Over the past few years, nutrition products in India have seen a remarkable surge—especially when it comes to quick-and-easy supplements like gummies, probiotics, and plant-based proteins. According to market research firm IMARC, the Indian dietary supplement market is projected to grow at a CAGR of over 13 per cent across the next eight years, driven by increased health awareness and demand for immunity-boosting products. 

If you rewind to early 2020, it’s easy to pinpoint where this wave began: the COVID-19 pandemic. It wasn't just a health crisis; it was also a wake-up call. Suddenly, staying healthy wasn't about a last-minute gym spree before a cousin's wedding. It was about immunity, gut health, and proactive care—all words that went from niche to mainstream practically overnight. 

Before 2020, India was on something of an upward trajectory when it came to supplement use, though it wasn’t nearly as diverse and widespread as it is today. Much of this can be attributed to the Food Safety and Standards Authority of India (FSSAI) ‘Food Safety and Standards Regulations, 2016’––a set of comprehensive guidelines for health supplements that saw regular updates and reinforcement in a post-pandemic world. In many ways, they reflected the aforementioned shift in general health; for many, it was now about prevention rather than cures. 

The onset of the pandemic coincided almost perfectly with the launch of Cosmix Wellness, which began operations in December 2019.  While the market was saturated with quick fixes—masks, sanitizers, and vitamins—Cosmix took a different route and focussed on long-term wellness solutions. “Health is not an overnight fix,” said Soorya Jagadish, cofounder of Cosmix. 

After launching their initial herbal supplements, Cosmix turned its focus towards developing a protein powder that addressed a key consumer concern—digestive discomfort often caused by whey protein. “People started to say whey is uncomfortable for me, whey causes bloating,” Jagadish explained, which prompted the team to create a plant-based alternative designed to be as gut-friendly as possible. In contrast, Cosmix used ingredients like monkfruit–a first in India–as a natural sweetener and real cacao powder instead of artificial flavourings. Monkfruit had gained traction in Western markets around 2010, eventually being popularised for its low glycemic index and digestive benefits.  

The Gut Feeling 

The pandemic not only reshaped how people approached immunity but also cast a spotlight on the role of gut health in overall wellness. According to Jagadish, the early reception of Cosmix's gut health supplements reflected a growing awareness among consumers about digestive health. “We understood that digestion is a big problem—acidity, gas, all of it. People started realising that their digestion had to be looked at holistically, not just patched up with a quick pill,” Jagadish shared. “Before the pandemic, gut supplements and D2C probiotics were available but less used. People had a different mentality with gut issues; they would prefer to use instant relief over-the-counter solutions like Gelusil or Digene, and not tackle the root of the problem.” 

Now, it’s the younger generation that's driving the change—taking ownership of their health and making informed choices. “It has been young parents, in particular, who are more serious about health, not just for themselves but also for their children. They're no longer swayed by ads or celebrity endorsements; instead, they read blogs, scrutinise labels, and examine the packaging. That’s exactly what we intended to inspire, and it's so gratifying to see that shift,” Jagadish concluded. Nutritionists echo this sentiment, elaborating on how the gut health landscape in India—now made even more convenient and consumer-friendly with 14-day gut cleanse programmes, gut-healing gummies, and other easy-to-use products—broadly reflects trends across the entire supplement industry. 

Nutritionist and lifestyle educator Karishmma Chawla observes that this shift was driven by a heightened awareness of the immune system's reliance on the gut. “The only defense we had against the virus was our immune system, and 80 per cent of it resides in the gut,” she explained, emphasising the crucial link between digestive health and immunity. This insight drove consumers to look beyond superficial health solutions, leading to an increased demand for supplements that support gut function in a comprehensive manner. 

Fellow nutritionist and food coach Anupama Menon added that while the rise in gut health products has been a positive trend, the need for personalisation remains critical. She highlighted that not all supplements suit everyone, as the efficacy can depend heavily on individual gut conditions. “If you take a probiotic and prebiotic together when you already have an overgrowth, it can breed extra infection and cause more bloating,” she explained. This caution underlines the importance of understanding one's unique gut profile before choosing supplements.  

Menon further elaborated that bio-individuality is key—what works for one person may not work for another, and incorrect use of gut health products can lead to unintended side effects. “The gut is incredibly complex,” she continued, “and treating it requires not just supplements but a nuanced approach that includes diet, stress management, and sometimes even lifestyle changes.” She emphasised that supplements should ideally be part of a broader, holistic strategy, guided by a professional who understands the intricacies of gut health. 

What’s Next? 

This level of personalisation is particularly important in India, where dietary habits, stress levels, and even regional differences can significantly impact gut health. Menon urged consumers to be cautious of the marketing hype around gut health products, stressing that while these products can be beneficial, they are not a one-size-fits-all solution. Instead, supplements should be tailored to fit the individual's specific needs and conditions, ensuring that they support rather than disrupt the body's natural balance. Together, these insights showcase how gut health has become both a popular and nuanced aspect of the supplement boom, necessitating a balance between accessibility and individualised care. 

“You can't do without supplements today,” said Menon. “If you want to stay healthy and be nutritionally sufficient, you need them. But it's important to understand how to cycle these supplements so you don't reach toxic limits. Personalisation is key; supplements need to be tailored based on individual needs, and the future will see more reliance on tools like nutrigenomics to help identify these specific needs.” 

In a world where a berry-flavoured gummy promises a better night's sleep or flawless skin, it’s easy to get carried away. Just remember, there’s no shortcut to good health—it’s a marathon, not a sprint. And as our experts have pointed out, the real challenge is balancing convenience with consciousness—choosing what’s good for the long haul, rather than what simply feels good in the moment.