Collagen has become the poster child of India’s wellness boom. Scroll through Instagram and you’ll find influencers stirring collagen powders into smoothies or flaunting gummies promising radiant skin and stronger joints. Marketed as an “inside-out beauty hack,” collagen supplements are positioned as the modern solution to ageing and skin concerns, with brands highlighting claims of improved elasticity and hydration.
But experts warn that the science isn’t as flawless as the filters. “Collagen does have some supporting evidence for skin quality and joint recovery,” Azhar Ali Sayed, celebrity nutritionist and Founder & CEO of Pango, said. “However, results are often overstated, and bioavailability can vary. It’s not a magic bullet.”
Collagen is just one piece of the puzzle in India’s $42.97 billion vitamin supplement market, according to Grand View Research, which is growing rapidly, driven by social media-fueled demand.
The Indian market in this scenario is a mixture of homegrown nutraceutical brands, D2C startups and MNC giants. Prominent players include Wellbeing Nutrition, known for plant-based supplements and effervescent tablets, Fast&Up, famous for its water-soluble vitamin supplements. Furthermore, several startups use Instagram as a niche to attract an audience, like The Good Bug, with water-soluble probiotics, while B’Spoke focuses on personalised nutrition, offering DNA-based recommendations. International players such as GNC, Amway, Himalaya and Cipla Health are expanding their nutraceuticals.
Instagram: the new wellness marketplace
Instagram has emerged as the main engine for supplement discovery and purchase decisions. Brands are leveraging influencers to tap into younger demographics who see supplements as an easy route to wellness.
“Social media and influencer marketing have built a strong channel for discovery and engagement for brands. It helps build a direct connection by providing the right information, answering consumer queries, and making wellness accessible,” Saurabh Kapoor, Co-founder of Wellbeing Nutrition, told financialexpress.com.
The reliance on Instagram is striking. “About 70% of our new customers come from social and influencer channels, especially Instagram,” Sid Das, Co-founder of eGenome. ai (B’Spoke Wellness), added. “The difference is we anchor every message in randomised trial data and FDA-lab validation, so growth comes with trust.”
For gut health startup The Good Bug, influencer campaigns have expanded awareness, but not without caution. “Social media has helped us take the gut health conversation to the mainstream,” Keshav Biyani, co-founder, noted. “But our growth isn’t built on surface-level numbers. About 40% of this comes from repeat customers and referrals, which reflects trust in our science.”
From reels to real risks
Experts say this marketing strategy is prompting consumers to self-prescribe supplements, often without medical advice.
“There’s definitely a rise in patients self-prescribing supplements because they saw them on Instagram or influencer reels,” Azhar Ali Sayed, celebrity nutritionist and Founder & CEO of Pango, said. “Weight loss drugs, pre-workout drinks, and fat burners are particularly concerning if taken without medical supervision.”
Even vitamins, considered safe, can cause harm when misused. “There is a risk of toxicity of fat-soluble vitamins like A, D, E, K and iron, which can affect organ function,” Sayed warned. Diksha Chhabra, health coach and nutritionist, sees the same trend. “People are consuming supplements just by looking at advertisements and benefits. They are not undergoing the proper scans or seeking expert advice,” she said. “Even if side effects are rare, they are not negligible at an individual level.”
Chhabra called probiotics “very individualistic,” noting that results vary widely because gut ecosystems differ from person to person. “If it is a severe concern, it is always better to have medical supervision,” she said.
Brands defend their approach
While experts caution against hype, brands insist they are building credibility with evidence-based marketing. “We conduct a thorough check for every claim and ingredient. Every product formulation is reviewed by nutritionists and medical experts,” Kapoor added.“Our content is vetted to ensure supplements are positioned as lifestyle support, not medical substitutes.”
Fast&Up, a performance nutrition brand, takes a similar stance. “Claims like ‘boosts immunity’ are grounded in scientifically studied ingredients and validated through clinical research,” Rohan Manglani, Head of Brand Marketing Strategy, said. “Influencers share detailed product information, not medical advice.”
“At The Good Bug, our in-house team of nutritionists and compliance specialists evaluate every claim to ensure it is scientifically accurate and aligned with FSSAI guidelines,” Biyani noted. The company said that it also runs clinical trials through CTRI-certified research organisations and is building an AI-powered gut coach to help consumers make informed choices.
Regulatory gap and ethical concerns
Despite these measures, experts argue that the regulatory net is too loose. “Brands often play with words, and I doubt if there is any authority monitoring the claims on packaging,” Sayed commented. He called for awareness campaigns and stricter guidelines for influencer-led marketing. Chhabra urged brands to publish detailed lab reports before making claims. “There has to be a very strict guideline where a detailed lab research and report must be published and shared with the population before making any claims,” she said.
The Advertising Standards Council of India (ASCI) acknowledged the complexity of monitoring a fragmented, influencer-driven market. “ASCI has a proactive monitoring team that regularly scans digital platforms for potentially misleading ads and conducts investigations where required. We have a high compliance rate of well over 90% overall, and in case of non-compliance, we escalate the matter to the ministry concerned,” Manisha Kapoor, CEO & Secretary General, ASCI, said. “Brands must treat supplements as foods, not medicines, avoiding any disease-related claims. Vague terms like ‘detox,’ ‘cleanse’ or ‘glow’ should not be used unless backed by credible, measurable benefits,” she emphasised.
“A claim crosses into misleading or medical territory when it suggests prevention, alleviation, treatment or cure of a disease or condition. Supplement ads must align with product labelling and be supported by credible scientific evidence to remain compliant,” she explained. While complaints about supplements have remained steady, exaggerated claims are common. “In 2023-24, 71% of the F&B ads processed were for health supplements. In 2024-25, it was 59%,” Kapoor said. ASCI has tightened its influencer guidelines, requiring clear #ad disclosures and mandating that influencers making technical health claims disclose their qualifications.
“We’ve never positioned supplements as a shortcut to health,” Biyani noted. “Our belief continues to reflect that wellness comes first, encompassing balanced nutrition, regular exercise, and quality sleep.”
“The very idea of supplements lies in the word itself, they are meant to supplement nutrition, not replace healthy habits.” Manglani echoed Yet, in an age of glossy Instagram reels promising glowing skin and quick fixes, the distinction between guidance and hype is increasingly blurred. “It is a double-edged sword,” Chhabra said. “Consumers need to up their awareness game because one has to be very careful in terms of what they are putting inside their mouth.”