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About Us Started in 2002, with the aim of providing multiple services to companies wishing to engage in any business expansion Provide actionable insights to companies across a range of industries such as Food, and Healthcare Well equipped offices in India and Dubai, also present in 20 countries and 5 cities in India through channel partners Dedicated team of over 35 employees and 15 freelancers, with rich industry experience and domain expertise Services Strategic Consulting In-Depth Market Assessment Market Entry Strategies Concept & Product Testing Existing Business Optimization Strategic Advisory

The term “Nutraceuticals” was coined from “Nutrition” & “Pharmaceutical” in 1989 by Stephen DeFelice MD, Founder and Chairman of the Foundation for Innovation in Medicine (FIM). Offers health benefits and are majorly used to prevent from lifestyle disorders (CVD, Diabetes, and malnutrition among others). Plants, Animals and Micro-organisms are the source of Nutraceuticals ingredients. Vitamins, Minerals, Proteins, Probiotics, Fatty acids, Amino Acid are some of the major ingredients. Formulations are available in the form of Powder, Pills, Tablets, Capsules, Bars, Food and Drinks.

“Nutraceuticals” viz-a-viz “Pharmaceuticals” ParametersNutraceuticalsPharmaceuticals Prevention and WellnessPrimary FOCUSSecondary FOCUS Medical SupervisionNot RequiredRequired FDA ApprovalNot RequiredRequired PrescriptionNot RequiredRequired ResultsSlow but effectiveFast; may have side effects Some Major Health Issues/Diseases DiseasesNutraceuticals Used Cardiovascular Diseases Soya foods, Antioxidants, Dietary fibers, Omega-3, Poly unsaturated fatty acids, Vitamins, Minerals, Polyphenol, Flavonoids DiabetesLipoic acid, Dietary fibers (Psyllium) Obesity Herbal stimulants (Caffeine, Green Tea), Buckwheat seed proteins, Glucomannan, Chitosan, Fenugreek, Gymnema sylvestre, Vitamin C CancerFlavonoids, Soyfoods, Lycopene, Saponins, Beet roots, Turmeric rhizomes Anti Inflammatory ActivitiesCurcumin, Gamma Linolenic acid Source: International Journal of Recent Advances in Pharmaceutical Research

Classification of Nutraceuticals Functional Beverages Functional Foods Nutraceuticals Dietary Supplements Vitamins & Minerals Herbal Ayurvedic Extracts Algai Extracts Functional F&B Probiotic & Others Protein Supplements Protein Powder Plant Extracts Probiotic Fortified Omega Fatty Acid Fortified Protein Bars & Others Energy Drinks Sports Drinks Fortified Juices

Source: RNCOS The core factors promoting the growth of this industry include: –Increasing health consciousness –Ageing population –Rising personal disposable income –Increasing penetration of large retail set-up, such as hypermarkets and supermarkets –Marketing and promotional activities by companies India with about 2% share is emerging on the global map Japan (14%) and China (10%) are the major markets from Asia-pacific Industry Trends: –Rising demand of herbal nutraceuticals in the Asian region –Rising penetration of foreign companies in the Asian region –Energy-boosting products gaining grip in the US –Interest shifting to nutraceuticals against prescription medicine in developed economies

Source: RNCOS Industry Drivers: –Ageing Population: Elderly population to reach 143 Million by 2021 from current 100 Million –Increasing Co-prescription: In 16% of the prescriptions, a multivitamin product is prescribed –Focus on Preventive Healthcare: Consumers have started realizing the importance of nutraceuticals in dealing with health issues –Rapid Retail Growth: India’s retail market to double to US$ 1.3 Trillion by 2020 from US$ 600 Billion in –India is one of the major economies among the developing countries –Per capita GDP grew at 11% CAGR during to –Changing lifestyle; increasing sedentary jobs propelled the incidence of lifestyle diseases. –Rising health awareness among consumers providing platform for nutraceuticals to grow

Source: RNCOS –Dietary supplements are predominantly prescription-based –Physicians, Nutritionists, and Health Instructors are major influencers –With growing awareness, OTC demand is increasing –Higher purchasing power also promoting growth –Middle class is the major consumer –Vitamins & Minerals continue to dominate –Proteins, Omega -3, Probiotics and Herbal supplements to show strong growth –Export opportunities for Herbal supplements; US is one of the major exporting destination

Source: RNCOS –Functional foods and beverages are majorly alike in appearance to conventional food and beverages –These are consumed as part of regular diet –Fortified with essential nutrients, these provide physiological benefits and reduce the jeopardy of chronic diseases –Rising expenditure on quality food products driving the market –Functional food and beverages will grow strongly –Area of experimenting with food & beverages is much wider than dietary supplements –Functional food have captured major chunk of fortified food and beverages market –Under functional beverages, protein drinks is an opportunity area for consumers searching for weight management solutions

Small Companies Manufacturing Unit CFA’s Stockiest/Dealers Direct Sales End Consumer Retailers Hospitals Retailers End Consumer E-Commerce

Nutraceuticals have been categorized as non-standardized/special food products under Section 22 of Food Safety & Standards Act, No regulatory guidelines for the approval or monitoring of these products. Created taskforce that has submitted its recommendations to FSSAI in April As of May 2015, draft regulations presently under consultations for legal vetting. Regulatory Implications Better clarity in the definition of nutraceuticals Products which need to undergo a stringent approval process under the drugs and cosmetics act will not be available in the market as a dietary or nutraceuticals All manufacturers of nutraceuticals in India will be required to take NOC and approval prior to manufacturing and marketing such products No activity will go unaccounted; it would become easy to track the market information

FSSAI should come up with properly framed guidelines to bring clarity in regulations Private players and government should create awareness through campaigns, social media and television Product approvals should be made fast and efficient To curb malnutrition children should be provided with nutraceuticals in mid-day meal Strong control over counterfeit and un-registered/un-approved products is required Focus on improving the number of Food Safety Testing Laboratories and Training Centers Funding, incentives and subsidies should be provided to aid technology uptake and improve R&D

SHUSHMUL MAHESHWARI CEO RNCOS E mail: Website: Phone: /01 / 02/ 03 Address: B 129, Sector 6, Noida, Uttar Pradesh India Contact For More Information