Arushi Jain, Director at Akums Drugs & Pharmaceuticals, highlights how evolving consumer preferences are reshaping women’s health solutions in India, blending traditional systems with modern delivery formats and functional wellness
Women’s health in India is changing rapidly. It’s no longer just about responding to illnesses or relying solely on traditional cures. Today’s wellness scene is diverse, blending age-old knowledge with cutting-edge technology and scientific advancements. Whether it’s about nutrition or skincare, Indian women are looking for complete, easy-to-use solutions that fit their evolving needs and ways of life.
The oldest medical system in the world, Ayurveda, has long been important in addressing women’s health, including hormonal balance and fertility issues, menopause issues and immunity through herbal interventions and lifestyle changes. Its holistic philosophy and focus on prevention continue to have great relevance for modern day health-seeking consumers that are increasingly looking for natural, safe, and side-effect-free options.
To meet these evolving preferences, manufacturers are reimagining traditional formulations through advanced, consumer-friendly delivery systems. Be it in modern tablet formats, powders, Gummies or convenient supplements, these innovations benefit bioavailability, manage taste and compliance, and, above all, allow Ayurvedic wellness to seamlessly fit into the busy lifestyles of today. This shift in accessibility reflects a larger shift in the wellness industry – which is currently transforming to accommodate convenience and efficacy, under the same umbrella.
As reported by Transparency Market Research, the size of the global Ayurveda women’s health market was USD 3.6 billion in 2023 and it is expected to reach USD 7.2 billion by 2034, supported by increasing consumer interest in holistic and natural health offerings, especially among younger women.
Nutritional gaps and the rise of functional wellness
While Ayurveda continues to rise in popularity, systemic nutritional deficits remain. From a study conducted by the Tata-Cornell Institute it found that during the COVID-19 pandemic there were large declines in the dietary diversity of women in India, specifically a severe drop in the intake of fruits, vegetables, and protein-rich foods. This compounded existing micronutrient deficiencies affecting reproductive and general health.
These gaps aren’t just personal but social. Women’s wellness impacts family health, participation in the workforce, and economic productivity. Part of solving it is more than supplements—it requires smart, accessible nutrition that reflects reality.
This is where nutraceuticals and functional foods come in—formulations that provides concentrated doses of essential nutrients, in formats that fit how modern women live and consume. For example, from soy protein powders that support hormonal balance and bone density; to vegetarian capsules that convey clean-label actives in a format that provides as good or better bio-availability. The important shift is that efficacy needs to be aligned with convenience.
The women’s health and wellness market in India was valued at USD 4.66 billion in 2024, and is projected to reach USD 9.58 billion by 2033, with a CAGR of 7.7 per cent—and it is a reflection of growing demand for targeted, high-performance products.
Supplements that fit a lifestyle
Women today, focus on both health and experiences. They care about taste, texture, ease of use, and even how things look when choosing wellness products. This focus has caused new and creative forms of Dosage to grow.
It’s clear that gummies have become an increasingly frequent or even daily part of many women’s routines. Infused with vitamins, minerals, and botanical actives, gummies bridge the gap between food and nutrition. They are also vegan, sugar-free, and catered to many specific needs, from hair growth, PMS relief, and skin glow, while promoting compliance and satisfaction.
Soy protein supplements have long been valued for being a complete protein. Now they are being valued for helping to manage menopausal symptoms, supporting muscle mass, and supporting maternal health. Soy protein is also plant-based, making it very appealing to vegetarians and other health-conscious consumers.
Vegetarian capsules, often made from plant-derived HPMC, ensure product stability while addressing demand for clean-label, cruelty-free supplements. With lower moisture sensitivity, they are ideal for preserving delicate nutraceutical compounds.
These delivery systems aren’t just new—they’re strategically designed to improve adherence, absorption, and experience, helping women stay consistent on their wellness journeys.
From personal care to smarter skincare
Women’s wellness isn’t just about internal health—it’s also about how they feel, present themselves, and care for their skin and body. As a result, there’s growing demand for cosmetic products that go beyond aesthetics to offer functional, science-backed benefits.
From anti-aging serums with potent actives to hair care masks formulated for nourishment and strength, today’s beauty products are expected to do more. Consumers now seek skincare that supports their unique needs—whether that’s addressing sensitive skin, signs of aging, or everyday hydration—while also being safe, pleasant to use, and sustainably packaged.
This evolution in beauty is driven by innovation in formulation and delivery, where dermatological insights, ingredient science, and user experience converge. The result? Cosmetic solutions that are not only visually appealing, but also thoughtfully designed to promote skin health and confidence from the outside in.
The road ahead: Holistic, high-performance wellness
As Indian women lead more complex, demanding lives, they are no longer satisfied with one-size-fits-all health solutions. Whether it’s a nutrient-packed gummy that fits into a busy morning routine, a serum for hormonal skin changes, or an effervescent tablet that delivers relief on the go—wellness must be comprehensive, convenient, and credible.
With ancient systems like Ayurveda providing a strong foundation, and science-backed innovation powering new formats, the women’s health ecosystem is poised for a revolution—one that celebrates tradition while embracing tomorrow.
