Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
Dr Ratna Upadhyay, leading Research & Development at OZiva
As India’s nutraceutical and ingestible beauty market continues to evolve, consumers are increasingly shifting from quick cosmetic fixes to science-backed, preventive wellness solutions. Rising concerns around early-onset hair thinning, stress-induced hair loss, hormonal imbalance, and nutrient deficiencies are driving strong demand for ingestible hair wellness products, particularly among men. At the same time, the category is witnessing rapid innovation in areas such as bioavailability, delivery technologies, clean-label formulations, and clinically validated ingredients.
Against this backdrop, OZiva recently expanded its men’s wellness portfolio with the launch of Hair Actives + Shilajit, a formulation designed to address the root causes of hair fall through a combination of plant-based actives, hormonal balance support, and advanced nutrient delivery approaches.
In an interaction with NUFFOODS Spectrum, Dr Ratna Upadhyay, leading Research & Development at OZiva, shares insights into the growing demand for ingestible hair wellness solutions, the science behind multi-functional formulations, the role of clinical validation and liposomal delivery systems, evolving regulatory frameworks, and how the company is balancing traditional ingredients with modern scientific innovation. Edited excerpts;
What key market trends are driving the growth of ingestible hair wellness solutions among men in India?
We’re seeing a clear shift from cosmetic fixes to root-cause, inside-out solutions. Rising early-onset hair thinning—largely driven by stress, urban lifestyles, and environmental exposure—has pushed men to look beyond topical applications.
At the same time, awareness around hormonal drivers like DHT, the gut–skin axis, and micronutrient absorption is increasing. Combined with the normalization of male grooming and the growth of digital-first education, this is accelerating adoption of science-backed, ingestible formats.
How is the understanding of hair loss evolving, and how is this influencing product innovation?
Hair loss is no longer viewed as a simple nutritional gap. It is now understood as a multi-factorial condition involving hormonal imbalance, stress pathways, inflammation, and oxidative damage.
This has fundamentally changed product development. Instead of single nutrients, R&D is now focused on multi-pathway formulations that modulate DHT activity, support stress adaptation, reduce micro-inflammation, and improve nutrient bioavailability. Innovation today lies in how effectively these pathways are combined, not just in ingredient selection.
In a crowded nutraceutical market, how does OZiva differentiate itself?
OZiva differentiates by taking a holistic, systems-based approach rather than a single-target strategy.
Our focus is on synergistic, plant-based formulations designed to address multiple root causes. We also maintain a clean-label, non-pharmacological approach suitable for long-term use. The emphasis is on gradual, sustainable improvement rather than aggressive short-term intervention.
The approach is less about blocking a pathway and more about restoring overall hair biology balance.
How important is clinical validation in building consumer trust in ingestible wellness products?
Clinical validation is becoming non-negotiable. In a category where skepticism is high, human clinical data is the strongest differentiator.
It enables credible, measurable claims, higher consumer confidence, and greater acceptance among healthcare professionals. The industry is moving from ingredient-led claims to formulation-level validation, which is where the future of the category lies.
What are some of the biggest R&D challenges in developing multi-functional formulations?
The complexity lies in making multiple systems work together without compromise.
Some key challenges include ingredient interactions that affect stability and efficacy, competing absorption pathways among nutrients, balancing effective dosage with consumer compliance, and maintaining palatability and shelf stability.
True innovation is not about adding more ingredients, but optimizing synergy and delivery.
How is OZiva balancing traditional ingredients with modern scientific validation?
Our approach is to translate traditional wisdom into scientifically validated solutions.
Ingredients like Shilajit are used in standardized, quality-controlled formats and supported with mechanism-based evidence related to energy metabolism and hormonal balance. They are integrated into formulations where they play a defined functional role.
This allows us to move from heritage storytelling to scientific credibility.
What role do advanced technologies such as liposomal delivery systems play in nutraceutical innovation?
Bioavailability is a critical lever in efficacy. Advanced delivery systems such as liposomal encapsulation help improve absorption of poorly bioavailable actives, protect nutrients from degradation, and enhance overall effectiveness at lower doses.
For multi-ingredient formulations, delivery efficiency can significantly influence outcomes, making it a key focus area in R&D.
How can companies balance premium formulations with affordability in a price-sensitive market like India?
The Indian consumer is value-conscious but outcome-driven.
Balancing this requires prioritizing high-impact, evidence-backed ingredients, offering tiered product formats and pack sizes, and driving efficiency through formulation optimization and local sourcing. Ultimately, consumers are willing to invest if efficacy is visible and credible.
How do you see regulatory frameworks evolving for the nutraceutical and wellness industry in India?
Regulation is expected to become more stringent, especially under bodies like the .
We anticipate greater scrutiny on claims and clinical substantiation, clearer guidelines on ingredient usage and dosages, and stronger enforcement against misleading communication. This will push the industry toward greater transparency, standardization, and scientific rigor.
What are OZiva’s key priorities going forward?
Our key focus areas include expanding men’s wellness and ingestible beauty portfolios, investing in clinical research and validation, advancing bioavailability and delivery technologies, building personalized nutrition solutions, and strengthening the integration of nutrition, lifestyle, and digital ecosystems.
The long-term vision is to move toward precision-based, science-led wellness solutions rather than generalized supplementation.
Mansi Jamsudkar Padvekar