Rimpie Panjwani
Rimpie is Mintel's Senior Beauty Analyst based in Mumbai. She specialises in analysing and providing insights on India’s beauty and personal care market and consumer trends.

In India, vitamins, minerals and supplements (VMS) are considered medicinal and only consumed if prescribed by a doctor. While the government is taking steps to tackle nutrition deficiencies, a considerable number of consumers remain unaware of their vitamins and minerals deficiencies, as reflected in the low usage of VMS. There is an opportunity for brands to change perceptions by developing new, indulgent formats driven by educational campaigns.

In this video, Mintel takes a look at the opportunities for VMS in India, consumer purchase drivers, as well as recommended strategies for companies and brands.

For more exclusive insight on the Indian consumer landscape, and to discover the latest trends and innovations to shake up the marketplace, reach us at infoindia@mintel.com.