Australian nutraceutical company Purahealth manufactures and distributes wellbeing supplements to a global customer base via its online store and through selected retailers in Australia, US and China.

Emphasising the importance of ingredient transparency, managing director Chris McGrath aims to create a new standard of clarity, distinct from other Australian nutraceutical manufacturers.

Value proposition

Established in 2016, Purahealth currently offers three Australian-made dietary supplement products that retail between $25 to $39 for 30 capsules.

Purahealth aims to deliver an ethical stance on the vitamin and dietary industry by highlighting the importance of transparency. In Australia, it is not a legal obligation to document the entire list of ingredients on vitamin and dietary supplement labels.

Purahealth recognises this deficiency in the market, offering a product that is honest and transparent with its ingredients. Targeted towards a health-conscious demographic, Purahealth provides a product for the growing wellness, clean label and vegan audiences worldwide.

Valuation

Offered on crowdfunding platform Equitise, Purahealth Limited is raising between $100,000-$600,000 worth of new capital at $1 a share with a minimum investment of $250. The pre-money valuation for Purahealth is $1.3 million.

The new funds will be put towards product development, working capital, marketing and salaries.

Sales

Since trading in 2016, Purahealth has delivered initial sales revenue of $6,970 in FY17 revenue and $17,544 in FY18. Additionally, the company has received $11,190 in government grants.

With a close eye on global expansion, Purahealth aims to promote its products overseas in the key markets of United States and China. With existing contracts with Urban Outfitters and Abyau.com, Purahealth expects to scale volume and build customers through these channels.

Market attractiveness and risk

Whilst the global nutraceutical and dietary supplement market is highly competitive, some Australian brands have secured prominent market positions globally, such as Swisse and Blackmores, and there is increasing evidence of growing consumer demand in Australian natural health products across export destinations such as Hong Kong, China, South Korea, New Zealand and Malaysia.

Last year, wellness was recorded as the second fastest growing category in retail, with strong demand in toxin-free products. The key risks are outlined in Purahealth’s Offer Document of 19 March 2019.

Conclusion

Purahealth is a start-up company that has only delivered token revenue to date and is loss-making.

The opportunity to expand globally will present many challenges and any investor scrutinising Purahealth would have to weigh up if it can achieve sufficient sales in a timeframe for the business model to be as self-sustaining as the alleged health benefits of its products.

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Former fund manager and finance academic, Dr Nigel Finch advises growing business on strategy execution, corporate governance and capital raisings. He has worked across all stages of the business cycle from start-ups to seasoned ASX-listed companies including many who have tackled Asia’s emerging markets. Authoring more than 5 books and 100 scholarly articles, Dr Finch has a thing or two to say about business.