Bubble Me, founded by Akshina Jindal, has scaled from a ₹6 crore business to an ₹18 crore ARR run-rate, while maintaining approximately 7% positive EBITDA. The wellness brand, which positions magnesium at the centre of its product portfolio, has also built a customer base of more than 250,000 consumers across India.

The company’s growth comes as Indian consumers increasingly look for simpler approaches to sleep, stress management and physical recovery. For Bubble Me, this shift has translated into demand across products ranging from magnesium bath salts and lotions to roll-ons, balms and daily tablets.

Speaking in an exclusive conversation with Indian Startup Times, Jindal said the company’s growth has been driven by a focused product strategy, wider distribution, repeat purchases and a growing awareness of magnesium as part of everyday wellness.

“We focused on one clear idea, magnesium, and built simple routines around sleep, stress, recovery, and head comfort,” Jindal said.

From ₹33 Lakh at Launch to an ₹18 Cr ARR Run-Rate

Bubble Me’s journey has involved building a focused category rather than expanding into multiple unrelated wellness segments.

According to Jindal, the company’s growth has been supported by its focus on magnesium, the breakout performance of its migraine balm, expansion across marketplaces and quick-commerce platforms, and increasing repeat purchases.

The brand has expanded its presence beyond its own website to platforms including Amazon, Flipkart, Nykaa, Blinkit and Swiggy Instamart. Jindal said this omnichannel presence has made Bubble Me more accessible to consumers across different shopping preferences.

The company’s repeat-purchase rate currently stands at around 20%, which Jindal views as an indicator that customers are increasingly incorporating magnesium products into their routines.

From ₹33 lakh in revenue at launch, Bubble Me has now reached an ₹18 crore ARR run-rate, representing roughly threefold growth over the past 12 months, according to the founder.

Shark Tank India Brings National Visibility

Bubble Me’s appearance on Shark Tank India Season 5 became another important moment in the brand’s journey.

The company received an on-air investment offer from Aman Gupta, giving the brand significant visibility among Indian consumers. Jindal said the show helped introduce magnesium to a much wider audience at a time when the ingredient was still relatively unfamiliar to many Indian households.

For Bubble Me, however, the post-show challenge was converting visibility into long-term customer relationships.

“Many customers still tell us they first discovered us through the show,” Jindal said, adding that the company has focused on product quality, communication and customer service to convert that initial curiosity into trust.

Bubble Me currently has a 4.9-star rating from more than 10,000 reviewers, according to the company.

The brand has also received recognition from Inc42’s “30 Startups to Watch”, adding to its visibility within India’s startup ecosystem.

Making Magnesium Part of Everyday Wellness

Jindal believes consumer attitudes towards sleep, stress and recovery are changing rapidly.

Long working hours, increased screen time and information overload have made recovery an increasingly relevant part of everyday life, particularly among younger urban consumers.

Instead of complex wellness routines, consumers are increasingly looking for simple products that can fit into existing habits. Bubble Me has attempted to build its portfolio around this behaviour by organising products around concerns such as sleep, stress, recovery and head comfort.

The company’s approach is to make magnesium more accessible through different formats, allowing consumers to begin with products such as a roll-on or balm before exploring bath salts, bundles and other products.

Jindal said recovery is no longer limited to athletes and fitness enthusiasts, with working professionals, students and families also becoming part of the broader wellness market.

Migraine Balm Emerges as a Breakout Product

One of Bubble Me’s strongest-performing products has been its magnesium migraine balm, which crossed 150,000 units in sales within nine months, according to the company.

The product was designed around a simple use case: providing consumers with a convenient product they can carry and use during demanding days.

Jindal said the balm’s portability and ease of use helped it gain traction among consumers dealing with head-heavy days, tense temples and screen fatigue.

The product has also acted as an entry point into Bubble Me’s broader portfolio, introducing consumers to magnesium before they explore products such as bath salts and bundles.

250,000+ Consumers and 240% Growth in Customer Demand

Bubble Me has now served more than 250,000 consumers across India. Jindal attributes the customer base to a combination of product simplicity, word of mouth, marketplace availability and consumer trust.

The company said customer demand has increased 240% compared with the previous financial year.

Its distribution strategy has also evolved significantly. While the company’s website continues to serve as its direct customer channel, Amazon and Flipkart provide marketplace scale, while Nykaa gives Bubble Me access to wellness and beauty-focused shoppers.

Quick-commerce platforms such as Blinkit and Swiggy Instamart have created another use case, allowing consumers to order products for immediate needs.

According to Jindal, Bubble Me expanded across these platforms in late 2025, and order volumes are now up 200% year-on-year.

The company is now looking towards pharmacy chains as the next stage of its distribution expansion.

Building Repeat Purchases Around Daily Routines

With a repeat-purchase rate of 20%, Bubble Me is now focused on turning first-time customers into long-term users.

Jindal said the company is developing multi-day sachet packs, bundles and combos designed to encourage regular usage. The company is also expanding its product formats, including lotions, roll-ons and daily tablets.

Its concern-based product collections are intended to simplify the buying process by allowing customers to identify products based on specific needs such as sleep, stress, head comfort and muscle recovery.

The founder said the company wants magnesium to become a habit rather than a one-time purchase.

Growing While Remaining Profitable

At an ₹18 crore ARR run-rate, Bubble Me has reported approximately 7% positive EBITDA.

For Jindal, profitability is an integral part of the company’s growth strategy rather than something to be pursued separately.

The company has maintained a relatively focused product portfolio, prioritised channels based on their economics and used bundles and combinations to improve order value.

Jindal said Bubble Me evaluates new products and distribution channels through the lens of unit economics, allowing the company to reinvest in product development, marketing and distribution without becoming overly dependent on external capital.

₹1.5 Cr Pre-Seed Round to Fund the Next Phase

Bubble Me recently raised ₹1.5 crore in a pre-seed round led by AJVC and Aviral Bhatnagar.

The capital will be directed towards product development, particularly the company’s daily magnesium range, along with quality and formulation improvements.

A portion of the funds will also support distribution expansion, including the company’s planned entry into pharmacy chains, as well as deeper penetration across marketplaces and quick-commerce platforms.

Consumer education and brand building will form another part of the investment strategy, with the company seeking to increase awareness around magnesium and its role in everyday wellness.

Jindal said the company also plans to strengthen its team as it enters its next phase of growth.

Trust Remains the Biggest Challenge

Despite the growing interest in wellness, Jindal believes trust remains one of the biggest challenges for brands operating in the category.

Consumers are increasingly cautious about bold wellness claims, while magnesium itself remains a relatively unfamiliar concept for many Indian households.

For Bubble Me, this makes education and responsible communication particularly important.

The company aims to explain what its products support without over-promising or positioning them as substitutes for medical advice. Jindal also highlighted transparent ingredients, consistent quality and customer reviews as important components of building credibility.

The challenge, she said, is not only getting consumers to try the product but also turning initial curiosity into a lasting habit in a price-conscious market.

Building Towards #HarGharMagnesium

Looking ahead, Bubble Me aims to become a major magnesium and recovery-focused wellness brand in India over the next three to five years.

Its strategy will remain centred around four core areas: sleep, stress, recovery and head comfort.

The company also plans to expand its magnesium portfolio across topical products, soaks and daily oral formats while exploring adjacent wellness categories that address similar everyday consumer needs.

At the centre of that strategy is the company’s #HarGharMagnesium proposition.

For Jindal, the long-term ambition extends beyond building a product portfolio. The company wants magnesium to become a familiar part of everyday Indian wellness routines.

“We want to help millions of Indians sleep better, feel calmer, and recover well,” Jindal said.

Interview By: Arushi Agarwal