New Delhi, Jan. 5 -- India's century-old wellness brands are being forced into a rethink. As direct-to-consumer (D2C) startups reshape how young Indians discover and consume supplements, traditional ayurvedic and Unani players-from Dabur to Hamdard-are racing to shed their syrup-heavy, medicinal image and speak the language of Gen Z.

The shift goes beyond packaging. At stake is who defines wellness for India's next generation-legacy companies built on trust and scale, or digital-first brands selling science-backed outcomes, clean labels and lifestyle-led consumption. The answer could reshape one of India's fastest-evolving FMCG categories.

The stakes are high. India's health and wellness market was valued at about $40 billion in 2024, a...