India is on the cusp of a significant demographic shift, with the number of people aged 60 and above projected to rise from 138m in 2021 to 194m by 2031. This is expected to spur demand for holistic solutions that address not just health needs, but also overall well-being of seniors.

According to Ishaan Khanna, CEO of Antara Assisted Care Services, a large percentage of elderly in the country face deficiencies in essential nutrients like calcium, vitamin D, and vitamin B12, which are vital for maintaining bone strength, immunity, and cognitive function.

“Research reveals that nearly 75.7% and over 42% of older adults in India are deficient in vitamins D and B12 respectively, leading to fatigue, muscle weakness, and potential neurological complications.

“These figures highlight the critical need for targeted interventions that cater to the specific nutritional requirements of seniors. A well-rounded approach, including fortified foods, dietary supplements, and personalised meal plans, can go a long way in supporting seniors’ energy, mobility, and overall wellness,” Khanna told NutraIngredients-Asia.

Founded in 2013, Antara is a part of Max Group, a multi-business conglomerate in India. Its senior care business specialises in three core areas, namely Antara Senior Living, Assisted Care Services, and AGEasy.

In particular, AGEasy is an online and in-store sales platform for senior-specific products, designed to help people manage chronic conditions with ease and convenience.

Aimed at filling the nutritional gaps and improving senior wellness in the country, Antara recently announced its partnership with plant-based nutrition company Wellbeing Nutrition to co-develop nutraceuticals specifically for older adults.

The collaboration will leverage Antara’s expertise in senior healthcare and Wellbeing Nutrition’s research-driven approach to create clinically validated nutritional solutions.

“Nutrition plays a crucial role in maintaining health, yet India has surprisingly few solutions designed to meet the unique needs of ageing adults. Recognising this urgent gap, we knew there was a need to address senior nutrition with precision and care. This realisation led to our partnership with Wellbeing Nutrition.

“What made Wellbeing Nutrition stand out was their unwavering commitment to research and development. Over the past three years, they’ve focused on combining cutting-edge science with the finest global ingredients, ensuring that products are both effective and safe. They understand that seniors often face the dual challenges of lifestyle-induced risks and core morbidities, which is why every solution they craft undergoes rigorous scientific validation.”

Together, the two companies aim to develop “360-degree gut health solutions” that address the root cause of health conditions, and not just the symptoms.

“By developing formulations tailored to the digestive needs of seniors, this collaboration will provide solutions that improve gut function, enhance nutrient absorption, and support overall well-being.

“Our AGEasy platform will serve as a distribution channel for these products, which will also be available at our residential communities and facilities, ensuring comprehensive access for seniors and empowering them to lead healthier, more fulfilling lives. This partnership goes beyond filling nutritional gaps — it’s about setting a new benchmark for senior wellness in India.”

Barriers to uptake of nutraceuticals

The use of nutraceuticals among India’s elderly population is steadily growing, although it remains a developing trend.

“The global nutraceutical market is valued at approximately $400bn, with India accounting for less than 2% of that share. Notably, seniors, especially those aged 65 and older, represent a significant portion of nutraceutical consumers, a demographic that has seen usage rates double in recent years.

“Ageing is often accompanied by decreased immunity, higher susceptibility to infections, and poor nutritional status. Our research indicates that around 20% of elderly individuals have tried nutraceuticals, highlighting an emerging reliance on these supplements,” Khanna said.

He added that the more common nutraceutical options include vitamin and mineral supplements, particularly in tablet and capsule formats, alongside probiotics and herbal formulations aimed at improving gut health and overall immunity.

Projections indicate that India’s nutraceutical market is expected to reach $18bn by 2025.

Despite this promising outlook, there remain two important challenges when it comes to the uptake of nutraceuticals among India’s senior population — the first is limited awareness, and the second pertains to access and affordability.

“A significant barrier is the lack of awareness and education, with many seniors and their caregivers unclear about the benefits of nutraceuticals and often skeptical about their efficacy and safety. This gap in understanding prevents nutraceuticals from becoming a regular part of the elderly’s routines.

“Additionally, the availability of high-quality nutraceuticals in pharmacies is inconsistent, and the heavy reliance on online platforms for sales creates further obstacles for seniors who may not be tech-savvy or comfortable with digital transactions.”

Khanna believes that addressing these challenges requires a concerted effort to raise awareness, improve accessibility, and ensure that trusted products are within easy reach.

Era of positive ageing

Antara focuses on meeting the evolving needs of older Indian consumers, with the most pressing ones revolving around accessible healthcare, affordable housing, user-friendly digital services, mental health support, and opportunities for social engagement.

“By providing thoughtfully designed residences, personalised healthcare solutions, and forging strategic partnerships that deliver meaningful benefits for our seniors, we aim to support them in leading active, dignified lives. Our goal is to build a holistic ecosystem of care that adapts to the changing needs of India’s ageing population.

“Looking to the future, our focus remains on setting new standards in senior care and shaping a more inclusive, supportive environment for older Indians who will define the country’s demographic landscape in the coming decade.

“This is the era of positive ageing — as people approach their retirement years, they’d be empowered to redefine what it means to age, embracing new experiences, uncovering hidden talents, and nurturing unexplored aspects of their personalities,” Khanna added.