India’s Functional Food Market Is Expanding Rapidly. Building in It Correctly Requires More Than a Good Idea. There is change happening among the consumers of India. From a focus on cure to a shift towards prevention, a greater number of urban and semi urban consumers have adopted this way of approaching their health. Foods that can provide something beyond just sustenance, be it anything related to boosting immunity, aiding digestive health, providing energy or aiding cognitive functions, are slowly finding themselves in the mainstream. Functional foods in India has gone from being an area that only FMCG companies could capitalize on to becoming a reality for new startups, entrepreneurs, or smaller scale manufacturers who know how to do things the right way.