Decoding the health and wellness E-commerce landscape in India

Healthcare has been in the spotlight since the pandemic landed in India earlier this year. The E-pharmacies were a saviour during the lockdown, and now continue to provide the much needed options social distancing, whilst enabling consumers with all the health and wellness products at their disposal.Needless to say, Tushar Yadav,Senior Manager, Category Management at 1mg has been super-busy of late and finally managed to speak to me re the opportunities in India.

Please take us through the lockdowns and the present situation?

Tushar: The turmoil in the supply chain due to lockdown was ominous, however we were quick to be back on our feet within a few days due to the essential services nature of our business. The consumers entrusted us during the lockdown and we delivered our promises.

The relaxation of lockdown is still underway in a phased manner in India and the recovery of businesses, especially E-commerce, has been phenomenal. Most of the brands which got affected due to the lockdowns, are back to the Pre-Covid levels of business and in many cases surpassed the trending run-rate of February '20.

Meantime- we also launched several new brands including Swisse Wellness and Biosota Manuka Honey from Australia.

The E-commerce is touted as a game-changer in India? Where do you see it going?

Tushar: Propelled by rising smartphone penetration, launch of 4G network and increasing consumer wealth, the Indian E-commerce industry is poised for formidable growth. Growing at an exponential rate, the market value of the e-commerce industry in India was approximately A$ 68 billion in 2018. This number is estimated to reach A$272 billion by 2027. 

What are the opportunities for Australian companies in India?

Tushar: India is an exciting destination when it comes to introduction of health & wellness products. Consumer consumption and behaviour is going through a paradigm shift. The health & wellness market is at the cusp of a consumption trend where the health & wellness industry will require more mature & established companies to participate in the growth. 

Lastly, what are the new trends or any key change in consumers purchasing habit, which you find fascinating?

Tushar: Due to the pandemic, the health and wellness category is only going to increase as it has forced a metamorphosis to a healthier lifestyle. The consumption of immunity related products for instance has seen a significant jump and shopper interest is growing in all such related categories. The multi-vitamins business in general has become really hot now, and becoming a touchstone for general wellness.

This interview is part of the fortnightly " Decoding the E-commerce landscape in South Asia series" brought together by Austrade and key E-commerce players in the region. If you are an Australian company and would like to know more about the opportunities in the region, please feel free to connect with me or any of my colleagues at Austrade. My email id: [email protected]