NuGenomics a Delhi startup uses AI/ML to recommend lifestyle.

Key Highlights:

  • NuGenomics, a Delhi-based startup is a machine learning and Human Genomics Organisation.
  • The organisation was founded by Rahul Ranganathan and Dr Balamurali AR.
  • NuGenomics offers its services D2C(directly to consumers) and also has a B2B model where it partners with organisations to conduct testing for employees. 

NuGenomics, founded by Rahul Ranganathan and Dr Balamurali AR. It combines multiple information points from a user to create a comprehensive picture of current and future health.

Rahul Ranganathan, after completing his master’s in molecular biology, went on to do an MBA from XLRI Jamshedpur. He worked for the next seven years at various organisations like PepsiCo and Flipkart to learn the business model.

In an interview with a media-tech company, Rahul Ranganathan said “Seven years in the corporate sector, I realised that now I know how business works. But science and genomics was my first love. I decided it was time to combine both”.

In November 2019, Rahul started a genetic research organisation named Answer Genomics. After two years of extensive research, patents, and on-ground testing, the organisation launched its consumer-facing brand, NuGenomics, in July 2021.

Rahul says “This is a dream that has almost been eight years in the making,”.

NuGenomics is a machine learning and human genomics company. It combines multiple information points from a user to create a comprehensive picture of current and future health.

Dr Balamurali has working experience at Alcovia Technologies, Samsung, and Cognizant. Formerly, he was a Postdoctoral Fellow at the Laboratoire d’Informatique Fondamentale.

They decided to work together to identify a better way to focus on data-driven health management and use genomics to predict, prognosis, and allow for early diagnosis.

Initially, the startup has a team of 20 employees, including consultants and interns.

How does it work?

NuGenomics uses its patented technology to prognosis, prevent, diagnose, and cure lifestyle disorders by providing health-oriented data, insights, and actionable suggestions that are made by an AI/ML system rather than a nutritionist.

With close to 5 million points of information per individual, the startup is able to provide personalised and actionable suggestions based on a micro recommendation format to optimise both short- and long-term health.

As a product offering, the startup offers a Genetic Test Report, which costs Rs 8,999 and helps people understand their predispositions toward cholesterol, HDL, LDL, Triglyceride, and Blood Sugar levels alongside several other conditions in order to help existing trainers and nutritionists. Apart from that the start-up even offers DNA-based complete health check-ups, a DNA-based Weight Loss Programme in 111 days, a DNA-based Weight Gain Programme in 111 days, and a DNA-based Holistic Wellness Programme. The one-time fee charges between Rs 10,000 and Rs 18,000. 

As the startup conducted on-ground tests prior to the pandemic, NuGenomics also conducted blood tests. In the course of the pandemic, the startup switched to saliva-based genetic testing.

Based on these tests, the AI/ML-based system provides customers with information about their macro-and micronutrient requirements, food sensitivities, and intolerances.

Further, the founder Rahul Ranganathan explains, When a nutritionist is given information and asked for recommendations, and the same information is given to the system, the system is more accurate. In comparison to the system, we are able to look at 5-to 7 different data points together while creating an ideal plan for the person. But the system looks at 5 million data points”.

The market and business:

According to the Market Data Forecast report, the genetic testing market in the Asia-Pacific region is expected to grow at a CAGR of 7.65 per cent to $15.33 billion by 2027. Additionally, the report said, Geographically, the Indian genetic testing market is the fastest growing in the APAC region “owing to various diseases and developments in the healthcare sector”.

According to a report by Precedence Research, Asia Pacific is expected to register a significant growth rate due to increased disposable income, increased healthcare expenditure, increasing prevalence of chronic diseases, and rising government initiatives to spread awareness regarding genetic testing.

NuGenomics offers its services D2C(directly to consumers) and also has a B2B model where it partners with organisations to conduct testing for employees. 

Till now, the startup has tested a total of 500 customers. The startup has even partnered with companies such as Flipkart, Western Digital, Car-Dekho, Gameskraft, Purple Quarters, Aveva, and Discovery to conduct gene testing for their executives.

In June 2021, the company raised an undisclosed amount of funding from India Accelerator and Lyxel & Flamingo, an independent digital media company.

COMPETITORS AND USP: 

Companies like Mapmygenome, The Gene Box, MedGenome Labs, Strand Life Sciences, Centogene, and Eurofins Product Testing are among the top competitors for the startup.

Talking about the competition the founder said, “For us, the most differentiating factor is that we went through extensive research to filter out markers from the global marker list that is available to see the kind of effect genetic markers have on the Indian population”.

Moreover, he explained, “If you get this done from somewhere else, you will find standard markers that are used in Europe and America.”. We went down to ensure that the markers that we are looking at are valid for the Indian population”.

Furthermore, the startup uses artificial intelligence to analyse not just blood markers, but also multiple data points to provide a more comprehensive report about why an AI made a certain recommendation.

FUTURE PLANS:

Talking about the future plans he said “We want to develop a range of products, reach out to different people, and discuss the problem they have and provide a solution”. 

The startup is looking to launch PCOS testing and a few other health products for women, 

In the next few months. The startup is even working on developing products by focusing on immunity.

 

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