In an exclusive interaction with MediaBrief, Max Kushnir, Co-founder of SOVA.Health, a precision wellness startup, speaks about the brand’s journey from personalized diagnostics to creating India’s first custom-made probiotic, Sova X. He also shares how Sova is using microbiome data to power preventive health insights, scale AI-driven personalization, and shift the wellness narrative from generic fixes to precision care rooted in science. Read on.
Reflecting on the origins of Sova Health, Kushnir explains, “We started Sova to solve a deeply personal yet universal problem, why so many of us still don’t feel well, even when we’re doing everything right.
“Before Sova, Tanveer and I had launched a prebiotic drink. It was our first step into the world of gut health. But we quickly realised that throwing generic solutions at complex problems wasn’t enough. Tanveer came from a high-performance athletic background. I was immersed in microbiome research in Israel, fascinated by how tailor-made gut health data could reshape healthcare.
“When we met at the Unleash Global Innovation Lab in Singapore, the idea clicked: India didn’t need another one-size-fits-all wellness brand, it needed precision healthcare, starting with the gut. That’s how Sova Health was born.”
“Sova was born out of a need to bring clarity to the chaos,” he adds. “We were tired of the trends, the fear-mongering, and the guesswork that dominate the health and wellness space. For us, Sova isn’t just about wellness, it’s about satiety. A feeling of being truly fulfilled, physically and mentally.
“The supplement industry is broken. Generic supplements often do more harm than good—they either give you ingredients you don’t need or miss what your body actually requires. This leads to issues like vitamin overdoses or the unnecessary addition of probiotic strains that already exist in your gut microbiome, which can cause adverse side effects.”
Kushnir points to Sova X as the brand’s response to this gap. “Sova X is different. Unlike generic supplement companies that produce products in massive batches—literally tons—then divide them into thousands of identical portions, Sova operates at an entirely different level.
“We start by testing your body to identify exactly what you need, and then use advanced technology to create a micro-batch: a 100% personalized nutraceutical designed for you and only you. Each batch is freshly formulated, weighs just 180 grams, and is made specifically for an individual—never for the masses. ”
He adds, “Precision over guesswork. Personalization over generalization. That’s the Sova way.”
“At its core,” he continues, “Sova is India’s first precision care platform, designed to help people identify the real root causes behind symptoms like bloating, fatigue, acne, low immunity, or poor mental health through our at-home Gut Microbiome Test. Based on this data, we create Sova X, Asia’s 1st Custom-made Probiotic blend tailored to your unique gut microbiome.”
The market response has been affirming. “The response to Sova X has been nothing short of phenomenal,” Kushnir says. “With a Net Promoter Score of 85, and customers willing to wait up to 85 days during our pre-launch (now it’s just 10), it became clear that people weren’t just looking for pills, they were looking for transformation and Sova X delivered.
“Today, Sova has reached 390 cities across India and has served over 100,000 customers. We’re proud to be building a new standard of health, one where the gut is the starting point, and precision care replaces guesswork.”
Kushnir also shares a key inflection point in Sova’s journey. “At Sova’s counseling vertical, we’re actively working with thousands of patients to relieve IBS and IBD symptoms. Our team of over 30 nutritionists, doctors, and healthcare professionals is currently treating more than 1,000 individuals.
“As part of our protocol, we began using microbiome testing to identify probiotic deficiencies unique to each patient. It quickly became clear that no off-the-shelf probiotic could meet these individualized needs. We resorted to prescribing combinations of multiple OTC probiotics, hoping to cover the gaps. This approach was inefficient, expensive, and often triggered side effects due to unnecessary or incompatible ingredients.
“Sova X was born out of this challenge—a 100% personalized solution based on microbiome analysis. It delivers superior efficacy, a cleaner side effect profile, and is cost-comparable to the previous patchwork of OTC supplements.”
Explaining the concept of precision wellness, Kushnir says, “‘Precision wellness’ is where clinical diagnostics, microbiome science, and personalisation converge. For someone unfamiliar with the term, it’s about moving from guesswork to precision, using data from your own body to make health decisions tailored specifically to you.
“At Sova, we saw a clear gap: millions were following generic advice, eating healthy, exercising regularly yet still feeling unwell. That’s when the idea of precision wellness resonated with us. What if the answer wasn’t in trying harder, but in seeing deeper?
“We built Sova Health around this belief. It starts with the Sova Gut Microbiome Test (GMT), a simple at-home test that analyses your gut microbiome. Based on your results, we generate a comprehensive report and pair you with a gut expert for a one-on-one consultation to decode your findings.
“But we didn’t stop there. We knew that true customisation must extend to the solutions too. That’s why we created Sova X, Asia’s first custom-made probiotic formulated with MCT Oil and Monkfruit.”
He continues, “If someone completely new asked me what precision wellness is, I’d explain it this way: Most of us are following the same health advice: eat better, move more, sleep well but still don’t feel our best. That’s because our bodies aren’t all the same. Precision wellness finally acknowledges that. It uses advanced diagnostics like microbiome mapping to uncover what’s actually happening inside your body. And then gives you tools to take action, based on that personalised insight.
“We believe this is the future of healthcare. As diagnostics become more advanced and AI enables deeper, more customised insights, people are beginning to realise that health isn’t one-size-fits-all. Precision wellness doesn’t just tell you what to do, it helps you understand why your body needs it.”
Discussing how Sova is leveraging its data backbone, Kushnir shares, “At Sova, every data point is a clue, one that helps us move from reaction to prevention.
“While customisation is the most visible layer of what we do—your probiotic, your food plan, your gut consult, what excites me more is what’s happening underneath. We’re building one of India’s richest gut microbiome datasets, and every sample gives us a sharper lens into what’s going wrong at scale.
“Through this work, our R&D team isn’t just creating personalized solutions—we’re uncovering meaningful patterns across large cohorts. By working with thousands of patients and conducting repeat testing and ongoing symptom monitoring, we’re identifying consistent microbiome trends within specific subpopulations. These insights go far beyond anecdotal observations—they’re statistically validated signals that are actively shaping our product development roadmap and clinical approach.”
He adds, “Sova X was born out of a need asked by the consumers themselves. Thousands of users told us: ‘We don’t want generic probiotics. We want something clean, effective, and made for our body.’ That’s why Sova X exists—not just as Asia’s first custom-made probiotic, but as the cleanest formulation possible, crafted with MCT oil for absorption, monk fruit for sweetness, and absolutely no sugar alcohols or artificial excipients.
“And we’re not stopping there. We’re using this data to power preventive health tools—like early risk signals for IBS, metabolic slowdown, or even attention issues. Imagine being told what’s going wrong before it becomes a diagnosis. That’s the future we’re building. Because once you understand the gut, you don’t just fix the symptom, you prevent the storm.”
On the evolving Indian health mindset, Kushnir observes, “As health awareness grows among Indian consumers, they increasingly seek ways to improve existing conditions and focus on prevention. The Ayurvedic concept of ‘Agni’ (digestive fire) underscores the belief that many diseases originate in the gut, reinforcing the importance of gut health.
“India is a major producer of nutraceuticals, with numerous brands offering health solutions. However, lax regulatory standards often allow misleading health claims, leading consumers to be cautious and seek evidence-backed, effective products.
“There’s a rising demand for clinically proven, personalized nutraceuticals, as consumers recognize individual differences and value tailored health solutions. Sova’s Sova X probiotics, which are personalized based on tests, align perfectly with these trends, fostering trust and loyalty within an engaged community.”
When it comes to marketing, Kushnir says, “At Sova, we see marketing as an extension of our scientific mission: translating complex biology into everyday choices people can act on. Our marketing isn’t just about awareness; it’s about education and empowerment.
“We’re very intentional about our channels and messaging. Our core audience lives across Instagram, WhatsApp, YouTube, and increasingly on search platforms like Google. So that’s where we show up. But unlike typical health brands that push generic claims, we anchor everything in personalization: gut reports, real user stories, even regional nuances in food and language.”
He elaborates, “A big part of our mix includes expert-led storytelling: our in-house doctors, nutritionists, and microbiome scientists break down concepts like metabolic resilience, gut-brain axis, or dysbiosis in relatable ways. On Instagram, for example, we might address everyday concerns like ‘Why do I feel bloated every night?’ and link it to deeper gut imbalances.
“On WhatsApp, we use behaviorally designed nudges to guide people through their Sova journey—whether it’s completing a test, following a protocol, or understanding how their diet affects their microbiome.
“We also invest in community education, through masterclasses, partnerships with health professionals, and content series on the connection between gut health and stress, skin, sleep, and energy. This multi-pronged approach helps us build both top-of-funnel curiosity and long-term trust.
“Ultimately, our media mix is built to meet people where they are, both in their health journey and their attention span. Science is only useful if it’s usable. That’s what drives our communication strategy.”
On tailoring communication to different consumer segments, Kushnir explains, “When you’re building a science-first product like Sova X, storytelling isn’t optional, it’s the bridge between data and action. The key is to preserve scientific integrity while making science human.
“Our starting point is always the same: the gut is foundational to everything: energy, immunity, skin, sleep, focus. But the way we tell that story shifts based on who we’re speaking to.”
He breaks it down further: “For example, if we’re talking to a biohacker or athlete, we focus on performance metrics and optimization. These individuals are data-driven and want to know how their microbiome is affecting recovery, energy levels, VO2 max, or inflammation markers. Here, our storytelling is sharper, more quantitative, and sometimes even comparative, before vs. after protocol results, changes in SCFA levels, etc.
“When it comes to a fitness enthusiast, the narrative becomes about feeling lighter, recovering faster, absorbing nutrients better. The tone is aspirational, but still grounded in physiology, how gut bacteria affect protein breakdown, or how fiber feeds the microbes that support endurance and immunity.
“But when we talk to someone with chronic gut issues, the tone changes. We shift from optimization to empathy. These are people who’ve tried everything: antacids, elimination diets, supplements, and still don’t feel better. Here, storytelling is about relief, clarity, and hope. We show them how the test can reveal what’s actually driving their symptoms and how the right food and supplement plan, tailored to their microbes, can help them finally heal.”
“What stays consistent across all audiences is our brand voice: human, clear, respectful of intelligence, and grounded in science. We don’t use fear. We don’t overpromise. We offer a path, backed by data, made personal. Because no matter who you are, when you understand your gut, you start to understand your whole self. That’s the story we’re telling.”
Looking ahead, Kushnir shares the roadmap for 2025: “At Sova, 2025 is all about scaling precision wellness, making personalized gut health solutions accessible, actionable, and deeply integrated into people’s everyday lives.
“Our top priority is to deepen the impact of our Gut Intelligence Platform. We’re continuing to refine our microbiome analytics engine with more Indian-specific data, enabling even more precise dietary, probiotic, and supplement recommendations tailored to the Indian gut. We’re also investing heavily in AI-driven personalization, so users not only get smarter protocols, but real-time, adaptive guidance through their health journey.
“Second, we’re expanding our product ecosystem. You’ll see new functional formulations designed around specific microbiome patterns—not one-size-fits-all wellness. This includes targeted support for mental health, metabolic function, and skin concerns, all rooted in gut science.
“Third, we’re focused on clinical validation and partnerships. We’ve already built a strong research base, but 2025 will see collaborations with hospitals, academic institutions, and integrative practitioners to establish gut microbiome testing as part of mainstream preventive care.
“Lastly, we want to push the boundaries of how gut health is understood culturally. That means continuing to lead public education, through content, events, and expert-led series, so gut science doesn’t stay in labs or journals but becomes part of everyday health decisions in Indian households.
“Our long-term vision is simple but bold: we want Sova to be the operating system for your inner health: a trusted companion that knows your body better than anyone, and helps you feel like your best self, every day.”
He concludes, “We’re entering an era where diagnostics, AI and personalized manufacturing are no longer exclusive. They are becoming accessible to everyone. It’s clear that the future of healthcare lies in personalization. Sova is leading this transformation, delivering outcome-driven, safe, and scalable solutions to millions across India and beyond.”
