Shilpi Madan
24-Nov-2025
Arun Mathews, Founder and CEO of Hebron Nutrition Inc., is powering the presence of health ninjas in India through a prized cluster of nutraceuticals
Founded and led by Arun Mathews, Hebron Nutrition Inc. represents over 400 GMP-certified U.S.-made brands distributed across North America, the Middle East, and Europe. The India launch highlights the company’s mission to democratise access to high-quality, evidence-based nutrition by partnering with hospitals, pharmacies, and digital platforms nationwide.
The company’s mission is to make GMP-certified, high-quality wellness products accessible to health-conscious consumers across continents. With a trusted global network, medical expertise, and a focus on non-GMO, organic, and eco-friendly formulations, Hebron stands as a global partner for evidence-based nutritional wellness. Headquartered in Illinois, USA, Hebron serves markets across the U.S., UK, UAE, and now India.
Excerpts from a conversation:
1. Preventive health care has emerged as a big gamechanger post pandemic. How has Hebron reoriented itself to meet the rising interest and demand in this sector?
With the market flooded with supplements, Hebron focuses on distributing products that are proven in the space of preventative health. These are science-backed products that have undergone clinical trials and third-party tests. Additionally, we have been seeking ways to make such high-quality nutraceuticals available worldwide through our cutting-edge logistical and warehousing operations.
2. How many nutraceuticals is Hebron Nutrition Inc. distributing in India now?
We will start with 12 tried and tested brands in the US and Europe: essentially market leader products in their respective specialities, such as gut health and cardiovascular health.
3. In keeping with the rise in luxury wellness, what are the key areas in which Hebron has revised its focus?
In the last couple of years, we have brought brands that are geared more towards cellular health, anti-ageing and hair and skin care.
4. Which brands have made a debut on Indian turf?
Some of the key brands we are launching in the industry include Microbiome Labs, TA Sciences, Nordic Naturals, Superieur Electrolytes, Nutridyn, EquiLife, and Nutramax.
5. Identify the best-selling categories in the bouquet of offerings?
The best-selling categories include supplements for hair, gut health, and cellular health.
6. For the consumers, how vital is the “science-based research” in authenticating the impact of the nutraceuticals?
It is critical for consumers to ensure nutraceuticals are science-backed for three main reasons: ensuring consumer safety; efficacy and credibility; and building trust and confidence.
7. What volumes and growth rate are you looking at over the next two years?
We expect US nutraceuticals to grow at the rate of 20 per cent year over year. With sales in the first 12 months to be in the region of USD 7 to 10 million
8. How active are Tier 2 and Tier 3 cities in terms of consumption?
We are currently focused on the Tier 1 cities in view of the premium offerings composing our portfolio. In the near future, we hope to make these high-quality supplements available to Tier 2 and Tier 3 cities.
9. How important is India in the scheme of revenue in Asia?
India is one of the fastest-growing economies amongst advanced countries. We believe India to be one of our top 5 countries, not just in Asia, but globally.
10. What changes have you observed in the pattern of consumption of nutraceuticals over the past five years?
More consumers are ready to purchase online once they trust a brand and the portal selling that brand. We are experiencing the emergence of new formats and delivery modes in drinkable shots and patches. There are social media-influenced buying patterns and evolving demographics, with an increasing demand for evidence-based products and transparency.
11. Which age groups are the largest spenders on nutraceuticals?
The majority of our consumers lie in the age group of 30 to 40 years. The demographics do tend to SKU more towards women. Approximately 65 per cent in favour of women.
12. Longevity scores high on the list of priorities of the luxury spender. How are you working towards facilitating this in India?
We are introducing one of the leaders in this area – TA Sciences. These products are FSSAI approved, stocked and readily available in India for immediate sale. These products retail upwards of Rs 9000 for a 30 day supply.
13. What has been your biggest learning?
Each country is different in terms of the demographics, buying habits, trends and affordability.
