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Vitamins and dietary supplements witnessed strong growth in 2013 at 13% in terms of current value. Growth was attributable to the growing awareness of health and wellness among Indian consumers. This was most obvious among urban consumers, who went through a paradigm shift and actively sought to improve their health. Until five years ago, the consumption of vitamins and dietary supplements was not considered important as the Indian diet consists of all the important food groups. However, a lack of...
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