Simply put, trust is the conviction in someone or something’s reliability. In India, packages from the grocer are wrapped in trust. The kirana model is based on convenience, empathy and familiarity built on consistent personal experiences. A relationship that transcends transaction, kirana stores seldom rely on CRM platforms or algorithms. The shopkeeper remembers a family’s preferred cooking oil, will extend credit without fuss and may even slip in a free chocolate for an accompanying child. Here, customers feel seen, heard and understood. Easy access, no hidden charges, and simplicity help retain customers for life.
Healthcare is a deeply human commitment rooted in trust. et, for all its scale and science, health brands still struggle with something the corner shop gets instinctively right: trust. The Indian health and wellness sector is expected to touch a staggering $638 billion by 2025. Buoyed by shifts in digital health platforms, preventive care, and wearable technology, it is driven by a generation increasingly inclined to “self-manage” their health. Today, consumers count steps, log sleep, monitor blood sugar, and enrol for diet plans online. No longer confined to clinics, health care is now delivered via home test kits, fitness apps, and over-the-counter medicines. However, this explosion has led to confusion, uncertainty and a cautious population.
Data reveals that health brands overlook human signals that kirana stores instinctively respond to. The inherent complexity of healthcare creates an information imbalance where patients often lack sufficient medical knowledge. This asymmetry can breed suspicion and make it difficult for brands to establish genuine reliability, unlike the straightforward transactions at a kirana. Quick to automate personalisation, health products infrequently cement familiarity. Advertisements, celebrity endorsements, and incredulous claims attempt to win over faster, thus trading off the dependability that’s earned quietly over time. Cost, geography, jargon, and technology can keep customers away from brands that claim to care. As healthcare costs rise, particularly for out-of-pocket diagnostic or preventive services, the average consumer becomes wary. “People don’t mind paying for health,” says a MedTech startup founder in Ahmedabad, “but they want to know exactly what they’re paying for and why.” At times, health brands lack a clear point of accountability, rely heavily on data-driven interactions, and often miss the informal, emotional gestures that make kirana stores feel personal and familiar. The trust gap isn’t just psychological. It’s structural. Regulations around supplements, diagnostics, and health tech haven’t kept up with innovation. As a result, brands may stay technically compliant but lack true medical rigour. The highly fragmented nature of India’s healthcare sector, particularly in the private domain, can lead to varying quality standards. This inconsistency makes it hard for consumers to rely uniformly on brands, unlike the consistent quality expectations from a trusted kirana.
A growing number of Indian companies are beginning to close the trust gap, not through louder marketing, but by listening better. These brands reflect some of the very traits that make kirana shops indispensable: consistency, accessibility, empathy, and cultural relevance. Whether it’s through transparent ingredient lists, simplified diagnostics, or hybrid models that blend tech with human touch, these emerging players are showing that trust can scale—if it starts with the right intention. PharmEasy uses local hubs and helpline staff. HealthifyMe offers AI tracking and real coaches. They celebrate successes and keep you on track, like a familiar shopkeeper. Tata 1mg connects you with pharmacists. They answer questions in local languages. They notify patients when their medicines need a refill. Healthians sends local phlebotomists to your home. They explain tests in your language and follow up by phone. The Moms Co. offers natural, safe mother-and-baby products. They list every ingredient, host mom forums, and offer free samples so customers can try before they buy. This brings back that corner-shop kindness. mfine enables video calls. They also offer local lab pick-ups and reminders. Nurses and physiotherapists from Portea Medical assist patients at home. Cure.fit centres become community hubs with health talks and free screenings. Practo links you with trusted local doctors. Ayurvedic brands like Kapiva and Organic India share sourcing stories in local languages.
In essence, India can build sustainable health brands through genuine relationships and robust local connections. Prioritising human interactions over purely digital media can transform the healthcare landscape. For health brands to truly thrive, neighbourhood stores are a shining example of reliability. It’s about more than just business; it’s about becoming an indispensable part of people’s lives. One that’s built on the foundation of earned trust.