Business EconomyPosted at: Jul 18 2019 5:34PM

New Delhi, July 18 (UNI) Direct selling company Amway India hopes to grab over 11 per cent of the calcium supplement market with the launch of an enhanced version of the calcium supplement - Nutrilite Cal Mag D Plus- in the very first year.
Calcium supplement market in India has been growing at a CAGR of 12 per cent in the last five years and was pegged at Rs 632 crore in 2018.
"The market holds huge potential with increasing awareness on the need for supplementation and increasing demand for high-quality nutrition products. We are excited and confident that the product range is going to resonate well with our discerning consumers of food supplement," said Wellness Amway India Category Head Ajay Khanna in a statement.
"With Nutrilite Cal Mag D Plus, we target over 11 per cent share of calcium supplement market in the first year.”
The company has planned a series of marketing outreach, including a social media campaign and digital activations across its various platforms to make consumers aware of the need for calcium.
The Indian nutraceutical market is currently worth around $2 billion a year and is expected to grow more than 20 per cent CAGR until 2022 – more than doubling its size to over $6 billion.UNI DJK SRJ

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