The Rise of Magnesium Power

The mineral vital for making products like phones and fireworks is also a key dietary requirement for humans

- Jessica Jani

For wellness and pharmaceutical startups in India, the magnesium craze is proving to be a magic elixir, even as doctors advise caution.

Healthcare platform Tata Img, online vitamins and supplements store HealthKart, pain relief and muscle recovery brand Hoop, and nutritional products startup Wellbeing Nutrition have been ramping up their lineup of magnesium products over the past year to meet growing demand.

The mineral crucial in manufacturing products such as mobile phones and fireworks is also a key dietary requirement for humans—an awareness that's only recently been catching up with zinc.

The rapid growth of magnesium supplements—gummies, capsules, lotions, and creams—is not due to a sudden rise in magnesium deficiency but because of increasing awareness about the mineral, startup executives and medical practitioners told Mint.

"Given a lot of international chatter about these minerals becoming the most critical things of how your body works, there's been a major surge in demand," said Avnish Chabbria, founder of Wellbeing Nutrition, adding that the mineral helps in lifestyle issues such as lack of sleep, stress, muscle cramps, and fatigue.

Wellbeing Nutrition's triple magnesium complex supplement that was launched about seven months ago already accounts for 10-15% of its overall revenue, said Chabbria.