Nutrabay, India’s D2C sports nutrition and wellness brand, has officially ventured into the Ayurvedic supplements market with the launch of its debut product in the segment, Shilajit. This move comes as part of the brand’s broader strategy to diversify its private-label product portfolio and tap into the rising demand for natural and holistic wellness solutions in India’s rapidly growing nutritional supplements market.
Currently valued at approximately US$11 billion, the Ayurveda market is expected to grow to US$ 16.27 billion by FY28, with a CAGR of 15% from FY23 to FY28. Nutrabay aims to leverage this growing demand by offering high-quality Ayurvedic products backed by rigorous scientific testing.
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The brand strategically chose Shilajit to spearhead its expansion into the Ayurvedic supplements market, using the product's annual market growth rate of 15-20% to its advantage. With the launch of Shilajit, Nutrabay aims to gain market share from the existing ayurveda supplements market with a distinctive product proposition and education about the benefits of Shilajit. Shilajit, often referred to as a “superfood” in Ayurvedic medicine, aligns perfectly with Nutrabay's focus on sports nutrition and holistic wellness. Its well-known benefits for strength, stamina, and vitality make it an ideal crossover product, appealing to both traditional Ayurveda enthusiasts and modern fitness-conscious consumers.
“As we continue to diversify our product portfolio of sports wellness and nutrition, the launch of Shilajit marks a significant step forward in our mission to be a leading player in the wellness and natural health space,” says Shreyans Jain, Co-founder, of Nutrabay.
To maximise consumer accessibility, Nutrabay has implemented a multi-channel distribution strategy for its Shilajit. It will be available on the brand’s D2C website, popular online marketplaces like Amazon and Flipkart, and across 100+ offline retail stores PAN India.