There's Something About ekincare

It's been around a couple of months since I started working with a stellar bunch of professionals at ekincare. As we charted the way forward, there were many questions on the what, why, how, when, and where that came up, which we articulated many times over. We realised that the who about ekincare is where we needed to spend more time on, of who we are in the industry and to our customers.

There's something about ekincare. No, it's not the autocorrect to skincare, neither is its ability to get people's tongue-twisting to get the name right, albeit they very confidently get it wrong almost always :-)

No, it's something else.?

When we look at health tech in India, there's something fundamentally right and wrong. It solves a BIG need. At the heart of demand and supply, healthcare needed technology to keep up with the inherent culture shift that we as a society evolved into - from “30-mins nahi toh free to “RIP Refrigerator get groceries in 10-mins.”

That's what's right with it, in that as an industry, it's not immune to "behaving" to meet today's consumer expectations. But healthcare in India is complex. The tax-paying economy is mostly employed by organisations of all sizes, and the demand for high-quality healthcare experiences starts at the earliest stages of the employer-employee relationship, to the extent where today, it's a key consideration set in attracting and retaining talent.?

As an employer, you can provide access, subsidise, and promote good healthcare options and practices to your employees. The level of involvement, utilisation and adoption of everything you have to offer is not just dependent on how you position these but also how employees perceive healthcare -preventive, reactive and predictive.?

A large part of this dependence hinges on how people relate to a way of life. As a young populous, corporate India has pretty low utilisation in the preventive healthcare segment. We spoke about e-commerce as an example earlier. A decade ago e-commerce defined a category, a fundamental shift in - consumer buying behaviour, propensity and intent, and over time accepted (trusted) the industry's ability to deliver on its promise.?

Health tech is now at that cusp - of defining consumer behaviour, changing consumption models, accepting (trusting) the ecosystem's ability to provide high-quality, easy/affordable access, and more importantly serviceability across every touch point.?

ekincare has been delivering all of these and more for years.

As a brand, we defined the category with a product-based approach to B2B health and lifestyle wellness benefits, a patented platform to provide unmatched insights and the largest network of serviceability in the country for any corporate to leverage. Many competitors are now trying to get to our status quo because we have proved the product-market fit and success.

The TAM however is so BIG that there are more than enough pieces of the pie for everyone.?As a company, thus far, we focussed on all of the above - product, platform, service, and customers. Consumers relate to a brand far better, just like how they gravitate towards habits - that's where brands aspire to operate. We want to one-up that.

Because there's something about ekincare in health tech today - those who know swear by it (including competitors) as a category-defining product like many of the giants built across industries - the Maruti 800, Parle-G, iPhone, Salesforce...?

There's something about ekincare that our customers and a big part of the industry recognize as to why we’re critical to keeping India’s corporates (both blue and white collared employees) healthy as their health and lifestyle wellness benefits partner.

As we continue to redefine the category by scaling our services and advancing our patented platform, I’m reminded of one of my earliest conversations with Kiran, Srikanth and Dr. Noel a few months ago, that a giant like ekincare is perhaps the best-kept secret in health tech in India.

We can promise you that the secret is out.

Here's a big milestone for us that happened just over a couple of months back. https://www.ekincare.com/blog/from-the-ceo-s-desk-announcing-series-b-funding

To a healthier future.