Arushi Jain, Director, Akums Drugs and Pharmaceuticals
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Arushi Jain, a corporate growth strategist in the pharmaceutical sector, brings over a decade of cross-functional experience. She specializes in operational excellence, risk advisory, and scaling healthcare ventures. With expertise spanning internal audits, supply chain, and compliance, Arushi has led initiatives across pharma, retail, and consulting, driving sustainable business value and organizational transformation.
For decades, protein powders served as the definitive representation of men's health—most often related to muscle building and recovery when someone worked out. But by 2025, the landscape of men’s wellness has evolved significantly. Today, men are seeking supplements that go beyond muscle support. They now prioritize holistic health, with growing interest in hormonal balance, cognitive function, metabolic efficiency, cardiovascular and liver health, and stress management—all considered just as essential as physical strength.
India’s men’s wellness market is poised for rapid growth, driven by evolving preferences and health needs. The overall nutraceutical market is projected to reach USD 64.8 billion by 2030, with male-focused segments growing even faster. E-commerce for dietary supplements is expected to surge, supported by mobile-first, subscription-based models. Functional beverages with protein, caffeine, and adaptogens tailored for men are gaining traction. Urban consumers are also shifting toward plant-based, allergen-free, clean-label options. Integration of supplements with digital fitness tracking and coaching apps is emerging as a powerful tool to boost engagement, retention, and personalized wellness outcomes for Indian men. Such rapid growth reflects not only changing lifestyle priorities but also rising expectations—from what supplements deliver to how they are formulated and manufactured. The future of men’s health lies not just in novel ingredients, but in the precision, safety, and scientific sophistication of the manufacturing processes behind them.
Today’s supplement manufacturing is no longer mixing isolated nutrients. It is a process rooted in science that now combines traditional whole ingredients, like ashwagandha, shilajit, and fenugreek, with cutting-edge nutraceuticals, such as L-theanine, coenzyme Q10, and omega-3 fatty acids, in multi-functional bioactive combinations that provide synergistic benefits, such as fenugreek supporting testosterone production while L-theanine helps reduce stress and improve cognition. To ensure efficacy, manufacturers use standardized extracts, validated potency levels, and controlled-release technologies. Formulation development is backed by clinical research, and every ingredient is assessed for bioavailability—how effectively it is absorbed and utilized by the body. These are not one-size-fits-all products; they’re carefully designed combinations that align with the changing demands of men’s wellness.
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One of the clearest shifts taking place in modern nutraceutical manufacturing is an evolution of newer dosage forms over the traditional tablets and capsules. Today's health-minded male consumer is a convenience and comfort seeker, which has led to the rise of new formats like effervescents, soft gels, gummies, and oral strips. To make these formats requires highly advanced machinery, temperature and humidity-controlled environments, and sophisticated dispense/dosing systems to make sure every health unit is consistent and effective. Manufacturers with large-scale integrated facilities are leading this change, offering flexible batch processing, in-house R&D support, and faster turnaround on new product development. This empowers brands to meet the rising demand for customized, goal-specific supplements through more agile production runs, without compromising on quality or scalability.
In a field where credibility matters the most, quality control is not optional. Reputable manufacturers follow international standards such as WHO-GMP, FSSAI, and ISO certifications, and have rigorous multi-level testing from raw material intake through the release of finished product. Lead-based testing methods like HPLC, gas chromatography, and UV Spectrophotometry aim to provide confirmation of identity, purity, and potency. In-process checks play a vital role in ensuring that the final product remains safe, stable, and effective throughout its shelf life. For herbal formulations, these checks are especially crucial—supporting the growing demand for clean-label, natural supplements that meet high quality and purity standards.
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While discussions around men’s health often highlight benefits like increased energy, sharper focus, and hormonal balance, the true enabler behind these outcomes is the manufacturing process itself. It’s the quality, precision, and integrity of how supplements are made that ultimately determine their effectiveness. The capability to produce safe and effective supplements based on science consistently relies on the infrastructure, quality systems, and R&D capabilities of the manufacturing partner. In today's ever-evolving health and wellness landscape, the company is no longer only a backend service provider, it is a co-creator of innovation, quality, and impact. As the world of men’s health and wellness rapidly becomes more holistic and intentional, one of the biggest opportunities in the future of supplementation will not only come from which ingredients are chosen, but how relevantly and responsibly they are brought to life.
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