Despite Indian society and families placing great pressure on women to have kids, a growing number are choosing to be childfree. And as many of them have successful careers, discerning tastes and high spending power, brands can no longer afford to ignore this powerful group.

A decade ago, wellness in India was limited to hair and skin products that kept people looking young. Now, its health and beauty industry is expected to be worth $16 billion by 2015. How are India’s Gen X and Y combining nutrition, fitness and alternative therapy to both look and feel good?

The average Indian spends over 13 hours a week behind a stove, and, in 2014, consumed just 151 calories from packaged snack foods each day. Yet despite these positive dietary habits, India has the world’s third highest obesity rate. So where are all those extra calories coming from?

Although Lycra-clad runners have been taking to streets and parks for decades, they’ve become ubiquitous in recent years. There are now 10.5 million runners in the UK, and the growth in related apparel and apps shows how mainstream it’s become. Why exactly has running gotten so big?