Awshad’s five-year consumer data shows 30–40 age group leading India’s wellness demand 

As wellness becomes an increasingly integral part of everyday life in India, consumers in their 30s are emerging as a key driver of demand. Data from medical cannabis wellness startup Awshad shows that consumers aged 30–40 account for approximately 44% of its customers with known age data, making them the company’s largest consumer cohort. The 20–30 age group is the next-largest segment, reflecting growing interest in wellness among working-age Indians. 

Marking five years since its inception, Awshad’s consumer data offers a window into evolving wellness preferences, including a growing focus on managing stress, mental wellbeing, and sleep. Anxiety and sleep-related products are among the largest categories in the company’s portfolio, pointing to the role these concerns play in shaping consumer demand. 

The trend comes amid sustained expansion in India’s health and wellness economy. According to a 2026 report by IMARC Group, the country’s health and wellness market was valued at approximately $164.35 billion in 2025 and is projected to reach $257.94 billion by 2034. Rising health awareness, greater emphasis on preventive wellbeing, and changing consumer preferences are contributing to this growth. 

Digital platforms are also reshaping how Indians discover and engage with wellness products. PwC India’s Voice of the Consumer 2025 found that 80% of Indian consumers surveyed use at least one healthcare app or wearable technology, with mental health and wellbeing, and sleep tracking among the key use cases. Separately, PwC research on online shopping found that 53% of urban consumers had purchased health and wellness products online for the first time after receiving recommendations from an online community. Together, these findings highlight the growing role of digital tools, online communities, and peer recommendations in influencing wellness choices. 

Awshad’s five-year order data reflects this emphasis on everyday wellbeing. Anxiety accounts for approximately 40% of the company’s orders, while insomnia and sleep-related products contribute around 20%. Combined, the two categories represent approximately 60% of total order volume, underlining the prominence of stress management and sleep support in the company’s consumer demand. 

The company has recorded more than 12,000 orders across 1,433 cities, with customers spanning all 36 states and Union Territories. This geographic spread suggests that demand for wellness products extends beyond traditional urban centres, creating opportunities for businesses to understand and serve consumers across a wider range of markets. 

The data also points to differences in preferences across age groups, with older consumers accounting for a more meaningful share of demand in categories such as chronic pain. These variations offer insight into how wellness needs can evolve across life stages, with implications for product development, consumer education, and how brands communicate with different audiences. 

“What stands out from our five-year data is how strongly wellness is becoming part of the everyday consumer conversation nowadays, particularly among working-age consumers,” said Richa Jaggi, Co-founder, Awshad. “The consumer today is more aware, more willing to explore different wellness options and increasingly looking at wellbeing as part of a regular lifestyle rather than an occasional consideration.” 

Shivam Singhee, CEO, Awshad said, “For the industry, this shift represents a larger opportunity but also a responsibility to build consumer trust as the category grows. Consumers are looking beyond simply discovering new products. They want transparency, consistency and credible information before making wellness part of their regular choices.” 

As Awshad enters its next phase of growth, its consumer data highlights a broader opportunity for India’s wellness industry to respond to changing needs with greater precision. With wellness increasingly intersecting with digital commerce and everyday consumer habits, understanding who is buying, which needs are driving demand, and what encourages repeat engagement will become increasingly important for brands seeking to build lasting relationships with consumers.