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How Young Brands Grow: The Good Bug Story

The probiotics story is a young one in our country.

The India probiotics market reached a value of INR 2.6 Billion in 2021 and Looking forward the MARC Group expects the market to reach INR 7.7 Billion by 2027, exhibiting a growth rate (CAGR) of 20.50% during 2022-2027.

What is also not common knowledge is how our gut works and the role probiotics play in ensuring a healthy body and mind. Our gut, contains bacteria that are designed to do activities the body by itself cannot. Hence these good bacteria need to thrive and prosper within our body. The impact of a healthy gut is felt on digestion, immunity, brain function and metabolism.


Our complex and unhealthy diets are not kind to these bacteria, and lacking discipline in food, what we need to replenish and sustain these bacteria, are probiotic supplements.

Simply put : Probiotics are beneficial bacteria found in certain foods or supplements. Prebiotics are types of fiber that feed the friendly bacteria in the digestive system.

Enter The Good Bug:

The GoodBug does a fabulous job of educating consumers on the science of probiotics, why they work, how they work.

Our view has always been that great brands Engage, Educate, Entertain. The GoodBug definitely has worked hard on Educating and Engaging its consumers.

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Its website explains the science behind their products in simple and effective ways. Calling out the effect of probiotics and a strong gut on the body’s different tasks.

The ingredients are well explained.

The safety of the products are well explained as is the usage of product.

And above all, real consumers talk about how real problems have been solved in an effective and easy to use product. With a very appropriate use of testimonials on their website and on their youtube page.

Their consumer language is direct, and simple and the use of marketing and digital marketing has been effective, Their social media platforms (Insta/ FB and Youtube) have relevant content, continuously focusing on educating the consumer in engaging, relatable ways.

New category creation is an arduous task. As consumers learn about product, efficacy, usage through their own experiences. A brand at this nascent point, needs to put effort in de-mystifying the product and category. Highlighting safety and efficacy.

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Given the problem of a weak gut is indeed large and bothersome enough, the market is definitely ripe for brands that take the leads in Engaging, Educating and Entertaining the audience. Well done, the Good Bug.

To know more about how content and digital marketing can be a valuable ally to your young brands growth story, do visit us on GroCurv.com and let us help you with the next stage of your brand growth story.


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