Abstract

In India, the nutraceutical market pegged at Rs 16 billion, is still evolving. With increasing awareness about health and the risk of lifestyle disorders, consumers are looking at nutraceuticals as effective products. The caselet analyzes the reasons behind slow growth of this market. It examines the efforts being made by Indian nutraceutical product companies to increase the pace of the growth by launching products that appeal to Indian customers and exploring more distribution channels.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer beliefs and attitudes
• Brand building and brand awareness in nutraceutical market
• New product development and product management in nutraceutical market
• and Quality initiatives in nutraceutical market.

Keywords

Quality of Life, Lifestyle Disorders, Dietary Supplement, Nutraceuticals, Nutritional Deficiencies, Nutraceutical Market, Medical Costs, Export Market, Health & Glow, Pharma Companies, Dupont, Bunge, Solae, Sami Formulations