Nutrabay enters into ayurvedic supplements market with launch of Shilajit

With the launch of Shilajit, Nutrabay aims to gain market share from the existing Shilajit market

Nutrabay, India’s pioneering D2C sports nutrition and wellness brand, has officially ventured into the Ayurvedic supplements market with the launch of its debut product in the segment, Shilajit. This move is part of the brand’s broader strategy to diversify its private-label product portfolio and tap into the rising demand for natural and holistic wellness solutions in India’s rapidly growing nutritional supplements market. 

Currently valued at approximately $11 billion, the Ayurveda market is expected to grow to $16.27 billion by FY28, with a CAGR of 15 per cent from FY23 to FY28. Nutrabay aims to leverage this growing demand by offering high-quality Ayurvedic products backed by rigorous scientific testing.

The brand strategically chose Shilajit to spearhead its expansion into the Ayurvedic supplements market, using the product’s annual market growth rate of 15-20 per cent to its advantage, with the launch of Shilajit, Nutrabay’s aims at gaining market share from the existing Ayurveda supplements market with a distinctive product proposition and education about the benefits of Shilajit.  Shilajit, often referred to as a “superfood” in Ayurvedic medicine, aligns perfectly with Nutrabay’s focus on sports nutrition and holistic wellness. Its well-known strength, stamina, and vitality benefits make it an ideal crossover product, appealing to traditional Ayurveda enthusiasts and modern fitness-conscious consumers.