Tholua, a biotech startup from Assam, is on a mission to supply bioactive micronutrients, or mood food, to every household. Can they revolutionize our food habits and moods? Let’s find out.

Bhaswati Kalita
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Updated on :
In the ever-evolving world of health and wellness, Tholua stands as a pioneering brand dedicated to providing cutting-edge solutions for nutrition and fitness. Founded by Trailukya Dutta, Tholua is committed to enhancing metabolism, immunity, and overall well-being through the power of bioactive micronutrients. With a strong emphasis on aged black garlic and scientifically backed formulations, Tholua aims to revolutionize the way people consume essential nutrients on the go.

Let’s understand more about Tholua with a detailed analysis
The Vision Behind Tholua
Tholua was established with a mission to prevent chronic illnesses, save time while maintaining a healthy diet, and balance nutrition with convenience. The company caters to diverse audiences, including corporate employees, freelancers, gym enthusiasts, yoga practitioners, and individuals with specialized dietary needs. By integrating functional foods into daily nutrition, Tholua is setting a new benchmark in the Better For You (BFY) and Naturally Healthy (NH) product categories.
Market Opportunity and Growth Potential
The global health and wellness industry is witnessing unprecedented growth, and Tholua is strategically positioned to tap into this expanding market. Some key statistics highlighting the potential include:
- The vitamin gummy candy market is projected to reach INR 778 crores by 2032 with a CAGR of 31%.
- The functional food market is estimated to hit INR 1000 crores by 2025 with a growth rate of 15% CAGR.
- Better For You (BFY) products are among the fastest-growing categories in the health sector, including snacks, soups, dairy, and beverages.
Also Read: Cracking the Vision of Fishwaale: India’s First E-Fish Market
Key Product Innovations
1. Aged Black Garlic: A Nutritional Powerhouse

One of Tholua’s core innovations is its Aged Black Garlic, a superfood rich in bioactives known for its neuroprotective, antioxidant, anti-obesity, anti-inflammatory, hypolipidemic, lipid metabolizer, and anti-diabetic properties. The technology behind aged black garlic has been validated by IARI, New Delhi, ensuring high-quality and scientifically backed products.
2. Functional Nutrition for Modern Lifestyles
Tholua addresses the growing demand for functional foods that support metabolism and overall health. Some of its key offerings include:
- Metabolism boosters infused with essential nutrients.
- On-the-go nutrient solutions tailored for busy professionals and fitness enthusiasts.
- Dietary supplements and fortified foods to enhance well-being and longevity.
Target Audience and Consumer Segments
Tholua’s products are designed to meet the needs of three primary consumer segments:
1. Health-Conscious Individuals
These consumers prioritize nutrition, dietary regimens, and ingredient transparency. They include:
- Individuals following keto, gluten-free, and vegan diets.
- Those mindful of ingredient sources and seeking clean-label products.
- Consumers interested in graceful aging and holistic wellness.
2. Fitness and Endurance Enthusiasts
Tholua caters to fitness-driven individuals such as:
- Marathon runners, bodybuilders, amateur athletes, and yoga practitioners.
- Consumers that are looking for high-performance functional foods to support stamina and recovery.
3. Sustainability Advocates
With a strong focus on sustainability, Tholua attracts:
- Eco-conscious millennials and zero-waste lifestyle advocates.
- Consumers who prefer minimal packaging and environmentally friendly sourcing.
- Individuals aligning their food choices with ethical and sustainable practices.
Impact on Local Communities
The founder of the startup is committed to empowering local farmers and tribal communities by ensuring fair trade practices and sustainable sourcing. The company’s impact includes:
- Prioritizing local produce in product formulations, fostering a circular economy approach.
- Educating farmers on botanicals and ethical collection practices.
- Educating farmers on botanicals and ethical collection practices.
- Implementing a buy-back guarantee on contract farming to support financial inclusion.
Why to Invest in Tholua?
Tholua stands out as a compelling investment opportunity due to its:
- Growing Market Potential: Positioned within the rapidly expanding health and wellness industry.
- Experienced Team: Founded by IIM alumni with extensive expertise in nutraceuticals, supply chain management, and product innovation.
- Proven Business Model: Successful expansion into B2B distribution, including partnerships with major distributors in Delhi and beyond.
- Positive Social Impact: Sustainable business practices that empower farmers and small-scale entrepreneurs while promoting holistic well-being.
Endnotes
With continuous research and development, this startup is expanding its product range and strengthening its distribution channels. The brand is working towards creating a global footprint in the nutraceutical industry by integrating AI-driven health solutions, personalized nutrition plans, and sustainable sourcing practices.
As the demand for natural, functional, and fortified foods continues to rise, Tholua is well-positioned to lead the industry with its innovative approach.

Bhaswati Kalita is a business analyst and storyteller with years of experience in business operations, management, and marketing. She is an engineering graduate and started her professional career as an operations manager in a tech company. To follow her passion as a storyteller, she loves to write business articles and stories. Reach her at bhaswati@diversityassam.com.