A new force is shaping the dietary supplement market, one that operates largely outside of normal industry channels. The growth of the online sales channel, and brands that operate exclusively in that space, is an increasingly powerful force.
HealthKart — India's largest omni-channel nutrition platform — is planning further offline expansion and a more extensive in-house range of supplements, supported by a fresh round of financing to the tune of US$25m.
In the end, the only thing the dietary supplement industry has to sell is trust. While that trust may be enough for it to weather the stress an intensified trade war may impose, it is no cause for the industry to rest on its laurels.
Amway India is striving to promote the health benefits of traditional Indian herbs to consumers in the market, having recently conducted a series of seminars showcasing its Nutrilite Traditional Herbs range of supplements.