In today’s health-conscious world, the focus on healthier lifestyles has surged, driving significant interest in nutraceutical products. With the rapid growth of digital technology and e-commerce channels, nutraceutical brands are leveraging direct-to-consumer (D2C) channels to provide personalized dietary supplements tailored to individual health needs.
If we consider current statistics, the Indian direct-to-consumer (D2C) product market stands at USD 12 billion, while the nutraceutical market in India hit USD 6,113.20 million in 2023. Projections indicate an estimated 11.39% growth for the nutraceutical industry from 2025 to 2029, reflecting strong upward momentum and increasing demand for these health-related products.
What is the need for Nutraceutical Products?
Many crucial nutrients like vitamin D, B12, calcium, magnesium, Zinc, selenium, Omega-3, and fatty acids are often lacking in our diets or not adequately sourced from natural means. For instance, in regions like India, despite ample sunlight, vitamin D deficiency remains widespread. Nutraceutical products serve a vital role by providing these essential nutrients conveniently, addressing deficiencies, and supporting overall health where natural sources fall short.
In this busy world, like people in other countries, Indians also depend on these products to avoid nutraceutical deficiencies. let’s talk about some popular Nutraceutical brands that help people with their health benefits in a better way through D2C marketing.
Top 10 D2C Nutraceutical Brands In India:
Certainly, here are some top direct-to-consumer (D2C) nutraceutical brands in India. Transitioning into the health and wellness sector, these brands offer a variety of products, including supplements, to cater to diverse customer health demands.
1. Health Kart
Recently, Health Kart is an emerging D2C brand in the Nutraceutical Industry founded by Sameer Maheswari, with a revenue of 832 cr in FY23 from 307 cr in FY21. Though it started in 2011 it regained its popularity in 2019 after introducing various Indian and international health supplement brands, along with Ayurveda and herbal immunity boosters, which likely contributed to its success.
The variety of best-selling products, including protein powder, shakes, omega-3 capsules, Shilajit, Ashwagandha, biotin, multivitamins, energy bars, and kids’ protein, showcases a comprehensive range catering to diverse health needs.
The strategic partnerships with various brands such as “Bold Fit,” “Muscle Blaze,” “Amway,” “InLife,” “Himalayan Organics, and many popular brands ” demonstrate HealthKart’s commitment to offering a diverse and curated selection of products. Furthermore, the expansion with 194 stores in 88 cities indicates a widespread physical presence, allowing customers across different locations to access HealthKart’s products more conveniently.
2. The Himalayan Organics:
Himalayan Organics, established in 2018, initially focused on Himalayan products and expanded in 2019 to offer plant-based dietary supplements for daily nutrition and overall wellness. The brand emphasizes natural ingredients, particularly traditional remedies derived from Himalayan herbs and plants.
In 2021, Himalayan Organics achieved a milestone by surpassing 1 million customers and expanding its presence with over 300 stores, as reported by the founders Vaibhav Raghuvanshi and Suditi Sharma. This growth indicates a significant market acceptance and a broadening reach for the brand.
Some of the popular products include calcium-magnesium-zinc tablets, Plant-based Vitamin B12, Omega-3,6,9, Plant-baed biotin, Vitamin B-complex, and many more. It is listed in the top 15 Himalayan organics released by Inc42.
3. Oziva:
Oziva is a prominent health and wellness brand based in India that specializes in nutritional supplements. It focuses on providing clean, plant-based nutrition to support various health and fitness goals. here are some examples of Oziva’s nutraceutical products:
OZiva Protein & Herbs for Men and Women( herbs like Shatavari, Tulsi, Green Tea Extract, Ashwagandha), Plant-based omega-3, Hair vitamins like Biotin, Collagen, and essential minerals. Supplement designed for individuals dealing with Polycystic Ovary Syndrome (PCOS), incorporating ingredients like Myo-Inositol, D-Chiro-Inositol, and essential vitamins.
4. Bold Fit:
Bold Fit was founded by a team of fitness enthusiasts in 2018 and is a booming nutraceutical brand offering products that are great for fitness freaks. It has crossed 100cr in 2022 and as the market grows it also grows accordingly.
According to Pallav Vihani( current CEO), being one of the top brands aiming “Made for the Bold,” offers a wide range of nutraceutical products designed to fuel your fitness goals and overall well-being. From protein powders and multivitamins to energy drinks and immunity boosters, they cater to diverse needs and dietary preferences.
Some of the most selling products include Super Foods, Boldfit Vegan Plant Protein, Bold Whey Protein, Omega 3 Fish Oil Capsules, Milk thistle supplement, Vitamin D3 Supplement, and BCAA (Branched-chain amino acids ).
5. Wellbeing Nutrition
Wellbeing Nutrition was founded in 2016 by Avnish Chabbria and Umang Bedi. According to sources this foundation has raised 20 mn USD by 2023 through their investors and expects to rise with a significant amount. According to reports it stands out in India’s D2C nutraceutical outlook as a champion of personalized nutrition.
Instead of offering one-size-fits-all supplements, they prioritize understanding individual needs and crafting solutions accordingly. Their approach of prioritizing natural, Plant-based, science-backed ingredients and emphasizing transparency aligns with the growing trend of consumer demand for clean, transparent, and personalized products in the health and wellness industry.
Their most selling products include different gummies like Hair Gummies( These are tasty gummies, enriched with Biotin, Vitamin C, and Zinc), Glow & Radiance Gummies for Skin( containing Vitamin C, Hyaluronic Acid, and Collagen), Skin Brightening Serum(containing Vitamin C, Niacinamide, and Alpha Arbutin ), Gut Health Shot( prebiotic and probiotic shot, featuring Apple Cider Vinegar and Ginger), and Magnesium oil, etc.
6. The Ayurveda Experience:
The Ayurveda Experience (TAE), a prominent Nutraceutical D2C that was founded in 2018 and achieved a revenue of 250 crores in FY-23 within just five years. In appreciation, TAE appears to be making an impact by blending the ancient wisdom of Ayurveda with modern wellness practices, changing people’s perspectives on Ayurveda as more than just an ancient method.
The platform’s focus on high-quality, authentic Ayurvedic products for skincare, nutrition, and overall well-being suggests a commitment to providing holistic and genuine solutions in the modern wellness landscape. According to Co-founder Risha Chopra, in the future, implementing AI-powered diagnostics or personalized app-based consultations could further enhance their personalized approach.
Let’s get into their popular products which are in demand. Kumkumadi Tailam, Bhringaraja Hair Oil, Kesh Kanti Hair Powder, Amalaki Chyawanprash, Triphala Tea, Ashwagandha Capsules, etc.
7. Power Gummies
Divij Bajaj is the Founder and CEO of Power Gummies. The company entered the nutraceutical scene in 2018 with its chewable hair vitamin supplement. Power Gummies operates under Aesthetic Nutrition Pvt Ltd, the parent company founded by Divij Bajaj.
It’s noteworthy that Power Gummies has achieved significant growth by Raising $15 million in 2022 and received funding from notable investors such as DSG Consumer Partners and Venture. It caters to various needs with a diverse product range, including:
Power Hair Gummies (Biotin & Keratin), Mega Hair Formula (with Ashwagandha & Saw Palmetto), Collagen Hair, Glowing Skin (Vitamin C & Hyaluronic Acid), Daily Multivitamin, Immunity Boost (Vitamin C & Zinc), Sleep & Recharge (Melatonin & L-Theanine), Energy & Focus (B Vitamins & Ginseng). Also, it offers Power Gummies Multivitamins for Kids, Immunity Boost for Kids, Calcium & Vitamin D for Kids.
8. Juicy Chemistry:
Founded in 2014 by Pritesh and Megha Asher, Juicy Chemistry has emerged as a distinctive player in the direct-to-consumer (D2C) nutraceutical industry with annual revenue crossing 100cr. With vibrant branding, a steadfast focus on natural ingredients, and an unwavering commitment to ethical sourcing, the brand stands out from the conventional landscape.
Gone are the days of bland pills and chalky powders; Juicy Chemistry serves as your gateway to a mesmerizing array of natural, plant-powered nutraceuticals. From sun-kissed superfood powders to hair oils that shimmer like liquid gold, the brand offers a kaleidoscope of choices that redefine the standards in the industry.
Here are some best-selling products: Vitamin C Brightening Serum, Chilli Horsetail Blackseed Hair Oil, Saffron & Red Raspberry Facial Oil, etc.
9. Wellversed:
In the rapidly growing Indian nutraceutical market, Wellversed Nutrition, co-founded in 2019 by Anan Khurma and a team of Ayurveda nutritionists, uniquely blends ancient Ayurvedic wisdom with modern science.
Their mission is to empower individuals to take charge of their well-being by offering natural, high-quality supplements for diverse health needs, bridging the gap between traditional wisdom and modern innovation.
Wellversed Nutrition offers a diverse range of nutraceutical products across various categories, catering to different health needs and preferences. Here’s a peek into some of the popular offerings:
Warrior( a blend of L-Citrulline Malate, Beta-Alanine, Caffeine), Warrior Caffeine-Free( containing L-Citrulline Malate, Beta-Alanine, Creatine Monohydrate), WeFit Plant Protein, Collagen Peptides, Creatine Monohydrate, etc.
10. The Ayurveda Co.( TAC):
Founded in 2021 by Shreedha Singh and Param Bhargava, The Ayurveda Co. has rapidly emerged as a Gurugram-based D2C Nutraceutical brand, offering an extensive range of Synthetic Ayurvedic well-being products to its customers. Remarkably, the brand experienced a 4X growth, surging from INR 12 Cr in FY22 to an impressive INR 45 Cr in FY23.
Looking ahead, with ambitious targets, the founders aim to generate revenues amounting to INR 150 Cr in FY24. This significant growth underscores the brand’s resonance in the market and its unwavering commitment to delivering synthetic Ayurvedic solutions to a continually expanding customer base.
Some of the best-selling products include 10% Kumkumadi Face Wash, 100% Natural Shilajit Resin, AyurCare Periods & Hormones, AyurBoost Tablets For Immunity & Nutrition, etc.
Conclusion:
In the era of India’s wellness revolution, D2C nutraceutical brands stand out as innovative disruptors. Departing from traditional supplements, they seamlessly blend nature’s whispers with scientific prowess. Each click and scoop guides individuals to a healthier, happier self. Fueled by passion and transparency, these brands overcome challenges, paving the way to radiant health, one informed customer at a time.
FAQs:
- Q: How do nutraceutical brands in India set themselves apart in a competitive market?
- A: By integrating traditional wisdom with modern science, these brands carve a distinctive niche, offering unique formulations to cater to specific health needs.
- Q: Are the ingredients utilized by Indian nutraceutical brands responsibly sourced?
- A: Indeed, many brands prioritize ethical sourcing, ensuring transparency in their supply chains to maintain the quality and authenticity of their products.
- Q: Can nutraceuticals from Indian brands substitute traditional medicines?
- A: While designed to complement a healthy lifestyle, nutraceuticals are not intended as replacements for traditional medicines. It is advisable to consult healthcare professionals for personalized advice.
- Q: How do D2C nutraceutical brands guarantee customer satisfaction and safety?
- A: Direct-to-consumer brands prioritize satisfaction through stringent quality control, third-party testing, and transparent communication about their products.
- Q: What trends are currently shaping the innovation of nutraceuticals in the Indian market?
- A: The industry is experiencing trends like personalized nutrition, sustainable sourcing, and the infusion of Ayurvedic principles, reflecting a dynamic and evolving market.
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