Mumbai-based wellness startup No Secrets has raised $500,000 in pre-seed funding at a $2 million valuation to launch a hydration brand built on scientific formulation and sustainability.
Founded by three young entrepreneurs, Abdul Salam, Jijulal Chaliath and Noel Prince, the company positions itself as a challenger to India’s fast-growing functional beverage market.
Market Potential and Investor Backing
India’s hydration and functional drinks market was valued at more than $6 billion in 2024 and is projected to double by 2033, according to industry estimates.
Rising disposable incomes and urban lifestyles have accelerated demand for convenient, health-oriented beverages. At the same time, younger consumers are shifting toward low-sugar, nutrient-rich options that align with global wellness trends.
Science-Driven Hydration
Unlike conventional sugary sports drinks, No Secrets’ formulations are free of added sugar and fortified with essential vitamins, including B-complex, vitamin C and zinc. Electrolyte blends include sodium, potassium, magnesium, calcium, chloride and phosphate, which are tailored for both athletes and everyday consumers.
The brand’s transparency pledge includes third-party testing by Microchem Lab to ensure nutritional accuracy and safety from heavy metals. “Wellness should be clear, simple, and accessible,” the company’s manifesto states.
Sustainability Focus
The company also highlights its environmental agenda, pledging to adopt water-efficient manufacturing practices. Its strategy includes dry-mixing techniques, closed-loop water systems, and efficient cleaning processes to reduce consumption and wastewater. These practices reduce production costs while minimizing environmental impact.
Packaging is another focus, with plans to transition toward recyclable and low-waste materials. No Secrets also envisions workplace pilots and hydration education in schools, extending its reach beyond consumers to broader social impact.
Growth Outlook
No Secrets’ five-year roadmap is built on a mission to redefine how people hydrate—by merging science-backed formulations with sustainability and technology.
With a vision to make clean, functional hydration accessible to every household, the brand aims to disrupt the category with subscription-based solutions, direct-to-consumer engagement and innovative product extensions.
Long-term expansion into the Middle East and Africa is also on the horizon.
With its mix of clean science, social programs, and sustainability pledges, No Secrets seeks to position itself as more than just another hydration brand. It presents itself as a movement for healthier, transparent and community-rooted wellness in India.
