Research has found that living a healthier lifestyle is topping the list of goals and aspirations for people in India. And thanks to their rising disposable incomes, they are in a position to splash out on eating and living well, opting for natural products and clean labels.

The wellness movement has already washed over the West, and it's now trickling into India. The country boasts a small but growing market for healthier food and drink, and despite their typically higher price point, health-conscious Indians are more than willing to pay.

Paper Boat, a drinks brand available in traditional Indian flavours, has emerged as the country’s most successful non-tech start-up, raising its parent company’s value to over $100 million. How did a story around childhood nostalgia elevate it from just another premium packaged drink?

With obesity at the forefront of many consumers’ minds, they are looking for healthier snacking options. In response, snack and beverage brands are implementing new strategies, including reducing portion sizes, ‘premiumising’ their products and using clearer labelling.