weight loss is 80% food, 20% exercise and 0% massages, machines, belts and pills for weight

loss.

We started with a 20% solution (fitness club), then tried 0% solution (massages, machines).
But the solution was somewhere else.

If you look at the Indian weight loss industry, it is largely focusing on 0% contributors like
machines and diet pills. Diet plan based weight loss companies are very few.

And whatever does exist makes false claims. Tea company claims “Lose 3 kgs in 1 month
with our green tea”.

I wish. And so does India’s popular dietician company claiming “lose 2 kgs per week and 8
kgs per month with our weight loss diet charts”. Are they really fat burning foods?? I am
indeed shocked at such kind of false marketing.

Why it is difficult, to be honest in this industry

1. People want shortcuts

Who wants to exercise and take dietary supplements when you have magical vests, slimming
pills, belts, shakes, and machines?

“No Diet, No Exercise” Ad will always outperform an Ad which preaches you about healthy
eating.

2. People want quick results

Any Ad which claims 8-10 kgs weight loss per month will get more customers than an Ad
which talk about 2-3 kgs weight loss per month.

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“Lose 1 kg/6 inch in 1 hour – Best weight loss program!” are quite popular claims. An honest
Ad will always find it difficult to fight such claims.

3. “Guaranteed Weight Loss” is a must

It’s a magical word. However educated you are, when it comes to weight loss, one tends to
expect a guarantee.

It is always difficult when you say to a client that we do not give a guarantee and we give it
to you in writing. And we make you sign on it as well!! How stupid of us!
4. It is easy to call anything healthy
USP of our program is that it is the healthiest program one can ever find. Our members will
vouch for that. But 2-minute noodles calls itself healthy. Oil companies call themselves
healthy.

Oats biscuit with 2-5% oats calls themselves as healthy. What is the meaning of this word?
Even though we are the healthiest, we do not emphasize on it as it has become an over-
abused term.

5. Junk does not cost a lot of money

Junk foods are called junk foods for a reason. What are the cheapest ingredients to make
food: sugar, oil, maida. Pick up any food including health foods, you will find an abundance
of these three ingredients.

Why would you use ingredients which cost Rs 400/kg when you can make products which
cost you Rs 30/kg.

We use all exotic ingredients and SuperFoods like spirulina, quinoa, barley grass, hibiscus
tea, which cost us up to Rs 500-1000/kg. Obviously, it is not easy to sell that in India.

What’s Our Vision

Our vision is to make India healthier and lighter. And do it in the right way. Losing weight is
not heroic. One can lose weight by starving or even by falling sick.

Bigger the disease, bigger the weight loss. But if you lose weight in the wrong way, you also
lose health and have side effects. Moreover, you tend to gain back weight after a period of
time.

When you lose weight in the right way with good nutrition, you gain health, energy, and
confidence.

Most of our clients had some medical issues and after following the program, they see
tremendous improvement in their disease parameters.

We published a paper on 55 Diabetic patients who followed our program. And there was a
decline of 25-30% sugar levels in just 3 months. That to us is a bigger achievement than pure
weight loss.

For us “TRUTH” is the foundation of our company. False promises are not made, however
difficult it is for business. We say the truth, however bitter it is.

We don’t show you the moon and in fact, make you sign an Honest Expectation Letter when
you sign up with us. And the Letter highlights all the weaknesses of the program.

We use best of ingredients, however expensive it is. Because nothing can be more precious
than your good health.

If we can spend so much money on unhealthy eating, why can’t we do the same for good
food?
We are combining nutrition with technology the way nobody has done before. It is a big
important missing part of the puzzle, which people do not realize.

With the help of algorithms, we assign a value to every food item, ranking them on how
healthy they are.

We do not believe in calorie counting as it is a flawed concept and with the help of
technology we have created an alternative to it.

You can read more about it here. Technology also helps in customizing the program for you
and to give you an impeccable service.

Finally, our results have improved after shifting gears to nutrition. Average weight loss has
improved 4 times compared to what we used to do with fitness club, massages, and machines.

We know we have taken a difficult path to do things in an honest way. But no great thing was
achieved easy. We believe in doing RIGHT things, not EASY things.This is one of a Weight
loss company with no weight loss supplements!

“No weight loss pills, No machines, No lies. Only Honest Weight Loss”

India Weight Loss Diet And Weight Management Market Size is Set to Record 9.26% CAGR
during forecast 2025
Published: May 31, 2020 at 11:36 p.m. ET
A progressive approach towards health management and the concept of a fit body, along with
the inclination towards easy & simple methods to achieve their goals are the major drivers for
the growth of the Indian market. Less active lifestyles, binge eating and improper nutrition
have increased the numbers of obese people in the country.

Rising obesity rates and associated discomfort/illnesses stimulated many consumers into
seeking various methods which can help to keep their weight in check this directly influenced
the demand for weight management products in the market. Low carb-high protein diets and
reducing high-fat/calorie intake remained the main diet fads in 2016. Weight management
pills were less popular because of fears over their side-effects.

The major competitors in the market are Heinz India Pvt. Ltd., Herbalife International,
Himalaya Drug Company, Camillotek India Pvt. Ltd. and Abbott India Ltd.

Weight Loss and Weight Management Diet Market by Product Type (Better-for-you, Meal
Replacement, Weight Loss Supplement, Green Tea, and Low-calorie Sweeteners) and Sales
Channel (Hypermarket/Supermarket, Specialty Stores, Pharmacies, Online Channels, and
Others): Global Opportunity Analysis and Industry Forecast, 2021–2027
The weight loss and weight management diet market size was valued at 192.2 billion in 2019,
and is projected reach $295.3 billion by 2027, registering a CAGR of 10.6% from 2021 to
2027. The better-for-you segment led in terms of market share in 2019, and is expected to
retain its dominance throughout the forecast period.
Alarming increase has been witnessed in incidence of health problems such as diabetes,
cardiovascular diseases, and cancer in developed economies in past few years. Change in
food habits, sedentary lifestyle, and high disposable income in North America and Western
Europe increase the susceptibility of individuals to develop health problems such as diabetes
and cancer. Thus, rise in incidence of health disorders has fostered the adoption of weight
loss and weight management products. Moreover, increase in fitness consciousness in
countries such as China and India due to improvement in lifestyle and change in food habits
is expected to offer lucrative business opportunities to players operating in the global weight
loss and weight management diet market.
However, governments in various countries have implemented stringent regulations for
market players in weight loss and weight management diet industry. It is mandatory for the
manufacturers to provide evidences regarding safety of any ingredient used in dietary
supplements, which are not approved under the Dietary Supplement and Health Education
Act 1994. Moreover, the market players have to adhere to the rules for marketing and
promotion of dietary supplements, which acts a key challenge for engaged players.
The weight loss and weight management diet market in Asia-Pacific region offers
lucrative growth opportunities for market players.  This is attributed to increase in adoption
of western lifestyle and rise in disposable income of consumers are the major factors that
drive the market growth. In addition, this region offers potential opportunities to market
players for launching premium, low-calorie products. Therefore, manufacturers are focusing
on expanding their business in this region to increase their customer base and improve the
geographical outreach. Moreover, the countries in Latin America such as Brazil are likely to
unfold remunerative opportunities during the forecast period due to high prevalence of
obesity in this region.

The global weight loss and weight management diet market is segmented into product type,
sales channel, and region. By product type, the market is classified into better-for-you, meal
replacement, weight loss supplement, green tea, and low-calorie sweeteners. The better-for-
you meal is further segmented into low salt products, low carb/sugar products, and low fat
products. The low-calorie sweeteners segment is further segregated into stevia, aspartame,
sucralose, saccharin, and others. By sales channel, the market is fragmented into
hypermarket/supermarket, specialty stores, pharmacies, online channels, and others. Region
wise, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA.

Low calorie sweetener segment would exhibit the highest CAGR of 10.2% during 2021-
2027.
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By product type the better-for-you segment accounted for the major weight loss and weight
management diet market share in 2019; however, the low-calorie sweeteners segment is
poised to grow with highest CAGR during the analysis period. Better-for-you food &
beverages comprise premium quality food & beverages with reduced fats, sodium, and sugar
content. North America and Europe witness huge demand for such products, owing to high
prevalence of obesity and related diseases. Moreover, developing economies have witnessed
a rapid growth in demand for low-calorie food & beverages, including snacks, desserts, and
soft drinks in the recent years, which significantly contribute toward the growth of the
market.

Online Channels segment would exhibit the highest CAGR of 8.5% during 2021-2027.
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By sales channel, the hypermarket/supermarket segment leads in terms of market share;
however, the online channels segment is expected to gain higher share in the upcoming years.
Over the past couple of years, the world has witnessed an increase in rate of internet
penetration. As per the sources, nearly 54% of global population has access to the internet.
Thus, adoption of online services has been on rise in weight loss and weight management
industry. Growth in on-demand food delivery from third-party aggregator apps is being
majorly driven by millennial, who seek convenience and demand high-quality food from
online sales channels.

Asia-Pacific region would exhibit the highest CAGR of 8.6% during 2021-2027.
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The report focuses on the weight loss and weight management diet market growth prospects,
restraints, and opportunities of the global market. The study provides Porter’s five forces
analysis to understand the impact of various factors such as competitive intensity of
competitors, bargaining power of suppliers, threat of substitutes, threat of new entrants, and
bargaining power of buyers of the weight loss and weight management diet market.
Some of the key players analyzed in weight loss and weight management diet market analysis
includes Cargill Incorporated, Pepsico, Inc., Kellogg Company, General Mills Incorporation,
Nutrisystem, Inc., Abbott Laboratories Inc., Weight Watchers, Inc., Kraft Foods, Inc.,
Ingredion, and Medifast, Inc.

Key Benefits for Stakeholders:

 The report provides an extensive analysis of the current and emerging market trends
and opportunities.
 The report provides detailed analysis of the current trends and future estimations that
help evaluate the prevailing opportunities in the market.
 The weight loss and weight management diet market forecast is offered along with
information related to key drivers, restraints, and opportunities.
 The market analysis is conducted by following key product positioning and
monitoring the top competitors within the market framework.
 The report provides extensive qualitative insights on the potential and niche segments
or regions exhibiting favorable growth.

Weight Loss and Weight Management Diet Market Segments:

By Product Type

 Better-for-you
o Low-salt Products
o Low-carb/sugar Products
 o Low-fat Products
 Meal Replacement
 Weight Loss Supplement
 Green Tea
 Low-calorie Sweetener
o Stevia
o Aspartame
o Sucralose
o Saccharin
o Others

By Sales Channel

 Hypermarket/Supermarket
 Specialty Stores
 Pharmacies
 Online Channels
 Others

By Region

 North America
o U.S.
o Canada
o Mexico
 Europe
o UK
o Germany
o France
o Italy
o Spain
o Rest of Europe
 Asia-Pacific
o China
o India
o Japan
o ASEAN
o Rest of Asia-Pacific
 LAMEA
o Latin America
o Middle East
o Africa
 Nutrition science is yet to develop the understanding and vocabulary to
express how intelligent, climate-resilient and nutritious native meals are.

By service, the online weight loss programs segment to witness the highest growth
during the forecast period (2017–2022).
Based on service, the weight loss and weight management market is further segmented into
fitness centers, slimming centers, consulting services, and online weight loss programs. The
service segment is expected to grow at the highest CAGR during the forecast period. The
high growth of this market segment is attributed to the growing prevalence of obesity, rising
awareness about maintaining health and fitness for preventing health conditions such as
diabetes and heart diseases, growing number of online weight loss programs, and increasing
disposable income in developing economies.

By diet, the beverages segment to dominate during the forecast period

The beverages segment is expected to dominate the market. The large share of this segment
can be attributed to increasing obese population, rising consumer awareness regarding low-
calorie food and beverages in developing economies, and growing diabetic population.

North America to account for the largest market size during the forecast period.
North America is expected to hold the largest market size in weight loss and weight
management market during the forecast period, followed by the European region. Factors
such as the increasing incidence of obesity and chronic diseases, rising awareness about
nutrition and healthy lifestyles, growing number of fitness centers, and rising disposable
income are the major factors supporting the growth of the weight loss and weight
management market in this region.
Asia is the third-largest market for weight loss and weight management market and is slated
to register the highest CAGR of during the forecast period. Factors contributing to this
growth include due to the increasing obese population, rise in disposable income, increase in
the number of diabetics, growing awareness on personal well-being, sedentary lifestyles, and
the low cost of bariatric surgeries in this region.

Market Dynamics

Driver: Increasing number of bariatric surgeries

Bariatric surgeries/weight loss surgeries were formerly considered as the last option for
weight loss after dieting, exercise, and other medically prescribed programs had failed.
However, with technological advancements, bariatric surgeries have now become less painful
for patients. Owing to this, these surgeries are now increasingly being accepted by the
medical community as an effective and long-lasting alternative to other weight loss
techniques. This factor, coupled with the rapidly increasing obesity rates, has resulted in a
rapid increase in the number of bariatric surgeries across the globe. For instance, the total
number of bariatric surgeries performed in the US increased to 196,000 in 2015 from 158,000
in 2011 (Source: American Society for Metabolic and Bariatric Surgeries). Similarly,
according to the Australian Institute of Health and Welfare, the total number of bariatric
surgeries in Australia increased to 22,713 in 2014-15 from about 9,300 in 2005-06. The
growing number of bariatric surgeries in major markets across the globe is expected to
increase the demand for bariatric surgical equipment and other products required in these
procedures.

Restraint: High cost of low-calorie diets

Owing to the additional processing required for low-calorie products, low-calorie foods and
beverages are generally more expensive than high-calorie food products. Also, a low-calorie
product contains nutrients such as vitamins and minerals, which makes it a nutrient-rich food.
A low-calorie diet can cost around USD 36.32 per day, which is expensive as compared to a
high-calorie diet which costs around USD 3.52 per day. Since medium- and low-income
families find it difficult to afford high-priced diet foods and beverages and onsite fitness
programs, they generally opt for low-priced alternatives such as acupressure therapy,
acupuncture therapy, and Ayurvedic treatments for weight loss. In addition, consumers are
increasingly moving towards no-cost or low-cost alternatives, which include natural weight
loss options like jogging and brisk walks; free-access online weight loss regimens, programs,
and books; and exercise videos. These consumers add minimum value to the weight loss and
weight management market, and the growing adoption of low-cost/no-cost alternatives can
further restrain the growth of this market.

Opportunity: Increasing rate of childhood obesity

The prevalence of childhood obesity is increasing across the globe owing to factors such as
the lack of physical activity and unhealthy eating habits. Cases where childhood obesity is
caused due to hormonal problems are very rare. In children, the total number of inactive
hours is increasing as they are spending a significant amount of time in front of the television
and playing computer games. Overweight or obese children are more likely to be obese in
their adulthood and are more prone to suffer from diabetes and CVD at an early age. In 2014,
globally, the number of overweight children (under the age of 5) was estimated to be over 41
million (Source: World Health Organization); around half of these children are living in Asia.
As a result of this trend, the demand for healthier balanced diets is expected to increase
across the globe. This, in turn, will provide significant growth opportunities for players
operating in the weight loss and weight management products and services market.

Challenge: Increasing stringency of regulation

Despite less stringent guidelines by regulatory authorities, the weight loss and weight
management industry faces challenges in terms of meeting regulatory guidelines for the
manufacturing and marketing of weight loss products, especially dietary supplements. For
instance, in August 2017, Amrita Health Foods voluntarily recalled Protein Bars due to
possibilities of being contaminated with Listeria monocytogenes, an organism which can
cause serious and sometimes fatal infections and weaken the immune system. In May 2017,
Herbalife voluntarily recalled lots of its Protein Bar - Peanut Butter as the product had
chances to contain a trace amount of fish gelatin, which was added as part of a flavoring
ingredient provided by a third-party supplier. Similarly, in June 2015, the Food Safety and
Standards Authority of India (FSSAI) ordered the recall of four protein supplements—
Mulmin Pro, Mulmin Syrup, Mulmin Plus Capsule, and Mulmin Drops from Juggat Pharma
(India) as they were against the standards set by National Recommended Dietary Allowance
(RDA). Hence, FSSAI recommended the rejection of the product approval. In 2014, the FDA
issued 30 public notifications and recalled 7 tainted weight loss products from the US market.
Also, in the same period, the FDA issued warning letters and legal cases against
manufacturers who are responsible for false marketing of weight loss products. Considering
such developments, quality assurance, coupled with ensuring compliance with regulatory
guidelines, is a challenging task for manufacturers.

Scope of the Report

Report Metric Details
Market size available for years 2015–2022
Base year considered 2016
Forecast period 2017–2022
Forecast units Billion (USD)
Segments covered Diet (meals, beverages, and
supplements), equipment (Fitness
Equipment, and Surgical
Equipment), service (Fitness
center and health clubs, slimming
centers and commercial weight
loss center, consulting services,
and online weight loss programs)
and region
Geographies covered North America, Europe, Asia, and
Rest of the World
 Companies covered Atkins Nutritionals,
Inc. (US), Herbalife
Ltd. (US), Nutrisystem
Ltd. (US), Kellogg
Company (US), Ethicon,
Inc. (US), Covidien,
plc. (US), Apollo
Endosurgery (US), and Olympus
Corporation (Olympus)
(Japan), Weight Watchers
International (US), Jenny
Craig (US), eDiets.com (US), The
Gold’s Gym
International (US), Brunswick
Corporation (US), Amer
Sports (Finland), Johnson Health
Tech (Taiwan), Technogym
SpA (Italy),
The research report categorizes the weight loss and weight management market to forecast
the revenues and analyze the trends in each of the following sub-segments:

Weight Loss and Weight Management Market, by Diet

 Meals
o Meal Replacements
o Low-calorie Sweeteners
o Low-calorie Food
o Organic Food
 Beverages
o Diet Soft Drinks
o Herbal Tea
o Slimming Water
o Other Low-calorie Beverages
  Supplements
o Protein
o Fiber
o Green Tea Extract
o Conjugate Linoleic Acid

Weight Loss and Weight Management Market, by Equipment

 Fitness Equipment
 Cardiovascular Training Equipment
o Treadmills
o Elliptical Trainers
o Stationary Cycles
o Rowing Machines
o Stair Steppers
o Other Cardiovascular Training Equipment
 Strength Training Equipment
o Single-station Equipment
o Plate-loaded Equipment
o Benches and Racks
o Multistation Equipment
o Free Weights
o Accessories
 Fitness Monitoring Equipment
 Body Composition Analyzers
 Surgical Equipment
 Minimally Invasive Surgical Equipment
o Gastric Bypass Equipment
o Laparoscopic Sleeve Gastrectomy Equipment
o Laparoscopic Adjustable Gastric Banding Systems
o Biliopancreatic Diversion Surgery/Duodenal Switch Equipment
o Revision Surgery Equipment
 Noninvasive surgical equipment
o Intragastric Balloon Systems
o EndoBarrier
o Endosuturing Devices
o StomaphyX

Weight Loss and Weight Management Market, by Service

 Fitness Centers
 Slimming Centers
 Consulting Services
 Online Weight Loss Programs

Weight Loss and Weight Management Market, by Region

  North America
o US
o Canada
 Europe
 Asia
 Rest of the World (RoW)

Key Market Players

Prominent players in the weight loss and weight management market, by diet, include Atkins
Nutritionals, Inc. (Atkins) (US), Herbalife Ltd. (Herbalife) (US), Nutrisystem Ltd.
(Nutrisystem) (US), and Kellogg Company (Kellogg) (US).
Ethicon, Inc. (Ethicon) (US), Covidien, plc. (Covidien) (US), Apollo Endosurgery (US), and
Olympus Corporation (Olympus) (Japan) are some prominent players in the surgical
equipment market, while Brunswick Corporation (Brunswick) (US), Amer Sports (Finland),
Johnson Health Technology, Ltd. (Johnson Health Tech) (Taiwan), Cybex International
(Cybex) (US), and Technogym SpA (Technogym) (Italy) operate in the fitness equipment
segment.
In 2016, Brunswick dominated the weight loss and weight management fitness equipment
market. The company has managed to create a unique identity in this market due to its robust
product portfolio and large geographic presence. In addition, the company focuses on
adopting organic as well as inorganic growth strategies to maintain its leading position in the
market. For instance, in May 2017, the company launched a new Integrity Series cardio line,
including a Treadmill, Elliptical Cross-Trainer, and Upright and Recumbent Lifecycle
Exercise Bikes. To leverage opportunities in the weight loss and weight management market,
in January 2016, the company acquired Cybex (US) which expanded Brunswick’s portfolio
of fitness products.

Recent Developments

 In 2017, Atkins collaborated with Conyers Park (Germany) to form a new holding
company, The Simply Good Foods Company. This company is expected to expand its
platform through investment opportunities in the snacking space and broader food
category.
 In 2016, Atkins signed a partnership agreement with Chef’d to lauch a low carb meal
solution for health-conscious consumers
 In 2017, Brunswick Corporation signed a partnership agreement with VirZOOM to
launch the VirZOOM solution, which is expected to transform Life Fitness's Discover
SE3 bikes into a virtual reality experience
 MarketsandMarkets forecasts the weight loss and weight management market to grow
from USD 175.94 billion in 2017 to USD 245.51 billion by 2022, at a Compound
Annual Growth Rate (CAGR) of 6.9% during the forecast period. The major factors
that are expected to be driving the weight loss and weight management market are
increasing obese population, increasing number of bariatric surgeries, growing
adoption of online weight loss and weight management programs, rise in disposable
income in developing economies, sedentary lifestyle, and increasing government
initiatives for creating awareness among obese populations. The objective of the
report is to define, describe, and forecast the weight loss and weight management
market size based on diet (meals, beverages, and supplements), equipment (Fitness
 Equipment, and Surgical Equipment), service (Fitness center and health clubs,
slimming centers and commercial weight loss center, consulting services, and online
weight loss programs) and region.       


Pot belly didn���t matter on celluloid then. Bollywood legend Sanjeev Kumar���s
classic acts in 70���s hit flicks such as Seeta Aur Geeta, Sholay or Pati, Patni Aur Woh
were total paisa vasool. As were the portly Shammi Kapoor���s sizzling dance numbers
remembered even today for their groovy rock ���n��� roll style.

Cut to the present flashy age of SRK���s six pack abs, Kareena Kapoor���s size zero
syndrome, Adnan Sami���s almost unbelievable ���thin��� avatar or Bipasha
Basu���s fitness ..

Obesity is increasingly posing itself as a grave problem in India, just as in many developed
countries such as the US and UK. Though India���s obesity level is less as compared to
the US and UK, at approximately 8%, against over 25% in US and 15% in Europe, the
problem can soon reach that magnitude if not adequately addressed.

The Union health ministry last year slimmed down the Body Mass Index (BMI) to 23 kg/m2
as against 25 kg/m2 globally. BMI is the body weight of an individual measured in
proportion to his height. The primary reason to lower BMI levels was to fight the danger of
India becoming a diabetes hub by 2050.

According to experts, obesity is more of an urban phenomenon with a prevalence of at least

30-50% general obesity levels and 40-70% abdominal obesity. Indian women are more prone
to abdominal obesity as opposed to men. The obesity levels are half or even lesser than these
in rural areas, says Dr Anoop Mishra, director of diabetology, obesity and metabolism
department, Fortis Group.

Dr Mishra asserts that a lower BMI guideline is necessary for Indians living anywhere in the
world. ���Indians are more prone to Type 2 diabetes, hypertension and heart disease. We
are developing diseases at lower BMI too, so it was absolutely necessary to revise these in
India. We have also revised exercise guidelines to 60 minutes, all 7 days of the week. But a
lot more still needs to be done. The government needs to launch a major programme to
counter the obesity issue. Otherwise there will soon be a diabetic factory in India.���

Digest this: The present market size for the anti-obesity market in the country is estimated as
being over Rs 1,800 cr, according to leading management consulting organisation Technopak
Advisors. This overall market���comprising fitness centres/gymnasiums, slimming
services, food supplements and ayurveda treatments���is projected to grow at a rate of
13% CAGR through 2010.

Fitness and diet centres, FMCG companies, apparel brands and even fast food joints are all
cashing in on the keep fit mantra. The Indian healthcare market, comprising healthcare
delivery, pharma and medical technology, is estimated at a huge $34 billion and growing at
15% annually, according to the Technopak analysis.

Dr Rana Mehta, vice president, healthcare, Technopak Advisors says a change in lifestyles is
making obesity the major cause of chronic illnesses. ���Obesity is a growing epidemic in
India. It is the leading cause of morbidity or unproductivity in US. We are much better off
here but a more proactive approach is needed.���
In a bid to make products more healthy, many of the fast food and casual dining places have
taken to reducing the trans fat content. Trans fats are harmful fats that can increase the risk of
heart disease as they are known to raise levels of ���bad��� cholesterol. Cities such
as New York, Seattle and Philadelphia in US have already banned the use of artificial trans
fats.

In India, while there is no law banning the use of trans fats, consumer consciousness on the
issue is growing. Quick service restaurant McDonald���s, for instance, says they are
serious about removing identified undesirable aspects such as trans fats. Says Vikram Bakshi,
MD ��� McDonald���s India (North & East),���The vegetable oil (RBD palm
oil) that we use is naturally trans fat free. The french fries are also trans fat free. We share
nutritional and calorie details with customers through a nutritional leaflet. Besides, products
such as wraps that use multi-grain bread, Chicken McGrill that uses grilled chicken patty and
soft serve with just 3.5% milk fat are on our menu.��� The restaurant attributes 10% of
sales from the healthy product list on its menu. According to them, this portfolio is growing
at a rate of 7-10% y-o-y.

Similarly leading food and beverage company PepsiCo India has reduced saturated fat
content in its core products such as Lay���s Kurkure, Uncle Chipps and Cheetos by 40%
and all their products have zero trans fats. ���This is one in a series of steps that we have
taken to encourage our consumers to snack smart. As we grow, the portfolio transformation
will continue with a systematic plan to reduce added sugar, sodium and saturated fats in
products,��� says a PepsiCo India spokesperson.

Other food chains such as Pizza Hut say that they will be targeting the healthy segment in a
big way, in addition to existing options. ���We have noticed sales of our salads and pasta
mix go double over the last two years. ���Better for you��� options is a definite trend
now and we will respond with adequate offerings over the next one year,��� says Anup
Jain, marketing head, Pizza Hut.

Even low fat ice creams, sodas and probiotic products are finding takers. Mother Dairy, a
leading marketer of dairy products and fruit and vegetable products, accounts 15% of its
business from probiotic curd products and 7-8% from ice lollies. ���We see an audience
for these products as they bring the benefit of digestion with them. From an urban context,
the need and necessity of these stands even more,��� feels Paul Thachil, CEO (dairy &
food), Mother Dairy.

Similarly, Hindustan Unilever Limited (HUL), a leading FMCG company, has three focus
areas���addressing micro-nutrient deficiency, helping mothers to provide nutritional
options for children and offering consumers a simple way to differentiate healthy food
choices. The company has introduced the ���healthy choices��� logo in India in its
food products. ���As part of this programme, we are committed to reducing the quantity
of fat, salt and sugar in our products. Currently, 85% per cent of our portfolio qualifies for the
healthy choices stamp,��� says a company spokesperson.

Coining new phrases on the menu to attract consumer attention has also become a part of the
game. Responding to the market curiosity over size zero, food and beverage chain Barista
Lavazza recently introduced the Size Zero Frappe for consumers. A reflection, perhaps, of the
increasing consumer interest towards lean. They claim a 30% y-o-y growth from their low cal
product offerings.

Size zero became the buzzword after Kareena Kapoor lost tonnes of weight post the hit film
Jab We Met. Mumbai-based nutritionist Rujuta Diwekar and author of the book, Don���t
Lost Your Mind, Lose Your Weight, who is credited with making the Bollywood diva lose
the extra flab says that size zero has been more of a media frenzy than a reality. ���The
way we think of this term is unhealthy. People are much more informed about this now.
Women would perhaps make 10% more amy clients than men. While women across
categories come for diet schedules, in the case of men its mostly the successful lot such as
entrepreneurs and CEOs.��� And what really is the logic for that? ���Men probably
have more of a complex in accepting that they have a problem. You could blame it on their
social outlook,��� adds Diwekar.

Diet and slimming centres are not the only ones advocating lean. Fitness centres have been
enjoying brisk business by showing off their fun side. The fitness market, in fact, is seeing a
wide range of innovative options being added to its kitty. Workout sessions which have hit
off really well in international markets are now finding an eager audience in India too. Be it
Reekok���s Jukari Fit to Fly Campaign which got Hollywood celebs hooked, Ballerina
dance sessions or Fitness First���s Masala Bhangda workshops, people are looking at fun
methods to shed off not just the flab but monotony ridden schedules too!

Reebok master trainer Nisha Varma says that an enthusiastic clientele exists for fun
workouts. According to a specially commissioned Reebok research of 15,000 women across
25 countries in 2008, it was found that 61% of women would workout more if it was fun. The
reason for that is simple Men are more gym bound in the sense that they like to develop
muscle. Women, on the other hand, look more at fun and new methods. For example, our
Jukari Fit to Fly Campaign with Fitness First almost makes you feel like a child again,���
says Varma.

But men are catching up too. Premium menswear apparel brand Van Heusen is seeing a
steady response for its slim fits. Interestingly, their most popular buys are 39 and 40 shirt
sizes now as against 42 or 44 earlier. ���Slim fits have started selling more. Men are
getting more conscious towards their health and fashion sense as against earlier,��� says
Shital Mehta, COO, Van Heusen.

While apparel brands are busy playing on the new slim psyche, there is also a small lot
catering completely to plus size clothing in India. Brands such as Revolution, Just My Size
and A Little Larger (ALL) are some of the players operating in this market. Zahid Shaikh,
chief marketing, Pantaloons India which retails ALL says that they are targetting a 20%
growth from the brand in FY 10.

This mushrooming up of anti-obesity businesses and sub categories within businesses can
easily be attributed to the new found obsession of looking good. Psychologists feel that looks
related preoccupation have shot up immensely in today���s youth. ���Media has had
a big role in making this obsession come about. Appearance related issues also result in
stereotypes about fat people that are not true. Stereotypes such as fat people are funny, lazy,
can���t exercise and so on. All these undoubtedly have a bearing on one���s self
esteem.���

Perhaps it is these very stereotypes which makes fat people a butt of all jokes ��� on
screen or otherwise. Is it the social conditioning or the notion that appearance alone matters
which leads to these false stereotypical notions? Senior consulting psychiatrist Dr Sanjay
Chug says that society is known to judge people on the way they look. ���One���s
self esteem is centred around his or her appearance. An obese person can easily develop
problems related to confidence, depression or indecisiveness owing to a negative self
image.���

Dr Chugh adds that children would probably face these problems much more and could end
up feeling alienated. ���At least one adolescent comes to me every two days for weight-
related issues. Bollywood icons for them are very important. The environment around them
needs to be better and they need to be conditioned from the beginning to eat right.��� The
depiction of fat on television can play a big role in making this conducive environment a
possibility. A lot of weight-based show formats have kicked off recently in foreign countries
such as Drop Dead Diva, The Biggest Loser and More to Love which have steadily climbed
the rating charts. While some of these target weight loss, some are based on fiction or dating
themes.

In India, though, only one such reality show Biggest Loser Jeetega by Sahara One came to
the fore in 2007 where 16 obese participants battled it out to lose weight.

Television can perhaps be a great medium to encourage people towards getting more health
responsible. And at a time when reality television attracts both Gen X and Gen Y like nothing
else, maybe the time is just right for television to take a new mature twist. Are producers
listening?

Globally, the prevalence of obesity has significantly increased over the past few decades. In
2019, more than 2 billion adults across the world were overweight which is about 28%-30% of
the global population. Countries such as the US, China, India have a large number of people
suffering from obesity. In the Middle East, more than 70% of the population is overweight. The
growing prevalence of obesity increases the risk of developing lifestyle-related diseases such as
diabetes, cardiac arrest, and stroke. With growing consumer awareness about such risks, there
is an increased demand for weight loss supplements. These factors are fueling the growth of the
global weight loss supplements market.

The reason why most diets don’t work is because they are not a cultural fit.
The weight-loss industry knows this only too well and most diets that you try
are for a couple of weeks or max months. It’s not uncommon for you to
overhear conversations where people speak of how they can diet till 5 pm,
after which they just have to eat.
And as a country that had learnt over centuries to be grateful for the food on
the plate, we replaced gratitude with guilt. Meal times that were meant to be a
time of silence and reflection turned to times that were utilised to watch TV or
to wildly discuss the latest weight-loss foods. Instead of eating as per the
appetite, we started reducing the amount of food by drinking soup, chomping
salads and gulping a fibre drink before the meal. It didn’t make us any thinner
or healthier, but gave us a sense of suffering, another emotion the weight-loss
industry thrives by. We are willing to do anything to lose weight but eat local,
seasonal, home-cooked food.
It’s like this—if you are looking to translate a word from a vernacular language
into English and find no equivalent, would you deny that the emotion exists or
do you understand it as a limitation of English? A similar approach needs to
be in place with local, traditional diets. In English, they may get translated as
too much carb, incomplete protein, too many calories, etc., but that is the
limitation of the language. Nutrition science is yet to develop the
understanding and vocabulary to express how intelligent, climate-resilient and
nutritious native meals are. And till that time we must continue to patronise
them because mohabbat, ishq, ibadat are all love in English but the heart can
tell the difference.
The market for weight loss diet and weight management in India is expected to grow
in terms of revenue and witness a CAGR of 9.26% over the forecast period 2019-
2025, as per a study conducted by Triton Market Research.

A growing number of weight-conscious consumers will continue to drive the demand

for weight management products, seeking safe and effective products. The overall
awareness of the benefits of maintaining healthy body weight and a presentable
appearance has encouraged many Indians to choose weight loss diet and weight
management programs to complement their physical exercise and weight loss
regimes. Also, new technology has enabled health enthusiasts to incorporate internet
tracking tools and smartphone applications in their weight loss regimes. This is
providing a further boost to the sales and awareness of the market.

However, the fear over side-effects is a major restraining factor that is slowing the
adoption of weight management products, as consumers are choosing other methods
to maintain their weight and stay healthy. Triton Market Research’s report on the
India weight loss diet and weight management market provides an in-depth insight
and segmentation analysis of the market. The detailed analysis of the market
includes: PESTEL analysis and value chain analysis. The segmentation analysis of the
India weight loss diet and weight management market includes: the market by diet.

Herbalife International, Heinz India Pvt. Ltd., Himalaya Drug Company, Abbott India
Ltd. and Camillotek India Pvt. Ltd. are some of the important companies operating in
the weight loss diet and weight management market.