The new wellness revolution

New Delhi: Gone are the days when health and fitness supplements were considered as a must for sportsmen to enhance their stamina. With increasing consciousness about health, products on nutrition and wellness are now at par with cosmetics and personal care products.

The Indian Direct Selling Association (IDSA) says Wellness has emerged as a leading product category contributing to the highest share of sales leaving behind cosmetics and personal care products.

Statistics reveal that a majority of people aren`t willing to give up their favourite vitamin, even if they are cutting back in other popular areas like gymming or yoga.

MLM (multi level marketing) companies such as Amway, Herbalife, Modicare, Hindustan Lever Network and Forever Living are now making big ticket investments in India in the nutrition and wellness sector.

Direct marketing has come off age in India from the days when direct selling companies entered the market in the mid-1990s. Then the top-selling product category was educational products.

In just over a decade, the trend has changed to wellness as the leading product category with cosmetics at No 2.

A leading investment firm in the health, wellness and fitness industries, JD Ford & Company estimates that the health and wellness market segment represents USD 600 billion globally, and growing.

Today, weight management and nutrition is gaining ground rapidly, earning about 40 per cent, according to the IDSA.