Singapore-based entrepreneur Pushpendra Sharma has turned the increased pandemic-drive focus on immunity and health boosters into a nifty startup. His venture Haldy aims to provide consumers tasty, convenient and innovative ways to introduce turmeric to their daily diet.
"Turmeric is a superfood well known for its host of health benefits, but the challenge is that to eat turmeric in a pill, powder or even a drink form is neither tasty nor convenient. So, my objective was to take something that we all routinely eat, like breath mints and make a healthy alternative version by adding turmeric, but without the aftertaste," Push, as he is called, told Connected to India.
The company's first product, sugarfree turmeric mints, started selling in February in Singapore. Push started his venture solo with nothing but an offbeat idea and determination.
"Designing and launching an innovation during COVID years was super challenging. Ideation is the easy part – the real challenges lie in going from idea to execution and getting the physical product to the consumers. Over a period of time, I worked to get together a team of experts who supported me to bring this product to market," he said.
According to Push, while the therapeutic benefits of turmeric are well documented, the brand has have steered clear of making therapeutic claims about health benefits, choosing to market it as a breath mint.
Haldy is primarily selling their product online, via their own e-commerce platform as well as on the top three online marketplaces in Singapore: NTUC FairPrice, Redmart (by Lazada) and Shopee. International orders to Europe/UK, US, Australia, South Africa, India etc. are also fulfilled via shipping partner DHL.
Push also says that R&D teams are working on creating more innovative products born from out-of-the-box thinking.
"Haldy is a proudly home-grown Singaporean brand. The unique multi-cultural landscape of Singapore offers rich inspiration for innovation. We are very proud to have worked with local talent for the strategy, design and art direction to bring Haldy to life," Push said, signing off.