Companies in this space will need to back their claims with clinical evidence to satisfy regulators and consumers
Recent launches in the nutrition category underline the role of technology in the next wave of nutraceuticals. Some of these products sound like science fiction. For instance, take “quan- tumtuned” herbal extracts. Shafiulla Hirehal Nuruddin, Managing Director of Greenspace Herbs and Project Quantum Ayurveda Ingredients is exploring how smartwatch data can power “quantumtuned” herbal extracts. In a guest blog for Express Nutra, he describes how these “ultratargeted formulations—each tuned not only to the botanical’s active constituents but to the user’s indi- vidual cellular landscape” as captured by smartphones and other wearables – will reduce pill bur- den by ‘transforming passive pills into dynamic, adaptive therapies precisely aligned with each user’s realtime physiology.’ While companies in this space still need to back their claims with clinical evidence to satisfy regulators and consumers, the premise is intriguing. After nanotech has proven itself in the pharma sector, Sachin Darbarwar, Founder & CEO, ZeroHarm Sciences claims that nanotechnology is refining nutrient delivery, with nano-nutraceuticals marking a shift from generic solutions to intelligent, targeted supplementation that fits seamlessly into modern lifestyles.
While start ups try out new ideas, big pharma companies are sprucing up their legacy brands. Tor- rent Pharma’s launch of Shelcal Total, extending the legacy brand into the adult nutrition supple- ment category is just one example. Shelcal Total offers a vegan solution in powder form, combining protein, essential vitamins, minerals, and functional nutrients to support bone, muscle and joint health, energy, immunity, gut health, brain health and skin health. The company already has gummies for the kids category. Both brand extensions seek to improve bioavailability of the product, in customer- friendly formats to ensure daily use.
Most innovations try to address the core pain points. On the clinical side, most naturally occurring nutraceuticals have poor bioavailability. Companies also struggle to make the final product slip seam- lessly into the daily routines of the target consumers, be they hyperactive, taste-sensitive children or their busy parents. Companies are therefore tinkering with the formulation of known nutra supplements to solve these user pain points. As a bonus, they get to differentiate themselves in an increasingly crowded market. For instance, among the numerous gut health supplement brands, Happy Cultures from Velbiom Probiotics claims to contain ‘locally sourced probiotic solutions specifically formulated for the Indian gut and lifestyle’. Similarly, among the plethora of whey protein brands, Nutrabay claims that its latest launch, BioAbsorb, scores over others thanks to its ProDiFi blend — a patent-pending combination of probiotics, digestive enzymes, and dietary fiber — that presumably works together to optimise digestion, enhance nutrient uptake, and improve overall protein pro- cessing within the body.
According to a ResearchAndMarkets report, India’s nutritional supplements market size is anticipated to reach $68.43 billion in 2030 and is expected to grow at a CAGR of 8.1 per cent from 2025 to 2030. Encouraged by the growth prospects, a few ingredient companies are eyeing the IPO route to fund capex expansion plans. Gujarat-based Sudeep Pharma, reportedly one of the largest producers of food-grade iron phosphate for infant nutrition, clinical nutrition, and the food and beverage sectors, filed its draft red herring prospectus (DRHP) with Securities and Exchange Board of In- dia (SEBI) on June 24, 2025.
As per the DRHP, the 35 year old company is the only company in India and one of nine companies globally with certification of suitability issued by the Council of Europe (CEP) and written confirmation certification for sale of calcium carbonate as an API in the EU as of December 31, 2024. As per media reports, in May 2025, the company acquired Nutrition Supplies Ser- vices (NSS), an Ireland-based micronutrient premix leader, which gives Sudeep direct entry into high-value segments like infant and clinical nutrition, while also enhancing its formulation expertise and regulatory presence in developed markets.
Just two years after it was set up, Medistep Health- care launched its IPO on August 8. With a portfolio spanning sanitary pads and energy powders, the company trades a diverse range of pharma products, nutra products, intimate products and surgical products through a vast distribution network. Whether these IPOs click or fade away, they represent the hope that India’s nutra segment commands. The upcoming Bharat Nutraverse, pegged as India’s first ever mega nutra trade expo at Bharat Mandapam, New Delhi in early September aims to play match maker between clients and solutions providers. As Media Partners to the show, we promise to share highlights and a detailed report in the next edition.
