In the fast-paced world of startups, success is often measured by the speed of growth. But for Prajjwal Kaushal, the founder of Efflair and COO of Knack Health Care, the real metric of success is the depth of one’s perspective. From the quiet manufacturing labs of Delhi to the unpredictable markets of Romania and the luxury hospitality corridors of Switzerland, Kaushal has built an empire by mastering the art of the “strategic pivot.”
He is a founder who refuses to be boxed in. Whether it’s disrupting the intimacy wellness space with science-backed luxury chocolates or scaling an apparel business in Eastern Europe, Kaushal’s journey is a masterclass in how a modern entrepreneur can leverage legacy to build a borderless future.
The Meddinbelle Genesis: Where Legacy Meets the Quiet Build
Every empire has a silent origin story. Long before Endura Mass became a household name—a brand that would eventually define Indian sports nutrition—the foundation was laid in a laboratory of evidence-based herbal formulations called Meddinbelle Herbal Care.
Founded by Dr. K.K. Kaushal, Meddinbelle was where science met passion. It was within this ecosystem—alongside a dedicated team—that the blueprints for what we now know as modern nutraceuticals were drawn. For a young Prajjwal, this wasn’t just a family business; it was a front-row seat to the “Quiet Build.” He watched as trust was earned over decades, not through loud marketing or viral trends, but through uncompromising manufacturing discipline and a focus on clinical results.
Watching this journey unfold from close quarters instilled an early understanding in Prajjwal: brands are built quietly in the shadows long before they ever become visible to the public. This respect for the “process” would become the internal compass that guided him when he eventually decided to leave the traditional path and forge his own.
The Great Detour: From Medicine to Switzerland
Growing up in a family deeply rooted in healthcare and business, the script for Prajjwal’s life was already written: he was supposed to become a doctor. In India, this is more than a career; it is an expectation. But life had other plans. Choosing a different path required more than just ambition; it required the courage to break a generational mold.
That decision took him to Switzerland, a country where the standard for luxury and hospitality is the highest in the world. It was here that Prajjwal began looking at life with a broader lens. He stopped seeing himself through a single profession or title and started seeing himself as an architect of experiences. Switzerland taught him the “Swiss-grade” attention to detail that would later become the hallmark of his luxury wellness brand, Efflair.
APPK International IMX: Global Lessons in the Art of the Pivot
Entrepreneurship is rarely a straight line, and APPK International IMX was never meant to be linear. Founded in Romania alongside a college colleague he met in Switzerland, APPK was born from a simple but radical belief: the world is our village.
The company’s goal was to bridge the gap between European and Indian markets through trade, products, and partnerships. By 2021, APPK was on the verge of its defining moment—launching a European-compliant version of Endura Mass. The groundwork was massive. Consultants were hired, warehouses were secured, and complex regulatory processes were initiated. They were at the finish line.
But in 2022, the landscape shifted overnight. The brand was sold to Cipla Health, and the Endura Mass project came to a grinding halt. To an outsider, this looked like a failure. To Kaushal, it was a lesson in timing.
“From the outside, it might look like a stop,” Kaushal says. “From the inside, it was a redirection. You learn that in business, you can control the effort, but you can’t always control the clock.”
The Romania Experiment: Why Starting from Zero is a Competitive Edge
Instead of retreating to India or chasing a corporate safety net, Kaushal and his partner made a deliberate, daring choice: They went back to Romania.
They decided to rebuild from scratch, experimenting with Indian spices, nutraceuticals, and cross-border logistics. Nothing was fixed; nothing was guaranteed. It was during this period of “strategic wandering” that the pivot of a lifetime happened. Out of nowhere, a client asked for a bulk order of t-shirts.
While many “wellness” founders would have ignored the request as a distraction, Kaushal’s time working as an F&B executive in Dubai—where he pulled 20-hour shifts back-to-back—had taught him that a problem solved is a business built. Within nine months, APPK had scaled a €100,000 weighted apparel business purely through responsiveness and trust. It was proof that when you have perspective, the opportunity chooses you.
Efflair: Redefining Intimacy with Clinical Precision
While his international ventures were thriving, Prajjwal saw a gaping hole in the Indian market. The “intimacy” sector was either hidden in the shadows of “sketchy” pharmacy products or treated with clinical boredom. There was no brand that combined luxury, science, and a modern aesthetic.
Enter Efflair. By combining the clinical rigor of Meddinbelle with the luxury hospitality standards he learned in Switzerland, Prajjwal created a science-backed intimacy chocolate brand. It wasn’t just about pleasure; it was about holistic wellness. Using ingredients like L-Arginine, Ashwagandha, and Safed Musli, Efflair moved the conversation from “performance” to “ritual.”
Today, Efflair EU is emerging as the next natural extension, bringing this science-backed philosophy back to the European market. This time, the approach is grounded in every lesson learned since 2017—slower, sharper, and driven by regulation.
A Portfolio of Purpose: Connecting the Dots
Prajjwal Kaushal’s business map may look scattered to the untrained eye, but it is a perfectly connected ecosystem of a high-performance lifestyle:
• Knack Health Care (COO): Steering the family’s legacy into a new era of digital transformation and operational excellence.
• Romanian Sports Nutrition (RSN): Bringing European-grade purity to the Indian fitness enthusiast.
• Vorta Energy: A functional beverage play designed for the modern professional who needs sustained energy without the “crash.”
• Cherapunji Bunk Stay (Dehradun): A serene, eco-friendly retreat that offers travelers a space to unwind and reconnect with nature.
• Global Trading & Alcohol Ventures: High-volume commodity plays that fund his more experimental, passion-driven D2C brands.
Why Perspective is the Ultimate Asset
If there is one consistent thread through Prajjwal Kaushal’s journey, it is this: nothing was handed over cleanly, and nothing stayed permanent.
He has built companies, sold them, shut them down, and birthed them from nothing but a t-shirt request in a foreign country. Through it all, his perspective has only deepened. To him, financial and mental freedom is possible only when you have the courage to think differently and the resilience to act.
“Perspective isn’t just optimism,” Kaushal says. “It’s clarity. It’s knowing that loss doesn’t cancel growth—it refines it. My goal is to build things that last, not just things that trend.”
The Global Architect of the New Age
Prajjwal Kaushal is the archetype of the modern global founder. He is a man who respects the roots of his father’s legacy at Knack Health Care but has the audacity to plant new seeds in Romanian soil. He proves that being a “serial entrepreneur” isn’t about having many ideas—it’s about having one core philosophy: Ownership of Perspective.
As Efflair EU takes shape and RSN prepares for its next phase, Kaushal remains grounded. He isn’t chasing a “unicorn” status just for the sake of it; he is chasing the freedom to build, to fail, and to evolve. Because in the world of global startups, perspective, after all, is a beautiful thing.