Inside the cannabis wellness rush in India: Booming sales worry experts

India’s wellness supplement market is witnessing a surge in products focused on mental health, as more brands experiment with offerings such as caffeine-infused gummies to improve attention, full-spectrum cannabidiol (CBD) oil for stress relief, cordyceps mushroom pills to boost energy, CBD-based recovery gels for muscle pain, and more.

Among these, cannabis-based medicines have drawn particular attention after regulations around their manufacturing and sale became clearer in recent years. India’s cannabis-based product market was valued at $1.3 billion in FY2024 and is projected to reach $4.7 billion by FY2032, expanding at a compound annual growth rate of 17.34%, according to Delhi-based research firm Markets and Data.

Cannabis-based medicines have long been prescribed by Ayurvedic doctors for specific ailments. But a new wave of direct-to-consumer (D2C) companies is now selling attractively packaged cannabis products, from gummies to oils and pills, promising stress relief, focus, and better sleep. Experts, however, are raising concerns over consumer safety and the lack of regulatory oversight.


Growing demand

Cannabis-based medicines have been legal in India under Ayurveda provided they comply with the Drugs and Cosmetics Act, 1940, the Narcotic Drugs and Psychotropic Substances Act, 1985, and the Food Safety and Standards Authority of India.

Since November 2014, cannabis-derived formulations have been overseen by the Ayush ministry (Ayurveda, Yoga & Naturopathy, Unani, Siddha, and Homoeopathy). To manufacture or sell these products, brands must obtain a central government license and subsequent state-level clearances. However, inconsistent regulations have long hindered the industry, ET had reported earlier.

Over the past two years, the Ayush ministry has issued multiple public notices clarifying the norms for manufacturing, marketing, and selling cannabis-derived products as more D2C brands enter the space.

“Since there is a bit of clarity on the regulations now, we are seeing an increase in the number of companies selling cannabis-based products as well as supplements,” said Renu Bisht, founder of Gurgaon-based brand consulting firm Commercify360. “We expect more D2C brands to enter the market as users are trying out these products and returning to purchase after seeing results.”

For instance, Mumbai-based Boheco (Bombay Hemp Company), one of India’s first medical cannabis startups, reports that nearly half its customers are repeat buyers. “More than 45% of our customers are coming back, which is a healthy indication when operating in the health and wellness industry,” said cofounder Yash Kotak.

Also Read: From sustainable fashion to superfood: Boheco’s bet on regulated ganja to create an ecosystem

The 12-year-old company sells pain management, sleep, anxiety and stress relief, and menstrual cramp relief products through its D2C website, branded clinics, and stores. Boheco has grown 30–40% month-on-month in 2025, closing FY2025 with Rs 7.5 crore in revenue, up from Rs 5.3 crore the previous year.

Boheco is backed by the late Ratan Tata and angel investor Rajan Anandan, along with Ashutosh Valani and Priyank Shah (founders of Beardo and Renee Cosmetics), and the investment arm of IIM Ahmedabad.

Similarly, bootstrapped Delhi-based Awshad, which offers CBD oils and gummies, is also witnessing growing demand and customer engagement.

“On a year-on-year basis, we reported a threefold jump in our revenue this July compared to last year,” said cofounder Shivam Singhee. “Engagement on our platform has risen, with a growing number of repeat customers. The average cart size is around Rs 5,200.”

Marketing gimmick?

Many cannabis products are marketed as scientifically proven to help with stress, anxiety, muscle ache, menstrual cramps, and boosting energy. But medical experts caution that while cannabis medicines can aid in relieving stress and anxiety, claims around their effectiveness in physical pain management are overstated.

“We have seen cannabis medicines help some patients with cancer or other serious conditions feel better. However, effectiveness varies from person to person,” said Bengaluru-based Ayurvedic doctor Sharon Samuel. “Often these products are marketed as curing anxiety or menstrual cramps, but nowhere in Ayurveda is it mentioned that cannabis, called Vijaya in Sanskrit, relieves physical pain.”

Naturopathic physician Poorvi Bhat Khandige added that she would not recommend cannabis medicines to all patients struggling with insomnia or sleep issues — even though many brands aggressively promote CBD products as sleep aids.

A Bengaluru-based user who tried CBD oil for sleep said, “I saw ads claiming CBD oil helps with sleep and purchased it. While it did improve my sleep, it left me feeling very slow the next day.”

Medical experts emphasise that these medicines should be taken only under medical guidance. “If you are taking these products therapeutically, it should be for two to three weeks, alongside lifestyle changes,” said Khandige. “But many people buy them based on marketing and end up consuming more than they need.”

Regulation and oversight

While these companies operate legally, the core issue lies in how their products are marketed. The regulatory framework still lacks strict guidelines on promotional claims. In most cases, patients require a doctor’s prescription to buy cannabis medicines.

Some platforms have on-call doctors, often described as “cannabis specialists”, who provide online diagnoses to enable purchases. The Ayush ministry flagged this trend in September 2024, issuing a public notice clarifying that it does not endorse any cannabis-specialist doctors.

Clearly, regulations around marketing and prescriptions are still evolving. Medical experts worry whether consumers are making informed choices or falling prey to exaggerated claims.

Mails and calls to the Ayush ministry did not elicit a response.

Also Read: Hooked to hemp: Can better regulation help to unleash the medical and industrial advantages of cannabis?