India, Feb. 3 -- India is often hailed as one of the world's most promising nutrition markets. Rising lifestyle disorders, growing fitness awareness, expanding disposable incomes and a boom in D2C health brands all point to a consumer base seeking more from food and nutrition. Yet the industry remains caught in a persistent contradiction. Consumers increasingly aspire to premium, science-backed nutrition, but expect it at mass-market prices. This tension-what industry insiders describe as the price sensitivity trap-is reshaping product formulation, R&D investment and brand credibility. At its core sits a powerful psychological anchor: the Rs 999 nutrition mindset, which continues to define how value, quality and affordability are perceive...