The UPES School of Law is recognised as one of India’s premier law schools, ranked as the 4th best private law school in India by BW Legal World Rankings 2024 and with an all-India rank of 28 as per the NIRF Rankings 2024. While partner, BTG Advaya, is a disputes and transactional law firm with best-of-breed technical expertise and an unrelenting commitment to excellence.

The collaboration aims to ensure that SETU reaches the last mile of society, engaging students and faculty members of the UPES School of Law as the human intervention in curating the AI responses and to act as ambassadors. These ambassadors will play a crucial role in researching, curating, and validating legal information for the AI-powered chatbot, ensuring that it remains a reliable and accessible resource for all users.

Dr. Abhishek Sinha, Dean, School of Law and Head of International Affairs, UPES said, “At the UPES School of Law, we believe in leveraging innovation to create meaningful societal impact. Our collaboration with BTG Advaya on Project SETU exemplifies this commitment by integrating cutting-edge AI-powered legal technology to bridge the gap in access to justice.”

The long-term vision includes establishing an incubation centre or a fellowship program at UPES, further solidifying this initiative’s impact.

This collaboration is a crucial step in bridging the gap between academia and legal technology. It shows the commitment of UPES towards building a better tomorrow, in which disruptive technology like AI will play a quintessential role.

Emerging as a key player in India’s rapidly growing dietary supplements industry, SETU is committed to delivering clinical benefits through innovative formulations and providing a personalised customer experience. Its diversified product portfolio spans various categories, such as Beauty, Sleep, Weight, and Mind, with the aim of revolutionising the Indian supplements landscape.

SETU  aims to grow their business 30 times over the next five years, capitalising on strong category and channel growth.

On this major milestone for SETU, Founder, Nihaal Mariwala, shared, “I am grateful for the support from our investors, who share a common vision of revolutionising the supplements category with novel products and a superior customer experience. We are experiencing a clear shift in consumers’ mindsets with increased awareness around preventive healthcare, and the path that SETU has adopted is futuristic. Our five-year strategy is centred around the expansion of personalised nutrition, direct-to-consumer channel experience, and clinically tested products in the dietary supplement category.”

This recent fundraising effort also attracted investments from leading investors, including Kate Dinshaw, Apurva Jain, Avinash Rajan, and the family offices of Dr. Kulin Kothari, Dr. Amit Maydeo, the Davda family, the Mody family, and the Bhogilal family.

Credence Family Office, a multi-family office founded by Mr Mitesh Shah in 2010, served as the sole advisor for the deal, highlighting their belief in SETU’s potential to establish market leadership. Nitesh Arora, Managing Director of Credence Family Office, said, “We believe that SETU is well poised to be a differentiated market leader in the nutritional supplements space, which is a fast-growing and multibillion-dollar market “.

SETU’s approach to nutrition is based on a simple truth: science needs to be practical in order to be effective. All products of the company are backed by extensive R&D and developed with an objective to help customers address their health problems.

About SETU:

Setu Nutrition (SETU) has pioneered the direct-to-consumer dietary supplements market in India and founded by Nihaal Mariwala, backed by the Mariwala family. With a commitment to delivering clinical benefits and superior customer experiences, SETU aims to lead the rapidly expanding $12 billion Indian supplements industry. By redefining the contours of the category, SETU aims to become the preferred personalised supplement brand of choice for Indian millennials and Gen Zers.