The Story of Sova

Sova is the mindspawn of two very different personalities who encountered one another in a queue at the Unleash Global Innovation Lab in Singapore, for which they were selected applicants. This story is about Tanveer Singh and Max Kushnir 🎗 . They began their journey as collaborators amongst 7000 applicants globally to work towards solutions for the UN SDGs. Tanveer’s enthusiasm for sports and fitness collided with Max’s unique capability as a scientist to break down complex science into actionable habits and BOOM, baby Sova was born! 

Tanveer is a former national-level tennis player, constantly seeking solutions to help him make the right decisions for his health without having to give up on his lifestyle. Max brings in domain expertise as a geneticist who has built a microbiome-based product that supports a balanced baby gut microbiome. This partnership was like a match made in business heaven. Initially, Tanveer and Max worked on a metabolic health management solution for about 2 years with 5000+ users. They published an elaborate clinical study and garnered immense customer love, achieving a Net Promoter Score of a whopping 76. While they wanted to build a gut health solution pre-COVID, they felt consumer awareness was low and unfortunately gut microbiome testing infrastructure was almost non-existent. This is why they started with metabolic health but their gut health thesis was crystal clear: 

1. 56% of Indians (1 person per household on average) suffer from digestive health issues. This is a massive problem they wanted to address.

2. Gut Symptoms bother the user daily and therefore they have a high urgency to act.

3. Doctors and medication only provide temporary relief. Users want a permanent solution.

4. Microbiome-led interventions are a blue ocean in the Indian market. They needed to offer this to enhance experience.

The brand name, ‘Sova,’ is a Hebrew word, referring to the feeling of satiety after a meal. It describes the state of being comfortably full or satiated with food. This word captures the emotional connection that Tanveer and Max want their customers to have with their health. 

Sova Health now stands as India’s pioneering full-stack Gut Health Company, providing  comprehensive solutions to all issues gut-related especially IBS, GERD, Acidity, Constipation, Bloating, and more.

With at least one person in every home and over 56% of Indians suffering from digestive health concerns, Sova is committed to addressing these concerns through customised remedies, tailored to the severity and overall nature of each case. Sova offers supplements, programs and India’s most Advanced Gut Microbiome Test.