Redefining Indian Healthcare Ecosystem: Rise of the Everyday Care Economy with preventive health
Indian healthcare has traditionally been known for curative treatment placing significant burden on Indian healthcare infrastructure coupled with sizable healthcare spending.
However, with the rapid rise in non-communicable diseases (NCDs), more awareness around health and wellness in the post-pandemic era, Indian healthcare industry is undergoing a profound transformation.
We are now seeing the emergence of '
Everyday Care
economy' which is fast pivoting towards preventive healthcare empowering consumers to take control of their health.
Today, self-care has evolved and has become more inclusive, encompassing preventive care, long-term wellness, mental well-being, health tracking and diagnosis and is fast becoming part of everyday rituals.
At the heart of this new paradigm, self-care, is rapidly emerging as a foundational pillar of
India
n healthcare ecosystem promising not only improved health outcomes, but also a more productive workforce, reduced healthcare costs and improved savings. There is no better time than now for the India's self-care/Care ecosystem.
With a rising and informed middle class and increasing digital penetration, more Indians are prioritizing health not only in response to illness but as a lifestyle choice to keep health problems at bay or prepare for them proactively.
Empowered by access to information, growing health consciousness, and digital tools, India's health and wellness market is expected to reach USD 256.9 billion by 2033 (IMARC), with demand for products and practices that support holistic preventive care/well-being/everyday care is on the rise.
Self-Care: A huge opportunity, low adoption
The global consumer healthcare (CH) market was valued at over USD 700 billion in 2024 (Source-IQVIA) and is growing steadily.
Within this landscape, India is gaining prominence, ranking 8th globally and 3rd in the Asia-Pacific region in consumer health sales.
The Indian consumer health market stood at USD 4.9 billion in 2023, growing at a strong 9.8% annually (Source-Nicolas Hall), with personal care and beauty, nutrition, patient care and OTC treatments to self-manage minor ailments and conditions emerging as key categories.
Looking ahead, the global consumer market is projected to grow at a 6.5 per cent CAGR through 2030—India, by contrast, is expected to grow nearly double that rate at 12 per cent CAGR over the same period (IQVIA), indicating the massive growth potential of India.
Despite this latent opportunity, India still has considerable ground to cover. Today, the Asia-Pacific region accounts for 60% of the world's population but just 9 per cent of global health spending, highlighting the critical need for greater awareness and improved accessibility of self-care solutions.
In comparison, preventive health has gained momentum in global markets with telehealth, wearables, and health apps making self-care more accessible coupled with increased trust in pharmacies and OTC wellness solutions providing consumers with effective, affordable everyday products.
As we move ahead, we see some distinct trends shaping India's consumer health/care/everyday economy
In India, self-care is influenced by unique environmental and cultural factors. For instance, India recorded unprecedented 280 heat wave days in 2022, a 55 per cent increase in deaths due to extreme heat in last two decades, with UN forecasting next five years to be hottest period ever making more people vulnerable to dehydration as well as necessitating holistic hydration strategies with fluid, electrolytes, and energy (FEE) solutions to recover faster as well as strengthen immunity.
Oral health is also gaining importance. According to the
World Health Organization
, over 95 per cent of Indian adults suffer from cavities as well as gum problems, bad breath issues while most children do not brush twice a day.
These numbers highlight the urgent need to reinforce oral health habits and promote preventive care with mouthwashes and related oral care solutions being adopted as part of daily preventive care.
Skin health and beauty is also gaining attention, with the rise of science, ingredient efficacy, sensitive skin, and repair in both skin and hair.
According to new research from Astute Analytica, India's skin care market was valued at USD 8.78 billion in 2024 and is projected to reach USD 17.69 billion by 2033.
In the skin health category, we are increasingly seeing a shift towards premiumization in the skincare category, with clean beauty and ingredient transparency gaining prominence.
Personalization is another major trend shaping the Indian skincare market. Consumers increasingly demand products tailored to their unique skin types and concerns, fuelling the rise of AI-powered skin diagnosis tools and customized regimens.
Factors such as pollution, climate-related triggers, stress are intensifying this need with a growing demand for dermatologist-recommended and science backed formulations as well as specialised solutions to tackle specific and sensitive skin conditions like atopic dermatitis and eczema.
In India's journey toward self-care and healthcare resilience, pharmacies will play a pivotal role from treatment-based healthcare to a more prevention and OTC focused approach. However, for this shift to be successful, it requires greater systemic support.
Policymakers also have a crucial role to play. Strengthening regulatory frameworks for OTC and wellness products is essential to ensure quality and safety.
Public-private partnerships can further accelerate this transformation, making wellness more inclusive, scalable, and sustainable. The Indian government's
Swasth Nagrik Abhiyan
further reinforces this movement, placing preventive care at the heart of national health strategy.
By focusing on lifestyle diseases and communicable health threats alike, the initiative creates a strong policy environment to support the growth of self-care. It also offers a significant opportunity for private players to collaborate, innovate, and contribute meaningfully to public health outcomes.
The rise of the care economy is not merely a business trend. It is a societal shift which positively impacts consumers, healthcare systems and society at large.
For consumer health companies like us, this provides both an opportunity and responsibility.
To thrive in this evolving landscape, companies must innovate not only in products but also in how we engage, educate, and empower consumers working closely with healthcare professionals, pharmacists and policymakers, to nurture a healthier India.
This article is written by
Manish Anandani
, Managing Director,
Kenvue India
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