During the pandemic, many of us turned to boosting our immunity, seeking comfort in various health supplements. Turmeric, with its known health benefits, became a common sight in households.
But for Pushpendra (Push) Sharma, founder and CEO of HaldyPlus Nutrition Pte Ltd, turmeric’s traditional forms weren’t cutting it.
“I wanted to incorporate turmeric into my daily routine, but pills, powders, or capsules just felt too medicinal,” Push told Vulcan Post.
So, he thought, “Instead of the usual supplements or powders, why not put turmeric in a breath mint, something we all use regularly?”
This gap in the market sparked a journey that led to the creation of Haldy, a sugar-free turmeric mint designed to make consuming turmeric easy, refreshing, and enjoyable.
Push’s aha moment came when he noticed how many sugary breath mints were being consumed during the pandemic, especially with masks becoming a daily accessory. These mints offered fresh breath but nothing more.
So, he envisioned a mint that could seamlessly fit into anyone’s daily routine without the mess or aftertaste that turmeric supplements often leave behind.
The goal wasn’t to market Haldy as a supplement but as a “better-for-you” alternative to regular mints. By using the permissible amount of turmeric (curcumin), Haldy mints offered fresh breath with the added bonus of turmeric’s golden goodness.
“We had to balance taste, health benefits, and convenience—a tricky formula,” Push added.
According to a research study, curcumin, a polyphenol, has been shown to benefit inflammatory conditions, metabolic syndrome, pain, and to help in the management of inflammatory and degenerative eye conditions. In addition, it has been shown to benefit the kidneys.
Building with challenges and triumphs
Of course, creating a turmeric mint wasn’t as simple as having the idea. The journey to bring Haldy to life took over 24 months of research, development, and consumer trials, said Push.
The team faced numerous challenges in balancing flavour and functionality while ensuring that the turmeric didn’t overpower the mint experience.
They also needed to develop a product that appealed to a broad audience, even those unfamiliar with the taste of turmeric.
“Our biggest concern was the aftertaste and teeth staining, but after several rounds of trials, we managed to crack it,” Push shared.
The result? A refreshing, sugar-free turmeric mint that not only tastes great but also avoids the common drawbacks of traditional turmeric supplements. It was launched in early 2023 to great reception, Push shared.
The thought into the packaging and design
Push believes that one of the things that sets Haldy apart is its eco-friendly, patented packaging. Each steel mint pack is not just aesthetically pleasing but practical, featuring a design that sticks to magnetic surfaces.
The design, influenced by Indian Mural Art, evokes a sense of returning to roots, with earthy colours, the Haldy Lady character, and elements like the Tree of Life and turmeric leaves.
“We wanted the packaging to reflect the product’s uniqueness,” he noted. “It’s not just a mint—it’s a lifestyle product.”
This attention to detail in packaging has not gone unnoticed. Haldy’s packaging has won several prestigious awards, including the 2024 MUSE Design Award in the USA and the PAC Global Brand Marketing Award.
Scaling Haldy and looking to the future
While Haldy started as a solution to a personal problem, it quickly gained international recognition. Push exhibited Haldy at the ISM Cologne in Germany in April 2023, and the product has seen traction ever since.
Through the brand’s strategic positioning as not just as a wellness product but also as a lifestyle choice, Haldy has been able to reach a broad range of consumers, from wellness enthusiasts to those just looking for a tasty, refreshing mint.
“Right now, our focus is on scaling our Sugarfree Turmeric Mint line,” he said. “But in the future, we plan to expand into therapeutic products under the HaldyPlus range.”
Haldy is entirely bootstrapped and self-funded, with no external capital raised to date. “I wore many hats during this process,” Push explained. “From R&D to production and logistics, I had to juggle everything.”
Despite the challenges, his entrepreneurial spirit has pushed Haldy forward. The brand’s early success is proof that a good idea, backed by dedication and perseverance, can make waves in even the most competitive markets.
A mint with a mission
Haldy’s goal is simple: to offer a breath mint that does more than freshen breath. By incorporating turmeric into a convenient, enjoyable format, Push has found a way to introduce the health benefits of this golden spice into people’s daily routines.
“The world has already woken up to the benefits of turmeric,” he said. “But our mission is to make it easier and more enjoyable for people to consume it.”
With a growing customer base and recognition from industry experts, Haldy is well on its way to becoming a global name. But for Push, it’s still about the same mission that started it all: solving a personal problem and sharing that solution with the world.
- You can learn more about Haldy here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: Haldy