Personal wellness and fitness have become modern challenges in the hyperactive times of ours. Power to meet them head-on and defeat them comes from within. It is also helped by some of the most popular health, wellness, and fitness brands of 2025, like INJA Wellness.
The power brand began with a personal recovery story: In 2009, Founder Bhavesh Sheth suffered a serious ligament tear while playing badminton. A friend from Japan introduced him to Marine Collagen, which aided his recovery—and unexpectedly improved his skin and hair health.
Motivated by this transformative experience in 2009; and wanting to consume Collagen after a Martial Arts injury later, Bhavesh realized that there was no Collagen product available in India, creating the spark that led to INJA’s founding in 2015 in Mumbai.
Starting as India’s first brand solely focused on Collagen, INJA quickly built a reputation on uncompromising quality, sustainability, and affordability; today, it’s considered India’s top Collagen brand, supplying both consumer products and bulk Collagen to nutraceutical and FMCG companies.
A Mission Beyond Business: Quality Without Compromise
In a country where wellness has often been an afterthought, INJA Wellness has emerged as a beacon of uncompromising quality. While the brand rapidly solidified its position as India’s top Collagen provider, its vision was always larger than a single product.
At its core, the brand is driven by a straightforward but powerful mission: to deliver the highest-quality products to the Indian market, setting a new standard that rivals the best in the world. This philosophy underpins every decision, from meticulous sourcing partnerships to formulations that meet stringent Japanese guidelines.
As Bhavesh passionately states, “We hate the idea of the BEST getting exported and Indians being left with everything of compromised quality. That’s the narrative we are set out to change by ensuring we provide only the finest quality of products in India.”
This commitment is not just a business strategy; it’s a pledge to empower Indian consumers with products they can trust to improve their lives. It’s a fight against the very notion of settling for less.
The Next Chapter: Super Greens for a Super India
In 2025, INJA Wellness takes its mission to the next level with a groundbreaking innovation led by the brand’s dynamic Partner, Aaditya Sheth. This new venture, the highly anticipated launch of INJA Super Greens, marks a significant expansion beyond Collagen into the realm of holistic nutrition.
This powerful daily superfood blend is a testament to the brand’s forward-thinking approach, packed with 40 nutrient-rich greens, fruits, vegetables, and herbs, all meticulously selected to support comprehensive health.
Each sachet is a concentrated dose of essential vitamins, minerals, and plant-based nutrients, enriched with Ayurvedic herbs, prebiotics, and superfoods, offering an easy and delicious way to fill nutritional gaps.
A Culture Forged in Creativity and Personal Experience
The company’s relentless pursuit of quality over shortcuts is the driving force behind its ongoing research and product diversification. It is a philosophy that prioritizes educating the market about the benefits of its products, rather than just selling them. This dedication to consumer empowerment has helped INJA become a trusted name in the industry.
As a Direct-to-Consumer (D2C) brand, INJA constantly creates engaging content that fosters a sense of community. “We believe in making the overall atmosphere more fun and engaging,” says Aaditya. “This increased interaction between everyone—our team and our customers—is what builds a strong, lasting relationship.” This approach not only fuels creativity but also ensures the brand remains closely connected to the very people it aims to serve.
Sustainable Growth and a Commitment to Ethics
INJA Wellness’s remarkable growth is not just a story of business success, but a tale of balancing profitability with purpose. The brand’s commitment to sustainability is evident in its premium sourcing from ethical, fish-scale supply chains in Japan and India, ensuring that its products are not only effective but also environmentally conscious.
This dedication to ethical practices is matched by a mission to make high-grade Collagen accessible to a wider audience through accessible pricing. This dual focus on quality and affordability is a key driver of its success.
“Our mission to help people is a fuel that gets the INJA Team fired up the most,” Aaditya explains. “A mission to maximize how many people we can help always ensures we are on a track of growth.”
Beyond its products, INJA has integrated social responsibility into its core, pledging a portion of its website sales to Water.org to support access to clean water globally. This commitment to both local and global well-being cements INJA Wellness’s identity as a company driven by a moral compass, proving that a brand can be both a market leader and a force for good.
Under Aaditya’s leadership, this project demonstrates INJA’s agility and responsiveness to the evolving needs of the wellness consumer. “With Super Greens, we are extending our promise of quality and efficacy to the entire spectrum of daily nutrition,” he shares. “We’re providing a convenient, all-in-one solution that ensures our customers have the foundational nutrients they need to tackle the challenges of modern life.”
The launch of this product solidifies INJA’s position as a holistic wellness brand, committed not only to personal recovery stories but to building a healthier, more resilient India from the ground up.
Harnessing Technology for a New Era of Wellness
In 2025, INJA Wellness’s commitment to excellence is powerfully amplified by its embrace of technology across its entire value chain. On the product side, advanced technology is employed to create premium-grade Collagen and other wellness products, ensuring purity and efficacy.
Operationally, the firm has leveraged sophisticated SaaS tools to create highly optimized and systematic processes, enabling a lean and efficient workflow. This digital transformation is also central to their marketing efforts, where AI has enabled a significant boost in efficiency and the ability to generate high-volume content, strengthening the brand’s voice and reach.
As Aaditya notes, “Technology plays a massive role for us,” a testament to how digital tools are not just an add-on, but a core component of their mission to deliver the best to their consumers.
Guiding Consumers and Cultivating Tomorrow’s Leaders
INJA Wellness confronts a market landscape flooded with cheap, low-quality products from well-funded competitors, a trend that confuses consumers and compromises trust. The company’s strategic response is to lean into its foundational philosophy of education. Instead of competing on price, INJA focuses on creating content that empowers consumers to make informed choices.
Aaditya firmly believes that “The better-informed people are; the better decisions they make.” Internally, a key challenge was ensuring the team’s proficiency with AI, a hurdle they overcame by providing focused training to boost efficiency.
This forward-thinking approach extends to staying ahead of industry trends by monitoring global developments in ingredients, form factors, and emerging health issues. By continuously supporting education and awareness campaigns, INJA is not just selling products; it’s normalizing Collagen as an essential daily health supplement and shaping a more knowledgeable consumer base for the future.
Expanding the Vision: The Launch of INJA Super Greens
In a significant move that underscores its dynamic growth, 2025 marks the launch of INJA Super Greens. This powerful new product is a tangible signal of the brand’s evolution beyond beauty and joint care, positioning INJA as a holistic wellness brand.
By offering a comprehensive daily nutritional supplement at an affordable price, the company complements its flagship Collagen products and addresses a broader spectrum of consumer needs.
This innovation reflects a strategic balance of delivering a new product while maintaining core brand values of quality and accessibility. The launch serves as a testament to INJA’s agility in an ever-changing market, cementing its place not just as a Collagen leader but as a true pioneer in the Indian wellness space.
A Web of Collaboration and Purpose
INJA Wellness’s success is built on a robust strategy of internal excellence and external collaboration. The founder’s personal journey continues to inform product design and purpose, creating a strong internal culture.
Externally, the brand has forged exclusive distribution links with top Japanese Collagen suppliers, ensuring premium, ethically sourced ingredients. This network also includes OEM clients who leverage INJA’s white-label solutions, further expanding its industry footprint.
Beyond business, INJA’s partnership with Water.org reflects its deep-seated social values, aligning its commercial success with a shared commitment to global social impact.
The company’s ability to balance innovation in product formats and flavors with a consistent focus on customer experience—ensuring every product is easy to use and highly effective—is its ultimate measure of success, which is quantified through impressive sales growth and glowing customer testimonials.
Aaditya Sheth’s Blueprint for Sustainable Growth
In a powerful piece of advice for aspiring innovators, INJA’s partner Aaditya outlines a blueprint for building a business that can stand the test of time. He urges entrepreneurs to start by solving a personal problem, as great companies often begin with a real-life pain point.
From there, he stresses the importance of staying relentlessly quality-focused, as “innovation without excess compromise fosters trust.” Aaditya advises entrepreneurs to diversify smartly, as INJA did with its Super Greens, while always staying true to the brand’s core identity.
He also emphasizes the need for strategic partnerships, ethical growth, and the crucial skill of profitable selling. “Selling is harder than creating,” he notes. “It’s the businesses that can make profits that stand the test of time.” His final and most profound piece of advice is to build for future generations, creating a business that is built to survive and thrive long after its founders have moved on.
A Meritocratic Culture for a Healthier India
INJA Wellness operates on a core belief in meritocracy, rejecting all forms of discrimination in its hiring and internal policies. The company’s philosophy is simple: talent and a strong work ethic are the only factors that matter.
“We do not believe in discrimination of any sort—whether it is to hire or not to hire,” Aaditya states. “Good people and hardworking people who can deliver are what we look for.”
This approach has created a dynamic and inclusive team where every individual is valued for their contribution, not their background.
Looking beyond 2025, this same principle will drive INJA’s long-term vision. The brand aims to continue expanding its product categories with offerings that exceed global standards, while simultaneously working to educate the Indian populace and create a healthier nation.
Ultimately, INJA seeks to become synonymous with Collagen, Quality, and Efficacy, establishing a legacy that is built on trust and tangible impact.
