ABSTRACT
In any industry, it is never easy to achieve as well as maintain a competitive advantage. There are independent as well as related challenges in pharmaceutical and food sectors since both elds have been introduced at different stages of a life cycle. While the nutra and food sectors are at an early growth stage, the pharma sector has reached the maturity stage. Therefore, the challenges should be looked at from both perspectives together and individually in light of the fact that the population has now become much more demanding and sophisticated and is expecting
Introduction .............................................................................................................. 73 Pharma Sector and Its Growth ............................................................................ 74
Science-Driven Evolution ........................................................................................ 74 Microbiome Theory: The Dysfunction and Disorder Relationship ......................... 74
Looking toward Integrated and Holistic Medicines ............................................ 75 Naturopathy and Yoga ......................................................................................... 75 The New Normal World ...................................................................................... 75 Three Megatrends ................................................................................................ 76 How to Deal with the Chaos in the World? ......................................................... 76 Management Toolkit ........................................................................................... 76 The Emerging Wellness Revolution ....................................................................77 The Nutrition Transition ...................................................................................... 78 A Change in Consumer Perceptions ................................................................... 78 New Food Development ...................................................................................... 79 The Role of Nutraceuticals in the Wellness Industry .......................................... 79 Niche versus Mass Market ..................................................................................80 Drivers .................................................................................................................80 Segment-Wise Growth ........................................................................................ 81 The Indian Market ............................................................................................... 82 How to Leverage This Opportunity in the Market? ............................................ 82
References ................................................................................................................84
