This is my entire supplement stack. And yes, I take all of it, plus 2x protein.
Three years ago, I took none of this. Today it feels normal, just part of my daily routine.
And as I speak to brands, I realise I am not alone.
India is not just buying more supplements. AI is helping move us toward a more personalised health culture, where people track bloodwork, think about sleep and recovery, and build routines around prevention.
That is how I went from 0 to 8. As I uploaded blood reports and asked better questions, AI kept nudging my stack: add this, reduce that, change the dosage. Test, adjust, add. Repeat.
Discovery is starting to change before the shelf changes.
The interesting part is that, in this AI-led discovery journey, the brand was not the starting point.
Every decision was about:
- Is this the right dosage?
- Does it fit with what I am already taking?
- Is the brand credible enough to trust?
Discovery used to be brand-led. You saw a product, read the label, and bought the jar.
Now it starts with goals, biomarkers, and AI recommendations, and only then moves to product. That makes supplements feel less like classic FMCG and more like personalised health infrastructure.
So what do founders build for this world?
I think there are two distinct directions.
- Great product: be research-led and build products with clearly superior formulations, dosages, and efficacy.
- Great personalisation: be AI-led and build a stack consumers keep adding to, adjusting dosages up or down based on what their bodies actually need.
The acquisitions of Wellbeing Nutrition by USV and OZiva by HUL feel like strong outcomes for Phase 1 of India's nutrition brands.
Phase 2 is just getting started.
What would you build: for the product layer, or the personalisation layer?