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Social media influencers have become a dominant source of health and dietary advice for Indians across generations, with Millennials (81%) and Gen Z (74%) leading the way, according to the Ipsos Market Essentials July 2025 Report. The study highlights how digital platforms are shaping public attitudes toward wellness, even as concerns about mental vitality continue to rise.
The survey found that Gen X (76%) also relies heavily on influencers for guidance, while even among Boomers, 57% reported seeking wellness insights from social media. “Influencers—especially those with credible qualifications, education, and relevant experience—have established themselves as trusted voices in health and wellness,” said Allyson Leavy, Senior Vice President, MSU Global, Ipsos.
Nutritionists like Rujuta Diwekar and Pooja Makhija are widely followed for their practical, locally rooted diet advice, while fitness icons such as Namrata Purohit and Yasmin Karachiwala have popularized Pilates among Bollywood stars and urban audiences. On the holistic side, Sarvesh Shashi and Archika Sudhanshu promote yoga and spiritual wellbeing, whereas celebrities like Shilpa Shetty blend yoga with lifestyle content. Fitness motivators including Gaurav Taneja, Sapna Vyas, and Sahil Khan inspire millions with their transformation stories and workout regimens, underscoring how social media has become India’s go-to hub for wellness guidance.
Revant Himatsingka (FoodPharmer) also Known for his humorous and educational tips on clean eating and food label awareness. He’s also credited with initiating “Sugar Boards” and “Oil Boards” in schools to promote smart food choices.
Despite these high levels of trust, the study revealed growing anxieties about the negative effects of social media. More than half of Gen Z (54%) expressed concern about the impact on their wellbeing, followed by Millennials (47%), Gen X (37%), and Boomers (28%). Ipsos noted that while most Indians reported positive overall wellbeing, mental vitality remains a leading concern, particularly among younger cohorts.
The findings point to a paradox: while digital platforms are widely embraced as a source of wellness knowledge, they are simultaneously viewed as a source of stress and mental strain. The report suggests that this dependence on influencers reflects both the expanding role of social media in shaping lifestyle choices and the need for more responsible digital engagement in the health and wellness space.
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