India, Feb. 18 -- The global wellness economy has experienced a boom since the Covid-19 pandemic, and nutraceuticals have become increasingly popular as part of a more holistic approach to health and wellness. The category now covers a broad range of natural and organic supplements, increasingly used as part of preventive healthcare routines.

But as nutraceuticals move from cure to prevention, sustaining pill-heavy daily regimens has proved more difficult than driving initial adoption. This gap between rising intent and uneven adherence sits at the core of a market projected to reach $23.09 Bn by 2034, growing at a CAGR of 11.14% between 2026 and 2034.

When Avnish Chhabria founded Wellbeing Nutrition in 2019, he wanted to address the di...