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Supplement startups record strong growth in FY25 as health & wellness demand surges
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Tuesday, 02 December, 2025, 08 : 00 AM [IST]
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Abhitash Singh, Mumbai
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India’s nutraceutical and dietary supplement ecosystem witnessed remarkable momentum in FY25, with homegrown supplement startups posting double-digit growth driven by rising consumer interest in preventive healthcare, clean-label ingredients, and personalised nutrition. Industry trackers estimate that the country’s supplement market expanded at 15 to 18% during the year, with several young brands outperforming traditional players through innovation-led strategies.
A key growth driver has been the rapid shift in consumer behaviour post-pandemic. Urban and semi-urban buyers are increasingly prioritising immunity, gut health, weight management, and lifestyle disease prevention, pushing startups to introduce targeted and science-backed formulations. Categories such as plant proteins, collagen peptides, probiotics, multivitamin gummies, adaptogen blends, and ayurveda-inspired supplements saw the highest traction.
Many D2C-led brands have leveraged digital-first models, enabling them to scale quickly through data-driven personalisation, subscription plans, and influencer partnerships. Startups focusing on transparency clean labels, source-traceable ingredients, and clinical validation have gained significant trust among consumers. Platforms such as ONDC and e-pharmacies have further boosted product visibility across Tier II and Tier III markets.
Funding activity in the segment also picked up pace in FY25. Several early-stage supplement companies raised seed and Series A rounds to expand manufacturing capabilities, invest in R&D, and strengthen omnichannel distribution. Venture capital interest was fuelled by strong unit economics and the sector’s long-term potential, with India projected to become a $10–12 billion nutraceutical market by 2027.
Startups also benefited from the regulatory clarity offered by FSSAI’s evolving nutraceutical guidelines, which encouraged standardization, safer formulations, and faster product approvals. Many companies collaborated with contract manufacturers and research institutions to validate claims and enhance product quality.
In addition, the rise of fitness culture, increased participation in gyms and sports activities, and the growing popularity of international health trends on social media contributed to the soaring demand. Protein supplements, in particular, recorded robust sales, driven by both athletes and everyday consumers looking for convenient nutrition solutions.
With disposable incomes rising and awareness about long-term health management growing, supplement startups are expected to maintain this aggressive growth trajectory in FY26. Industry experts believe that brands focusing on innovation, personalization, and trust-building will emerge as dominant players in India’s rapidly expanding health and wellness landscape.
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