Fullife Healthcare, the parent company of Fast&Up and Chicnutrix, has raised ₹300 crore ($32 million) in a Series D funding round led by Elev8 Venture Partners. This funding round represents an important development in the D2C sector and demonstrates increasing investor interest in India’s Direct-to-Consumer market, especially within the expanding health and wellness segment.
This investment marks Elev8’s initial entry into the Indian D2C ecosystem, indicating both deep investor understanding of this space and a growing allocation of institutional capital toward consumer-focused, high-growth brands. With this funding, Fullife joins other VC-backed D2C companies aiming to grow through product innovation, a multi-channel approach, and international market expansion.
Fullife operates across several D2C categories, including wellness, personal care, and food and beverage. Its primary brand, Fast&Up, offers products in active nutrition, protein supplements, and immunity support. The second brand, Chicnutrix, focuses on women’s wellness, covering skincare, haircare, PCOS support, and UTI care. These offerings reflect changing consumer preferences and the rising demand for targeted wellness solutions in the Indian D2C market.
The new capital will be used to support Fullife’s expansion into additional segments such as digestive health, sleep support, and protein-based nutrition. This approach aligns with broader trends seen across the D2C landscape, where brands seek to diversify into related categories to enhance customer lifetime value and engagement. Currently, Fullife’s portfolio includes over 100 SKUs spanning hydration, metabolic health, sports nutrition, and beauty wellness, showing its commitment to product development and category breadth.
Financially, Fullife reported a 36.4% increase in operating revenue, reaching ₹256.04 crore in FY25 compared to ₹187.64 crore in FY24. Simultaneously, the company has significantly reduced losses from ₹30.16 crore to ₹13.42 crore, indicating improved unit economics and progress toward profitability—critical factors for D2C businesses in India.
The company is also strengthening its omnichannel strategy by expanding retail distribution while enhancing digital and e-commerce channels. This reflects the ongoing trend in the D2C sector where integrated ecosystems are key to improving consumer access and conversion rates. Additionally, Fullife is investing in manufacturing capacity, new product formats, and innovation to support supply chain efficiency and consumer experience.
Internationally, Fullife is present in over 40 countries and is focusing on deeper market penetration in regions such as the UK, GCC, and the US. This expansion positions the company among Indian-origin D2C brands successfully entering global markets, a notable trend within the broader D2C industry.
Having raised over $72 million to date, including $22 million from Morgan Stanley in 2021, Fullife is frequently mentioned in discussions about D2C funding, private equity involvement, and potential future IPOs. Its growing brand portfolio, improving financial performance, and international ambitions contribute to its status as one of India’s rapidly expanding D2C wellness brands.
Fullife Healthcare’s progress exemplifies how emerging and growth-stage D2C companies in India are using capital, innovation, and omnichannel strategies to scale in a sustainable manner. In a market increasingly driven by personalization, effectiveness, and consumer trust, Fullife is building a notable example of the evolving Direct-to-Consumer landscape in India.
