Only 1 in 10 Indians take multivitamin supplements, we want to change that: Centrum India

Despite an increase in health awareness, only 1 in 10 Indians consistently take multivitamins, as indicated by internal estimates from Centrum India. This insight, supported by findings from their study conducted with Kantar, highlights a significant gap in nutritional supplementation — especially in a country where 43% of people report experiencing low energy levels from time to time.

A multivitamin brand is addressing this very need with its latest launch — a sugar-free, effervescent powder that provides a combination of energy, immunity, and hydration for both adults and children.

In April 2025, Haleon ISC introduced Centrum Recharge in India, signifying its entry into the energy drink mix segment of the country. Atish Negi, category lead for vitamin and mineral supplements at Haleon ISC, discusses the insights that informed the product's development, the selection of the brand ambassador, and the company's efforts to make wellness accessible to all in India.

Rising awareness, shifting behaviours

“The idea behind Centrum Recharge was rooted in a noticeable shift — globally and in India — towards proactive health management,” says Negi. “Earlier, people would take action only when they faced a health issue. But now there is an increasing recognition that achieving good health requires a proactive approach rather than a merely reactive one.”

While most people are aware of macronutrients such as proteins and carbohydrates, Negi points out that there is less understanding regarding the significance of micronutrients—vital vitamins and minerals that aid in daily bodily functions.

“This is where we identified a need gap,” he explains. “People often take multivitamins only in response to feeling unwell. We saw an opportunity to educate Indian consumers on the benefits of daily supplementation as a proactive habit.”

Haleon launched a multimedia campaign to promote Centrum Recharge, featuring Bollywood actress Anushka Sharma as the brand ambassador. The campaign highlights the significance of restoring daily nutrient losses to fight fatigue and sustain vitality.

Who Is Centrum Recharge meant for?

Although the campaign includes scenarios featuring school students, working professionals, and individuals with active lifestyles, Negi emphasises that Centrum Recharge is intended for a broad audience.

He points out that there are many barriers, such as perceived cost, lack of access, or the notion that supplements are only necessary when one is ill

To tackle this, Centrum Recharge was created as a flavourful, convenient effervescent powder, available at an economical price of Rs 10 per sachet. “If we really want to democratise multivitamin use in India, accessibility and price matter — and that’s what we focused on.”

The primary advantages of the product — energy, immunity, and hydration — appeal to a diverse range of consumers. “We refer to them as wellness strivers,” says Negi. 

According to a report by International Market Analysis Research and Consulting (IMARC) Group, the size of India's dietary supplements market reached Rs 178.6 billion in 2024. The market size is expected to reach Rs 557.7 billion by 2033, demonstrating a compound annual growth rate (CAGR) of 12.82% from 2025 to 2033.

Targeted, multi-platform marketing  

Centrum Recharge's marketing strategy emphasises personalised, multi-platform storytelling instead of a one-size-fits-all approach to messaging. Campaigns are customised for specific personas—such as working professionals, athletes, and parents—and are being promoted through YouTube and major OTT platforms with targeted creatives. 

"That is why you will observe various campaigns operating concurrently, each specifically designed for children and adults."

Collaborations with fitness-focused creators on social media are enhancing the brand's connection with health-conscious audiences. “We’re not just marketing a product—we’re addressing a lifestyle need,” says Negi.

Negi describes the choice of Anushka Sharma as the face of Centrum in India from the beginning as a strategic decision based on brand alignment. “When entering the Indian market, we wanted a brand ambassador who reflects our values and energy.”

A smart split: Kids & Adults

The distinction between products designed for children and those intended for adults was deliberate. Supplements can frequently be perplexing, particularly for younger audiences and Gen Z, who may be uncertain about what to take unless directed by a professional. 

By tailoring formulations to recommended dietary allowances (RDA) defined by Indian Council of Medical Research (ICMR) 2020, Centrum ensures age-specific and need-specific nutrition. Its multivitamin tablets are tailored for men, women, and individuals aged 50 and over.

Rather than competing only with traditional energy drinks, Centrum Recharge positions itself as a healthier way to recharge, appealing to a broader base that includes ORS users, multivitamin buyers, and anyone looking for everyday supplements to boost energy, immunity, and hydration.

It competes with products across both hydration and multivitamin categories. On one side are hydration brands like Glucon-D, Enerzal, and Fast\&Up Reload, known for electrolytes and quick energy. On the other, it faces multivitamin supplements like Revital, Supradyn, and Healthkart’s in-house offerings.

Fitness-driven activations and sampling

Centrum Recharge is focussing on experiential activations to encourage real-world trials. The collaboration with Cult.Fit facilitates on-site sampling and discussions with health advisors during weekend fitness sessions. It also involves engaging with running clubs and sports venues, allowing consumers to experience the product in their natural, active environments.

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Retail presence for Centrum Recharge spans D2C platforms, online marketplaces, and a pilot initiative with quick commerce platforms. Sampling remains a key strategic lever, with strong emphasis on offline trials through gyms and clubs, as well as digital trials via e-commerce and delivery channels. 

According to Negi, to reinforce trust, especially in the health space, Centrum is partnering with health and fitness experts—to build credibility. These experts will participate in live sessions and create educational content to explain the science behind energy, immunity, and hydration needs, and how the product addresses them effectively.

Regional and vernacular reach

Recognising the diversity of the Indian market, Centrum is activating vernacular influencers and building region-specific content to increase relevance across zones. While North and West India are currently strongholds, the brand’s e-commerce-first approach ensures pan-India reach. 

“India isn’t one homogenous market. We’re building for ‘many Indias’ through both our messaging and channel mix,” says Negi.