Bayer is accelerating its consumer healthcare expansion in India as it targets the country’s rapidly growing self-care market. The company plans to introduce new products and widen its retail footprint to strengthen its position in the sector. According to industry estimates, India’s self-care market is currently valued at nearly ₹40,000 crore.
Focus on Digestive Wellness and Self-Care
The company is entering India’s ₹2,500 crore digestive health segment with its over-the-counter antacid brand Alka-Seltzer, which already operates in more than 70 countries. Bayer also aims to expand beyond antacids and focus on broader digestive wellness and gut health solutions.
As per The Economic Times, Sandeep Verma, Head of South Asia at Bayer Consumer Health, said the company views self-care as a major pillar in India’s long-term healthcare and economic growth strategy. He highlighted that a large percentage of Indians experience digestive issues every week, which creates strong demand for wellness-focused products.
Expansion Across Multiple Healthcare Categories
In addition to digestive health, Bayer continues to strengthen its presence in pain management, nutrition, and dermatology. The company had earlier entered India’s skincare market with Bepanthen and now plans to further scale its healthcare portfolio in the country.
Wider Distribution Network Planned
Bayer also intends to significantly increase the reach of its flagship pain relief brand Saridon. The company plans to expand Saridon’s distribution network from nearly 200,000 outlets to 350,000 outlets over the next three years.
Moreover, Bayer expects its overall retail presence to reach around 600,000 chemists, which would cover almost half of India’s estimated 1.2 million pharmacies. At the same time, the company will distribute Alka-Seltzer to nearly 100,000 stores through traditional retail channels as well as quick-commerce platforms.
India Emerges as a Key Growth Market
Bayer believes India could become one of the world’s top three self-care markets within the next five years, after the United States and China. Therefore, the company aims to expand its household reach from around 45 million to nearly 100 million households over the next four years.