Vieroots use genome testing to win over a growing tribe of wellness enthusiasts

From a cup of caffeine to the subtle shade of your veggies, from the amount and type of exercise you should be doing to whether broccoli is doing you more harm than good, juicing personal food, fitness, and medicine is here.

“This is the greatest thing that can happen and it is a solution that will ultimately help people live long,” says Sajeev Nair, co-founder and chairman of Vieroots Wellness Solutions.

Founded in 2019 by Sajeev and co-founder Adityanarayan, Bengaluru-based Vieroots Wellness Solutions has pioneered an AI powered mobile application and ‘customized epigenetic lifestyle modifications’ (EPLIMO) .

“Our goal is to make a healthy change in the lives of 1 Crore person through EPLIMO by 2025,” says Sajeev.

“As COVID-19 made people realize that they need to take charge of their own health, they started looking for tools and processes to do so. EPLIMO was right on the market as a solution to their research,” he adds.

“EPLIMO makes it easy for users to access genetic and metabolic reports, and personalized lifestyle modifications suggested by the genetics and medical experts on our platform along with online counseling,” he says.

With the option to store healthcare records for quick reference and to locate nearby practitioners, EPLIMO puts everything within the reach of its users.

As COVID-19 has altered the dynamics of health and healthcare, leading to many technological interventions in its wake, the pandemic has also caused a long-term shift in consumer behavior and attitudes, redefining relationships with body and mind.

The previous approach to “retrospective medicine,” as Sagiv calls it — visiting a doctor only in times of illness — has steadily changed due to the rapid shift toward slow, sustainable living, and a sweeping shift in lifestyle choices.

Shifting toward long-term solutions and as Sajeev calls them, early adoption of “preventive medicine/preventive healthcare.”

In fact, according to Indian market research firm Numb Research, 443 million millennials in India spend an average of Rs 4,000 per month on health and wellness products and services..

This has been validated by over 5,000 active users of EPLIMO, a “steadily growing” tribe.

Over 200 lifestyle coaches and over 500 health advisors are on board with Vieroots.

The journey from DNA to metabolic assessment

“At one point, I used to take a lot of supplements and exercise a lot, but I quickly learned that not everything works for everyone. I learned that some of these supplements can do more harm than good, while some exercise can actually kill you,” Sajeev recalls. .

“In 2005, when I went to the United States, I came across a concept called nutritional genomics (also known as nutritional genomics, the term is widely used to define the relationship between nutrients, diet and gene expression), which is primarily a decipherment of nutritional aspects based on Genomics,” he says.

In 2003, The Human Genetic Code Project completed.

Sajeev soon learned that one would be able to decode the body’s diverse nutritional requirements based on DNA.

From Kerala, serial entrepreneur Sajeev, a famous evangelist for wellness and one of India’s first biohackers, was already working on his health business at the time.

author The creation of the superman, Sajeev He tried on himself some “biological hacks” or personal lifestyle modifications that he understood through his research.

His experiences align with the sentiments of ‘Life of Youth’ and the stated mission of the Vieroots: to enable people to realize the true potential of their body and mind, and to make informed lifestyle adjustments to benefit from the bounty of expanding human life, but also to live fuller, healthier, and longer lives.

“About 2016-2017, I started paying more attention to a space called human longevity and peak performance, especially because I myself am a peak performance coach. Therefore, maximizing human performance or enhancing human capabilities has always been my passion.”

When he began cultivating the space of a “long, satisfying, healthy life,” he quickly discovered how it was intrinsically linked to personal health.

A personal health guide for life

Typically, the customer is handed a kit that enables him to take 2ml of his saliva, and the sample is reverse-selected and sent to the genomics lab. The lab then decodes the person’s DNA and assesses it across measures of 250 different health conditions.

The DNA report card allows the user to receive a range of information: from the risks of lifestyle diseases such as diabetes as well as autoimmune diseases to how minerals and vitamins are absorbed into their cells and the generation of the musculoskeletal structure.

However, the Vieroots soon realized that wasn’t enough.

Imagine that you are visiting a good doctor for a specific condition or for any disease. Sometimes they ask seemingly unrelated questions regarding sleep cycle etc. To an ordinary person, it may seem irrelevant, but Sagiv makes it clear that these are deeper questions directly related to one’s body and health. For example, whether a person sleeps well or not is also one of the determining factors for the function of the digestive system.

Vieroots curated a questionnaire of 70 questions related to metabolism, preloaded on the mobile application, EPLIMO. When the user visits the website, he is directed to the application, and when he downloads the application, the user is directed to answer these questions.

The questionnaire was designed to generate data and information about 250 health conditions, and correlates with DNA data obtained from genetic assessment.

Sajeev gives an example: Suppose if you look at the genome report, an individual may have a higher genetic risk of developing lactose intolerance. To address the problem of lactose intolerance, the suggested recommendation should be in a “don’t use dairy” nature. However, once you continue reading the report, you will probably find a higher risk of lower calcium concentrations, and the stated recommendation would be to “consume more calcium-rich foods such as milk.”

The link is missing. The report depends only on condition parameters. EPLIMO claims to provide a “very accurate” recommendation by correlating different conditions using the power of ML and AI.

Sajeev describes the Personal Health Bulletin as a “running guide for the rest of your life” because genomic data never changes.

Tribe of Wellness Consumers

“The good thing is that our target group is very specific; they are health-conscious people. We only target people who are really health-conscious, but who make mistakes. For example, people who need to make informed decisions, whether it’s exercise or diet,” he explains Sage.

So far, the app has had 5,500 downloads with Tier 1 accounting for 70-80% and Northeast being 20%. The average age profile of the user base is between 25 and 55 years old.

The entire EPLIMO process, including consultation and training, costs Rs 30,000 plus taxes.

Vieroots trained health or “lifestyle coaches” with a background in the life sciences. Some are nutritionists and professionals who have taken biotechnology courses. All work on a commission basis to generate and support sales.

Lifestyle Coaches are undergoing a 2-month training course, in which Vieroots have joined the Indian Society of Functional Medicine.

The entire process takes about four to six weeks, from the delivery of the genome assembly to the counseling session. The final virtual counseling session takes place in addition to the Epigenetic Evolution Lifestyle Recommendation Guide in PDF format that the user receives on the application.

“The goal is to empower people to take charge of their health,” Sajeev says.

Speaking about the challenges, Sajeev explains, “The first name that comes to a user’s mind when we talk about healthcare is doctor. However, you usually visit a doctor when you are sick. Also, most doctors do not have the time or bandwidth to consider preventive healthcare, Because they’re too busy working on diseases.”

In the case of autoimmune diseases, the only available medication is immunosuppressants. Some results from the genome report revealed that for some people, “eggplant vegetables”, such as tomatoes and potatoes, have a negative effect. Interestingly, it was observed that when these people stopped taking them, their autoimmune diseases, which they had had for years, also subsided.”

Sajeev says there are no direct competitors or services like EPLIMO. However, he has named some of the top players in the “personalized genome market” in India: MayMyGenome, Genebox and Medgenome.

The startup startup follows a direct-to-customer revenue model.

“We completed a full financial year this year on March 22nd, generating Rs 14.8 crore with tight profitability. We have two sources of revenue: one is a service, and the other is our nutritional supplements,” says Sajiv.