The main purpose of a food or dietary or nutritional supplement is to offer an alternative to a person’s diet by providing a variety of nutrients such as minerals, vitamins and fiber which may be insufficiently consumed by the person. Although still at a nascent stage, the market for supplements has expanded at a rapid pace in India, given the rising health awareness and higher disposable incomes among the local population. The country has witnessed brisk sales of vitamins and other dietary supplements in recent years, especially in urban tier 1 and tier 2 regions. While the majority of supplements sold comprise herbal food products, functional digestives are also in good demand. The changing stress-filled lifestyles of people and increasing pollution are other factors that have boosted the sale of supplements within the country. With the government encouraging more foreign direct investment (FDI) into the sector, a number of multinational players have already entered or are planning to enter the Indian supplements market. Hide this