India, April 6 -- The company, incubated by Kanoria Foundation, is targeting what it calls the adherence gap in preventive health

D2C wellness startup Aarus announced its India launch, building its offering around functional ingredients delivered through everyday formats such as cocoa drinks, sweeteners and chewing gum, as an alternative to conventional pills.

The company, incubated by Kanoria Foundation, is targeting what it calls the adherence gap in preventive health: consumers buy supplements but fail to sustain usage. Aarus's approach is to embed clinically formulated compounds into everyday formats that don't require building new habits.

Its first product, Drift, is a nighttime cocoa blend designed to aid sleep using botanical ex...