Aayush Wellness Limited has expanded its nutraceutical portfolio with the launch of Aayush Calcium Vitamin Tablets, targeting the growing demand for bone and joint health products in India.

The company said the launch marks its entry into a segment within the dietary supplements market, which is witnessing increased demand amid growing consumer awareness of nutritional deficiencies and preventive healthcare. The bone and joint health segment is valued at USD 16.29 billion, while the broader dietary supplements market is estimated at USD 178 billion, according to the company.

The newly launched formulation combines calcium citrate and Vitamin D2 to support calcium absorption and bone mineralisation. It also contains magnesium and zinc to support muscle function and joint health, along with folic acid to aid cell renewal and metabolic processes.

According to the company, the supplement is designed to support bone density, skeletal strength, muscle function, joint mobility and overall wellbeing, addressing nutritional gaps across different age groups and lifestyles.

Aayush Wellness highlighted the prevalence of calcium and Vitamin D deficiencies in India as a key factor driving demand for bone health solutions. The company aims to bridge the gap between daily nutritional requirements and actual nutrient intake through its latest offering.

Kashiram Jadhav, Director of Aayush Wellness Limited, said the launch aligns with the company's focus on preventive healthcare and science-backed wellness products. He added that the category presents significant growth opportunities and commercial potential for the company and its shareholders.

The launch is part of Aayush Wellness' broader strategy to diversify its nutraceutical portfolio and tap into the expanding consumer wellness market.