Prof. S.

Vijayaraghavan is Medical Pharmacologist ,Speaker, Researcher &

Guide

A veteran professional in the pharmaceutical industry with over Five decades of

experience. My journey began with a strong academic foundation in
Pharmacology, leading to a career marked by transformative leadership,
strategic
marketing and international expansions.

With a master’s in Medical Pharmacology from JIPMER , later delved in to An Interview with
Business Management with focus on Marketing
This academic blend laid the platform for my successful career in the dynamic
pharmaceutical landscape.
Prof. S.Vijayaraghavan
Current research interests are in the fields of Probiotics and Medical Ecology,
and interactions with researchers and product developers.
Medical Pharmacologist ,Speaker, Researcher & Guide

@vjgutwell is the YouTube Channel maintained by Prof. S.Vijayaraghavan to

dive into series of episodes uncovering the power of a balanced gut ecosystem
for overall wellness, and learn how to restore health when needed.
Insights By
Actively pursuing research and giving lectures on Medical Ecology and its
Dr. Karishma Atul Shah
relevance to health and illness, across top medical institutions in India. Leading, Dr. Hari Natarajan
a Groundbreaking project to aid the Indian population through Founders & Managing Partners - Pronto Consult
Microbiome Research.

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 Probiotics Information
Probiotics, often referred to as "good" or "friendly" bacteria, PC: Where do you primarily get your information about
are increasingly being recognized for their health benefits. In probiotics?
India, the perception of probiotics has evolved significantly
over recent years, influenced by growing health SV: From the time around 1907, when Bulgarian peasants have
consciousness, scientific advancements, and marketing been shown to live longer by consuming fermented food, to the
efforts. modern days when the usefulness of probiotics in conditions far
beyond the gut is increasingly being established, there is ever
Some Consumer Perceptions: increasing evidence for the usefulness of probiotics in therapy. I
am in Academic and Commercial pursuit of Microbiome science,
Health Consciousness: With a growing focus on preventive Probiotic therapies and their relevance to health and disease for
healthcare, probiotics are perceived as a natural and safe over a decade. I have been in pursuit of data on Probiotics from
option to enhance health. these sources:

Immune Support: Some believe that probiotics boost the • Data from Peer-reviewed scientific journals. I have on hand,
immune system and help in preventing common illnesses. large corpus of scientific articles from journals of repute &
Data from academic and commercial websites.
Antibiotic Recovery: Many people take probiotics after a • From health organizations, in the relevant areas.
course of antibiotics to restore the natural balance of bacteria • Well-established online resources such as Nutraingredients.
in their gut.
• By regularly attending and participating in the annual
conferences of Probiota America, and thus being in touch
The Views expressed are his personal views on the
subject matter. No Matter can be copied without the with latest materials and literature on Probiotics.

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consent. • Information from books and academic texts written by
experts in the field of probiotics, nutrition, and health
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Gut Health Gut Health
PC: How important do you believe probiotics are in 1. Modulating the Gut Microbiome:
maintaining gut health?
Probiotics help regulate the balance of the gut microbiome,
PC: It was Hippocrates who coined the phrase “ All diseases ensuring that the beneficial bacteria outnumber harmful
begin in the gut” in 400 B C. Today “ Gut Health is for Good ones, in adequate numbers, to maintain an Eubiotic state.
Health “is the axiom. In this regard, “ Face is the index of Mind This is crucial for maintaining overall health.
and Gut is the index of Health” is my expression. 2.Enhancing the Immune power :
The basic premise is simple… Intestinal wall forms a Probiotics aid in the development and functioning of the
defensive barrier to what we ingest and prevents harmful immune system, which plays a critical role in protecting
substances from reaching the bloodstream. against pathogens and diseases.

3.Anti inflammatory effect :

The Importance of Probiotics in maintaining gut health Probiotics have anti-inflammatory properties, which can help
and in turn good health is being increasingly to reduce systemic inflammation and prevent chronic
established. diseases.
Today, Probiotics are considered a vital component in
maintaining gut health and in turn, good health…and
here are some reasons why…
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 Gut Health Gut Health
Evolving role of Probiotics in managing gut health, and
4. As Digestive Health promoters :
beyond, is being extensively documented.
Probiotics have been shown to alleviate symptoms of irritable
Thus, probiotics are an essential component of a
bowel syndrome (IBS), inflammatory bowel disease (IBD),
comprehensive approach to maintaining gut health.
and other digestive disorders by improving digestion,
absorption, and gut motility. While a balanced diet rich in fibre, polyphenols, and omega-
3 fatty acids is crucial for a healthy gut microbiome,
5.Supporting Mental Health: probiotics can provide additional benefits.
When choosing a probiotic supplement or product, we should
The Gut-Brain-Axis is bidirectional, and probiotics strengthen
pick strains that have been studied scientifically and have a
this vital connection.
clear mechanism of action, in a given clinic situation.

Today, it is termed as Microbiome - Gut - Brain - Axis, However, a word of caution :

implying that the gut microbiota has a direct influence on
Today, one for all is no more the axiom for
this axis.
probiotics.
Probiotics influence mental health by producing
These are the days of multi-strain probiotics, too..
neurotransmitters like serotonin and dopamine, which
can help regulate mood, anxiety, and stress. Mono strain or multi strain, the product should be
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Disease specific, Site specific, Strain specific and

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even Strength specific.
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 Health Benefits of Probiotics Health Benefits of Probiotics
PC: Which benefits of probiotics are you most aware of? • As Immune Enhancer: Probiotics can boost the
immune system by promoting the production of natural
SV: Probiotics have gained attention for several potential antibodies and enhancing immune cell activity. Thus
health benefits, many of which are beyond the gut…probiotics they can handle many problems where the root cause
can be the answer to many health problems that are beyond is immunological, including several autoimmune
the realms of conventional therapies, today. Probiotics have diseases, atopic dermatitis and certain types of allergy.
opened new vistas in managing disease conditions where the The term Immunobiotics is used to refer to the probiotic
root cause of the problem is shown to be gut dysbiosis. strains that are able to beneficially regulate the mucosal
immune system. Immunobiotics can enhance the
body's natural defences by boosting immune cell
Here are a few benefits of probiotics, that receive increasing
activity and antibody production.
acceptance :
• As Digestive Health Promoter: Probiotics can help
• As Mental Health Supporter: There's emerging
to maintain a healthy balance of gut bacteria, which is
evidence that gut health can help in restoring mental
crucial for digestion and nutrient absorption. Thus,
health, and probiotics play a role in reducing symptoms
probiotics can alleviate symptoms of digestive
of anxiety, depression, and stress. Psychobiotics is a
disorders ranging from simple diarrhoea and
term used to probiotic organisms that when ingested in
constipation to more complex functional disorders of
appropriate amounts, can confer mental health
the gut like irritable bowel syndrome (IBS) and even
benefits. In this context Microbiota – Gut – Brain – Axis
structural disorders like inflammatory bowel disease
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is a major area of research today.
(IBD).
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 Health Benefits of Probiotics Health Benefits of Probiotics
• As agents for prevention and treatment Allergies: • As Women's Health Supplement : Select strains of
Some Probiotic strains have been shown to regulate T- Probiotics can have a powerful effect on women's
cells, which can help to produce a strong immune health needs, including preventing recurrent yeast
response to common allergens. Thus, Probiotics could infections, bacterial vaginosis, and urinary tract
potentially help in managing allergies by modulating the infections. They can also help to maintain a healthy
immune response and reducing inflammation. weight, enjoy clear skin, and even manage stress.

• As Skin Health and Skin Care agents: It is being • As Weight Management Specialists: Many studies
increasingly shown that the gut microbiome is a major suggest that probiotics can help with weight loss and
regulator of the Gut-Skin Axis…Certain probiotic strains prevent obesity by several mechanisms, including
may improve skin conditions like eczema, atopic influence on the gut hormones involved in appetite
dermatitis and acne by reducing inflammation and control. All these benefits are supported by varying
promoting skin barrier function. Revitalizing skin with levels of scientific evidence, and the effectiveness
probiotic skin care is a very attractive area of research will depend on factors like the specific probiotic
today. strains used, dosage, and individual health
conditions.
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 Evidence and Applications Evidence and Applications
• Strain Specificity : Is the strain tested and documented for
PC: When prescribing probiotics, what form do doctors
prefer? the condition. Probiotics are not only to be species specific,
they are also to be strain specific, strain specificity is an
important criteria that will differentiate between “ proven to
SV: Capsules, by far, are the most prescribed dosage form for act “ and “ may also act” products. Consistency of strains,
probiotics, followed by powders and tablets in any case, the batch after batch, is also important.
following factors will go to make a good probiotic formulation.
• Synbiotic combination : In what combination, the product
• Stability of the strain, for e.g. spores of stable Lactic Acid is offered? These are the days of multi-strain probiotic
Bacilli ( LAB ) formulations, each strain chosen to handle a particular
• Humidity control less than 30% will be good. cause or manifestation of the disease condition.
Formulating a combination to comprehensively address the
different dimensions of a disease condition is becoming an
PC: How does the doctor decide which probiotic art.
brand to prescribe?

SV: A physician decides on the probiotic brand based on • Which Manufacturer: This is important. Probiotics
four important criteria : being biotherapeutic agents, no two formulations can
be the same… at the most they can be similar…one
• Disease specificity : For which clinical condition, a
can bet on the brand from an organization where
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Probiotic is being looked for & today probiotics are
science drives the commerce.
formulated to be disease specific.
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 Brands and Influence Brands and Influence
PC: How often do Doctors switch probiotic brands for While for a probiotic to be chosen for a specific disease
patients? condition, lot of documentation is to be put forth towards
therapeutic justification for of inclusion of strains and even
strength
SV: Brand accepted by trend setters, and followed by other
physicians, are more stable in a doctor’s pen, than the ones Co-prescription of a probiotic is common. Co-prescription
with an antibiotic, is a good example “exploit the Antibiotic
that follow and mimic the lead brand.
power with a good Probiotic Cover,” is how it is looked at.
Several examples can be given for stable prescriptions over
When co-prescribed, the cost of the probiotic product will
the floating brands.
become critical for example, when co-prescribed with an
Enterogermina, Bifilac, VSL3 Lactogut are some of the stable antibiotic that is not expensive.
brands amongst others which are available.
When prescribed to handle a disease condition that is
beyond the reach of conventional therapy, either as a
PC: What factors influence the decision to prescribe mainstay option or to accompany conventional therapies,
probiotics? a lot of convincing will be required…of course, in all this,
the cost – benefit aspect is looked at.
SV: Probiotics may be prescribed for one to be Well…or
when one is Ill. Choice of a wellness probiotic will depend
upon the composition, claims and promotional calibre of
the marketeer.

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 Evolution of Probiotics Evolution of Probiotics
PC: What are the most common conditions for which Some of the most common conditions for which probiotics
probiotics are prescribed? are used are as under:

SV: From the days when probiotics were identified with only In Digestive Disorders: Probiotics are being increasingly
diarrhoea control, the prescription scenario has changed in the prescribed in conditions ranging from simple diarrhoea
last two decades, thanks to the increasing literature support, (especially antibiotic-associated diarrhoea) and
documentation and promotion by the pharma industry. constipation to manage or alleviate symptoms of digestive
issues such as irritable bowel syndrome (IBS) and
Today probiotics are being looked at as an option, in the inflammatory bowel diseases ( IBD, such as Crohn's
wellness space as well as in disease conditions that elude the disease and ulcerative colitis).
reach of conventional therapies…IBS is a typical example.
As Immune System Support: There is enough evidence
suggesting that probiotics might help support the immune
Prescription for probiotics is taking centre stage when system, potentially reducing the incidence or severity of
the gut dysbiosis is considered as an important cause or respiratory infections and allergies. Immunobiotics, as they
consequence of a disease. are called, can handle many problems where the root
cause could be immunological, including several
This will include conditions beyond the gut, and where autoimmune diseases. atopic dermatitis and allergy.
the therapeutic justification is in place.
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 Evolution of Probiotics Evolution of Probiotics
As Urogenital health promoters: Specific strains of Overall Gut Health and Well-being: Many people take
probiotics are used to maintain or restore the balance of probiotics simply to promote overall gut health, maintain a
bacteria in the birth canal , which can help prevent yeast
healthy balance of gut bacteria (microbiome), and support
infections and bacterial vaginosis.
general well-being. They know that Gut Health is for Good
Health.
As Skin specialists: Probiotics have been shown to have
a role in improving certain skin conditions like acne and
eczema. Probiotics for skin care is a n evolving field of
research.
It's important to know that the
Urinary Health: Probiotics have shown promising results in
managing urinary tract infections (UTIs), particularly in effectiveness of Probiotics will
recurrent cases, by promoting a healthy balance of bacteria in
the urinary system.
depend on the specific strains
used, the dosage, the site of
Mental Health: There is increasing data suggesting a action and individual
potential link between gut health and mental health
conditions such as anxiety, depression, and cooperation.
stress…probiotics coming to the rescue.
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 Probiotics Side Effects? Probiotics Side Effects?
PC: How often do patients report side effects from When it comes to safety, People with weakened immune
probiotics? systems or certain medical conditions should consult a
doctor before taking probiotics due to the potential for rare
infections. It is also important to choose high-quality probiotic
SV: Probiotics are generally well-tolerated, but occasionally
supplements from reputable sources to ensure they contain
side effects can occur. The exact frequency is difficult to spell
the advertised strains and are free of contaminants.
since it will depend on a number of factors.

The most commonly reported side effects are temporary and PC: What side effects do patients most commonly
related to digestion, especially when first starting probiotics. report?
These can include gas, bloating, constipation, or diarrhoea. SV: The most commonly reported side effects of probiotics
are:
The good news is these digestive discomforts usually
subside within a few days or weeks as your body adjusts Excess Gas : This is a common side effect because some
to the new bacteria. Factors Affecting Frequency will probiotic strains produce gas as a byproduct of their activity
depend on individual sensitivity, dosage and strain type. in the gut..

Bloating : Introduction of new bacteria in the form of

Probiotics can cause temporary bloating till the body
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adjusts.
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 Global Market Trends for
Probiotics Side Effects? Probiotics
Constipation: Some people experience constipation but PC: How do you perceive the growth of the probiotics
this usually resolves on its own. market in the next 5 years in India, US, Europe & ROW?

These side effects are usually mild and tend to subside SV: The probiotics market is expected to experience
within a few days as the body gets accustomed to the significant growth across all regions in the next 5 years
new bacterial strains. (2024-2029). The anticipated trend is as below :

Global Market is expected to register a Solid Growth.

Analysts predict a Compound Annual Growth Rate (CAGR)
of around 8-14% for the global probiotics market. This
translates to a market size exceeding USD 100 billion by
2029.

The Asia Pacific region, particularly India, is expected to

witness the highest CAGR due to factors like Rising
disposable income, Growing awareness of gut health,
Increasing urbanization and busy lifestyles leading to a
preference for preventive healthcare solutions…
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 Global Market Trends for Global Market Trends for
Probiotics Probiotics
Indian Probiotic Market stood at USD34.85 million in 2023 in Data adapted from …
the forecast period 2025-2029 and is anticipated to grow with
a CAGR of 20.5% between 2025 and 2029. [1] "[Markets and Markets – Probiotics Market]"
https://www.marketsandmarkets.com/PressReleases/probioti
Established markets like the US and Europe will likely cs.asp) and
maintain steady growth fuelled by high health consciousness
among consumers and Continued focus on functional foods [2] "[Grand View Research Probiotics Market]”
and dietary supplements. (https://www.grandviewresearch.com/industry-
analysis/probiotics-market
Rest of the World (ROW) market is expected to see an
acceleration in growth as awareness about probiotics spreads
and disposable incomes rise in developing countries.

Heightened Gut Health Awareness, Preventive

Healthcare Focus, Product Innovation and Rising
disposable incomes all contribute to the overall growth of
the Global Probiotic Market.

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 Global Market Trends for Global Market Trends for
Probiotics Probiotics
PC: What new probiotic products would you like to see on
the market? Besides, Life Stage Probiotics, designed for different life
stages, such as pregnancy, infancy, or senior years, to cater
SV: As mentioned earlier, today, a probiotic formulation is to the unique gut needs at each stage, will hold the key to
expected to be Disease specific, Site specific, Strain specific success. This is a broad platform to generate specific
and even Strength specific…with suitable addition of probiotic formulations…and probiotics for skin health is
prebiotics, Synbiotics are taking the centre stage…and worth pursuing.
Postbiotics are increasingly being looked at by formulators
these days. Over the counter, we can look at Probiotic-Fortified food
Next generation Probiotics with specific therapeutic goals are items like yogurt, breakfast cereals, or even baked goods
being looked at…Akkermansia (may be pasteurized ), and subtly fortified with probiotics for a convenient way to
Faecalibacterium prausnitzii, a highly abundant butyrate incorporate them into your diet. Flavourless or lightly
producer…are case in point. flavoured probiotic powders that can be easily mixed into
smoothies, drinks, or sprinkled on food for added gut health
benefits, will be a worthwhile area for development.
In essence, one should look for Probiotics for Specific
Conditions, formulated with specific strains tailored to
Besides, delicious snack bars packed with probiotics for
address different health concerns, like gut issues,
a convenient and healthy on-the-go option
allergies, metabolic issues or even mental health.
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 Probiotics & Cost Probiotics & Cost
PC: How important is the cost of probiotics?
As probiotics slowly move to OTC space, alone or in
SV: The cost of probiotics can vary depending on several combination with other nutraceutical ingredients, the pricing
factors ranging from the cost of the strains in a multi-strain takes a different dimension, based on perception
formulation, their individual strengths (CFU), the delivery form, competition, marketing angles, promotional discounts etc.
dosage and duration of therapy etc. Needless to say that
popular brand probiotics tend to be more expensive , at least
when they enjoy monopoly and till such time when
competition necessitates a relook at pricing, to prevent getting
edged out.
There is also an important angle to the pricing of a probiotic
formulation, particularly in India, where probiotics, till date
remains a prescription product.

Is the probiotic meant to be a prescription by doctors for

specific indication, is it add-on to conventional therapies (
at additional cost ), and how long is it to be taken.
Besides, a co-prescription product becomes price
sensitive and probiotics is no exception. At the same time,
it's important to remember that cost shouldn't be the sole
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deciding factor when choosing a probiotic.
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 V J Quotes V J Quotes

• “ Face is the index of Mind, Gut is the index of

Health“
V J Quotes
• Probiotics to be Well…and When you are ill “

On • Exploit “Antibiotic Power with Probiotic Cover”

Microbiome • Probiotic Era begins with “ the Superbugs

defeating the Super drugs”

Science • “Probiotics …to help Good Microbes win the

war…”

And • “Probiotic Rescue… when conventional therapies

cry for help”

Probiotics: • “Gut Well is to Get Well…”

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 Customer Perception Customer Perception
06. HCP Rx 05. Probiotics
HCPs mentioned that they prescribed a Women’s Health, Skin Health,
Probiotic Brand. Weight Management, Co-Rx in
Antibiotic Therapy, Immunity,
Digestive Health, Hair Health
01. Social Media
Consumers Mentioned
% %
92
that they saw Probiotics
being discussed in their
family
53
% 63
%
38
02. Brand
Mentioned that they have purchased a
Probiotic brand in last 1 month. %
56 73 % 04. Retail Rx
Retailers mentioned they lot of
03. Remembered consumers buy brands as OTC

Patients remember what probiotic brand

they currently consume

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 Customer Perception Customer Perception
Purchase Pattern of Probiotics Where do consumers often purchase probiotic
600 0 43.9% 55.3%
31.5% 33.8% 70.0%
products?
37.0% 57.0%
37.3%
500 0
24.3% 48.2% 60.0% Chemists Grocery
42.1% Stores
50.0%
23%
59.0% 23%
400 0 35.5%
40.0%
300 0
30.0%
200 0
20.0%

100 0 10.0% Online

19% Modern
0 0.0%
Trade
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 35%
Consumers Probiotic % age
How important do you consider probiotics in maintaining What role do you think probiotics play in preventive
gut health? medicine?
Not Important Limited
Important
9% Supportive 6%
24%
31%

Essential
63%

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Extremely Important
67%
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