Aayush Wellness Launches Calcium Tablets, Enters Bone Health Segment

Aayush Wellness Limited has announced the launch of Aayush Calcium Vitamin Tablets, expanding its nutraceutical portfolio and entering the bone and joint health segment. The new product is aimed at addressing calcium and vitamin deficiencies while supporting bone health and overall nutritional requirements.

According to the company, the bone and joint health segment is estimated to be worth USD 16.3 billion, while the broader dietary supplements market is valued at USD 178 billion. The launch forms part of Aayush Wellness's efforts to expand its presence in the preventive healthcare and nutritional supplements market.

The newly introduced tablets contain calcium citrate and vitamin D2, which are intended to support calcium absorption and bone mineralisation. The formulation also includes magnesium and zinc for muscle function and joint health, along with folic acid to support cell renewal and metabolic processes.

The company highlighted the prevalence of nutritional deficiencies in India, citing estimates that vitamin D deficiency affects up to 80–90 per cent of the population, while more than 50 per cent of adults have inadequate calcium intake. These figures were provided by the company and have not been independently verified.

Commenting on the development, Kashiram Jadhav, Director of Aayush Wellness Limited, said the product launch aligns with the company's focus on preventive healthcare and nutritional solutions. He also noted that increasing consumer awareness of nutritional requirements could create growth opportunities in the segment.

The introduction of the calcium and vitamin supplement adds another product category to Aayush Wellness's existing nutraceutical portfolio. The company intends to continue developing products targeting everyday nutritional and healthcare needs.

However, the company has not disclosed the product's pricing, expected sales contribution, distribution plans or financial investment associated with the launch. Its commercial impact will depend on consumer demand, market reach and competition within the dietary supplements industry.