OZiva, Kapiva, Wellbeing Nutrition The Wellness Brands Betting on India's Gummy and Supplement Craze

Shelves that used to be filled with unbranded protein pills and multivitamin strips are now replaced by branded quality gummies and collagen sachets along with Ayurvedic alternatives provided readily for the consumers. Within the wellness supplement space, three names have quickly emerged as the popular choice involving the likes of Oziva, Kapiva and Wellbeing Nutrition. Built upon a preventive, convenience-led approach, the three giants have largely dominated and reshaped India's supplement markets and continue making moves in the industry.

Table of Contents

1. Why Gummies and Supplements Are Booming in India

2. OZiva: From D2C Startup to Wholly Owned HUL Brand

3. Wellbeing Nutrition: Investment, Then Exit

4. Kapiva: The Ayurveda-First Holdout

5. The Three Brands Compared

6. The Bigger Pattern: FMCG Buys Into D2C Wellness

7. Market Size and Forecasts

8. What This Means for Consumers

9. Conclusion

Why Gummies and Supplements Are Booming in India

India witnessed a 915 crore rise in its direct-to-consumer market as the national market reached roughly Rs 3,727 crore in 2025, a sharp 39.7% increase according to reports by The India Watch. Popular supplement choices in the market that largely contributed to the total included sales from giants such as OZiva, Kapiva, Wellbeing Nutrition, Cosmix, Fast&Up and Organic India who have quickly established themselves as favorites alongside marketplace-linked private labels such as HealthKart's HK Vitals. The supplement category's diversity in terms of its convenience as well as variety in the form of gummies, melt strips and flavored powders instead of simple pills has also become a significant reason behind the drive and demand of supplements marking a shift in consumer preference towards taste and ease of use over traditional capsules.

The Gummy form of supplements have globally, as well as in India specifically, secured a preference amongst the consumers over the previously traditional method of pills and capsules. Globally, the gummy supplement is estimated at around $27.71 billion in 2026 with over 41.78% of the shares in 2025 being led by the category of multivitamin gummies. Additionally, the global gummy supplement market is also projected to reach up to $40.06 billion by 2031 at an estimated compound growth rate of 7.65%. Within India, the Indian vitamin gummies market is currently valued at $442.48 million in 2025 and is further predicted to grow with a compound annual growth rate of 15.2% through 2035, with researches basing their estimates over the larger shift amongst Indians towards developing greater health consciousness along with the urbanization and supply from online retail to smaller cities.

The Three Brands Compared

The Bigger Pattern: FMCG Buys Into D2C Wellness

OZiva and Wellbeing Nutrition have recently become the latest acquisition in a pool of larger FMCG Companies buying into the Indian wellness brand and markets while marking the larger pattern that is subtly rolling out across the industry. Roughly around the same time of HUL’s acquisition of OZiva, Marico also acquired a 60% stake in the nutraceutical brand Cosmix, USV separately acquired a 79% stake in Wellbeing Nutrition. HUL’s announcement during its 2022 acquisition plans had confirmed its plans with OZiva to align with the larger vision of its parent company - Unilever. The move built into the vision of being committed to developing a global 1-billion-euro business, explaining the investment and acquisition of over seven wellness-focused brands over the previous four years by HUL. While OZiva and Wellbeing Nutrition chose to get acquired and benefit from what their parent companies have to offer, Kapiva in contrast has maintained its focus on continuing as its own entity while focusing on raising venture through private-equity funding and selling their stakes instead of becoming a part of a larger strategic acquisition.

Market Size and Forecasts

What This Means for Consumers

For those that continue to choose supplements and products from Wellbeing Nutrition or OZiva, not much would be noticeable on the output end but some practical implications are bound to follow. Both OZiva and Wellbeing Nutrition, are set to benefit from the larger retail distribution networks that have already been established by their parent companies along with larger and deeper resources for quality R&D. The two giants would also undergo heavier and more consistent quality control but at the same time, could also find themselves having to rationalize and reposition certain product categories and lines to fit into a larger portfolio strategy. Kapiva on the other hand, remains independent and completely in charge over its positioning, or the Ayurveda-first identity that it has carefully curated, but might experience struggles with continued venture and repeated private-equity funding rounds to sustain growth and competition from its counterparts.

Conclusion

The three giants have taken unique paths to develop within the larger boom of the supplement markets. OZiva quickly became a subsidiary of India’s largest FMCG company while WellBeing nutrition also temporarily witnessed a minority HUL stake before changing its investors. On the other hand, Kapiva has maintained its independent stance while taking multiple funding rounds to keep itself in the competition. And these three giants have a lot in common, right from their choice of betting onto the Indian consumer's shift from pharmacy-counter supplements toward branded, format-driven wellness products to the larger bet on the possible growth that the wellness and supplements market could witness in the coming years.