ingredients, understand sourcing, and ask questions. At Wholviz, we are happy to engage and educate — it’s how we build trust.”

Creating a Culture of Conscious Eating

Consumer education isn’t a marketing strategy at Wholviz — it’s a core mission. “We align with UN SDG 3 (Good Health and Well-being) and SDG 12 (Responsible Consumption),” Apurv shares. From social media campaigns to health forums, the brand consistently shares knowledge about gut health, protein awareness, and nutrient deficiencies.

“Our goal is to create an ecosystem, not just a product line,” he says.

Challenges on the Road to Growth

Like any startup, Wholviz has had its fair share of challenges. From raw material sourcing to capital-intensive branding, scaling has been anything but easy. “It’s tough to compete with established brands that dominate the market,” Apurv admits. “But our strength lies in our product — a high-quality, affordable option that delivers real results.”

When a Mother’s Testimonial Became a Milestone

One of the brand’s most memorable moments came from a social media influencer who tested the Wholviz kids’ health drink mix on her son. “Within a month, she observed noticeable improvement in his height,” Apurv recalls. “She not only became a repeat customer but also recommended it across her family circle. It was a moment of validation for everything we stood for.”

A Growing Market — and a Growing Opportunity

The demand for plant-based and functional foods is on a sharp upward trajectory. According to GII Research, India’s protein market is projected to grow from USD 1.52 billion in 2025 to USD 2.08 billion by 2030, at a CAGR of 6.52%.

“India is waking up to its nutritional deficiencies,” Apurv observes. “The future belongs to brands that can educate and serve — and we’re proud to be part of this transition.”

Words of Advice for Purpose-Driven Entrepreneurs

Apurv offers practical wisdom to aspiring founders: “India is diverse, and the nutrition gap is real. If your purpose is strong and clear, the ecosystem — though still developing — will slowly support you.”

He encourages founders to leverage social media as a powerful bridge to customers. “If you can bring real change and run a viable business while doing it, don’t hold back. The opportunity is now.”

Conclusion

Wholviz is more than a nutrition brand — it’s a movement toward health-conscious, informed consumption in India. Under the leadership of Apurv Mridul and his passionate team, the company is redefining what it means to eat well — cleanly, affordably, and purposefully. In a country where protein and micronutrient deficiencies remain widespread, Wholviz is not just plugging the gap — it’s changing the narrative.

As India steps into a new era of wellness, brands like Wholviz remind us that the path to better health often begins with small, everyday choices — and the courage to question what’s on our plate.

By- Priyanka Chatterjee