New Delhi, April 14 -- Shares of health and nutrition products maker Zydus Wellness have climbed more than 25% in the last one months even as the company's profits show the strain of new launches and overseas acquisitions but its CEO's focus is elsewhere: stay ahead of consumer expectations, not lag them.

"As long as you are focused on evolving with the brand or ahead of the consumer's expectations, you will stay in touch. If you are only following, you will lose relevance pretty quickly," Tarun Arora told Mint in an interview.

The strategy appears to be resonating with investors, at least in the near term.

Shares of the company have risen 25.7% over the past month, significantly outperforming the NIFTY 500's 3.7% gain. The stock close...