Over the past five years, the supplement market in India has witnessed significant transformations, influenced largely by Western trends in nutrition and fitness. The influx of Western culture has prompted the introduction of various supplements in the Indian market, often following trends set in Western countries.
However, a notable challenge lies in the prevalence of a gray market. The lack of awareness and education regarding supplements, particularly in tier three and tier four markets, has given rise to unauthorized local vendors selling unregulated products. This poses a significant challenge to established brands like Doctor's Choice, striving to create awareness and redirect consumers to legitimate sources.
Doctor's Choice is committed to providing dietary supplements of the highest quality, with an emphasis on compositions that are scientifically designed and formulated using natural ingredients and guarantee complete efficacy. Nobody should ever be content with settling for mediocrity, which was the guiding principle that sold the company. Additionally, a group of international researchers designs and formulates the company’s products with the needs of athletes, fitness enthusiasts, and gym-goers in mind.
“We focus on education and awareness campaigns, urging consumers to purchase directly from the brand rather than through local vendors. The company aims to bridge the knowledge gap, especially in tier three and tier four markets, where misinformation and unauthorized products proliferate. The challenge is not to eliminate local
vendors but to encourage them to support authentic brands, fostering a more organized and regulated market”, explains Ankit Jha, CMO, Doctor’s Choice.
Innovative Products and Manufacturing Standards
Doctor's Choice places significant emphasis on the criticality of product development as a distinctive selling point. It is characterized by the active participation of its founder, an individual with more than 18 years of expertise in the fitness sector. The five-member R&D team of the organization is committed to comprehending market trends and consumer requirements. Notable innovations include flavored creatine, which was developed in response to a market need. Furthermore, to establish authenticity and trust, Doctor's Choice holds FDA registration, and FSSAI central license, and ensures that all products undergo rigorous testing from top-tier FSSAI-accredited labs. The emphasis on transparency is evident through the availability of lab reports on the company's website, providing customers with the assurance of quality and safety.
Doctor's Choice holds FDA registration, & FSSAI central license, & ensures that all products undergo rigorous testing from top-tier FSSAI accredited labs
“In our five-year journey, we have shown significant revenue growth. From an initial turnover of 10 crores in the first year, we have steadily expanded, reaching a current turnover of 50 to 60 crores. Despite challenges faced during the COVID-19 pandemic, the direct-to consumer (DTC)model provided support, contributing to the company's resilience. However, the ongoing battle against the gray market remains a significant hurdle in reaching a more extensive customer base”, adds Ankit.
Therefore, with manufacturing taking place in three units across Faridabad, Haridwar, and Bhiwadi, Doctor's Choice maintains stringent quality control through three-tier testing. The company is also planning to extend manufacturing to European facilities, aiming for global recognition and acceptance of Indian products. Alongside, Doctor's Choice envisions further expansion into international markets, particularly in the Gulf region, and aims to be recognized as one of the leading Indian nutrition brands globally. Additionally, potential entry into the cereal market, focusing on oats and muesli, is on the horizon, aligning with the company's commitment to promoting Indian-made products.
Hence, Doctor's Choice exemplifies the evolving landscape of the supplement market in India, tackling challenges, fostering growth, and aspiring to be a global player in the nutrition industry. The journey reflects a commitment to quality, authenticity, and a vision for a healthier, fitter India and beyond.
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