Mumbai: Plant based consumer brand Earthful said rising health awareness and demand for plant-based products is driving India’s nutraceuticals market to become one of the fastest-growing segments within the consumer health market.
The company that sells nutrition supplements, is starting a community initiative focused on menopause awareness, offering stipends to women over 40 to lead conversations at the local and digital level.
“When we started Earthful, one of the first things that struck me was how little support existed for women going through menopause. Not because the information wasn’t available, but because the voices weren’t. We ourselves were oblivious to our mother’s plight during her own menopause and labeled it as ‘drama,” said Veda Gogineni, co-founder at Eathful. “But this initiative is our way of putting the spotlight back on the women who have lived this experience. Their wisdom, their challenges, and their resilience hold the answers we’ve collectively ignored. We’re honoured to help bring those voices forward.”
Women spend half their lifetime in menopause but are often met by silence, stigma, and misinformation in India. Most women undergo this phase without enough resources or community support and Earthful said it aims to shift this trend by placing real women at the centre of the conversation to empower them.
The global nutraceuticals market is expected to grow to $503.22 billion during the current year from $455.01 billion in 2024, as consumers increasingly seek products that fit somewhere between food and pharmaceuticals.
India’s nutraceuticals sector is also fragmented, with large consumer goods, pharmaceutical and new age companies fighting for the same consumer cohort. In India, early-stage Indian brands are looking to carve out niches within women’s health and plant-based nutrition.
The market was valued at $30.37 billion in 2024 and is expected to expand at a compound annual growth rate of 13.6% through 2030, according to the Ministry of Food Processing Industries. Earthful, founded in 2021, posted revenue of Rs12.3 crore in the financial year ended March 2025, and it is targeting to quadruple revenue over the next 12 to 18 months as it scales distribution and expands its product portfolio.
Gogineni said it currently generates about two-third of its sales through its direct-to-consumer website, with the rest coming from offline retail and digital marketplaces. “The company plans to deepen its presence in quick-commerce platforms as part of an omnichannel push, while continuing to focus on women’s health products, particularly those addressing menopause-related nutrition,” Gogineni added.
