The wellness industry has had a huge boom in recent years, as the impacts of good wellness (and bad) become increasingly apparent in how we as humans live and work. Wellness and diet often go hand-in-hand, and especially when someone is heavily restricted in terms of diet, there can often be an element of exclusion that comes with this. 

A response to this is the brand Wellness Cultz – a beacon of inclusivity. At its core is Founder and Director Achinthya Neligama. With Wellness Cultz officially launching yesterday (25) at the Good Market, The Sunday Morning Brunch sat down with Achinthya for a little foray into how Achinthya’s challenges and triumphs have shaped this holistic wellness brand. 

The Wellness Cultz origin story

As a brand that strives to use organic ingredients, the origin of Wellness Cultz too is an organic story. It didn’t originate from a business plan but rather from Achinthya’s own struggles with her personal health. 

A professional marketer with a background in banking and finance, Achinthya unexpectedly found herself facing significant health challenges after marriage. Hormonal imbalances, long-standing gastric problems, and newfound food intolerances, particularly towards wheat, led to severe gastritis, prompting her to heavily rethink her diet and how she approached it, especially when she started to gain weight because of her health struggles.

“The first time I ever gained weight was 13 kg over three months. I had a few years with fluctuating weight, and when your mind is not accepting reality and mental wellness is gone, hormones don’t support you,” Achinthya shared. Her frustration with strict diets and the realisation that they weren’t sustainable in the long-term (you just regain the weight after you get off the diet) led Achinthya to embark on a journey of creating healthier alternatives. Not being a fan of the typical daily Lankan meal of rice and curry, she experimented with new recipes, seeking options that were both attractive and health-conscious.

Achinthya’s journey took an unexpected turn when a group of friends suggested cassava flour, a popular ingredient in their home country. If there were to be a point of origin, this would be what marked the inception of what would become Wellness Cultz. 

Achinthya dove into research, realising that cassava flour was not just gluten-free but had the potential for various applications. The first batch, born during the challenging times of the Covid-19 pandemic, included a kilo of experimentation with different recipes, resulting in healthy, sugar-free baked goods. This led to a factory in 2021. 

Wellness Cultz’s diverse product portfolio

Wellness Cultz specialises in gluten-free flour options, offering a range from cassava and tapioca to pumpkin, carrot, and more. The brand’s best-seller is an all-purpose gluten-free flour that Achinthya initially distributed as samples. “Most all-purpose gluten flours are imported and very expensive. We’re the only brand I’ve seen doing all-purpose gluten-free flours manufactured in Sri Lanka, using entirely Sri Lankan ingredients and no preservatives,” Achinthya explained.

The product portfolio of Wellness Cultz is diverse, reflecting a commitment to meeting various dietary needs and preferences. The gluten-free flour premixes include options like vanilla cake, chocolate cake, coffee cake, and even unique variations like purple yam and beet cake. Organic coconut sugar is used in all cake premixes, emphasising a commitment to health.

Customisation is a key feature, with customers able to request personalised gluten-free, healthy flour blends based on their preferences and health needs, such as low-carb, low-calorie, or sugar-free options. The brand also offers gluten-free base flours, natural spreads, options for kids, spices for weight loss and management, pre-cooked food, and a range of cakes and bakes.

“Our speciality is not 100% organic right now. We get supplies from small farmers to ensure no preservatives. What we’re working on now is trying our level best to be natural and we don’t add preservatives and sugars unless it’s for premixes,” Achinthya explained, emphasising on the brand’s commitment to delivering wholesome and natural products.

Building wellness into business models 

Wellness Cultz is not just about products; it’s a holistic approach to well-being that extends to Corporate Social Responsibility (CSR). Achinthya’s background in finance plays a crucial role in the brand’s initiatives. For financial well-being, the brand conducts financial literacy workshops for women entrepreneurs.

“When it comes to social well-being, we connect with different people, including elders and kids, and support them financially. We aim to give them some financial freedom and make them feel they can do something,” Achinthya said.

The brand also focuses on spiritual well-being, incorporating yoga and ‘food for life’ sessions. The occupational dimension is addressed by creating employment opportunities and strengthening the local supply chain.

Wellness Cultz is driven by a clear vision and mission. The vision is to be the most loved inclusive gluten-free wellness food brand in Sri Lanka. The mission is to craft inclusivity for everyone’s wellness, focusing on every pillar of wellness to provide equal access and opportunities across all products and services. “No one should feel left out and non-participative from the ordinary in all circumstances. Wellness Cultz is there to support such situations,” Achinthya asserted. 

Achinthya is not alone in this venture. Her husband, Hasitha Gurusinghe, is a Co-Director, bringing his experience as an IT professional with a strong corporate background in banking and finance. Their collaboration and commitment to the brand’s values have been instrumental in its success.

The brand’s commitment to inclusivity is embodied in its tagline, ‘Crafting inclusivity towards your preferred wellness culture through gluten-free goodness’. Wellness Cultz strives not only to provide gluten-free options but to make them interesting, tasty, and inclusive.

The brand’s journey is deeply intertwined with Achinthya’s personal experiences and struggles, making it more than just a business. “Wellness Cultz came up with that concept predominantly focusing on physical wellness. Beyond how you do yoga and all that, food is a key component. We need to keep the tummy full with healthy stuff to support physical wellness, and here we support with the food component,” she elaborated.

Wellness Cultz stands out not just for its products but for its dedication to crafting inclusivity. The brand reaches beyond the realm of gluten-free and delves into supporting various dietary needs, lifestyle preferences, and overall well-being.

The brand’s commitment to sustainability is evident in its environmental initiatives, from sustainable packaging solutions to value-added product lines that increase the shelf life of natural raw materials, thus reducing wastage. Recycling and reusing packaging materials further demonstrate Wellness Cultz’s dedication to minimising its environmental footprint.

The future of Wellness Cultz

Wellness Cultz is not just a business, it’s a journey, and it’s evident that there’s much more on the horizon. The brand is continually innovating and expanding its product range, experimenting with bread and tortilla wraps, and exploring new avenues in the bakery sector.

Achinthya envisions Wellness Cultz as a brand that not only offers products but also provides guidance and support to individuals seeking a healthier lifestyle. The focus on customisation, support for various dietary needs, and the brand’s connection to different dimensions of wellness through CSR initiatives underscore its commitment to inclusivity.

Wellness Cultz is about introducing a culture of wellness, inclusivity, and support. In the words of Achinthya: “When we say healthy food, it doesn’t have to be boring, it can also still be interesting, tasty, and inclusive. It’s about inviting everyone to join us on a journey to a healthier, more fulfilling life.”

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