July 08, 2025 Industry news
For Maya Qudair, co-founder of Super Botanic, the journey into herbal wellness was deeply personal. After facing a series of health challenges, she began exploring natural remedies and quickly discovered how effective they could be when backed by science. It was during this time that she met Kabir Moghulishetty, who shared both her passion for holistic health and her belief that high-quality, clinically supported ingredients could transform the supplements industry.
"Super Botanic was born out of necessity really," Maya explained. "I was struggling with my health and felt completely let down by the lack of transparency in the wellness space. Kabir and I started researching ingredients together and it became clear that there was a real opportunity to create something better. Something that was effective and backed by science that people could genuinely trust."
That shared vision became the foundation of the brand. From the beginning, Super Botanic set out to formulate high-quality herbal supplements using ingredients supported by clinical research. Products feature patented extracts including Physta®, C3 Complex® and Affron®, carefully selected for their efficacy and traceability.
Growing organically
Super Botanic launched with just one product, manufactured in-house to retain full control over quality and performance.
Kabir Moghulishetty and Maya Qudair
That level of oversight, Maya said, remains central to their process.
"We manufacture ourselves because we want to maintain control over every step. It ensures our standards never drop."
Since launching, the business has scaled significantly. Now a seven-figure brand, Super Botanic has built and maintained a loyal customer base, over 1,000 strong, without any external investment.
"We've grown the brand organically, without outside funding," Maya explained.
"It's meant we've had to be careful with our decisions and clear on what we stand for. That's helped us stay consistent."
Facing challenges head on
Scaling their business in the highly competitive wellness category was not without difficulty. For Maya, the biggest challenges included maintaining quality at scale, differentiating from others in the market and keeping fulfilment reliable.
"Our biggest hurdles have been scaling without external funding, standing out in a crowded space and ensuring our fulfilment meets expectations," she said. "We focused on clinically proven ingredients, built trust and optimised processes behind the scenes."
Much of the brand's visibility has come through strategic use of marketplaces and social platforms. TikTok Shop in particular has proven to be a powerful tool for growth.
"One video I posted, sharing my personal wellness journey, went viral and sold us out in two days," said Maya. "It showed how much people connect with honest stories."
A platform-led growth strategy
Super Botanic now operates across several marketplaces, each chosen for its distinct role in the business.
TikTok Shop has driven rapid awareness and conversion. Amazon is used as a long-term trust building platform, while Shopify serves as the brand's primary direct-to-consumer channel.
“TikTok is fast-moving and content-driven,” Maya explained. "It's where storytelling really works. But Amazon is completely different, it's about trust, product optimisation and investing in ads over time. Then we have Shopify, where we control the brand experience and build strong customer relationships."
This multichannel approach has helped the business grow sustainably, while keeping quality and consistency front and centre.
Joining GS1 UK
To prepare for expansion and manage growing complexity across their channels, Super Botanic joined GS1 UK. The benefits were immediate.
"GS1 UK has been instrumental," said Maya. "It's helped provide legitimacy and structure to our product data. With the GS1 barcoding system, our listings are seamless and marketplace credibility has significantly improved. It's also helped us lay solid foundations for future growth and get retail ready."
As the business eyes new opportunities, GS1 standards are playing a key role in supporting operational readiness and strengthening consistency of the Super Botanic brand.
What’s next?
Super Botanic's next step is bringing its products to more physical spaces. The team is building partnerships with independent gyms and health practitioners, using platforms like Amrita to connect with relevant stockists.
"Retail expansion is our next big focus," said Maya. "We want to make high-quality herbal supplements more accessible and build partnerships with people who share our values."
Advice for fellow founders
Reflecting on her experience, Maya encourages her fellow founders to grow intentionally and avoid shortcuts.
"Growth takes time," she said. "Focus on building an organic community of loyal customers. Prioritise high-quality products and transparent branding. Always remember that every platform is different. TikTok needs constant content, Amazon takes patience and investment and take the time and effort to carefully research and understand platform policies to avoid setbacks like delistings."
"We're excited about what's ahead," Maya said. "And we're building for the long term."
