India’s health & wellness market is changing fast — and it’s becoming one of the most interesting categories in Indian e-commerce.

In Episode 16 of eCommerce, Clearly, I break down what’s happening across the health & wellness ecosystem — from supplements, protein and functional foods to quick commerce, D2C, offline retail and the growing interest from FMCG giants.

We look at:

→ How India’s health & wellness category evolved
→ Why health & wellness is not one single market
→ How consumer buying behaviour is shifting from planned to unplanned purchases
→ Why quick commerce is changing the way supplements and wellness products are bought
→ Marketplace vs quick commerce vs D2C: what role does each channel play?
→ Why FMCG giants are acquiring D2C wellness brands
→ What this means for founders building in the category
→ Where I see the biggest opportunities in Indian health & wellness

Having worked with several brands in this category, this is also a category that has made me significantly more optimistic about the future of Indian e-commerce.

If you're building a health & wellness brand, working in consumer, or simply want to understand where India's wellness market is headed, this episode is for you.

We also turned this research into EBD Deep Dive #004: The Health & Wellness Reset — our detailed look at the market, brands, channels, consumer shifts and opportunities.

Read the full deep dive:
EBD Deep Dive #004 — The Health & Wellness Reset

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