ICG's D2C healthcare marketing covers the full category: supplements, nutraceuticals, ayurveda brands, wellness products, beauty-adjacent health products, and the broader health-and-wellness D2C surface. FSSAI + AYUSH + CDSCO + ASCI compliance built into every claim, every ad, every product page.
The D2C healthcare regulatory stack
D2C healthcare brands navigate a regulatory environment that's stricter than retail/lifestyle D2C and looser than prescription pharma — but with its own specific constraints. FSSAI (food, supplements, nutraceuticals), AYUSH (ayurveda, homeopathy, naturopathy), CDSCO (medical devices, certain health products), and ASCI (advertising standards across all categories) all apply simultaneously.
FSSAI Advertising Regulations: Claims about health benefits require specific substantiation. "Clinically proven to reduce blood sugar" for a nutraceutical without supporting evidence is an FSSAI violation. ICG's D2C engagement starts with a claim audit against FSSAI requirements.
AYUSH Advertising Guidelines: Ayurvedic product claims require classical text references, panchaakarma traditions, or AYUSH-recognised clinical study evidence. Modern marketing claim formats often violate AYUSH standards inadvertently.
The D2C performance + brand stack
ICG's D2C programme operates the full performance + brand + retention stack: Meta Ads (the primary discovery channel for the 22-42 demographic), Google Ads (intent capture), Amazon + Flipkart marketplace performance, Quick Commerce category placement, D2C website conversion architecture, subscription mechanics for LTV-to-CAC leverage, and retention email + WhatsApp sequences within DPDP Act 2023 consent compliance.
Beacon attribution across the D2C path: typical D2C conversion path is 5-15 touchpoints across 14-45 days. Standard attribution under-credits awareness touches and over-credits last-click marketplace. Beacon's extended attribution allocates credit accurately across the full path.
Sub-categories and city pages
Specialist sub-pages:
supplements marketing,
nutraceuticals marketing,
ayurveda brand marketing,
wellness products marketing,
health e-commerce marketing. City pages:
Mumbai,
Delhi NCR,
Bangalore,
Gurgaon.
How to start
The engagement begins with a free 30-minute diagnostic at /book — covering the specific regulatory framework relevant to your category, the channel mix calibrated to your stage and economics, attribution architecture, and a 90-day action plan. Whether you engage ICG or not, you leave with clarity.
Related ICG resources
AEO Agency India for AI search visibility. Healthcare SEO for the CBO/Device ID/CRO framework. Performance marketing for the 7-lever CPQL diagnostic. Hawk for Device-ID attribution. Beacon for lead-lifecycle automation. Pharma practice for IIT BHU-led pharmaceutical engineering depth.
