The D2C Supplements Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 82,881 total live D2C Shopify stores operating in India, 70,164 of which have a product catalogue we could read. We found 2,122 stores that sell supplements in some capacity, and 90,865 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 the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C supplements market overview
1 in every 33 Indian D2C stores on Shopify sells supplements: 2,122 stores, 3% of the 70,164 whose catalogues we read. 880 of them (42%) are supplements specialists, where supplements is the largest product line or at least a quarter of the range. The other 1,242 sell supplements next to something else, most often skincare (260), ayurveda & herbal (137), protein & sports nutrition (132), grocery & staples (80).
The 326 specialist brands with measurable branded demand draw 714,064 branded searches a month between them, and the top 10 take 42% of that.
Activity in the last 90 days
Supplements specialists listed 100,081 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist supplements brand that launched something new, on average, added 210 products.
Examples of brands recently adding new products
Ripped Up Nutrition listed 7 new supplements products in the last 90 days. Examples:
Wellversed listed 14 new supplements products in the last 90 days. Examples:
Zandu listed 12 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 Nutrition | Mumbai | 69,906 | 54 |
| 2 | Organic India | Delhi | 33,693 | 54 |
| 3 | Nutrabox | Ahmedabad | 33,226 | 34 |
| 4 | TruNativ | Mumbai | 29,306 | 26 |
| 5 | Ace Blend | Mumbai | 27,720 | 27 |
| 6 | Ripped Up Nutrition | Baddi | 27,533 | 27 |
| 7 | Wellversed | Gurugram | 24,453 | 36 |
| 8 | Setu | Mumbai | 24,080 | 33 |
| 9 | The Good Bug | Mumbai | 15,213 | 35 |
| 10 | Zandu | Kolkata | 14,933 | 44 |
Supplements pricing in D2C India
The median price of supplements is ₹710 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹449 and ₹1,200.
Price by kind of supplements
| Kind | Stores | Median price |
|---|---|---|
| Multivitamins | 153 | ₹700 |
| Probiotics and gut | 136 | ₹650 |
| Omega-3 and fish oil | 127 | ₹884 |
| Hair, skin and nails | 100 | ₹648 |
| Immunity | 95 | ₹550 |
| Vitamin D and calcium | 90 | ₹629 |
| Collagen | 78 | ₹1,400 |
| Gummies | 69 | ₹599 |
Example products
Lower end, around ₹240
Around the median, ₹710
Higher end, around ₹1,899
What Indian supplements brands also sell
33% of supplements specialists sell supplements and nothing else. The rest carry at least one other line: ayurveda & herbal for 27% of them, skincare for 23%.
Examples of what else supplements brands sell
Zandu also sells ayurveda & herbal. Examples:
Everteen also sells skincare. Examples:
Nutrabox also sells protein & sports nutrition. Examples:
More data on Indian supplements brands
Geography
Delhi, Mumbai and Bengaluru are home to the most supplements sellers. Punjab stands out: it has 4.8% of supplements sellers against 2.8% of all stores.
| State | Supplements sellers | % of supplements sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 363 | 17.5% | 17.5% |
| Delhi | 306 | 14.7% | 13.8% |
| Haryana | 238 | 11.5% | 7% |
| Uttar Pradesh | 176 | 8.5% | 9.2% |
| Gujarat | 175 | 8.4% | 9.9% |
| Karnataka | 135 | 6.5% | 7.9% |
| Tamil Nadu | 114 | 5.5% | 6.6% |
| Punjab | 100 | 4.8% | 2.8% |
Cash on delivery
47% of supplements sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among supplements specialists it is 48.4%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Ace Blend | Yes | Cash on Delivery Available | /products/outshine-omega-3-max-magnesium-super-essentials-combo |
| 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. | /pages/faqs |
| Rasayanam | Yes | Cash on Delivery Works Too! | / |
| Nutrabox | Conditional | No additional courier charges will be deducted separately for COD orders, as the upfront charges cover the delivery cost. | /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. | /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. | /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 | 1,375 | 64.9% | 46.1% |
| Shiprocket | 680 | 32.1% | 23.7% |
| GoKwik | 422 | 19.9% | 10.3% |
| Instafeed | 376 | 17.7% | 17.6% |
| Microsoft Clarity | 369 | 17.4% | 11.7% |
| Shiprocket Checkout (Fastrr) | 265 | 12.5% | 9.5% |
| Wigzo | 187 | 8.8% | 5.1% |
| GoAffPro | 134 | 6.3% | 2.1% |
| Klaviyo | 129 | 6.1% | 4.3% |
| Avada SEO | 128 | 6% | 4.2% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these supplements brands.
The biggest supplements ranges belong to aahari.com (14023 products), Health Emporium (1743 products) and Herbadiet (410 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 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.