Q1. Could you start by providing a brief overview of your professional background, with a particular focus on your expertise in nutraceuticals, nutrition solutions, commercial excellence, and go-to-market strategies?

I'm Arindam Biswas. I have worked with different pharmaceutical healthcare companies and nutrition companies for the last 26 years, across sales, marketing, business development, go-to-market, and commercial excellence domains. Of these, the last 17 years have been dedicated to the nutrition sector, where I held multiple leadership roles at Nestlé and Abbott Nutrition, including heading sales for pediatric nutrition and launching a new vertical in infant nutrition from the ground up.

I also worked as a marketer for diabetic and adult nutrition. For the last six years at Abbott, I served as Director of Commercial Excellence.

My responsibilities included go-to-market strategy, field force deployment, salesforce automation and excellence, capability building, and training interventions for the field force, making the team future-ready with digital initiatives, especially during the COVID period.

I also drove business analytics, linking insights to market trends and ensuring business compliance. My focus was on enhancing organizational productivity through various strategic levers and execution excellence, managing a team of 20 professionals.

Recently, I co-founded Zantus Life Sciences with two other nutrition industry experts. Our mission is to address critical gaps in the Indian nutrition market with innovative, evidence-based products. For instance, we have partnered with a leading pharmaceutical company to launch a pediatric nutrition product and are developing a meal replacement called “ReduCarb” for diabetes, prediabetes, weight management, and PCOS. We are also launching NutriLeap, which combines clinical nutrition with herbal ingredients such as ashwagandha.

 

Q2. According to you, in the nutraceutical sector, which product categories are currently experiencing significant growth, and which consumer demographics are primarily driving this demand?

Rapid Growth in Infant and Diabetic Nutrition

In clinical and healthcare nutrition, the industry primarily operates in three specific areas. While there is also a nutraceutical sector, I'll focus on nutrition for now.

Nutraceuticals are somewhat loosely defined, but in nutrition specifically, there are three main categories: infant nutrition, pediatric nutrition, and adult nutrition. Infant nutrition refers to supplements for babies whose mothers are unable to breastfeed, typically from birth to 12–24 months. Infant Nutrition domain is a highly regulated market, specifically aimed at working mothers or those with inadequate lactation.

These infant milk formulas (IMFs) are designed to mimic the outcomes of breast milk- fed babies, although breastfeeding remains the best option for the infants.

Pediatric nutrition is targeted at growth and development of children aged two to six, and adult nutrition is generally recommended at age group over 35 targeted at general well-being, muscle strength, recovery from disease related undernutrition and lifestyle related disorders.

Addressing Lifestyle Disorders with Targeted Products

For example, ReduCarb meal replacement is specifically designed for individuals with diabetes, prediabetes, and PCOS, offering a low-carb, high-fiber, plant-based protein solution. Zantus Life Sciences’ pediatric nutrition partnership (Kids>2 years) with a prominent pharmaceutical company aims to address the evolving nutritional needs of children with proven, doctor-recommended formulas.

Recently, we have observed that:

Among these three categories—in which—infant and diabetes- specific nutrition have been growing rapidly.

Over the last three years, infant nutrition has grown at a CAGR of 14–15% in value and 8–10% in volume, driven by changing lifestyles among new mothers.

Factors such as the need to balance work-life commitments, increased stress leading to inadequate breastfeeding, easy access, and greater awareness of nutritional alternatives have all contributed to this growth.

Over the past decade, the market has expanded significantly, with many companies entering the space and adhering to India's quality and regulatory frameworks. This segment, especially infant nutrition, is driving growth. In contrast, the child nutrition segment is stagnating.

This stagnation is due to significant price increases, and both mothers and doctors do not see enough added value in the products. Therefore, the category needs more innovation and affordable pricing. There is also concern about excessive carbohydrates being added, contributing to obesity among picky eaters.

In pediatric nutrition space, there are also challenges in convincing parents to switch from home-cooked food to commercial nutritional supplements. In the infant segment, the decision is more need-based and problem-solution oriented, but for growing children, the market is stagnating. On the other hand, diabetic nutrition is experiencing significant growth, as India is considered the diabetes capital of the world and incidence rates are high.

Diabetic nutrition products, often used in conjunction with GLP-1 medications, are gaining increasing acceptance among healthcare professionals. This category is growing 8–10% year-on-year.

The Shift Toward Evidence-Based and Natural Solutions

In the future, we expect nutrition tailored for lifestyle disorders/ specialised disease condition—such as diabetes, cardiovascular issues, renal insufficiency and oncology—to become even more prominent. Specialized products in both nutrition and nutraceuticals are emerging with innovative ingredients such as HMB. There is growing acceptance of herbal extracts—like ashwagandha for managing anxiety and stress relief. 

In summary, the two areas expected to drive the accelerated growth are infant nutrition, and diabetic, cardiovascular, and pre-diabetic nutrition.

 

Q3. According to you, how are companies differentiating themselves in this competitive market, and what general strategies are proving effective in capturing market share?

Building Trust Through Clinical Validation

One of the key drivers in this category is the need for evidence-based nutrition. A core area for investment is clinical trials to build differentiation in the marketplace and demonstrate tangible outcomes.

For example, a diabetic nutrition supplement should have a low glycemic index. Secondly, there must be data showing that after three to four months of use, biomarkers such as HbA1c or fasting blood glucose levels are improving.

This scientific credibility is crucial. Access is also important. While 70–75% of the category is contributed by top metros and Tier 1 towns, Tier 2 to Tier 6 markets are also opening up to nutrition supplements.

To succeed, companies must develop packaging architecture and pricing strategies tailored to different regions, along with effective access strategies. Ensuring product availability and building influence through healthcare professionals or digital channels, such as social media influencers, is essential.

Companies like Abbott and Nestlé are more science-driven, whereas others, such as GoodBug, Oziva or Wellbeing, focus on consumer-driven media campaigns. The crux of differentiation lies in building brand credibility and driving availability and awareness through strategic channel selection.

Innovating with Hybrid Nutritional and Herbal Formulations

One of the differentiation strategies at Zantus Life Sciences is combining clinical nutrition with herbal ingredients and plant proteins— such as in our upcoming NutriLeap, which blends established nutrients with adaptogenic herbs like ashwagandha for enhanced efficacy.

Enhancing Retention with Personalization and CRM

Another key factor is retention. The category experiences high consumer initiation, but consumers may quickly leave the category. Companies are differentiating themselves through CRM programs to drive higher retention.

Once a consumer is acquired, retaining them for higher consumption value is critical, and many digital interventions are being implemented for this purpose.

For example, companies are reaching out through CRM databases, creating AI profiles of targeted consumers, and sending personalized communications. QR code-based sampling helps track which consumers are currently using the product, feeding this data into the CRM for more targeted engagement.

Personalized communication about how to use the brand and its benefits helps differentiate companies from their competitors.

Moving Beyond Marketing Hype: The Role of Science in Brand Credibility

Ultimately, differentiation must be backed by credible, scientifically proven outcomes. Although clinical trials are not mandatory in nutrition, validated results—such as improved HbA1c or lowering of post meal insulin surge—add significant value.

Alongside awareness, building believability is essential. Consumers need to understand why your brand is better and offers sustainable results over time.

To these consumers, consider returning them and using QR code-based consumer engagement programs integrated in the pack label so that you can understand which consumers are currently taking it. That database is integrated into the CRM, and then consumers are targeted specifically, depending on their profile.

A customized communication on how to use the brand—compliance to dosage & duration, what are the benefits? These are some of the areas that differentiate the companies from the competition, yes.

Along with your awareness, you need to build your credibility on the quality, taste, price-value proposition & availability across multiple channels, which defines why your brand is better than the rest, and it will yield sustainable results over time. That is the crux.

 

Q4. According to you, with the rise of health tech and digital health innovations, how are companies leveraging these technologies to enhance customer engagement, personalization, and service delivery?

Personalization Powered by Digital Tools

The nutrition industry has significant potential for improvement and faster adoption of health technology. Although the sector has been slow to leverage health tech, key areas of progress include CRM systems and customer retention strategies.

In the diabetic segment, continuous glucose monitoring is becoming common. For example, devices like Free style Libre that measure the glucose continuously and  helps you understand how food, sleep, and exercise can affect your glucose. Integrating nutrition interventions with these monitoring devices enables personalized nutrition solutions tailored to individual needs, especially for lifestyle-related disorders.

For pediatric patients, digital tools such as growth guide apps help pediatricians monitor if a child is following the expected growth curve. Prescriptions integrated with these assessments ensure accurate records and timely nutrition interventions for catch-up growth.

Leveraging Data and AI for Consumer Engagement

Building targeted consumer databases and delivering personalized communication is increasingly important. AI-driven training modules are enhancing sales force capabilities, allowing for more effective and customized customer engagement.

AI-led training programs are improving sales force efficiency across the industry.

Electronic integration of prescriptions with assessments eliminates manual intervention and ensures consistent tracking of patient growth trajectories.

Technical interventions support healthcare professionals in identifying deviations from growth trajectories and determining when nutritional interventions are required, particularly in pediatric care.

These advancements highlight the importance of CRM systems for building targeted consumer databases and delivering customized communications. Health tech is also driving increased personalization and operational efficiency.

AI-powered modules are being developed to provide training and build capabilities within sales teams, enabling more tailored and effective communication with customers.

 

Q5. Considering AI and automation, what challenges and opportunities exist for companies in the nutraceutical space in implementing these technologies for product development, operations, or customer experience?

Sales force automation is becoming more prevalent, enabling companies to link doctors to retail outlets and track prescriptions across channels. This technology allows businesses to analyze demand generation and fulfillment at a detailed, granular level.

Enhanced access to data is increasing business efficiency and enabling highly targeted strategies, particularly in nutrition and healthcare.

Overall, improved data access and availability are making businesses more efficient and supporting micro-targeted approaches in the nutrition space.

However, AI in product development within India's nutrition industry remains in its early stages. Most advancements focus on designing more customized and targeted nutrition based on individual physiological markers and biomarkers. This area continues to evolve and requires further progress.

One of the significant barriers to widespread AI adoption—especially among large, multinational companies is the heightened concern around compliance and data privacy. This often makes companies cautious about implementing AI solutions at scale, despite their potential.

The industry has yet to see significant developments in AI for nutrition, but efforts are underway to design solutions tailored to core user profiles.

There is a shift from mass nutrition to more personalized solutions tailored to individual profiles, acknowledging the diversity of physiological and biomarker needs.

This is an emerging trend, but widespread adoption is still in its infancy.

Currently, AI is most applicable in marketing and personalization, where it is making the greatest impact on customer experience. 

 

Q6. Looking forward, what emerging trends do you see shaping the nutraceutical and health tech industries over the next 2–3 years, and how are companies adapting to stay ahead?

Natural and organic supplements are gaining broad acceptance as consumers increasingly shift away from synthetic nutrition products.

Herbal supplements are also becoming more popular, and evidence-based nutrition products will be key differentiators in the market.

In infant nutrition, ingredients such as human milk oligosaccharides, which mimic the digestion profile of breastfed babies, are emerging. HMB is also gaining traction in adult nutrition for immunity, although further data is needed for application in the Indian market.

Ingredients such as ashwagandha, Brahmi, and berberine are also expected to gain wider acceptance as more outcome-driven data becomes available.

Companies are investing in R&D to make products more compliant and palatable. Convenient formats, such as ready-to-drink liquids, are also gaining traction, provided the supply chain can support them.

R&D is a major focus, with companies striving to make products more compliant and palatable to meet consumer preferences

 

Q7. If you were an investor looking at companies in the nutraceutical and health tech space, what critical question would you pose to their senior management?

For investors, understanding the business model is essential—nutrition products can be promoted through digital channels and healthcare professionals. Key questions include the company's go-to-market strategy and projected ROI for the next three to five years.

Other important considerations are top-line and bottom-line projections, innovations being introduced, the company’s value proposition, and the chosen route to market.

The market is witnessing a surge in influencer-led nutrition startups, many of which focus heavily on digital branding. However, it’s crucial for both investors and consumers to look for companies that back their claims with rigorous scientific validation and clinical data. Sustainable growth depends on delivering real health outcomes, not just marketing hype or rapid customer acquisition.

While startups may offer innovative products, evaluating their route to market and financial sustainability is crucial—especially in the digital space. It's also important to assess whether the company is creating long-term value for investors.

Additionally, investors should determine whether the company's innovations are backed by scientific evidence, if there is IP protection for these innovations, and what the company's long-term commitment to the sector is.