India’s wellness supplement market is witnessing rapid growth, driven by rising consumer demand for mental health solutions. Brands are launching innovative products such as caffeine-infused gummies for focus, cordyceps mushroom pills for energy, CBD-based recovery gels for muscle pain, and full-spectrum cannabidiol (CBD) oils for stress relief. Among these trends, cannabis-based medicines are emerging as the biggest game-changer.
According to Delhi-based research firm Markets and Data, India’s cannabis-based product market stood at $1.3 billion in FY2024 and is projected to soar to $4.7 billion by FY2032, growing at a CAGR of 17.34%.
From Ayurveda to Modern Wellness
Cannabis-based medicines have a long history in Ayurveda, traditionally prescribed for specific ailments. However, a new wave of direct-to-consumer (D2C) brands is now redefining this segment with attractively packaged cannabis products—ranging from oils and pills to gummies—promising stress relief, better focus, and improved sleep. While this trend is fuelling demand, experts caution against unregulated marketing and safety concerns.
Demand Surges as Regulations Become Clearer
Cannabis-based medicines are legal in India under Ayurveda, provided they comply with the Drugs and Cosmetics Act (1940), Narcotic Drugs and Psychotropic Substances Act (1985), and Food Safety and Standards Authority of India (FSSAI) norms. Since November 2014, the Ayush Ministry has regulated these products, requiring both central and state licenses for manufacturing and sales.
For years, inconsistent guidelines created uncertainty. However, over the past two years, the Ayush Ministry issued multiple notices clarifying norms, encouraging more brands to enter the market. “Now that there is some clarity on regulations, more companies are launching cannabis-based products,” said Renu Bisht, founder of brand consultancy Commercify360. “We expect more D2C brands to enter as users try these products and return after seeing results,” Bisht added.
Repeat Buyers Signal Rising Acceptance
Startups like Boheco (Bombay Hemp Company), one of India’s first medical cannabis firms, report strong customer loyalty. “More than 45% of our customers come back, which is a healthy sign in the wellness industry,” said Yash Kotak, Boheco’s Cofounder. Many brands promote cannabis products as solutions for stress, anxiety, menstrual cramps, muscle pain, and energy boost. However, medical experts caution users and warn that some claims may be overstated.
Expert View: Effectiveness Varies, Caution Needed
Ayurvedic doctor Sharon Samuel notes that while cannabis medicines can help some cancer patients or those with severe conditions feel better, their effectiveness varies. “Marketing often claims cannabis cures anxiety or menstrual cramps, but Ayurveda never mentions cannabis—known as Vijaya—as a pain reliever,” she explained.
Similarly, naturopathic physician Poorvi Bhat Khandige advises against recommending cannabis for all insomnia patients, despite aggressive CBD marketing. A Bengaluru user who tried CBD oil for sleep shared, “It helped me sleep, but I felt very slow the next day.” Experts stress that these medicines should be taken only under medical supervision. “Therapeutic use should be for two to three weeks, along with lifestyle changes,” Khandige added. “But many people consume them based on ads, often exceeding the necessary dose.”
Regulation and Oversight: The Missing Links
Although cannabis-based products operate legally, marketing practices remain a grey area. Current rules lack strict guidelines on promotional claims. Typically, these medicines require a doctor’s prescription. However, some platforms bypass this by offering on-call ‘cannabis specialists’ for quick online approvals.
The Ayush Ministry flagged this practice in September 2024, issuing a notice clarifying that it does not endorse such doctors. As reported by msn.com, regulations around advertising, prescription norms, and consumer education are still evolving. Experts fear that uninformed buyers may fall prey to exaggerated claims, putting their health at risk.
