"Harnessing mhealth to control diabetes, two Mumbai doctors, Dr Ankit Khambhati, a physician, and Dr Viral Shah, a neuroradiologist, launched Cheeny Kum, India’s first real-time disease management technology.

1. Fight Diabetes on Phone | Health & Wellness | Opportunities | DARE - Because Entrepreneurs Do | 10/05/12 9:52 AM
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Harnessing mhealth to control
diabetes, two Mumbai doctors, Dr Ankit
Khambhati, a physician, and Dr Viral
Shah, a neuroradiologist, launched
Cheeny Kum, India’s first real-time
disease management technology, in
2010.
The programme provides patients 24/7
mobile and web integrated diabetes
monitoring and management services.
Dr Ankit Khambhati and Dr Viral Shah
Meticulously designed, Cheeny Kum
Owners, Cheeny Ku
(www.cheenykum.com) offers its
services through a three-tier team of 25 members: LATEST NEWS LATEST COMMENTS
Base level: Dieticians who specialise in diabetes and cardiac care.
Mid-level: Senior nutritionists/ dieticians and psychologists.
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Top-level: Diabetologists and physicians.
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How It Works
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Diabetics can send their personal data including meals, glucometer readings, blood pressure, weight, of funding
and even state of mind through a voice call, by SMS or online. The team at Cheeny Kum processes the
information, and depending on the statistics provided, helps with diet advice and exercise tips. Indian Angel Network to step up angel investments, Partners with
NASSCOM for technology start-ups
Additionally, it advises you on your lifestyle so as to make you less prone to diabetes or keep your sugar
level down. Olacabs.com raises series A funding from Tiger Global
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Those who need medicines and monitoring supplies can order them by mail from Cheeny Kum.
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Investment:
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Khambhati and Shah invested Rs1.25 crore from their personal savings to create Cheeny Kum. In
addition, the venture received angel funding of Rs10 crores, which was mostly used for software
development, the most expensive part of the entire project. FIND&US&ON
Revenue Model
The venture thrives mainly on subscriptions. Around 80 per cent of the revenue comes from annual
subscriptions, starting from Rs4000 for diabetes management and Rs6000 for weight management.
Cheeny Kum charges for consultation and counselling, and makes money through merchandising
products such as insulin, glucometers, glucometer strips, etc. ADVERTISEMENT
With 14 shop-in-shop centres across
Mumbai, Cheeny Kum is a near-rage
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2. Fight Diabetes on Phone | Health & Wellness | Opportunities | DARE - Because Entrepreneurs Do | 10/05/12 9:52 AM
among the diabetic patients in the city.
The increasing popularity and the
immense potential of the project have
encouraged Khambhati to plan on opening
another 100-150 centres across the nation
within a year.
So far, Cheeny Kum has made over a
crore since its inception, and is 14 months Diabetes: The Scary Statistics
away from reaching its break-even point. • WHO projects 200 million diabetic patients worldwide over the next
decade. This could make diabetes as big a threat as global warming.
Target Customers • India has been billed the diabetes capital of the world, with 50 million
diabetes patients, and another
Fifty million diabetics in India, plus about a
40 million sitting on the verge of the condition.
third of the population that is at high risk. • There are just over 2000 physicians in India qualified to manage
This is a huge pool of prospective clients. diabetes and its complications.
• Indians spend over `1.2 lakh crores annually on the management of
Cheeny Kum currently has 1500 individual diabetes.
and two corporate accounts. Contact Details: Dr Ankit Khambhati Ph: 9222299788
Email: ankit@cheenykum.com
Marketing Strategy
As Khambhati says, “Most people are in denial about being diabetic or at high risk for the condition.” The
challenge is to increase awareness about diabetes and its complications.
To achieve this, the team is increasing awareness about diabetes management through smart and low
cost community workshops, mass-media campaigns and corporate and institutional collaborations.
A Sweet Beginning
The two doctors sat brainstorming over the name of their exciting new business model. Deep in thought,
Khambhati asked his friend, “How much sugar in your coffee?” Shah said, “Cheeny Kum.”
“And Cheeny Kum it will be!,” they said, almost in unison. Exemplar Lifecare Pvt Ltd. launched Cheeny
Kum soon after.
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