Pills, promotions and a dose of doubt: Influencers, VC money fuel India’s booming supplements market

A decade ago, India’s health supplements mostly meant vitamin C, iron and B12 tablets purchased at pharmacies after consulting a doctor. Fast forward to 2025, and a whole new market has emerged—gummies to enhance your hair health, powders to boost collagen, liquid for gut, pills for women’s perimenopause hormonal imbalance, magnesium tablets for better sleep, testosterone boosters, capsules with calming properties and vegan versions of all these.

The supplement wave in the country was sparked by increased health awareness after the Covid-19…