Is the gut health trend in India just wellness theatre for the internet?

The typical Indian diet is believed to be healthy and well-balanced. But, a closer look at gut health in India reveals a different, possibly even alarming, story. According to a survey by the Indian Dietetic Association, seven out of every 10 Indians suffer from digestive issues—59 per cent face them weekly, while 12 per cent struggle daily. .

For years, concerns around gut health in India have prevailed silently. But today, ‘gut health’ has become the buzziest catchword—with over 6.9 million posts on Instagram. According to Mintel, “There has been a notable increase in social media discussions about gut and digestive health in India over the past five years, and Gen Z and Millennials (aged 25-40) are leading the change.” While the gut health boom is particularly visible among India’s urban, educated consumers, access to personalised supplements, diagnostics, and functional testing remain limited outside Tier 1 cities. Nearly 80 per cent of medical laboratories in India are located in urban areas, while rural regions experience chronic shortfalls in diagnostic infrastructure, speciality physicians, and lab staff. The Mintel research, however, goes on to state: “Social listening tools show a significant rise in searches and discussions around ‘gut health’, ‘digestive health’, and ‘digestion’.” Fitness expert and founder of Mumbai-based SOHFIT, Sohrab Khushrushahi, confirms the ubiquity of gut health, “I think it’s because more people are starting to realise how digestion affects mood, sleep, and energy.”

Whey—as well as plant-based—protein, fibre, electrolytes, sugar spikes, glycemic index, carbohydrates, probiotics, gut microbiome are all terms sprinkled casually across Instagram Reels and health-focused podcasts on YouTube. This presents a stark contrast to the nomenclature that people were familiar with a decade ago—one that started with vitamins and minerals and ended at calories. While the long overdue awareness about nutrients—and macro-nutrients—is finally catching on, it comes with its own set of caveats. We speak to gut health experts and nutritionists to unpack India’s gut health trend and what everyone should know before jumping on the bandwagon.

India’s gut health trend signals a rise in digestive issues 

Legumes, pulses, grains, fruits and vegetables, spices, and healthy fats from sources like dairy (think ghee, yoghurt, milk) and nuts are a mainstay in the Indian diet. Yet, data reveals that various digestive issues have only risen among the Indian population over the last few years—constipation, for example, that impacted only 14 per cent of the urban population in 2015, affected 22 per cent of a similar sample group in 2018. Similarly, Irritable Bowel Syndrome (IBS), once absent from general health conversations, is now used loosely on social media and in everyday chatter. Blame it on the deterioration in the quality of foods, the westernisation of Indian diets or the fast-paced lives many now lead—but nutrition depletion has left the body susceptible to a wide range of gut health issues.  

Dr Nigma Talib, a Los Angeles-based naturopathic doctor who consults individuals from across the globe, notes a dramatic rise in patients with symptoms like bloating, constipation, diarrhea, and discomfort. “Often, they don’t realise it’s IBS or gut dysbiosis until we dig deeper. What’s interesting is that many of these issues are linked to stress, consumption of processed foods, environmental toxins, and overuse of antibiotics, even from childhood.” She adds, “We’re living in an inflamed world, and the gut is bearing the brunt of it.” 

“MORE PEOPLE ARE STARTING TO REALISE HOW DIGESTION AFFECTS MOOD, SLEEP, AND ENERGY” – Sohrab Khushrushahi

Janvi Chitalia, a Mumbai-based integrative gut microbiome health coach, has also seen more patients complaining about IBS, autoimmunity, and Gastroesophageal Reflux Disease (GERD), “mainly because the awareness of gut issues becoming a problem in busy lifestyles have increased considerably now, even if they were always prevalent.” 

From buzzword to big business: The rise of the India’s gut health supplements market 

Tiramisu oats, collagen juices, high-protein ice-creams, fibre-packed rotis, probiotic-rich kefir and tempeh, and on-the-go electrolyte drinks—social media is flooded with hacks and recipes to sneak in daily micro-nutrient intake into meals. The result? A sudden boom in India’s gut health supplement market. Interestingly, many Indian foods already support gut health—fermented batters, kanji, chaas, curd rice, pickles, and seasonal vegetables that have long been part of the Indian diet.

Homegrown brands like Be., The Primary Rx, Wellbeing Nutrition, and Cosmix have fuelled this momentum of India’s gut health supplements market which is currently valued at $470.7 million and is projected to reach $1.1 billion by 2030, at a compound annual growth rate of 12.9 per cent. From water to cookies, cereal to bread, yoghurt to chocolate, every product now touts “added protein” on its label. According to Mintel’s Global New Products Database report from 2024, food and drink launches with high protein claims rose from 6 per cent in 2019-20 to 10 per cent in 2023-24.  

These market shifts are in response to the consumer’s growing interest; 39 per cent of Indians selected “high protein content” as a top factor when shopping for food in March 2024, up from 34 per cent in March 2023, according to the reports Mintel Global Consumer, Food and Drink, March 2023; March 2024. Chocolate-wafer protein bars and chips from Ranveer Singh’s brand SuperYou and protein-laden popcorn from Khloe Kardashian’s Khloud are just some examples of the recent protein-isation of snacking.

“INDIA IS AT A STAGE WHERE PEOPLE ARE FURTHER EDUCATING THEMSELVES AND LEARNING ABOUT SUPPLEMENTS AS AN INTERVENTION THAT CAN GIVE LONG-LASTING RESULTS.” — Smriti Kochar 

Ananth Prabhala, co-founder of Aquatein, a brand selling nutrient-infused water, says, “Most Indian consumers are not inclined towards meal replacements—think protein shakes and powders—or disruptive diets. Beverages, thus, seamlessly integrate into daily routines without requiring major lifestyle changes.”

Interest in digestive health supplements in India is also growing. In 2023, India accounted for 6.5 per cent of the global probiotics market, which has nearly doubled in five years to reach $242 million. Fibre and creatine are the other rising stars in the functional food category. Rahul Stephen, founder of DRIX, a brand for beverages infused with fibre and prebiotics, says, “People in urban India consume just around 15 grams of fibre per day, while the recommended daily intake is nearly 31 grams. That’s less than 50 per cent of what’s needed.” Each can of DRIX contains around 5 grams of prebiotic fibre, which makes up for roughly 16 to 17 per cent of the daily recommended fibre intake.

“India is at a stage where people are further educating themselves, respecting their body more than before, and learning about supplements as an intervention that can give long-lasting results,” says Smriti Kochar, a functional nutrition and health coach. “It’s a great shift from the ‘medicine mindset’ where people would wait to fall sick and then pop pills. Awareness now is a lot more than earlier.” 

Chitalia adds, “The uptake of information has made understanding macros and micros much better in nutrition. Plus, an increase in commitment towards building an exercise regimen has led to a better understanding of pre- and post-workout recovery and hydration.”

Social media has democratised gut health, but also fuelled anxiety

“Should we quit dairy and gluten?”, “Is plant-based protein better than whey protein?”, “Which fruits and vegetables minimise bloating?”, “Is matcha better than coffee?”, “Do we need to consume digestive health supplements?”Platforms like Instagram and ChatGPT have made notions around gut health feel instantly accessible. But this flood of content can also be overwhelming, causing health anxiety, unnecessary supplement use, and a rise in fear-based eating habits in the guise of wellness. 

“The gut doesn’t just digest food—it modulates immunity, impacts mood, influences hormones, and affects your skin, brain, and energy. People are finally connecting the dots,” says Talib. “Platforms like Instagram and TikTok have democratised wellness information, making topics like gut health more visible.” However, she worries, “With visibility also comes noise. Everyone’s a ‘gut expert’ now, offering quick fixes without proper understanding.”

Most of the information available online is generic and not tailored to individual biology, highlights New Delhi-based hormone and gut expert Tanisha Bawa. “What works for one person may not work—or may even harm—another. Bio-individuality matters, but it’s often ignored in the rush to follow the latest health trend. In my consults, a common example is the overconsumption of protein shakes. People often load up on them, thinking more is better—especially fitness-forward individuals. But, if someone has low stomach acid or a compromised gut, digesting protein can be tougher, leading to more bloating, discomfort, and even worsen existing gut issues.” And viral Reels are not telling the whole truth.

“THE BODY IS COMPLEX. SOCIAL MEDIA RARELY ACCOUNTS FOR BIO-INDIVIDUALITY, UNDERLYING CONDITIONS, OR CULTURAL CONTEXT. WE NEED MORE EXPERTS AND FEWER INFLUENCERS SHAPING HEALTH ADVICE.” — Dr Nigma Talib

Talib, too, considers the information overload on social media a double-edged sword. “While I love that gut health is becoming mainstream, the downside is misinformation. ‘Take this probiotic’ or ‘drink celery juice every day’ can work for some but wreak havoc for others. The body is complex. Social media rarely accounts for bio-individuality, underlying conditions, or cultural context. We need more experts and fewer influencers shaping health advice,” notes the medical expert. 

Along the same lines, Chitalia adds, influencers are sensationalising content to grab eyeballs—real, factual information is hard to come by. “Gut health is a lot deeper than trends and has a lot to do with infections, pathogenic overgrowths, and the gut microbiome in totality, which is not understood deeply by most.”

The bastardisation of dairy, gluten, fat, and sugar is ubiquitous. The fear-mongering caused by consuming bite-sized content can do more harm than good. “People can start fearing foods or overdoing supplements because they saw a few posts online. The intention is good because they want to be healthier, but it’s easy to go overboard without context or guidance,” cites Khushrushahi. “It’s okay to eat real dessert—you don’t have to protein-load every bite. Trying to make every meal ‘clean’ or ‘high-protein’ can take the joy out of eating. If you enjoy the healthier version, great. But, don’t feel like that’s the only way to do it.”  “Sometimes that [junk food] is tied to memories, family, or joy. The problem is when ultra-processed food becomes a staple instead of an occasional indulgence. It’s about your relationship with food, not just the label,” says Talib. 

There is no one formula for gut health—especially in India 

In the 2024 Netflix documentary Hack Your Health: The Secrets Of Your Gut,  German doctor Giulia Enders dubbed the gut as “the second brain”. Poor gut health has been linked to anxiety, depression, skin breakouts, and a weakened immune system.

“The gut-brain connection, also referred to as the gut-brain axis, is a fascinating two-way communication system between the neurons in our brain and the trillions of bacteria residing in our gut. These gut microbes play a crucial role in signaling pathways that influence not only digestion but also mood, anxiety, and cognitive functions,” explains Bawa. “While bad gut bacteria can contribute to disrupted communication and exacerbate mental health conditions, it’s a complex, bi-directional relationship—meaning that mental health issues can also negatively impact the balance of gut microbes. Stress, for example, can alter gut function and microbiome composition.” It’s not “just in your head” if you feel anxious and bloated, adds Talib. 

Considering how every aspect of your health is so closely intertwined, a personalised gut health plan then becomes non-negotiable. The one-size-fits-all narrative fails, particularly in India, where diversity is at the heart of every culture’s lifestyle, habits, and dietary practices. “You can’t prescribe a Western gut protocol to someone eating idli or dal-chawal daily,” says Talib. “Gut health in India is influenced by regional diets, spices, fermentation traditions, seasonal patterns, and even Ayurvedic principles.” Along the same lines, Chitalia adds that the predisposition to specific gut-related conditions is highly influenced by geography, culture, and lifestyle. “Gut health advice remains universal from a functional perspective, but differences occur in terms of food preferences and elimination guidelines.”

Khushrushahi notes that no two individuals can be prescribed the same gut health advice, even if they reside in the same city or have identical fitness goals. “They’re still different in how they eat, move, sleep, and handle stress. A plan has to fit into your life—that’s what makes it stick. Fitness isn’t just about workouts and macros, it’s about what’s practical for your life as well.” Medically speaking, similar symptoms don’t conclude the same gut health issue either, points out Kochar. “Root causes for every individual could be different; their gut infections and food intolerances could vary, and hence it’s worth finding someone who is an expert in what they are dealing with.”

To access accurate information tailored to their unique body type and needs, Bawa recommends consulting directly with a licensed health coach or professional. “That kind of personalised guidance can’t be reliably found through a quick Google search or social media posts, which often provide generic—or even misleading—advice.” The first step, however, is listening to your body—and not to influencers, says Talib. “Work with licensed professionals who understand both modern science and holistic principles. Functional testing, food sensitivity panels, and microbiome analysis can offer deeper insights. But more than that, daily observation—tracking how food, stress, and sleep affect you—is invaluable. Your body is always speaking. Learn its language.”

Ultimately, social media discourse on gut health still glosses over many integral components like stomach acid, gut infections, antibiotics, and previous/existing comorbidities. Not every piece of information online is false, but take it with a pinch of salt. Let your personal goals and needs define your gut health plan, and not a 30-second Reel.