The D2C Supplements Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 1,729 stores that sell supplements in some capacity, and 100,272 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C supplements market overview
1 in every 42 Indian D2C stores on Shopify sells supplements: 1,729 stores, 2.4% of the 72,203 we track. 705 of them (41%) are supplements specialists, where supplements is the largest product line or at least a quarter of the range. The other 1,024 sell supplements next to something else, most often skincare (227), protein & sports nutrition (122), ayurveda & herbal (116), grocery & staples (60).
The 294 specialist brands with measurable branded demand draw 818,238 branded searches a month between them, and the top 10 take 54% of that.
Activity in the last 90 days
Supplements specialists listed 71,563 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist supplements brand that launched something new, on average, added 188 products.
Examples of brands recently adding new products
Ripped Up Nutrition listed 7 new supplements products in the last 90 days. Examples:
Wellversed listed 13 new supplements products in the last 90 days. Examples:
Zandu listed 8 new supplements products in the last 90 days. Examples:
Top D2C brands selling supplements in India
The ten most searched-for supplements specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | Wellbeing NutritionBrands like Wellbeing Nutrition → | Mumbai | 87,920 | 54 |
| 2 | OZivaBrands like OZiva → | Mumbai | 67,293 | 49 |
| 3 | CosmixBrands like Cosmix → | Ramanagara | 48,066 | 31 |
| 4 | NutraboxBrands like Nutrabox → | Ahmedabad | 43,586 | 34 |
| 5 | Organic IndiaBrands like Organic India → | Delhi | 38,453 | 54 |
| 6 | Ripped Up NutritionBrands like Ripped Up Nutrition → | Baddi | 35,000 | 27 |
| 7 | Ace BlendBrands like Ace Blend → | Mumbai | 33,320 | 27 |
| 8 | SetuBrands like Setu → | Mumbai | 29,866 | 33 |
| 9 | WellversedBrands like Wellversed → | Gurugram | 28,653 | 36 |
| 10 | MidutyBrands like Miduty → | Gurugram | 28,653 | 46 |
Supplements pricing in D2C India
The median price of supplements is ₹774 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹474 and ₹1,250.
Price by kind of supplements
| Kind | Stores | Median price |
|---|---|---|
| Probiotics and gut | 112 | ₹645 |
| Multivitamins | 111 | ₹700 |
| Omega-3 and fish oil | 98 | ₹899 |
| Hair, skin and nails | 78 | ₹645 |
| Immunity | 73 | ₹582 |
| Vitamin D and calcium | 70 | ₹640 |
| Collagen | 62 | ₹1,415 |
| Gummies | 49 | ₹629 |
Example products
Lower end, around ₹250
Around the median, ₹774
Higher end, around ₹1,985
What Indian supplements brands also sell
36% of supplements specialists sell supplements and nothing else. The rest carry at least one other line: protein & sports nutrition for 21% of them, skincare for 21%.
Examples of what else supplements brands sell
Nutrabox also sells protein & sports nutrition. Examples:
Miduty also sells skincare. Examples:
More data on Indian supplements brands
Geography
Delhi, Mumbai and Bengaluru are home to the most supplements sellers. Haryana stands out: it has 11.2% of supplements sellers against 6.9% of all stores.
| State | Supplements sellers | % of supplements sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 292 | 17.4% | 17.7% |
| Delhi | 253 | 15.1% | 13.9% |
| Haryana | 189 | 11.2% | 6.9% |
| Gujarat | 148 | 8.8% | 10% |
| Uttar Pradesh | 145 | 8.6% | 9% |
| Karnataka | 106 | 6.3% | 7.9% |
| Tamil Nadu | 99 | 5.9% | 6.8% |
| Telangana | 87 | 5.2% | 3.4% |
Cash on delivery
49.5% of supplements sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among supplements specialists it is 51.1%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Ace Blend | Yes | Cash on Delivery Available | aceblend.com/products/outshine-omega-3-max-magnesium-super-essentials-combo |
| Miduty | Yes | For your convenience, we offer both COD (Cash On Delivery) and PREPAID shipping options. | miduty.in/policies/shipping-policy |
| The Good Bug | Yes | You can choose to pay through Cash on Delivery (COD), make secure online payments, or take advantage of our no-cost EMI option. | thegoodbug.com/pages/faqs |
| Nutrabox | Conditional | No additional courier charges will be deducted separately for COD orders, as the upfront charges cover the delivery cost. | nutrabox.in/pages/nutrabox-delivery-return-exchange-policy |
| Zandu | Conditional | Cash on Delivery (COD) will be available only for select users, based on eligibility criteria determined at our discretion. | zanducare.com/pages/shipping-policy |
| Muscle Nectar | Conditional | For orders placed under the Split COD option, please note that the upfront partial payment is non-refundable under any circumstances. | musclenectar.com/pages/delivery-returns-cancellation |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among supplements sellers, with the same figure for all stores.
| App | Supplements sellers | % of supplements sellers | % of all stores |
|---|---|---|---|
| Judge.me | 1,129 | 65.3% | 45.7% |
| Shiprocket | 554 | 32.1% | 23.5% |
| GoKwik | 338 | 19.6% | 10.4% |
| Microsoft Clarity | 304 | 17.6% | 12% |
| Instafeed | 292 | 16.9% | 17.7% |
| Shiprocket Checkout (Fastrr) | 226 | 13.1% | 9.6% |
| Wigzo | 161 | 9.3% | 5% |
| GoAffPro | 122 | 7.1% | 2.1% |
| Avada SEO | 102 | 5.9% | 4.1% |
| Klaviyo | 102 | 5.9% | 4.3% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these supplements brands.
The biggest supplements ranges belong to aahari.com (14101 products), Herbadiet (410 products) and Primarc Pecan (379 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling supplements" if its catalogue lists at least three live supplements products, or a supplements collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.