Awshad, a South Delhi-based medical cannabis wellness startup, has released consumer insights from its five-year journey, highlighting the growing demand for wellness products among working-age Indians. According to the company, consumers aged 30–40 represent approximately 44% of its customers with known age data, making this the largest consumer cohort, followed by the 20–30 age group.

The company’s data also points to strong demand for products associated with anxiety management and sleep-related concerns. Anxiety-related products account for approximately 40% of Awshad’s orders, while insomnia and sleep-related products contribute around 20%. Together, these categories represent approximately 60% of the company’s total order volume.

The findings offer a snapshot of consumer preferences within Awshad’s customer base as wellness becomes a more prominent part of everyday health and lifestyle conversations.

Working-Age Consumers Drive Demand

Awshad’s five-year consumer data identifies the 30–40 age group as its largest segment among customers with known age information. The 20–30 age group is the next-largest segment, indicating that demand within the company’s customer base is concentrated among younger and middle-aged adults.

The company believes this pattern reflects increasing interest in integrating wellness into regular routines, particularly among working-age consumers managing the demands of professional and personal life.

Its data also indicates differences in preferences across age groups, with older consumers representing a more meaningful share of demand in categories such as chronic pain.

These findings are based on Awshad’s own consumer data and describe patterns within its customer base rather than the entire Indian wellness market.

Anxiety and Sleep-Related Products Lead Orders

Anxiety and sleep-related products form the largest combined categories in Awshad’s order mix. According to the company, anxiety-related products account for approximately 40% of orders, while insomnia and sleep-related products account for around 20%.

The figures highlight the importance of stress management, sleep and mental wellbeing in the company’s product portfolio. They also reflect the range of concerns for which consumers are exploring wellness products.

Commenting on the findings, Richa Jaggi, Co-founder of Awshad, said, “What stands out from our five-year data is how strongly wellness is becoming part of the everyday consumer conversation nowadays, particularly among working-age consumers.”

She added that consumers are becoming more aware, increasingly willing to explore different wellness options and more inclined to view wellbeing as part of a regular lifestyle rather than an occasional consideration.

Customer Base Spans More Than 1,400 Cities

Awshad has recorded more than 12,000 orders across 1,433 cities, with customers distributed across all 36 states and Union Territories of India.

The company’s geographical reach suggests that its customer base extends beyond traditional urban centres, reflecting the potential for digital commerce to connect wellness brands with consumers across diverse locations.

As wellness products become more accessible through digital channels, consumer preferences, product discovery and trust are likely to remain important considerations for companies operating in the category.

India’s Expanding Wellness Market

Awshad’s findings come amid broader growth in India’s health and wellness economy. According to a 2026 report by IMARC Group cited in the company’s announcement, India’s health and wellness market was valued at approximately $164.35 billion in 2025 and is projected to reach $257.94 billion by 2034. Rising health awareness, interest in preventive wellbeing and changing consumer preferences are among the factors supporting this expansion.

Digital platforms are also influencing how consumers discover and engage with wellness products. PwC India’s Voice of the Consumer 2025 report found that 80% of Indian consumers surveyed used at least one healthcare app or wearable technology, with mental health, wellbeing and sleep tracking among the key use cases.

Separately, PwC research on online shopping found that 53% of urban consumers surveyed had purchased health and wellness products online for the first time after receiving recommendations from an online community. This points to the growing role of digital discovery and peer recommendations in shaping wellness consumption.

Together, these trends provide a broader context for understanding the changing ways consumers engage with health and wellness products.

Building Consumer Trust in Medical Cannabis Wellness

Awshad operates in India’s medical cannabis wellness segment, offering products developed for consumers exploring options related to concerns such as stress, sleep difficulties and chronic pain.

As the category develops, consumer education, transparency and credible product information are important considerations for brands seeking to build long-term relationships with customers.

Shivam Singhee, CEO of Awshad, said the shift in consumer behaviour represents a larger opportunity for the industry, alongside a responsibility to build trust as the category grows.

He noted that consumers are looking beyond product discovery and increasingly expect transparency, consistency and credible information before incorporating wellness products into their regular choices.

About Awshad

Awshad is a South Delhi-based medical cannabis wellness startup co-founded by Shivam Singhee and Richa Jaggi. The company is bootstrapped and offers clinically tested, vegan and full-spectrum CBD products made using cannabis extract.

Its portfolio is intended for consumers exploring wellness options for concerns including stress, insomnia, anxiety, chronic pain, epilepsy and inflammation.

As Awshad completes five years since its inception, its consumer data provides a view of the age profile, product preferences and geographical distribution of its customers. The company sees an opportunity to serve India’s expanding wellness market by making consumer understanding, product information and trust central to its approach.

By : Vanshika Tayal