India’s nutraceutical renaissance: Nourishing health in an age of uncertainty

In an era marked by rising doctor visits and growing public scepticism about pharmaceutical side effects, a profound shift is unfolding in how we approach health. No longer content with reactive medicine alone, consumers are increasingly embracing food as a first line of defence against illness. At the heart of this transformation lies the burgeoning nutraceuticals industry — a bridge between nutrition and preventive care, where food meets pharmaceuticals in pursuit of wellness.

Put simply, nutraceuticals are foods or food components marketed for specific health benefits, ranging from immune support and improved digestion to enhanced mental clarity and metabolic balance. The idea itself is deeply rooted in India’s cultural history. Our ancient Vaidyas and Hakims long recognised the medicinal value of herbs, roots, and botanicals — wisdom that finds resonance in today’s functional foods and dietary supplements.

India’s nutraceuticals market is fast becoming a powerful economic force. According to estimates, the market was valued at over $32 billion in 2024 and is projected to nearly double by 2033, reaching roughly $76 billion, with a compound annual growth rate of around 10% through the decade. This growth reflects not only rising health awareness but also a more proactive consumer mindset, one that prioritises prevention over cure.

Globally, the nutraceuticals sector is expanding rapidly. Valued at approximately $590 billion in 2024, the world market is expected to cross $910 billion by 2030, growing at 7.5% annually. These figures point to a structural shift in global consumption, where wellness is becoming a cornerstone of everyday life.

India’s growth story is compelling because it unfolds against persistent health challenges. Despite rapid economic progress, malnutrition and lifestyle-related diseases remain formidable burdens. This gap has propelled nutraceuticals into the mainstream as citizens seek ways to strengthen immunity, replenish essential nutrients, and manage chronic conditions through diet and supplementation.

The industry’s expansion is evident across categories — from functional beverages that refresh while enhancing vitality, to dietary supplements that target specific deficiencies. Urban consumers, particularly millennials and Gen Z, are driving demand for these products.

Yet, business opportunities in India are shaped by regulatory realities. The Food Safety and Standards Authority of India (FSSAI) regulates all food-based products, requiring formal approvals before nutraceuticals can enter the market. Certain products may also fall under the jurisdiction of the Central Drugs Standard Control Organisation, depending on their intended use. This regulatory architecture often necessitates local partnerships or subsidiaries for foreign brands, ensuring compliance and quality control.

Market access in India is further influenced by import duties, which can range widely — often between 10% and 150% plus GST — irrespective of a product’s country of origin.

The common assumption that Free Trade Agreements automatically reduce these tariffs is misplaced. Most FTAs do not extend to so-called “superfoods” or nutraceuticals. Distribution has evolved alongside demand. E-commerce platforms such as Amazon, Flipkart, Netmeds, and 1mg fulfil consumer needs nationwide.

Brick-and-mortar premium outlets such as Foodhall and Nature’s Basket, though limited in scale, play a crucial role in brand discovery. Marketing strategies, too, are maturing. Ultimately, the rise of nutraceuticals —in India and globally — represents more than a commercial trend. It reflects a redefinition of health itself: not merely the absence of disease, but the presence of resilience, vitality, and balance. In a world grappling with old and emerging health challenges, this shift towards nutritional empowerment is not just welcome — it is imperative.