THE RISE OF NUTRACEUTICAL START-UPS

Since a young age, we’ve been advised that ‘health is wealth’, one of several pieces of advice we get but choose to ignore. However, the world got a wake-up call in 2020, and “Take care of your body; it’s the only place you have to live” never felt truer.

- PAROMITA GUPTA

In 2024, people have become aware of taking care of their health with gym subscriptions, healthy meal subscriptions, and the latest, nutritional supplements. A space popularized by ‘Yakult’, Indian consumers are increasingly focusing on the niche space of preventive healthcare. This provides direct-to-consumer (D2C) start-ups with an opportunity to create a niche for themselves and offer nutraceutical products for target concerns such as weight management, bloating and gas, diabetes management, and Polycystic Ovarian Syndrome (PCOS). Grand View Research notes that the Indian nutraceuticals market size was estimated at USD 26.87 billion in 2023 and is projected to grow at a CAGR of 13.5 per cent from 2024 to 2030. According to market research firm Tracxn, there are 306 start-ups in the space, including players such as Kapiva, Wellbeing Nutrition, Gynoveda, The Good Bug, Plix, Mojocare, Bright LifeCare, Sova Health, Supply6, Nutrova, Power Gummies, and Fullife Healthcare.