Selling Health & Wellness Products Online in India

Quick Answer

To sell health and wellness products  online in India, register as a seller on an ONDC-enabled platform, complete  KYC with your PAN, GSTIN, and the FSSAI license (or AYUSH license for  Ayurvedic products), then upload a catalog with accurate ingredient, dosage,  and certification details. Once approved, your products can go live across  multiple ONDC buyer apps within days, with delivery ranging from quick  commerce to scheduled shipping depending on the product type.

Health and wellness has quietly become one ofIndia's biggest online-shopping categories — supplements, Ayurvedic products,fitness nutrition, and personal wellness devices are now routine onlinepurchases, not niche buys. For sellers, that's a real opportunity, but it'salso a category with more compliance steps than most: the wrong license or amissing certification can get a listing pulled fast. Here's how to set upcorrectly and sell with confidence.

India's Health & Wellness Market: The Numbers

A few data points worth knowing before you buildyour catalog:

•     India's healthand wellness market was valued at roughly USD 164.35 billion in 2025 and isprojected to reach USD 257.94 billion by 2034, growing at a 5.1%+ CAGR — one ofthe largest wellness markets in Asia.

•     Functional foodsand beverages — think immunity boosters, protein and gut-health products — leadthe category, accounting for around 42% of the market in 2025.

•     Online retail isnow the dominant distribution channel for health and wellness products inIndia, ahead of pharmacies and specialty stores, driven by convenience and thewide product range available online.

•     Consumerpreference for natural and Ayurvedic ingredients remains strong, with the AYUSHmanufacturing sector alone growing at roughly 17% CAGR between 2014 and 2020 —a trend that continues to shape what sells well online today.

The category is growing fast, but it's also moreregulated than most — which is exactly why getting your licensing and listingsright matters more here than in general retail.

Why Sell Health & Wellness Products Through ONDC

•     Lower effectivecommissions compared to closed wellness marketplaces, since ONDC itself chargesno platform fee

•     One catalog,multiple buyer apps — your listing can surface across every ONDC-enabled buyerapp instead of separate accounts per marketplace

•     Category-specificdiscovery — buyer apps increasingly let shoppers filter by certification(Ayurvedic, FSSAI-approved, vegan, sugar-free), which rewards sellers withcomplete, accurate listings

If you're new to ONDC itself, our guide on whatONDC is and how it works covers the buyer app / seller app structure before youregister.

General Retail vs Health & Wellness Selling — At a Glance

Step 1: Identify Which License Your Products Need

This is the step most new wellness sellers getwrong — different product types need different approvals:

•     FSSAI license —required for any consumable health product: supplements, protein powders,functional foods and beverages, nutraceuticals

•     AYUSH license —required specifically for Ayurvedic, Unani, Siddha, or Homeopathic products, inaddition to or instead of FSSAI depending on classification

•     Drug license —required if a product makes therapeutic or medicinal claims that classify it asa drug rather than a supplement or cosmetic

•     BIS certification— relevant for wellness devices and equipment (fitness trackers, massagers,etc.)

If you're unsure which category your productfalls under, it's worth checking before listing — misclassifying a product (forexample, listing a therapeutic-claim item as a general supplement) is one ofthe most common reasons wellness listings get flagged or removed.

Step 2: Get Your Documents and Certifications Ready

•     PAN card andGSTIN of the business

•     FSSAI and/orAYUSH license, as applicable to your product range

•     Lab test reportsor certificates of analysis, especially for supplements and nutraceuticals

•     Bank accountdetails with a cancelled cheque, and Aadhaar for KYC verification

Step 3: Build a Catalog That Builds Trust

Wellness buyers read labels more carefully thanalmost any other shopper — your listing needs to match that scrutiny:

•     Full ingredientlist and dosage information, not just a product photo and price

•     Certificationsclearly stated — FSSAI number, AYUSH license, vegan/cruelty-free marks,third-party lab testing if available

•     Expiry date andbatch/manufacturing details, since this is a category where customers activelycheck for freshness

•     Clear usageinstructions and any contraindications, especially for supplements andAyurvedic formulations

This is where COSTBO's seller platform helpswellness sellers specifically: structured catalog fields for certifications andingredients, bulk upload for multi-SKU supplement lines, and multi-warehouseinventory sync so stock stays accurate as demand grows across cities.

Step 4: Choose the Right Delivery Model

•     Same-day or quickcommerce delivery for daily-use items like protein powders, vitamins, andpersonal care

•     Scheduled orstandard delivery for higher-value items like wellness devices orsubscription-based supplement packs

•     Cold-chain ortemperature-controlled shipping if your product range includes anythingperishable or heat-sensitive

For a full breakdown of delivery models andsetup, see our quick commerce guide for sellers and brands.

Step 5: Go Live and Monitor Compliance, Not Just Sales

•     Track expirydates across your inventory, not just stock counts, to avoid sellingnear-expiry stock

•     Monitor customerreviews for any adverse-reaction mentions, which need faster follow-up in thiscategory than in general retail

•     Keepcertification documents current — an expired FSSAI or AYUSH license can get alisting suspended even after a strong sales history

Common Mistakes Wellness Sellers Make

•     Listing a productwithout the correct license for its actual category (supplement vs. Ayurvedicvs. drug)

•     Makingtherapeutic or 'cures X' claims that push a product into drug classificationunintentionally

•     Incompleteingredient or dosage information, which buyer apps and customers increasinglyfilter or flag for

•     Not trackingexpiry dates closely enough for a category where freshness is a top purchaseconcern

Frequently Asked Questions

Do I need an FSSAI license to sell wellnessproducts online in India?

Yes, for any consumable health or wellnessproduct — supplements, functional foods, protein powders, and nutraceuticalsall require FSSAI registration or licensing before you can sell online.

Is AYUSH license different from FSSAI forAyurvedic products?

Yes. Ayurvedic, Unani, Siddha, and Homeopathicproducts typically require an AYUSH license in addition to or instead of FSSAI,depending on how the product is classified — check with your category beforelisting.

Can wellness devices like fitness trackers besold without FSSAI?

Yes — FSSAI applies to consumable products.Wellness devices and equipment instead typically need BIS certification ratherthan a food or drug license.

What's the biggest compliance risk for onlinewellness sellers?

Misclassifying a product — for example,marketing a supplement with therapeutic or 'cures' claims can push it into drugclassification, which requires an entirely different license and can get alisting removed.

Is online retail the main sales channel forhealth and wellness products in India?

Yes — online retail has become the leadingdistribution channel for health and wellness products in India, ahead ofpharmacies and specialty stores, largely due to convenience and product range.

Ready to Start Selling Wellness Products Online?

COSTBO's seller platform is built for thedetails this category demands — structured catalog fields for certificationsand ingredients, multi-warehouse inventory sync, and delivery options fromquick commerce to scheduled shipping, all from one dashboard.

Related Reading

•     How to SellGroceries Online in India via ONDC

•     What Is ONDC? ABeginner's Guide for Indian Sellers

•     Quick CommerceGuide for Brands & Sellers

•     Multi-WarehouseManagement: A Guide for Growing Sellers

References

• IndiaHealth and Wellness Market Size, Growth, Report 2034 — IMARC Group —https://www.imarcgroup.com/india-health-wellness-market

• IndiaHealth & Wellness Market Outlook to 2030 — Ken Research —https://www.kenresearch.com/industry-reports/india-health-wellness-market

• Healthand wellness series: Functional foods and beverages in India — Agriculture andAgri-Food Canada —https://agriculture.canada.ca/en/international-trade/market-intelligence/reports-and-guides/sector-trend-analysis-functional-foods-and-beverages-india

• IndiaWellness Industry: Data Reports 2026 — WifiTalents —https://wifitalents.com/india-wellness-industry-statistics/

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