Startups Bet Big on Innovative Wellness Offerings Indian food startups are increasingly upgrading to keep up with the changing consumer behaviour and market demand. The pandemic-induced market transformation which was mainly ruled by innovative offerings in different industries, functional food innovations are progressively occupying the shelves. Startups have realised the jump in demand for wellness related products and services, with mental health, women’s health and preventive nutraceuticals leading in the consumers’ list of priorities. The newfound demand is being increasingly tapped by startups and as a leading positive, the government has been spearheading the ‘startup cause’ by the Startup India initiatives, including incentives. With such a perfect recipe for success, let’s see what some of the innovative startups are bringing to the shelves and what’s in store for 2023 and beyond
