<b>Rukmini Gupte:</b> Health makes wealth

Brands are facing a growing demand for healthy products from consumers across the price spectrum

The adage ‘health is wealth’ takes on great urgency when it comes to the food and beverage (F&B) industry in India. Study the development and growth of brands and one can see two powerful forces at work along the consumer pyramid in the country. On the one hand, there is a strong ‘democratisation’ force that is shaping consumer aspirations. ‘Strugglers’ (those who have been at the periphery of the growth story) who are at the base of the pyramid are being exposed to trends much faster and are confident enough to demand the benefits that they would have considered to