Nutrify Today opens NutrifyGenie AI to SMEs and start ups, accelerating ‘Responsible Nutrition’

At the Bharat Nutraverse platform, Nutrify Today announced it is opening the full capabilities of NutrifyGenie AI—its flagship product‑development and go-to-market engine—to India’s small and medium enterprises (SMEs) and start-ups. The move, announced by founder and chief catalyst Amit Srivastava, is designed to democratize tools that have largely been concentrated with big pharma, OTC majors, and large FMCG/consumer‑health players. By extending enterprise-grade capabilities to emerging companies, Nutrify Today aims to boost “speed to market” and “speed to innovation” while raising the bar on safety, compliance, and transparency.

A full-stack platform for faster, safer product cycles

NutrifyGenie AI stitches together the critical steps of the nutraceutical product life cycle into a guided workflow: ingredient scouting and evidence mapping; formulation design and dose rationale; claims architecture linked to published science; label and regulatory guardrails aligned to FSSAI and key export markets; and commercialisation planning, including pilot‑to‑scale considerations and channel readiness. For founders and formulators, the promise is fewer dead‑ends, fewer reworks, and faster iteration from concept to compliant launch. By embedding compliance checks and evidence linkages at the design stage, the platform seeks to reduce late-stage surprises—one of the most common reasons small brands burn time and capital.

Why this matters now: a market in lift‑off

India’s nutraceutical market has broadened rapidly on the back of preventive‑health adoption, digital distribution, and rising disposable incomes. Industry estimates place the market around US$8 billion, with sustained double-digit growth expected over the next several years. Within that, dietary supplements alone were valued at roughly INR 178–180 billion in 2024, with projections in the ~12–13% CAGR range through the next decade. Broader definitions that include functional foods and beverages push the opportunity higher, as consumers increasingly look for condition-specific, science-backed products across formats—from capsules and sachets to gummies and ready-to-drink solutions. As the market expands, evidence discipline and regulatory fitness are becoming competitive necessities rather than optional extras.

SMEs: India’s innovation engine

The decision to open NutrifyGenie AI targets the segment most likely to turn opportunity into variety on the shelf. India counts more than 6.4 crore (64 million) MSMEs, a sector that contributes nearly one-third of GDP and anchors a large share of exports. In nutraceuticals, SMEs often drive category exploration—testing new formats, ingredient combinations, and niche condition areas—but face structural constraints: fragmented supplier networks, limited in-house regulatory expertise, and high contract research or lab validation costs. By standardising research synthesis and compliance guardrails, NutrifyGenie AI aims to reduce asymmetries that have historically favoured larger incumbents. 

Levelling the field with capabilities once confined to giants

Over the past few years, large consumer and healthcare companies have consolidated emerging nutrition brands, underscoring both demand and the execution gap smaller firms face. Access to robust evidence libraries, disciplined claims frameworks, and compliant labelling has often been the difference between a product that scales and one that stalls. Opening NutrifyGenie AI to SMEs and start-ups reframes that dynamic: founders can build with them from day one instead of waiting to be acquired to access enterprise processes. The expected result is a more competitive pipeline where smaller players can compete on differentiation, speed, and proof.

What changes for founders and formulators

For most early-stage teams, three chokepoints dominate:

1. Evidence and claims — converting raw papers into clear, defensible claims and dose ranges.

2. Compliance — navigating label, claim, and safety thresholds across India and priority export markets.

3. Commercialisation — translating lab ideas into stable, manufacturable SKUs with credible cost structures.

NutrifyGenie AI addresses these via software-mediated steps: curated ingredient‑to‑outcome maps, claims templates bound by regulatory guardrails, and formulation scaffolds that surface compatibility issues early. The platform is designed to flag red‑lines (for example, claim language that exceeds substantiation or ingredients that require specific cautions), helping teams avoid costly rework. For companies operating on thin budgets and tight timelines, compressing these loops can be the difference between missing a season and owning it.

Catalysing ‘responsible nutrition’

The industry’s growth has brought scrutiny. Consumers want clarity on what works, regulators are tightening expectations, and retailers demand consistency. By moving rigorous methods upstream—before labels are printed or batches are booked—the opening of NutrifyGenie AI to SMEs is framed as a push toward responsible nutrition: products that are safe, appropriately dosed, clearly labelled, and supported by accessible evidence. If widely adopted, such tooling can reduce the systemic risk of non-compliant claims and under‑dosed formulas, lifting confidence across the value chain—from suppliers and contract manufacturers to e-commerce marketplaces and pharmacists.

Implications for India’s global play 

India is positioning itself as a science-led nutrition hub, with growing interest from international buyers in botanicals, speciality extracts, and condition-specific formulations. SMEs that can pair Indian sourcing advantages with world-class compliance and documentation stand to win not just in domestic channels but also in exports. Platforms like NutrifyGenie AI can help smaller firms package their science for global due diligence—harmonising labels, preparing dossiers, and aligning claims language to target markets—without the overheads that once made such ambitions prohibitive.

What to watch next

Execution will determine how far this opening moves the needle. Adoption depends on onboarding quality, supplier integrations, and the ease with which founders can bring existing projects into the platform. Still, the timing is favourable: a market expanding at double-digit rates, an SME base built for experimentation, and a policy environment that rewards formalisation and export readiness. By making enterprise-grade product‑development rails accessible to all, Nutrify Today is betting that the next wave of Indian nutrition success stories will be defined less by who they sell to—and more by what they ship: faster, safer, and with better science behind every claim.