India’s fitness revolution is no longer just a metro phenomenon. From college students to working professionals, the Indian middle class is embracing a healthier lifestyle. This shift has powered the sports nutrition market, with products like protein powders and supplements becoming household essentials.
The Problem: Fake Supplements and High Prices
In the early 2010s, the Indian supplement market faced a trust crisis. Imported brands dominated, but their high prices—often INR 5,000 to 8,000 per month—kept them out of reach for many. Consumers struggled with counterfeit products and misleading labels, making authenticity a major concern.
The Nutrabay Solution: Trust, Control, and Affordability
Shreyans Jain, a fitness enthusiast and computer engineering student, saw this gap firsthand. After initial struggles as a distributor, he teamed up with his cousins Sharad and Divay Jain to launch Nutrabay in 2017. Their model eliminated third-party sellers, ensuring only genuine, directly sourced products reached customers.
Lean Operations and Frugal Growth
Nutrabay’s founders bootstrapped the business with minimal investment, focusing on a lean model:
- Direct brand partnerships to cut middleman costs
- Full inventory control for quality assurance
- In-house R&D for private-label products
- No third-party sellers to maintain trust
Private Label: The Game Changer
In 2019, Nutrabay launched its private label, offering affordable, lab-tested supplements. With over 200 SKUs—from plant-based proteins to vitamins—the label caters to Tier-II and Tier-III audiences, driving most of its revenue today.
Rapid Growth and Profitability
Nutrabay’s numbers reflect its success:
- 1.5+ million customers and 3 million monthly orders
- Revenue surged from INR 68 Cr (FY20) to INR 99 Cr (FY24)
- Turned profitable in FY24 with INR 1.22 Cr net profit
- EBITDA jumped nearly 4x to INR 2.26 Cr
Tech and Fulfillment: Scaling Smartly
To handle rising demand, Nutrabay upgraded its fulfillment centers and tech infrastructure. Their hybrid R&D model—combining in-house nutritionists and manufacturing partners—ensures quality and innovation.
The Road Ahead: Omnichannel and Quick Commerce
Nutrabay now eyes offline expansion through exclusive brand outlets and quick commerce partnerships for faster deliveries. The goal? A INR 500 Cr turnover while staying true to its frugal, customer-first ethos.