INNOVATION MANAGEMENT

Mayank Madhav Prabhu - 19020341136

Priyamvada Kanoria - 19020341144
Rishabh Narang - 19020341198
Nitin Khuteta - 19020341226
Yash Rampuria - 19020341173
• Digital health and fitness platform which tracks
a person’s lifestyle and eating habits
• Founded in 2012
• Founders: Tushar Vashisht and Sachin Shenoy
• Available on both Android and iOS as an app.

• Services provided:
1. Calorie tracking
2. Fitness coaching
3. One-on-one diet and workout plans
• The app operates on a freemium model – as it
has both free and premium offerings.
• Certified fitness coaches and nutritionists provide
nutrition and fitness guidance to premium users.
• Launched ‘Ria’ – the world’s first AI-powered
virtual nutritionist in 2017

• As of February 2020:
 Free user base – 16 million
 Of this, monthly active users – 2 million
 Paid users – 1,00,000
 75% of paid users use the AI-enabled
Healthify Smart Plan, priced at INR 300 per
month.
 25% of paid users use Healthify Coach plan,
priced at INR 1500 per month.
 Reach: 300 cities; 500 coaches
 • The demand for health and wellness solutions is on the rise.
• Particularly due to the Covid-19 pandemic, the awareness for

Why
health and immunity products and services has seen an
unprecedented increase among a wider set of consumers.

HealthifyMe? • Over the years, HealthifyMe has developed a vast user base and
even surpassed INR 100 crores in revenue (as reported in Feb
2020).
• It has also expanded internationally to Singapore, Malaysia and
Brunei.
• Since the app offers an extensive degree of flexibility and
personalisation to cater to individual health goals, we feel our
innovation of ‘Food Label Simplifier’ will complement the value
proposition of HealthifyMe.
• Further, since the app has a high number of paid users, it would
be easier to monetise the innovation.
 Proposed
Innovation
• In 2019, a global survey of packaged food and
drinks ranked the packaged food in India as the
lowest in terms of healthiness.
• The study also highlighted that packaged foods
in India contained high levels of sugar,
saturated fat, and salt.
• Several leading nutritionists now say that
packaged foods and drinks are a major cause of
concern because they contain highly processed
foods with very low nutritional value.
• However, not all packaged foods can be labelled as
deterrents towards leading a healthy life.
• There are various brands that sell packaged foods
which are healthy and less-processed/minimally
processed. E.g., True Elements, Yogabar.
• Further, health and wellness are very individualistic
goals with require high degree of customisation.
• So, our proposed innovation is a Food Label
Simplifier for the app HealthifyMe.
• This would be a premium feature of the app.
• CORE IDEA OF THE INNOVATION – to simplify
purchase decisions for consumers when it comes
to packaged food.
 NEED
Consumers were asked whether they notice/read food labels and
nutritional information on the packaged foods they purchase.

ANALYSIS
We conducted a survey to understand the
perception of consumers towards food
labels and nutritional information on
packaged foods.
Consumers were asked whether they found it easy/difficult to understand
these food labels and nutritional information.
 There were 126 respondents.

 Major age group: 18-30 years.

 More than 50% were aware of the app

HealthifyMe.

 Close to 58% described themselves as

health-conscious.
This shows that not only do most consumers notice / read food
labels, but that a majority of them find it highly / moderately
complex and difficult to understand.
NEED ANALYSIS – Brand Examples
 Masala Oats are advertised as healthy snack option.
 The 2nd ingredient is maltodextrin.
 Studies say it has higher glycemic index than table sugar.
Hence, not advisable for diabetics.
 Salt is the 3rd ingredient. This indicates high sodium content as
manufacturers list items in decreasing order of weight. Hence,
not advisable for person with hypertension.
 All this is not evident to a consumer from just the label itself.

 Farmlite is advertised as a healthy biscuit with

no trans fat and suitable for an active lifestyle.
 Refined palm oil is the 3rd ingredient – it is
high in saturated fat which has been linked to
heart disease. (The American Heart
Association in 2018 released an advisory to
lower intake of saturated fat.)
 Sugar aliases used: Liquid glucose,
maltodextrin, invert syrup.
 NEED ANALYSIS – Ingredient Example
 Sugar in one item which is very commonly
hidden in the list of ingredients on
packaged foods under many different
names or ‘sugar aliases’.

 A growing body of research says that

sugar is highly addictive and leads to
health issues such as diabetes, obesity,
etc.

 Hence, food labels now try to work their

way around this by using names that
sound nothing like sugar, but in reality are
nothing but sugar.

*Source: https://www.bluemesahealth.com/sugar-aliases
 PRODUCT ANALYSIS
 Hence, the Food Label Simplifier aims to simplify or de-mystify food
labels to ensure that consumers purchase those packaged foods that are
in alignment with their health goals (which they have already entered
into the HealthifyMe app).
 Often, consumers get swayed by claims such as sugar-free, low-fat, low-
calories, low-cholesterol, baked not fried, etc. However, the Food Label
Simplifier aims to help consumers by ensuring that they don’t end up
buying foods that do not have any nutritive value or are low in one
unhealthy ingredient but high in others.
 The Food Label Simplifier will be a premium feature that will scan food
labels, analyse the ingredients, then match them with the health goals of
the user and answer in a simple YES or NO format regarding whether
this said packaged food should be purchased or not.
 DESIGNING THE PRODUCT
The product design is explained through the following process flow diagram:

Opens App uses

User
Usergoes
goes HealthifyMe phone
shopping
shopping app on camera to
phone scan labels

The app replies

with a YES for The results are App runs all the
buying matched with the scanned nutritional
users health goals information
(already entered in through a database
HealthifyMe)
The app replies
with a NO for not
buying
 PRODUCT TESTING
After the designing, a survey was conducted to understand the potential user response for the product.
The results are enumerated as follows:

 More than 50% of the respondents said that they

would be willing to pay for a premium feature on
the HealthifyMe app that simplifies food labels
and nutritional information for them.
 Approximately 25% were unsure.
 This indicates that the product – Food Label
Simplifier has a good market potential as it
capitalises on the need of consumers for health
and well-being.
The following dashboard shows detailed survey results for respondents who said ‘Yes’ or ‘Maybe’ regarding
their willingness to pay for the feature – Food Label Simplifier on HealthifyMe app.
 PRODUCT TESTING
After the designing, a survey was conducted to understand the potential user response for the product.
The results are enumerated as follows:

 More than 50% of the respondents said that they

would be willing to pay ‘Less than 300’ per month
for the Food Label Simplifier feature on the
HealthifyMe app.
 Around 22% were willing to pay ‘Between 300 and
500’.
 Approximately 14% were unwilling to pay.
 This indicates that the product – Food Label
Simplifier has to be priced in an affordable
manner so as to reach out to a wider set of
consumers.
The following dashboard shows detailed survey results for respondents who were willing to pay ‘Less than
INR 300’ or ‘Between INR 300 – 500’ for the Food Label Simplifier feature on HealthifyMe app.
THANK YOU!