Pills, promotions and a dose of doubt: Influencers, VC money fuel India’s booming supplements market

India's health supplement market is booming, fueled by increased health awareness post Covid-19 and social media marketing. Venture capital is pouring into the sector, leading to a proliferation of products sold directly to consumers. Concerns are rising about the blurring lines between wellness and pseudoscience, with experts calling for stricter regulation and transparency to protect consumers from misleading claims.