Gut health wellness garners mainstream attention, adulation: What's driving the rage?

Indian Express

2 days ago

After protein powders and weight-loss drugs, the next big entry in your wellness diary is customised gut health solutions. As every tiny process in the body touches the gut and its metabolic activity, more people are now looking for solutions that target it directly. The result is a surge in gut health brands that promise to fix your routine with personalised, actionable guidance — no more one-size-fits-all fixes. Gone are the days of simple probiotic drinks. Today's gut wellness products offer multi-strain probiotics, prebiotics, enzymes and botanicals that claim to support not just digestion, but also immune health, cognition, and skin.
'There's been a growing influx of gut-focused products – probiotics, prebiotics, digestive enzymes, fermented drinks, and even microbiome testing kits – in recent years,' said Sunil Kumar Jain, founder of IMeMyself, which offers a range of gut capsules.
'I used a gut health metabolic lean powder for close to eight months –– my cravings reduced, digestion improved, no constipation, and I even lost about three kilos without working out,' shared Aarthy Srini, 38, a Chennai-based IT professional.
Her husband Kartik Iyer tried a 14-day detox pack and said he 'lost a few ounces of belly fat and it was visible'. 'I felt light and fresh for at least a month after the cleansing,' said Iyer, 40, a finance professional.
What's driving this gut-first movement?
As Indians become more aware of gut health, fuelled by post-Covid fitness consciousness, many no longer find generic advice acceptable.
'Today's health-conscious individuals aren't content with multivitamins and healthy diets. They want data-driven, personalised solutions. Gut health is one of the most natural ways to support overall well-being,' said Mukul Shah, founder of Guttify, an Ayurveda-inspired brand offering at-home gut testing kits and dietary guidance.
The gut microbiome, a complex ecosystem of microbes living in our digestive tract, isn't just about digestion. It's also linked to immunity, mood, metabolism and skin. 'A balanced gut is increasingly seen as the foundation of good health –– and consumers are paying attention,' said Shah.
Gut profiling, digital health tracking and personalised usage guidance are now part of the offering. 'Pre and post-nutritional consultancy services help people approach gut support based on real lifestyle needs, not trial and error,' said Jain.
Most mass-market probiotic drinks include strains like Lactobacillus casei Shirota, known for aiding digestion and boosting immunity. 'But they don't take into account an individual's gut type or offer truly customised recommendations,' said Dr Debojyoti Dhar, co-founder and director, Leucine Rich Bio (BugSpeaks), a gut microbiome testing platform.
'These newer methods complement old probiotics. While most people still benefit from basic probiotics for short-term relief, gut microbiome analysis and personalised care offer a more holistic, long-term path to metabolic balance, immune support, and mental clarity,' Dr Dhar said.
Doctors are also seeing more patients complain of chronic bloating, fatigue, skin issues and brain fog, symptoms that often trace back to gut health.
'A healthy gut is increasingly being linked to better immunity, digestion, mental clarity, and even protection against chronic illness,' said Dr Vikas Jindal, consultant, department of gastroenterology, CK Birla Hospital, Delhi. 'Consumers today are more proactive about preventing disease. With factors like stress, poor diets and antibiotic overuse damaging gut flora, specialised gut-support products are becoming more mainstream,' he said.
For people with conditions like IBS or lactose intolerance, these formulations may ease symptoms and, over time, reduce the risk of metabolic or autoimmune conditions, Dr Jindal said.
Who is it helping?
Customisation and precision are key to the next wave of gut health innovation. 'Brands now offer highly tailored solutions based on individual microbiome analysis rather than generic supplements. Stool samples are mailed in; in return, consumers get tracking apps, supplement regimens, and AI-powered diet charts,' Shah said.
Platforms like BugSpeaks use next-generation sequencing to map gut flora and flag imbalances tied to over 20 health conditions. 'These tests turn raw data into personalised probiotic, dietary, and lifestyle advice,' said Dr Dhar.
But supplements aren't always necessary. 'Fermented foods, fibre-rich diets, and herbs like triphala, licorice, and ashwagandha can naturally support gut health—depending on the individual,' Jain said.
Microbiome testing uses DNA sequencing to analyse hundreds of microbial species in your gut, employing machine learning to assess health risks and suggest specific remedies. These solutions are best suited for otherwise healthy individuals experiencing low energy, skin problems, stubborn weight, or brain fog. 'They also consider cultural and dietary nuances specific to Indians,' said Dr Dhar.
According to Jain, this movement is more than a wellness trend, it's a rediscovery of inner harmony. 'With science and awareness converging, gut care is becoming a conscious, everyday habit,' he said.
Shah echoed that sentiment. 'Gut health was once ignored, but now it's part of a broader shift toward preventive, personalised wellness. The future of health is within,' he said.
The road ahead is long and fraught with challenges
The rise of gut health brands is seen as a 'positive step,' signalling a shift toward science-backed, preventive wellness. 'These brands are making digestion less taboo and gut-supportive nutrition more accessible,' said Dr Jindal.
India's gut health market is expected to cross $18 billion in the coming years, driven by urbanisation, stress, poor diets and sedentary lifestyles. But Shah warned that most players still rely on over-the-counter D2C models that prioritise sales over genuine solutions.
The biggest challenge is gaining consumer trust. 'People are overwhelmed by health advice on social media and from influencers, but few of these are grounded in actual health data,' Shah said.
'When marketing gets ahead of science, there's always a risk. Some brands may overpromise or sell unregulated products with no clinical backing,' Dr Jindal cautioned.
Consumers need to be discerning and not fall for hype without evidence. According to Dr Jindal, responsible growth in this space can be a win for public health, but it requires regulation, transparency, and continued scientific research.
What can help you as a consumer?
While gut products can help, they must be chosen wisely. 'Not all probiotics and supplements are created equal. Strain type, dosage, and delivery matter. Always look for clinically tested ingredients and transparent labels. And because gut health is so individual, consult a doctor if you have any underlying health conditions,' Dr Jindal said.
These products should supplement, and not replace, a balanced diet, hydration, exercise and stress management, all of which are critical for gut health.
Natural solutions like curd, buttermilk, fermented foods and high-fibre meals remain the first line of defence. 'These traditional practices are cost-effective and time-tested. But when there's significant imbalance or a need for specific strains, targeted supplements can help,' Dr Jindal said. 'The ideal approach blends the old and the new –– traditional habits with modern, data-driven tools.'
DISCLAIMER: This article is based on information from the public domain and/or the experts we spoke to. Always consult your health practitioner before starting any routine.
Jayashree Narayanan writes on fitness, health, aviation safety, food, culture and everything lifestyle. She is an alumnus of AJKMCRC, Jamia Millia Islamia and Kamala Nehru College, University of Delhi ... Read More