Vikash Kumar’s journey from a small village in Bihar to founding Bibo Health (under Hilt Brands) is a study in persistence, patient-led growth and pragmatic product strategy. An IIT(BHU) Varanasi alumnus who later did his MBA at IIT Kharagpur, Vikash spent years in corporate finance and investment banking before spotting a major opportunity in India’s over‑the‑counter (OTC) healthcare space. He launched Hilt Brands in 2019 and positioned Bibo as a category-first brand focused on respiratory health — starting with 5 products and is now available across quick commerce and major marketplaces in 40 cities in India.
Early life and the switch to healthcare
Vikash traces his motivation back to a middle‑class upbringing and community support in Bihar. After graduating from IIT(BHU) Varanasi in 1999, he briefly worked at BHEL but found the role lacking in challenge. While facing family and social resistance in resigning from a government job, he persisted and went on to pursue MBA in finance and worked with investment banking firms like SBI Capital Markets and Deloitte India. Later joined a boutique investment banking firm Springforth Capital Advisors and it exposed him to working with first generation entrepreneurs and founders while closing multiple transactions in healthcare, pharma and cleantech space. That exposure, coupled with visits to over 50 pharmaceutical manufacturing plants for potential M&A/PE deals, revealed systemic gaps in hygiene, quality management and digital process control. Those insights nudged him toward building an ethical OTC products platform.
Spotting a market gap: brand and quality
Vikash saw two connected problems in India’s OTC market: poor manufacturing standards in many plants and severe under‑branding in product categories, which were often dominated by one or two legacy players. He also observed an abundance of low‑differentiation “me‑too” products. His response was to create category brands starting with Bibo for respiratory health that combine scientific backing, responsible pricing and product differentiation. BIBO stands for Breath in breath out and aims to provide holistic self-care solutions for people suffering with chronic breathing disorders such as Sinusitis, Asthma, COPD etc.
Building Bibo: product, distribution and trust
Bibo’s flagship nasal spray has resonated with consumers: the product has gathered over 8,000 verified reviews across platforms such as Amazon, Flipkart and Blinkit. Early on, Vikash focused on product efficacy and transparent communication rather than flashy advertising. He emphasizes that healthcare is not an impulse category; trust builds slowly through content, doctor endorsements and reliable product performance. Distribution strategy evolved substantially since 2019. Pre‑COVID, the business relied heavily on offline pharmacy channels. The pandemic disrupted that model and forced a pivot to online marketplaces and quick commerce platforms — Blinkit, Big Basket, JioMart — which proved particularly important for timesensitive healthcare products that benefit from very fast delivery. Vikash reports a healthy conversion rate on Bibo’s website (around 7%), which he attributes to responsible pricing and repeats patients.
Funding, survival and a focus on profitability
Bibo was mostly bootstrapped until 2022, when the company raised roughly INR 2.5 crore from ah!Ventures, angel investors and SR Innovation Exchange (SRIX). The funding allowed team expansion and product development, but turbulent market conditions for D2C and health startups in 2023–24 created financial pressure. Vikash chose to downsize and focus on cashflow and sustainable growth instead of chasing valuations. Now that the brand has been profitable for over 18 months, he plans no fundraise for the next two years, preferring to grow profitability.
Product roadmap and clinical initiatives
While Bibo’s core remains respiratory health with natural, scientifically supported products, Vikash is expanding the company’s scope. Recent initiatives include:
- Dr. Motabai.com — a doctor‑led, digitally delivered obesity management program with an expert doctors team.
- Plans to add gastro category followed by pain‑management category products in Hilt Brands..
- An emphasis on collecting patient data to inform product iterations before scaling.
Marketing: content-first and selective amplification
Vikash favors a slow, content‑driven build for healthcare brands. Bibo invests in informative content — long‑form articles, doctor interviews and now launching a YouTube channel featuring an AI Doctor, ENT specialists like Dr. Meenakshi — to educate patients in a simplistic manner and build credibility.
Key business lessons from Vikash
- Healthcare brands need patience: trust and clinical credibility grow over months and years, not weeks.
- Responsible pricing is a competitive advantage: healthy margins in pharma allow affordability without compromising quality.
- Quick commerce matters for healthcare: 15‑minute delivery can convert customers who need immediate relief.
- Data before scale: collect clinical and usage data first, then expand product lines based on patient needs.
What’s next for Bibo?
Vikash wants Bibo to continue growing organically, focusing on profitability, patient care and doctor‑led programs. The roadmap includes expanding the respiratory portfolio, entering pain management, and scaling Dr. Motabai.com while continuing to test social amplification and AI content formats.
Interview By: Sejal Thakur
