When Radhika Rajpal returned to India after years in Europe, she didn’t expect a multivitamin to spark her next huge idea. A routine purchase revealed that the Indian version of her preferred supplement contained titanium dioxide, an additive banned in the EU for its potential carcinogenic effects. “That was a shock. A product meant to improve health could, in fact, harm it,” she recalled, in a conversation with financialexpress.com.
Her search for cleaner alternatives led her to transdermal patches, common abroad but largely unknown in India. Unlike pills or gummies, patches deliver nutrients through the skin, bypassing the gut. “This means better absorption and no additives,” Rajpal declared. After piloting the concept under another brand in 2023, the strong consumer response convinced her to launch PatchUp in mid-2024, dedicated to patches for health and wellness.
A new form factor in a growing industest
India’s nutraceutical market, estimated at $32.14 billion in 2024, is projected to grow at a CAGR of 10% to reach $75.81 billion by 2033, reveals Grand View Research. While pills and gummies dominate the shelves, PatchUp aims to position patches as a cleaner, more convenient option.
“About 40% of adults struggle with swallowing pills. And even when they do, a large portion of nutrients aren’t absorbed becaapply they’re broken down in the gut,” notes co-founder Raghav Gandotra, who joined the venture later that year. “Patches bypass the digestive system altoobtainher, ensuring steady release and better absorption.”
The brand currently offers four products, LeanUp, GlowUp, RestUp and D-Up, tarobtaining lifestyle concerns such as weight management and sleep. Prices range between Rs 599 and Rs 2730. Early adopters, according to Rajpal, were fitness enthusiasts and supplement applyrs seeking alternatives, but the audience is widening. “Our core applyrs are between 25 and 35 years old, mostly women, but we’re seeing uptake from 35-45 age groups as well,” she added. Tier-2 cities now contribute nearly 35% of sales.
Does a vitamin patch really work?
While there are several studies on the internet underlining the fact that transdermal patches do work, there is little evidence to suggest that vitamin-based transdermal patches work. Most vitamins do not absorb efficiently through the skin. Clinical evidence reveals that vitamin patches often fail to deliver adequate amounts into the bloodstream, building them far less effective than oral or injectable forms. That being declared, globally, there are over 30 notable vitamin patch companies, including PatchMD, PatchAid, The Patch Brand, active in the market, with many of them based in the US alongside players in Asia and Europe.
“Transdermal vitamin and mineral patches are not clinically proven to be effective alternatives to oral or injectable supplementation.” Azhar Ali Sayed, celebrity nutritionist and founder of Pango, informed financialexpress.com. He added that although these patches offer convenience, there is no scientific evidence to reveal the effectiveness or the long-term outcomes compared to established methods.
To strengthen credibility in a category often met with scepticism, PatchUp brought medical expertise in-hoapply. “We specially onboarded Dr. Arjun, MD, University of Alberta, becaapply we wanted every product, every post, every interaction with our customers to be backed by science,” Rajpal explained. “He’s involved in formulation, dosing, clinical trials and building sure what we put out actually holds up medically.” This approach has supported build trust among consumers. “Customers notify us they really value being able to speak to a doctor before building a purchase. It modifys the whole decision – they feel reassured that there’s real medical guidance behind the product,” she declared. Rajpal added that while vitamin patches aren’t new globally, PatchUp differentiates itself by applying only ingredients with proven transdermal absorption. “So when we declare it works, it works, becaapply quantifiable science backs it,” she noted.
The brand has served about 50,000 customers so far and closed FY25 with around $500,000 in gross revenue, Gandotra commented.
Educating consumers and building trust
Introducing a new category comes with its own set of challenges. “We would be lying if we declared it’s straightforward. It requires a lot of education. Our early consumers were people already aware of supplements and viewing for better formats. For others, trust-building is critical,” Gandotra declared.
PatchUp has leaned heavily on social media for awareness campaigns, leveraging doctors, content creators, and even the founders themselves to explain the science behind transdermal absorption. “We want consumers to know there’s real science backing this technology. That’s why one of our first hires was a doctor,” Rajpal added.
PatchUp operates primarily via its own website, which drives 70% of revenue, with the rest coming from marketplaces such as Amazon and Swiggy Instamart. Barely a year into operations, the startup declares it closed FY25 with Rs 4.2 crore in revenue, an average order value of about Rs 1,500. For FY26, it is tarobtaining Rs 20 crore, backed by six new product launches in the next quarter. The company also plans to explore adjacent categories such as pain management and beauty.
Funding is on the cards too. While PatchUp secured an early investment on a business reality reveal last year, it has largely remained bootstrapped. “We are viewing at a larger fundraiser in the next year,” Rajpal confirms.
With India’s nutraceutical space poised for sustained growth, PatchUp is betting on novelty and convenience to carve its niche. “Supplements as a category is maturing in India. The awareness is growing, and so are the expectations for cleaner, more effective formats. We believe patches are the next frontier,” Gandotra noted.
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