Herbalife is expanding its footprint beyond metros: Panchali Upadhaya

As wellness evolves from a trend into a way of life, brands are under increasing pressure to be more than mere providers — they must become partners. Herbalife India is embracing this shift decisively, positioning itself not just as a nutrition brand, but as an enabler of personalised, purpose-driven wellness journeys.

In this exclusive conversation, Panchali Upadhaya, Vice President – Sales, Marketing & Associate Communications at Herbalife India, explains how the brand is reimagining its strategy to stay ahead. From functional nutrition innovations and influencer-led engagement to strengthening outreach in Tier II and III cities, and doubling down on sports partnerships, she shares how Herbalife is building a truly omnichannel wellness ecosystem — one that is backed by science, shaped by insights, and fuelled by trust.

Edited Excerpts

With the wellness market becoming more competitive, how is Herbalife differentiating its positioning as a premium nutrition brand in India?

In an increasingly competitive wellness market, Herbalife is establishing itself as a premium nutrition brand and a trusted partner in the wellness lifestyle rather than just a supplement provider. The brand offers science-backed nutrition solutions tailored to modern lifestyles and wellness goals, emphasising the use of high quality ingredients and product efficacy developed through extensive research.

What further elevates Herbalife’s positioning is its personalised approach, with trained Independent Associates delivering customised coaching and wellness plans that enhance consumer experience. Complementing this is Herbalife’s community-based engagement model, which provides ongoing motivation and support to consumers on their wellness journeys, reinforcing trust and long-term loyalty.

With a clear trend towards functional nutrition and hybrid wellness products, how is Herbalife adapting to meet these evolving consumer needs?

Herbalife is at the forefront of innovation. It is actively responding to this growing demand by developing products that cater to specific health needs and promote overall well-being. Our products support various wellness categories - such as immunity, digestion, energy, active living, and holistic health.

Innovation at Herbalife is grounded in market insights and changing consumer behaviour trends. This approach ensures that our product development stays in sync with the latest health goals and lifestyle trends, catering to a wide spectrum of consumers from fitness enthusiasts to individuals seeking holistic well-being, thereby maintaining a strong edge in an increasingly sophisticated market.

Digital fitness trends have accelerated over the past year. How is Herbalife leveraging digital platforms, influencers or tech innovations to deepen consumer engagement?

We are strategically leveraging social media and influencer partnerships to deepen consumer engagement. Today, consumers see social platforms as a meaningful way to connect with brands, and Herbalife actively engages with digital creators to reach and resonate with diverse consumer demographics.

Simultaneously, Herbalife empowers its distributors with online coaching platforms, mobile apps, and personalised support tools to make the consumer experience more enriching. We utilise social media strategically to drive inbound interest and foster vibrant wellness communities, making it easier for consumers to stay motivated and connected throughout their health journeys.

Herbalife has partnered with prominent Indian sports stars and associations. What kind of impact have these partnerships had in terms of brand visibility, trust, and market penetration?

Sports partnerships form the heart of Herbalife’s brand strategy, enhancing both visibility and credibility. The company sponsors 150 athletes, teams, and leagues globally, including prominent names like Yashasvi Jaiswal, Smriti Mandhana, Manika Batra, Lakshya Sen, and Palak Kohli.

Herbalife India’s associations with major events like TATA IPL 2023 and as the official nutrition partner of the Women's Premier League (WPL) have significantly boosted brand awareness across diverse audiences. Beyond cricket, Herbalife’s consistent presence at the Goa Ironman 70.3 for three consecutive years and as the official nutrition partner for the Indian team at the Paris Olympics 2024 demonstrates its leadership in the sports nutrition category.

These initiatives have not only helped us to reinforce Herbalife’s leadership in the sports nutrition space but also strengthen consumer trust, particularly among youth and emerging athletes who view these partnerships as a testament to product efficiency and reliability.

With a focus on regional growth, how is Herbalife customising its marketing and outreach efforts for Tier II and Tier III cities, especially in the wellness and sports nutrition segments?

Recognising the untapped potential of tier II and tier III cities, Herbalife is prioritising regional growth by tailoring its marketing and outreach strategies to resonate with diverse consumer groups. Its network of Independent Associates, deeply rooted in local communities, ensures cultural relevance and a personalised approach to wellness engagement. Community activations, fitness events, and vernacular content play a crucial role in raising awareness and building trust in these markets.

By combining grassroots outreach with education on wellness and sports nutrition, Herbalife is expanding its footprint beyond metros and creating meaningful connections with emerging consumer segments.

From an omnichannel lens, how is Herbalife balancing direct selling with digital and experiential marketing to create a more holistic brand experience?

Herbalife India has transitioned to become an omnichannel brand but remains anchored by direct selling and loyal Independent Associates. This reflects how consumers want to engage today. Wellness meetups, fitness events, and other community activations are more than marketing tools; they act as catalysts for functionalised emotional bonds and brand loyalty.

In all these digital, face-to-face, or peer-to-peer interactions, Herbalife is steadfast in delivering a consistent brand experience throughout the customer journey. Whenever and wherever one is on a wellness journey, our complimentary in-person and virtual experiences significantly strengthen connection, bonding, and brand loyalty.

Looking ahead, what are your top marketing and brand-building priorities for Herbalife India in FY2026?

In 2025, Herbalife is doubling down on regional expansion, focusing on Tier II and Tier III cities to meet rising demand for wellness and sports nutrition. Strengthening partnerships with athletes and sports associations will remain a key strategy to enhance brand trust and visibility.

Innovation continues to be at the core, with the launch of new products like Herbalife Sleep Enhance, a saffron based solution aimed at improving sleep quality in an increasingly stressed, digital-first society. This caffeine free, hibiscus-flavoured product supports holistic wellness by addressing mood, calmness, and sleep quality. Additionally, the brand is expanding its Ayurveda-aligned portfolio and sustainable nutrition offerings.