India’s Direct-to-Consumer health and wellness market has witnessed remarkable transformation over the past few years, evolving from a niche segment into a thriving ecosystem valued at approximately fifteen to twenty billion dollars in 2026. This explosive growth has been fueled by increasing health consciousness, particularly post-pandemic, widespread smartphone adoption, improved digital payment infrastructure, and a fundamental shift in how consumers approach preventive healthcare. Among the various D2C categories flourishing in India, health supplements have emerged as one of the most dynamic and competitive sectors, with homegrown brands challenging traditional players by offering transparency, personalization, and innovative delivery formats.
The Indian health supplement industry is witnessing a paradigm shift. Where previous generations relied solely on traditional Ayurvedic preparations or imported international brands, today’s consumers are embracing digitally native brands that combine ancient wisdom with modern science, offer ingredient transparency, and deliver products directly to their doorsteps. This article explores the ten most influential D2C health supplement brands that are reshaping India’s nutrition landscape in 2026.
1. HealthKart
Founded in 2011 and headquartered in Gurugram, Haryana, HealthKart has established itself as India’s leading online nutrition and supplements marketplace. While it began as a multi-brand platform, HealthKart has successfully transitioned into a formidable D2C player with its flagship in-house brand MuscleBlaze, which has become synonymous with sports nutrition in India. The company’s revenue reached over one thousand crore rupees in fiscal year 2024, making it the largest player by revenue in this list.
HealthKart’s strength lies in its comprehensive ecosystem approach. Beyond selling supplements, the platform offers expert nutritionist consultations, personalized diet plans, and educational content that helps consumers make informed choices. The brand has successfully built trust through rigorous quality testing, clear labeling, and consistent product efficacy. MuscleBlaze, their flagship protein supplement brand, has gained particular popularity among fitness enthusiasts and bodybuilders for its diverse range of whey proteins, mass gainers, and performance supplements.
What sets HealthKart apart is its omnichannel strategy. While maintaining a strong digital presence through its website and app, the company has expanded into offline retail, partnering with pharmacies and opening exclusive brand stores across tier-two and tier-three cities. This hybrid approach has enabled HealthKart to reach consumers across India’s diverse geography, from metropolitan fitness enthusiasts to emerging health-conscious populations in smaller towns.
2. Wellbeing Nutrition
Founded in 2019 by Avnish Chhabria and Saurabh Kapoor, Wellbeing Nutrition represents the new generation of science-backed supplement brands in India. Based in Mumbai, this premium D2C brand has quickly established itself as a leader in the organic whole-food nutritional supplements category. The company reported revenues approaching two hundred crore rupees in fiscal year 2025, demonstrating impressive growth trajectory that outpaces many competitors.
Wellbeing Nutrition differentiates itself through its unwavering commitment to clean, plant-based formulations using organic whole foods rather than synthetic ingredients. The brand’s product portfolio spans various health concerns including immunity, beauty, sleep, gut health, and performance nutrition. Their innovative delivery formats, particularly dissolvable melts and effervescent tablets, have resonated strongly with younger consumers who prioritize convenience alongside efficacy.
The brand’s positioning emphasizes scientific validation and ingredient traceability. Each product undergoes rigorous testing and contains clearly labeled, recognizable ingredients sourced sustainably. Wellbeing Nutrition has successfully cultivated a premium brand image without resorting to excessive discounting, maintaining healthy margins while growing revenue. Their strategic focus on building customer loyalty through product efficacy rather than aggressive marketing spend has proven particularly effective, with strong repeat purchase rates indicating satisfied customers.
3. Plix
Plix Life has emerged as one of the fastest-growing D2C wellness brands in India, particularly popular among millennials and Generation Z consumers. Founded in 2019 and headquartered in Mumbai, Plix has carved a unique niche by making supplements fun, accessible, and Instagram-worthy. The brand achieved revenues of approximately one hundred fifty crore rupees in fiscal year 2024, growing roughly forty percent year-over-year.
What makes Plix stand out is its approach to wellness as lifestyle rather than medicine. The brand offers plant-based supplements in innovative formats like apple cider vinegar gummies, collagen builder drinks, and tasty protein powders that appeal to consumers who traditionally found supplements unpalatable or intimidating. Plix products address common concerns among young Indians including weight management, skin health, hair growth, and energy levels, packaging scientific formulations in approachable, attractive formats.
In 2021, Plix was acquired by Marico, one of India’s leading consumer goods companies, providing the brand with significant financial backing, distribution muscle, and retail expertise. This acquisition has enabled Plix to expand beyond pure digital channels into modern retail and quick commerce platforms, while maintaining its youthful, digital-first brand identity. The combination of Marico’s operational excellence and Plix’s innovative product development has created a formidable competitor in the wellness space.
4. Kapiva
Kapiva represents the successful modernization of traditional Ayurvedic wisdom for contemporary consumers. Founded in 2016 by Ameve Sharma, a third-generation entrepreneur from the century-old Baidyanath Ayurvedic family, along with Shrey Badhani, Kapiva has built a bridge between ancient Indian wellness traditions and modern D2C convenience. Based in Bengaluru, the company reported revenues of two hundred thirty-four crore rupees in fiscal year 2024 and secured sixty million dollars in funding in 2025, achieving a valuation exceeding two thousand crore rupees.
Kapiva’s product portfolio is extensive and deeply rooted in Ayurveda, offering herbal juices, wellness powders, plant-based proteins, health gummies, cooking oils, and personal care products. The brand’s hero products include Ayurvedic juices like Amla and Aloe Vera, functional wellness drinks, and Shilajit Gold, their flagship natural workout supplement that has become the highest-rated natural gym supplement in India. Celebrity endorsements from fitness icons like Malaika Arora and Tiger Shroff have helped Kapiva reach mainstream audiences while maintaining Ayurvedic authenticity.
What distinguishes Kapiva is its commitment to traditional manufacturing processes while ensuring modern quality standards. The brand sources fresh, high-quality ingredients and follows time-tested Ayurvedic preparation methods, then packages these formulations in convenient, contemporary formats suitable for busy urban lifestyles. This authenticity combined with convenience has resonated strongly with Indian consumers seeking natural wellness solutions backed by centuries of traditional knowledge.
5. OZiva
OZiva, acquired by Hindustan Unilever in 2022, was one of the pioneering D2C nutrition startups in India when it launched in 2016. Founded by Aarti Gill and Mihir Gadani, OZiva focused specifically on clean, plant-based nutrition with particular emphasis on women’s health and wellness. The brand has built a loyal following by offering certified clean supplements free from harmful additives, with gender-specific formulations addressing unique nutritional needs.
The OZiva product range includes plant-based proteins, herbal supplements for hair and skin health, immunity boosters, and specialized products for hormonal balance and PCOS management. The brand’s clean nutrition philosophy emphasizes transparency, with clearly labeled ingredients and certifications prominently displayed. OZiva also differentiated itself early on by offering personalized diet plans and fitness content through its app, creating a holistic wellness community rather than just selling supplements.
Following its acquisition by HUL, OZiva has gained access to extensive distribution networks and retail presence, complementing its strong digital foundation. While the brand experienced some revenue fluctuations post-acquisition, reporting approximately one hundred four crore rupees in fiscal year 2024, its integration with HUL’s consumer goods expertise positions it well for scaling to tier-two and tier-three cities where modern wellness awareness is growing rapidly.
6. Setu Nutrition
Setu Nutrition, founded in 2017, has positioned itself as the go-to brand for research-backed, problem-specific health supplements in India. The company addresses specific consumer concerns like early aging, sleep disorders, gut health, immunity, and weight management through scientifically formulated products. Setu has earned recognition for bringing pharmaceutical-grade rigor to the wellness supplements category, which has historically been plagued by questionable efficacy claims.
The brand’s product portfolio includes targeted supplements for various health goals, each backed by clinical research and transparent about ingredient sourcing and dosages. Setu has built credibility by focusing on efficacy over marketing hype, often publishing research findings and working with healthcare professionals to develop formulations. This scientific approach has resonated particularly well with educated, health-conscious consumers who demand evidence-based solutions.
Setu Nutrition represents the growing segment of Indian consumers who view supplements not as optional add-ons but as essential components of preventive healthcare. By addressing specific health challenges with proven formulations rather than promising miracle cures, Setu has cultivated a reputation for reliability and effectiveness. The brand’s steady growth demonstrates the market appetite for credible, research-driven wellness solutions.
7. Zingavita
Zingavita, founded in 2020 by childhood friends Sachin Goel and Dheeraj Nagpal, emerged from a mission to address India’s widespread micronutrient deficiency crisis. The brand combines Ayurvedic wisdom with modern nutritional science to create supplements that tackle common issues like low energy, weakened immunity, high stress, poor sleep, and digestive problems. Zingavita’s approach reflects the growing trend of integrating traditional Indian wellness knowledge with contemporary scientific understanding.
The brand has gained recognition for making wellness accessible and approachable for everyday consumers rather than just fitness enthusiasts. Zingavita products are designed for busy professionals, parents, and anyone navigating modern lifestyle stresses, offering simple solutions to complex health challenges. The company’s focus on ingredient transparency and avoiding artificial additives aligns with the clean-label movement gaining momentum among Indian consumers.
Zingavita was recognized in Inc42’s FAST42 2025 ranking of India’s fastest-growing D2C brands, highlighting its rapid market penetration and growth trajectory. The brand’s success demonstrates the substantial market opportunity in addressing fundamental nutritional gaps among India’s population, particularly as awareness of micronutrient deficiencies and their health impacts grows.
8. Boldfit
Boldfit, founded in 2018 by Pallav Bihani and based in Bengaluru, has established itself as a comprehensive health and fitness brand offering both supplements and fitness equipment. The company reported revenues of seventy-three crore rupees in fiscal year 2023, demonstrating strong growth in the competitive fitness market. Boldfit’s positioning focuses on making premium fitness products affordable and accessible to India’s growing fitness community.
The brand’s supplement portfolio includes multivitamins, immune boosters, protein supplements, and energy drinks, alongside fitness accessories like yoga mats, resistance bands, gym equipment, and athleisure wear. This one-stop-shop approach for fitness needs has proven particularly appealing to home workout enthusiasts and gym-goers looking for reliable, budget-friendly options. Boldfit’s commitment to quality at competitive price points has enabled it to compete effectively against both premium international brands and budget local alternatives.
Boldfit’s growth has been driven by strategic collaborations with fitness experts and nutritionists who lend credibility to product formulations. The brand has built a strong online presence through effective digital marketing and maintains high customer satisfaction ratings through consistent product quality. As India’s fitness industry continues expanding beyond metro cities, Boldfit’s accessible positioning places it well to capture emerging demand.
9. Mosaic Wellness
Mosaic Wellness, founded in 2020 by Revant Bhate and Dhyanesh Shah, takes a unique approach to health supplements by offering gender-specific wellness solutions through its specialized brands ManMatters for men and Bodywise for women. Based in Mumbai, the company has carved a niche by addressing health concerns that people often feel uncomfortable discussing openly, combining telemedicine consultations with customized supplement regimens.
The company’s integrated model includes online doctor consultations, personalized treatment plans, prescribed medications, and supporting supplements, creating a comprehensive digital health platform. ManMatters focuses on men’s health issues including hair loss, sexual wellness, fitness, and mental health, while Bodywise addresses women’s concerns around hormonal balance, PCOS, menstrual health, and beauty from within. This specialization has enabled Mosaic Wellness to build deep expertise and trust in specific health domains.
Mosaic Wellness has created content-rich communities where customers can learn about health topics, share experiences, and access expert guidance, transforming the brand from mere supplement seller to wellness partner. The company claimed fourteen million dollars in annual recurring revenue and served over one hundred thousand customers monthly as of 2021, demonstrating strong market acceptance of its telehealth-plus-supplements model.
10. Beast Life
Beast Life represents the new wave of influencer-founded D2C brands in India’s supplement market. Founded by popular fitness influencer Gaurav Taneja, better known as Flying Beast, along with business partner Raj Vikram Gupta, Beast Life focuses on high-protein supplements tailored for bodybuilding and sports nutrition. The brand gained significant attention through its appearance on Shark Tank India Season 4, where its transparency-first approach and sustainable ingredient sourcing were highlighted.
What distinguishes Beast Life is its authenticity advantage. Founded by someone who has built credibility and trust through years of fitness content creation, the brand benefits from Gaurav Taneja’s massive social media following and personal brand equity. This influencer-entrepreneur model has proven effective in reaching younger fitness enthusiasts who trust recommendations from personalities they follow and admire.
Beast Life’s product portfolio focuses on protein supplements, pre-workout formulas, and other performance nutrition products designed for serious fitness enthusiasts and athletes. The brand emphasizes ingredient transparency, third-party testing, and honest communication about product efficacy, positioning itself against competitors that make exaggerated claims. As influencer-led brands become increasingly common in India’s D2C landscape, Beast Life exemplifies how personal credibility can translate into commercial success when backed by genuine product quality.
The D2C Health Supplement Revolution in India
The success of these ten brands reflects broader transformations in India’s health and wellness landscape. Several key trends emerge from examining this ecosystem. First, the integration of traditional knowledge with modern science has proven particularly resonant with Indian consumers, as demonstrated by brands like Kapiva and Zingavita that bridge Ayurvedic wisdom and contemporary nutritional research. Indian consumers increasingly seek products that honor cultural wellness traditions while delivering scientifically validated results.
Second, transparency and clean labeling have become non-negotiable for discerning customers. Brands that clearly communicate ingredient sourcing, manufacturing processes, and scientific backing have gained significant competitive advantage. This shift reflects growing consumer sophistication and declining tolerance for vague wellness claims or proprietary blends that obscure actual formulations.
Third, innovative delivery formats have democratized supplement consumption. From Plix’s gummies to Wellbeing Nutrition’s dissolvable melts and Kapiva’s ready-to-drink wellness shots, brands are reimagining how supplements are consumed, making them more appealing, convenient, and enjoyable. This innovation addresses the historical barrier of unpalatable protein powders or difficult-to-swallow capsules that deterred many potential customers.
Fourth, the omnichannel approach has become essential for sustained growth. While these brands originated online, successful players are expanding into offline retail, quick commerce platforms, and exclusive brand stores. This multi-channel presence enables them to reach diverse consumer segments across India’s varied geography and demographics.
Finally, specialization and personalization are creating defensible niches. Whether targeting specific demographics like Mosaic Wellness with gender-specific solutions, addressing particular health concerns like Setu Nutrition with problem-focused formulations, or serving defined consumer segments like Beast Life with performance nutrition, successful brands are finding competitive advantage through focused positioning rather than trying to be everything to everyone.
Looking Ahead: The Future of D2C Health Supplements in India
As India’s D2C health supplement market continues evolving toward its projected one hundred billion dollar potential by 2030, several dynamics will shape the competitive landscape. Consolidation is likely to accelerate, with established consumer goods companies like HUL and Marico acquiring promising D2C brands to gain digital capabilities and capture younger consumers. This trend, already evident with OZiva and Plix acquisitions, will likely continue as traditional companies seek to remain relevant in the direct-to-consumer era.
Regulatory scrutiny will intensify as the category matures. The Food Safety and Standards Authority of India has begun strengthening oversight of nutraceuticals and health supplements, requiring more rigorous testing and substantiation of claims. Brands with genuine scientific backing and quality manufacturing will benefit from this increased regulation, while those relying on marketing hype over actual efficacy may struggle.
Technology integration will deepen, with artificial intelligence powering personalized supplement recommendations based on individual health data, wearable device inputs, and genetic testing. The convergence of digital health platforms, telemedicine, and supplement delivery, exemplified by Mosaic Wellness, represents the future of holistic wellness management.
Geographic expansion into tier-two, tier-three, and tier-four cities will drive the next wave of growth. As internet penetration deepens and health awareness spreads beyond metro cities, D2C brands that can effectively navigate distribution challenges and cultural preferences in smaller towns will unlock massive market opportunities. 
The brands profiled in this article represent India’s most innovative and successful D2C health supplement companies in 2026, each bringing unique value propositions to increasingly sophisticated consumers. From HealthKart’s comprehensive marketplace dominance to Beast Life’s influencer-driven authenticity, from Wellbeing Nutrition’s premium organic positioning to Kapiva’s Ayurvedic modernization, these companies are not just selling supplements but fundamentally reshaping how Indians approach preventive health, nutrition, and wellness. As this dynamic sector continues evolving, these pioneering brands will play crucial roles in building a healthier, more wellness-conscious India.
