Direct-to-consumer nutraceutical category at $1B faces credibility crisis from influencer misinformation and weak scientific validation, even as FSSAI formalises rules. HUL's ₹824 cr OZiva buyout for 49% stake marks institutional consolidation. Sector growing 10.5-13% YoY in FY26, with $23-85B potential by 2034 against under-2 products per person vs Japan's 350.

The Hindu BusinessLine · 6/4/2026, 1:06:50 PM