Alumni Ventures: Lowkal – Vinod Sadashivaiah, MPEFB 2017

In this engaging interview, we delve into the entrepreneurial journey of a trailblazer who turned challenges into opportunities to create an impact in the health and wellness sector. Beginning his career as a pharmacist, he evolved into an accomplished entrepreneur, driven by a desire to blend science and innovation. Armed with a robust education, including the MPEFB program at IIM Bangalore and Ayurvedic Dietetics from Pune University, he transformed setbacks into stepping stones.

From launching Lowkal in 2008 as one of the leading brand in guilt-free, health-focused food to co-founding NutriMap, a platform marrying Ayurveda and AI, his ventures reflect a commitment to enhancing health through innovative solutions. With two patents and a growing global presence, he shares his experiences, challenges, and lessons learned in building a brand centered on trust, quality, and customer satisfaction.

Can you share about your background and what inspired you to become an entrepreneur?

Like many from a middle-class Indian background, I, too, dreamed of breaking barriers and reaching for something bigger. That deep-seated urge to create a life beyond limits has always been my driving force.

I started my journey as a pharmacist, where I cultivated a passion for health and well-being. But when I stepped into the entrepreneurial world, I quickly realized that technical expertise alone wouldn’t be enough. To bridge this gap, I pursued the MPEFB program at IIM Bangalore, which sharpened my business acumen and gave me the tools to think strategically. Wanting to ground my work in both science and tradition, I also completed a course in Ayurvedic Dietetics at Pune University.

What inspired you to establish Lowkal in 2008, and how did you identify the need for guilt-free, health-focused food choices in the market?

Lowkal’s journey began in 2008, driven by a personal turning point. Before starting Lowkal, I was manufacturing antibiotics for a large pharma company. Due to an abrupt shift in government policies, the company left me stranded. That experience, though challenging, sparked a fire within me to take control of my own destiny and venture into something more meaningful.

Initially, I launched a product similar to what was already available in the market, but it didn’t work. This failure was a tough lesson, but it also led to a breakthrough moment. My mentor, Prof. Nandini Vaidyanathan, shared valuable advice: to stand out, we needed to innovate and create something that genuinely addressed a deeper consumer need.

That’s when the idea for guilt-free, health-focused food choices was born. I wanted to create not just low-calorie options, but foods that supported a healthier lifestyle without compromising on taste. Today, Lowkal holds two patents, a testament to our commitment to innovation in the health food industry.

How does Lowkal differentiate itself from other health food brands in the market?

Lowkal sets itself apart by offering guilt-free food choices that strike the perfect balance between taste, health, and convenience. While many health food brands focus on being low-cost substitutes, we’re committed to providing exceptional value—products that not only meet a wide range of nutritional goals but also enhance overall well-being.

What truly differentiates us is our focus on functionality and quality. Our products are designed to be as versatile as they are nourishing, addressing specific health needs while ensuring that taste never takes a back seat. We don’t believe in compromises—whether it’s helping our customers maintain a healthy lifestyle or providing them with convenient, delicious options, we deliver more than just a product. We offer a food experience that supports a healthier, more enjoyable way of living.

Lowkal focuses on providing tasty food choices that support dietary goals. How do you balance taste with nutritional benefits?

Balancing taste with nutritional benefits is where my background in pharmaceuticals truly comes into play. Leveraging my experience in drug manufacturing, we’ve applied advanced pharmaceutical technologies to elevate our food products. For instance, our proprietary food blending technology effectively neutralizes the bitter aftertaste of stevia, ensuring a smooth, pleasant flavor without compromising on health benefits.

We’ve also innovated with our cube-shaped sweetener tablets, which dissolve faster and more evenly than traditional round tablets. This ensures a consistent level of sweetness in your coffee or tea, making it easier to maintain your dietary goals without sacrificing flavor.

By combining pharmaceutical precision with a deep understanding of nutrition, we create products that not only meet your dietary needs but also offer a delightful taste experience—because we believe that healthy food should be as enjoyable as it is beneficial

Could you share an overview of Lowkal’s product range and where they are currently available?

Lowkal offers a wide range of plant-based and non-plant-based sugar alternatives, thoughtfully crafted to meet diverse daily sweetening needs—whether for your morning beverages, breakfast bowls, or evening desserts—without compromising on taste. Each product is meticulously formulated to deliver the perfect balance of flavor, health benefits, and convenience.

Currently, Lowkal products are available on major online platforms such as Amazon India and our own website, providing easy access for customers across the country. We are proud to be a trusted choice on Amazon India, with a growing customer base. Our products are also available internationally on Amazon UK, where they’ve earned a 4 +-star rating and hundreds of positive reviews.

As we continue to grow, our goal is to expand our reach and  product basket by bringing out guilt-free salt & Fat alternatives, available to more people around the world, helping them embrace a  healthier lifestyle.

You also co-founded NutriMap, blending Ayurveda Body Science with AI technology. Could you explain how this platform works and how it complements your work at Lowkal?

NutriMap emerged from my personal experience managing colon inflammation. I saw the need for a platform that could help people make informed food choices, especially for managing lifestyle disorders like diabetes, obesity, and hypertension. NutriMap evaluates an individual’s body type, metabolic imbalances, digestive power, and lifestyle. By analyzing this data, the platform predicts the suitability of various foods for specific health goals, easing decision-making and reducing stress for users.

NutriMap complements Lowkal perfectly. While Lowkal focuses on creating guilt-free, functional food alternatives, NutriMap goes a step further by offering personalized food recommendations tailored to an individual’s unique health needs. Together, they empower people to make better, informed choices and cultivate healthier, more sustainable habits.

What were some challenges you faced in building Lowkal, and how did you overcome them?

One of our biggest challenges was creating a palatable taste that was both enjoyable and health-conscious. It involved countless rounds of trial and error. Without access to advanced tasting instruments, our team took a hands-on approach, personally tasting bitterness daily to refine the product. This relentless process helped us craft products that were as delicious as they were health-driven.

Without a large budget for R&D, innovating new products seemed like a distant dream. But the “jugaad” mentality came to our rescue. When we set out to create the world’s first dissolving sweetener stick, we needed an extruder to prove the concept—something we couldn’t afford. But this limitation sparked creativity. We used a Chakli Maker, which fulfilled the same function and successfully demonstrated the proof of concept.

Through it all, perseverance and adaptability were our guiding forces. Every obstacle became an opportunity to think differently, learn, and improve. Our unwavering commitment to the customer and to making healthier food choices accessible and enjoyable pushed us closer to our vision.

How did your time at IIMB shape your approach to entrepreneurship and leadership?

My time at IIMB was transformative in shaping both my approach to entrepreneurship and leadership. It provided me with the tools, frameworks, and confidence to turn abstract aspirations into actionable strategies.

A key lesson I learned was the importance of structuring my thoughts and focusing on profitability as the foundation for sustainable growth. IIMB helped me realize that scaling too early can be detrimental if the core business is not solid.  Additionally, the program offered invaluable insights into effectively managing human resources, understanding market dynamics, and making data-driven decisions that lead to real impact. Lowkal has been EBITDA-positive for the past 3 years.

However, what truly set my IIMB experience apart was the immense confidence it instilled in me. Interacting with brilliant peers, and experienced faculty, and tackling real-world case studies pushed me to think beyond local success and aim for global standards. IIMB didn’t just teach me how to build a business; it gave me the mindset and belief that with the right strategy, innovation, and perseverance, we could build a world-class brand.

How do you manage the balance between innovation, research, and maintaining a customer-centric approach in your businesses?

Managing the balance between innovation, research, and a customer-centric approach requires a dynamic, iterative process. At Lowkal, we adopt a test-and-learn strategy where we first pilot new ideas on a small scale, gather feedback from real users, and refine the product based on that input before expanding. This ensures that every innovation not only meets our high standards of quality but also aligns closely with what our customers truly want.

A perfect example of this is how we addressed a common challenge with sweeteners in bottles: getting the right measurement. While many big brands use measuring spoons, we realized that they can often be misplaced, causing confusion and inconvenience for the user. To solve this, we developed a measuring-dose cap that allows customers to dispense the exact amount with a simple press—providing precision and convenience.

But even with a great idea, perfection took time. In our first round of testing, we found that the pressing mechanism was uncomfortable, so we redesigned the knob for a smoother user experience. In the second round, we ordered the products ourselves for home delivery to test their durability during transport. This led to an unexpected discovery: some of the caps leaked powder. We quickly addressed this by redesigning the seal to ensure it was secure.

These examples reflect our commitment to putting the customer at the center of everything we do. By continuously listening to feedback and anticipating their needs, we’re able to innovate with purpose—delivering products that are not only functional but also foster trust and loyalty with our customers

What’s one key lesson or insight you’d like to share with aspiring entrepreneurs, especially in the health and wellness sector?

One key lesson I’d like to share with aspiring entrepreneurs, especially in the health and wellness sector, is this: health is deeply personal, and trust is the cornerstone of everything. You can’t rush it or buy it—it’s earned through every interaction, every product, and every decision you make. Building a brand that people trust requires more than just offering a good product. It’s about consistently delivering quality, being transparent, and showing genuine care for your customers’ well-being.

In this sector, people aren’t just buying a product—they’re investing in their health. And when you build that trust, it becomes something enduring. A loyal customer isn’t just someone who purchases from you once; they become a part of your journey, and if they trust you, they’ll stick with you for life. That’s the true reward of this business.

So, my advice to aspiring entrepreneurs is to be patient. Focus on delivering value, listen closely to your customers, and keep your integrity intact. The results might take time, but they’ll be far more sustainable and meaningful in the long run.

The entrepreneurial journey shared by our guest highlights the transformative power of innovation, persistence, and a customer-centric approach in the health and wellness industry. By blending his expertise in pharmaceuticals with his passion for health and Ayurveda, he has successfully created products that not only meet nutritional needs but also inspire trust and loyalty. His story serves as a reminder that true success comes from understanding the deep, personal connection people have with their health and continuously delivering value with integrity.