Sanjaya Mariwala, Executive Chairman and Managing Director, OmniActive Health Technologies
Indians are no longer working hard just to earn more—they’re also thinking about how to lead better and healthier lives. Over the past decade, as per the trading economics, India’s per capita income has grown from $1,580 in 2015 to $2,310 in 2024, but what’s more significant is how people are choosing to spend their earnings.
One of the biggest changes we’re seeing is in how people approach their health. Not long ago, healthcare was mostly reactive—you fell sick, you sought treatment. Now, people are thinking ahead of time. There’s a growing focus on preventive healthcare that is driving a boom in nutraceuticals, dietary supplements, and functional foods. The industry, which was once a niche segment, is now expected to hit $100 billion by 2047, growing at a 10 per cent CAGR.
Interestingly, consumers today are driving the change. They are well-informed and don’t just pick what looks best on the shelves. They read labels, research ingredients, and look for science-backed claims.
Health information is more accessible than ever, and it’s influencing daily habits. People are watching fitness influencers and following nutritionists and even doctors online. This digital exposure has them swapping out regular tea for fortified green tea, adding protein supplements to their diet, and choosing branded ingredients over generic ones. This isn’t just happening in big cities—even Tier 2 and Tier 3 towns are catching on.
Then there’s premiumisation—the idea that people are willing to pay more for better quality products. Right now, this is mostly true for the top 20 per cent of earners, but with rising disposable incomes, more people may seek high-quality, clinically tested nutraceuticals.
The challenge? Making these products affordable for the other 80 per cent of the population. Government intervention can help improve the accessibility of nutraceuticals.
India also has a unique edge—our rich heritage of Ayurveda and ancient medicinal herbs. But in today’s world, tradition alone isn’t enough. Consumers now expect scientific validation alongside traditional wisdom. That’s why companies investing in R&D, clinical trials, and transparent labelling will lead the way.
This isn’t just a business trend—it’s a movement. Consumers are more informed than ever, and they are reshaping India’s nutraceutical industry. What we’re seeing is a clear shift from awareness to action. The future belongs to brands that prioritise science, trust, and accessibility because India’s new-age consumers are making one thing very clear—they’re ready to invest in their health like never before.
Sanjaya Mariwala, Executive Chairman and Managing Director of OmniActive Health Technologies Ltd and President of IMC Chamber of Commerce and Industry