SuperMush raised a $3 million Series A led by NDude Labs, an India and US healthcare investor, to fund new products, formulations, its team and retail expansion.
The brand sells shilajit, creatine and lion's mane gummies in more than 2,000 US stores, including more than 1,000 Target stores added in the past year, plus its website and Amazon.
NDude Labs invested in Mumbai ingredient maker Nutriventia three weeks ago, giving it stakes at both ends of the supplement chain. Neither company has announced a commercial link between the two.
$3 million is modest for a brand in 2,000 stores, where promotions, inventory and slow retailer payments absorb cash, and shelves go to products that sell quickly.
US supplements need no proof of effectiveness before sale, so evidence and ingredient testing are a choice. That makes them a point of difference, especially for shilajit, which must be purified be…
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