A cross-sectional study was conducted to assess consumer behaviour and dispensing patterns among selected areas of Pune city for multivitamins. This study consisted of structured questionnaires for 120 multivitamin consumers and 181 pharmacists for assessment of frequency of consumption, recommendation, purposes of consumption, formulation preferences, cost and dispensing practices. It was found that there is a high influence of physicians on the consumption pattern and the majority and the majority of consumers consume supplements periodically rather than regularly. Maintenance of general health, immunity, and health of hair and skin were some of the purposes of consumption. Tablet form was the preferred choice by most of the consumers. Majority of the consumers spent ≤ ₹400 per month on multivitamins. The pharmacists found increasing demand for multivitamins and dispensed through prescription as well as OTC route. Cochran’s Q test showed significant differences among the major categories (Q=55.81, p<0.005). According to McNemar post hoc test, there is a significant difference between Bevon and other categories. From SWOT analysis we got to know, strengths of the brands include its ease of availability and its being marketed by a pharmaceutical company, whereas weaknesses include the possible adverse effect, competition and lack of personalization.