From Instagram ads for “detox teas” to bottles of probiotics in supermarket refrigerators, gut health has emerged as one of the fastest-growing segments in India’s wellness economy. The promise is alluring: better digestion, reduced bloating, stronger immunity, and even glowing skin.
A 2023 study reveals that 7 in 10 urban Indians are suffering from poor gut health. Gastroenterologists note that the body already has natural detox mechanisms through the liver, bowel, kidneys, and skin.
That’s why the gut health business is thriving. The market itself is expanding rapidly, valued at around $507 million in 2024, and it is projected to nearly triple to $ 1.45 billion by 2033. The broader probiotics category has also nearly doubled in just five years, from Rs 1,016 crore in 2021 to an expected Rs 2,070 crore by 2025.
The category spans probiotics, prebiotics, synbiotics, and functional foods that promise benefits such as relief from acidity, bloating, constipation, and irritable bowel syndrome (IBS), while also supporting immunity, nutrient absorption, and holistic well-being through the gut-brain axis.
Offerings range from probiotic capsules, gummies, and fortified drinks to high-fibre foods, many of which combine traditional Indian ingredients with modern science. The segment features a diverse set of players. From dairy majors like Amul, Mother Dairy, and Yakult India, to startups such as Wellbeing Nutrition, Sova Health, and Cosmix, as well as legacy health brands like Himalaya and Dabur.
A booming market
Despite medical scepticism, companies are posting strong numbers. Yakult Danone India recorded Rs 112 crore in revenue as on March 31, 2024, according to Tracxn. Its managing director, Eiji Amano, said India’s growing health consciousness had made the country a natural fit for its probiotic products.
“At Yakult, our global mission ‘we contribute to the health and happiness of people around the world’ is rooted in a simple yet powerful belief—Yakult = Good Health,” Amano said. He added that the company has expanded to nearly 700 cities since its 2008 launch, aided by modern retail, e-commerce, and a distinctive network of “Yakult Ladies” for home delivery.
Yakult’s best-seller, Yakult Original, contains billions of Lactobacillus casei Shirota, a strain backed by decades of research. Amano noted that the strain’s ability to improve digestion and immunity has been “studied in hundreds of clinical trials published in peer-reviewed journals around the world.”
At its core, “gut health” refers to the balance and functioning of the trillions of microorganisms that live in the digestive tract. Research increasingly links the microbiome to digestion, immunity, metabolism, and even mood regulation. A well-functioning gut is thought to improve nutrient absorption, reduce inflammation, and support overall wellbeing.
Mumbai-based Wellbeing Nutrition, founded in 2019, is closing FY25 at around Rs 170 crore in revenue. Founder Avnish Chhabria said gut health had become a natural extension of the company’s mission to provide “easily accessible, scientifically supported daily nutrition.”
He pointed out that Indian consumers faced common problems such as gas, bloating, and acidity, often resorting to self-medication. “Three gaps have been identified by Wellbeing Nutrition: a major unmet need where people resorted to self-medication; a probiotic science gap that only looked at CFU counts rather than strain survival in Indian conditions; and a lack of practical solutions for elderly patients who have ongoing digestive problems,” he said.
Chhabria said Slow Daily Probiotic has emerged as the company’s hero product. “Customers report improved energy, mood, and skin well-being along with the relief from gas, bloating, constipation, and acidity. Most state that they ‘felt the difference’ within weeks, which increases loyalty and confidence,” he said.
New-age challengers
The Good Bug, a startup founded in 2021, reported Rs 44 crore in revenue as on March 31, 2024, according to Tracxn. Its co-founder, Keshav Biyani, said gut health in India was “barely understood” when they launched, even though it lay at the core of overall wellbeing.
“The gut influences everything, from immunity and metabolism to weight, energy, and long-term health. Yet, solutions in the market were limited, often lacking strong scientific backing,” he said. Poor diets, processed foods, stress, and sleep deprivation were fuelling widespread gut issues and obesity, he added, making the need for credible solutions urgent.
Biyani stressed that credibility for the company was “non-negotiable.” He said The Good Bug conducts clinical trials through certified Clinical Research Organisations, works closely with FSSAI, and invests in innovation around new formats like gummies and effervescent tablets. Its best-sellers include Gut Cleanse and Metabolically Lean.
The demand, he noted, is rising quickly. The Indian gut health market, valued at around $507 million in 2024, is projected to nearly triple to $1.45 billion by 2033, he said. “Gut health is no longer a niche; it is becoming central to how Indians think about preventive health and overall wellness,” Biyani added.
Science and scepticism
Azhar Ali Sayed, founder and CEO of Pango, a celebrity nutritionist, was blunt in his assessment of “gut cleanses.”
“The idea that you can ‘cleanse’ the gut with powders, teas, or detox kits isn’t backed by science. Your gut and liver already do that job every day. Most of these products are just strong laxatives… that’s not cleansing, that’s just making you go to the toilet more often,” he told financialexpress.com.
A fibre-rich diet with fermented foods, daily movement, and proper sleep, he said, plays a far greater role in shaping gut health. Even small changes, such as avoiding tight clothes, he noted, have helped some of his clients with bloating.
On risks, Sayed cautioned that overusing cleanses could lead to dehydration, dependency, and in severe cases, kidney or heart issues. Probiotics, while generally safer, could occasionally cause bloodstream infections in critically ill patients, he said, adding that the bigger problem is when people “skip the basics like diet, movement, and sleep and try to fix everything with a pill.”
The fine print
Part of the concern among doctors is regulation. In the U.S., the Food and Drug Administration does not require supplements to be approved for safety or effectiveness before entering the market. India’s brands, however, emphasise compliance under FSSAI. Chhabria said “compliance isn’t optional, it’s a fundamental value,” while Biyani pointed out that The Good Bug reviews every marketing communication with nutritionists and compliance specialists to ensure it does not mislead consumers.
Still, the contrast between business momentum and scientific evidence is striking. As Sayed put it, “Supplements are supportive tools. The foundation is still lifestyle, which is your diet, stress management, regular exercise, daily movement, and good sleep. Without those, the benefits of any supplement are very limited.” As India embraces gut health as a mainstream wellness goal, the industry sits at a crossroads. Profits are rising sharply, but so are questions about efficacy and regulation. The challenge now is to ensure that in chasing profits, the industry does not lose sight of its promise to make Indians healthier, not just wealthier.