Sushant Kumar Founder and CEO, Genefitletics
The probiotics industry in India is booming thanks to higher health consciousness, more gastrointestinal problems, and an increased interest in products that strengthen the immune system. Forecasts indicate that the market will grow from its 2022–2027 valuation of about Rs 2.6 billion to INR 7.7 billion, a healthy CAGR of more than 20 per cent.
Functional food trends, the rise of probiotic drinks, and the popularity of supplements to promote good gut health and forestall gastrointestinal diseases are important motivators. Yogurt, probiotic curd, beverages, and nutritional supplements like pills and candies are all on the rise. While softgels and tablets continue to dominate the market, younger demographics are driving rapid expansion in the chewable and gummy product categories. The rising prominence of nutraceuticals and nutritional supplements in India’s industry is congruent with the rising need for probiotics. Revenue in the probiotics dietary supplements market is expected to reach USD 3.5 billion by 2030, with a compound annual growth rate (CAGR) of 16.7 per cent beginning in 2024. While having an exclusive conversations with NUFFOODS Spectrum, Sushant Kumar Founder and CEO, Genefitletics reveals India’s probiotics industry’s potential to become a world leader in this domain.
How do you envisage the future of gut bacteria/microbiome in India?
Over decades, the machine model of medicine has been used to set an agenda for medical research! This disease based model of health believed that as long as affected body part(s) could be fixed, the problem would be solvable, hence no need was felt to address the root cause of the disease. Medicine never acknowledges the malfunctioning of the gut which could be the root cause of all these problems. Not to mention high price tag & long term damage this outdated model has produced.
Since 1970 we have been witnessing new challenges to our health including rise of metabolic disorders, autoimmune diseases, immune health & disease of ageing brain such as Alzhimer’s, Parkinson’s & Autism.
In India alone, 9 per cent & 25 per cent of the total adult population suffer from Type 2 diabetes & cardiovascular diseases respectively. If we talk of digestive disorders such as irritable bowel syndrome, Acid Reflux & GERD, 10 per cent of Indian population is affected.
Clearly, the current disease based model of medicine has failed to effectively deal with chronic diseases & have placed doctors, hospitals & insurance companies above patient cure, since they do not make money until patients are sick & require constant care & medication. Pharmaceutical companies make billions from sick subscribers by providing symptom management through medication rather than cure.
The current healthcare system in India needs a revolution. The current outdated model needs to be replaced with a human biology based model to understand how our body works, how to run it optimally & fix issues sustainably without any collateral damage.
The answer lies in decoding gut microbial DNA. Gut microbiome is linked to every chronic disease be it diabetes, depression, obesity, heart diseases, cancer, digestive issues such as IBS or even mental health issues such as Parkison’s. India holds a promising future when it comes to application of gut microbiome. We need to move away from managing symptoms of the chronic diseases and focus on unmasking the root causes of chronic diseases. The best way forward is to leverage huge datasets that can help us predict the advent of diseases and use Artificial Intelligence to provide dietary interventions.
In the next 5 to 7 years, we could envisage more gut microbiome research based businesses being set up to provide data driven solutions, which can help us move from subscribing to drugs & surgeries to gut microbiome based personalised dietary intervention unique for every individual. With increase in adoption rate, the cost of getting a gut microbiome testing would decrease & make it more accessible for the general public.
From an awareness point of view, do you think Indians are thorough about this subject as compared to their western counterparts?
When it comes to the application of gut macrobiotic to prevent and intercept chronic diseases, the Indian market is still in its early stages of development on this front. The majority of people in India continue to hold the belief that disorders like diabetes, acid reflux, heart disease, and inflammatory bowel disease (IBD) cannot be reversed and that they must rely on medication supplied by their physicians to manage their symptoms. People in India have been led to believe that there is no method to conquer or reverse these chronic conditions and that the best they can do is manage and control them. This belief has been spread by key stakeholders in the Indian healthcare system, including doctors, hospitals, pharmaceutical companies, and insurance companies. When it comes to the ability to reverse chronic diseases, only a very small percentage of people are aware that resetting and optimising the bacterial communities that live in their gut can be of assistance.
Since most of the companies are now exploring metabolic capabilities of gut bacteria, do you think that this will take the market to a next level?
In order to take this market to the next level, it is possible to establish new and innovative solutions in the gut microbiome market. These solutions should be supported by government initiatives, tax soaps, and fiscal incentives. Additionally, education and knowledge distribution to the Indian people should also be considered essential.
What are the challenges that this sector is facing currently and what are the probable solutions for these challenges?
Comparatively speaking, the United States and Western countries have more information and research on the gut microbiome market than the Indian market has at the moment. Doctors and other stakeholders are either unaware of this solution or are not eager to embrace this model because it would immediately influence their existing income channels. This is because this solution will directly impact their revenue funnels.
The contemporary mindset of entrepreneurs is centred on the sole purpose of establishing market places that provide convenience, whether it be for the purpose of providing doctor consultations, blood testing, or pharmacy services. To be successful in this market, you need to conduct extensive research and empower customers and patients to make important decisions in their lives. This is in contrast to the present method of providing healthcare in India, where patients are dependent on medical professionals, hospitals, and pharmaceutical manufacturing corporations.
The solution lies in teaching and empowering people about how the gut microbiome may be used to conquer chronic diseases by just making changes in their nutrition. This eliminates the need for individuals to resort to drugs and surgery.
Owing to the current situation when India is going through a very inimical situation, probiotic products and healthy microbiome solutions will catch the nerve of Indians?
People are becoming more aware of the importance of taking responsibility for their own health for the first time since the COVID outbreak. These new and inventive do-it-yourself healthcare models have been made possible as a result of this wave of transformation. Eventually a solution that is based on the gut microbiome might gain momentum. Nevertheless, it might take some time for the Indian community to warm around to the idea of taking probiotic pills, also known as synbiotics.
Nitin Konde