Combining Svarjiksara (Shudh) - the Ayurvedic term for purified sodium bicarbonate or baking soda and Lactobacillus probiotics derived from Indian curd extract Dahi, the formulation was designed to bring together traditional Indian dietary practices for both gut relief and gut microbiome support.
Indian dietary practices have long associated curd and buttermilk with digestion and gut comfort.
”Importantly, this is not simply the adaptation of a global product. It has been developed using deep local insights and is manufactured locally, making it a 100% ‘Made in India’ offering," Sandeep Verma, head of South Asia, Bayer’s Consumer Health Division, told NutraIngredients.
With e-commerce and q-commerce flourishing in India, Bayer has adopted a digital-first strategy for the new product, where it is sold across chemists, e-commerce, e-pharmacies, q-commerce and modern trade, supported by sampling and in-store visibility.
Beyond symptom relief
The new product - an effervescent powder packed in single-use sachets - also addresses the growing trend of consumers seeking products that offer digestive comfort, beyond simply immediate relief from gut symptoms such as acidity, gas and indigestion.
“The antacid category in India has remained largely unchanged for decades, even as consumer lifestyles and expectations have evolved significantly. With Alka-Seltzer®, we are looking to redefine this space by introducing India’s first antacid with probiotics, designed to deliver both fast-acting relief and support for long-term digestive health,“ said Sandeep.
In India, nearly seven out of 10 people report experiencing digestive issues weekly or even daily. Acidity (37%), gas (33%) and indigestion (20%) are among the most frequently reported concerns, often disrupting daily routines and productivity. Lifestyle factors such as irregular meals, stress and sedentary routines are key factors causing digestive issues.
As preventive self-care grows, alongside greater health awareness and changing consumer behaviours, Sandeep believes that there will be a greater convergence between symptom management and wellness support in new product development.
“As consumer expectations continue to evolve, we expect to see greater innovation across self-care categories that bring together symptom management, wellness support, convenience and accessibility,” he said.
India’s self-care market growth potential
In fact, Sandeep believes that India has the potential to become one of the top three largest self-care markets.
At present, the Indian consumer health market is valued at approximately US$4.2bn and continues to grow at an estimated 7%-8% annually.
“We believe India has the potential to become one of the top three self-care markets globally because of a unique combination of demographic, behavioural and digital factors,” said Sandeep.
India’s potential as a major self-care market comes from several factors, namely a young population, rising health awareness, increasing self-care adoption and being one of the world’s most advanced digital ecosystems.
Based on a study published in the EPRA International Journal of Multidisciplinary Research (IJMR) last year, around 42% of semi-urban consumers in India are adopting healthier habits and purchasing wellness products.
The same study also reported that about 58% of consumers discover health products through social media platforms and nearly 45% made online purchases after seeing digital campaigns.
“Together, these trends are creating a significant opportunity for self-care to become a much larger part of everyday healthcare behaviour in India,” he said.
