Ozempic, Uptans & Protein Water: Wellness Gone Wild

On May 30th, influencer Kusha Kapila opened up about her dramatic weight loss journey on YouTube, racking up over a million views. Her transformation was impossible to ignore—and predictably, the internet had a lot to say. But what caught my attention wasn’t just the physical change; it was how drastically our discourse around health has evolved, especially in the post-COVID era. From morning walks to pilates, gym routines to Ozempic injections—fitness has transformed into a full-blown industry. Whether for better or worse remains up for debate.

Zerodha’s Nikhil Kamath recently noted on X that everything health-related once felt premature in India. But the tide has clearly turned. As health and longevity become mainstream in urban India, the timing feels ripe for entrepreneurs to build big in the wellness space.

The Pre and Post-COVID Fitness Boom

Pre-2020, fitness was typically limited to older adults going on walks and young professionals enrolling in gyms. Then the pandemic hit—and everything changed. Home workout routines, fitness apps, and virtual classes took over. Consumers no longer confined their fitness journeys to traditional gyms. Instead, they experimented with community centers, sports leagues, and university campuses. This shift made clear that the fitness landscape wasn’t returning to pre-COVID norms anytime soon. The industry had to evolve to meet changing expectations and newly formed habits.

Athleisure: Where Fashion Meets Fitness:

2024 marked a turning point for India’s athleisure industry. Driven by a hybrid lifestyle, increased health awareness, and a desire for comfort that doesn’t compromise on style, athleisure transitioned from niche to mainstream. Fitness activities like yoga, running, CrossFit, and strength training shaped consumer preferences for adaptable apparel.

The continued prevalence of work-from-home arrangements gave the athleisure segment a significant boost. Consumers no longer needed to change out of their joggers or leggings—comfort and style began coexisting. Celebrity endorsements from Bollywood and fitness influencers made brands like HRX, Alcis Sports, and Cultsport household names. Nike, Adidas, and Puma retained dominance in the premium segment with their global appeal and cutting-edge tech.

With rising disposable income and greater internet penetration in Tier II and III cities, the Indian athleisure market is projected to hit ₹75,000 crore by 2025, growing at a CAGR of 12%. This segment is no longer about gym rats—it’s about the new Indian consumer who wants comfort, versatility, and a touch of aspiration in what they wear.

Food x Fitness: A New Business Frontier:

2025’s dominant nutrition keyword? Protein. Homegrown giant Amul launched a protein-enriched water with 10g protein per 200ml bottle—marking a new milestone in fitness-led food innovation. But every year seems to bring a new food fad: protein water, endless supplement cycles, collagen powders, matcha lattes, and crash diets dictated more by influencer trends than medical advice. Ozempic is a telling example of how viral weight-loss solutions can spark nationwide interest overnight.

Yet beneath the noise lies a powerful shift toward healthier consumption. Over 12 million online orders for nutritious food products were recorded between Sept 2024 and Feb 2025 alone. Brands—both legacy players like Marico, SriSri Tattva and Amul, and D2C startups like The Whole Truth, Alpino, and WickedGud—are racing to meet the surge in demand. The organic food market, currently worth $2.07 billion, is projected to soar to $10.32 billion by 2032.

From protein bars to vitamin-packed juices, India’s food and nutrition landscape is being redefined. But as with any trend, the key is to separate innovation from gimmick, and sustainable wellness from mere social media virality.

Skin and Sweat: The Blurred Lines Between Beauty and Fitness:

The global beauty industry grew steadily in 2023—but India stood out. According to surveys, Indian consumers were the most willing to spend more on beauty products in 2023 and 2024. Beauty has become intertwined with wellness, with IV drips, glutathione treatments, and biohacking becoming mainstream digital chatter.

One particularly jarring example: a brand called O’mumsie launched a ‘Skin Brightening Baby Uptan,’ marketed as organic and “baby-safe.” It didn’t just spark outrage—it reflected deeper systemic issues. For decades, we’ve inherited colonial-era hangups where light skin and perfect English symbolized success. Even today, we see these ideals repackaged under the guise of self-care.

Having worked in advertising, I’ve sat in boardrooms where someone casually said, “14-15 year old girls are insecure about everything—this product will sell.” As uncomfortable as it is to admit, these moments reveal the industry’s willingness to prey on vulnerability, all while wearing the mask of empowerment.

We now live in an era where skincare routines start in adolescence—sometimes earlier. Where filters, facials, and fear are sold hand in hand. And yet, so much of this is framed as ‘wellness.’

Conclusion: 

This article isn’t an indictment of the industries that power India’s growing obsession with health, fitness, and beauty. We are at the cusp of a wellness revolution—backed by innovation, demand, and a cultural shift in priorities. But what happens when health becomes a hustle, and self-care morphs into self-commodification?

From protein water to pre-teen skincare, from home workouts to post-pregnancy Ozempic cycles—there’s a dangerous line between empowerment and exploitation. The market is ripe, but it’s also vulnerable. And while brands are sprinting to capture attention and consumer loyalty, someone needs to ask: who’s holding them accountable?