With health becoming a priority for more people in India, fitness supplements are in high demand. As the market for products like protein powders, pre-workouts, and vitamins grows, BigMuscles Nutrition is positioning itself to meet this demand. The pandemic made health and fitness a focus for many, and now consumers are more aware and conscious of the supplements they choose. While some are well-informed, others are influenced by the opinions of social media personalities and fitness influencers.
Jitika Gupta- marketing director, BigMuscles Nutrition, talks to Shailja Tiwari about the brand’s strategy to expand its presence in India’s growing fitness supplement market. The global fitness supplements market size in 2023 was estimated to be $ 8.15 billion, with projections to grow to $15.53 billion by 2032 at a CAGR of 7.43% during the forecast period, as per Business Research Insights.
With more people in India joining gyms and becoming health-conscious, what are the key sources of information guiding their choice of supplements, and what trends are expected in 2025?
The momentum of this trend began during Covid-19 when people faced an unhealthy environment, and maintaining good health became a priority. This shift is evident in the growing preference for healthy gifting and eating options, especially during festive seasons like Diwali. Compared to the early 2000s, when protein was often misunderstood as a steroid or just a powder, today’s consumers are more informed about its nutritional significance. Now, they actively research the products they use, and brands only need to communicate the pros and cons—allowing consumers to make informed choices.
How can consumers distinguish genuine products from counterfeit ones? What labels and authenticity protocols do brands follow to ensure product legitimacy?
Consumers need to be highly aware, as many imported brands are now counterfeit due to high import duties, leading to a surge in fake products in the market. This has also created confusion about products manufactured in India. Many imported brands are now being produced domestically, and to educate consumers, we ensure top-notch hygiene standards in our manufacturing units to deliver high-quality and authentic products.
How many manufacturing plants does your company have in India?
We have one manufacturing unit in Faridabad, Haryana, equipped with German-made machinery and equipment, comparable to leading brands like Nestlé. Our facility holds multiple certifications, including ISO. It is important for consumers to understand the mandatory certifications in this industry to make informed decisions about products.
What types of products do you offer, and how do they cater to different consumer needs?
We offer a variety of products, including whey proteins like isolate proteins, pre-workouts, creatine, different types of amino acids, shilajit, multivitamins, and fish oils. Our range is designed to meet different body needs. Protein is an essential nutrient, and those who struggle to meet their daily intake through diet should consider supplementation. The demand for protein intake is expected to grow in the future.
What are your top three selling products, and what flavours do they come in?
Our top three highest-selling products are Nitric Whey Protein, Premium Gold Whey, and the pre-workout Karnage, all of which are vegetarian.
What is your pricing strategy to ensure affordability?
We have a large manufacturing plant with high capacity, and we also produce for international labels. Due to the volume of raw materials we procure, we are able to secure better pricing. For example, 1 kg of Gold Whey is priced at Rs 1469(discounted on the website), and Nitric Whey, a premium protein with enzymes, is priced at Rs 2275 on the website. Additionally, we offer shakers and combo deals to meet consumer demands.
Apart from the official website, where else is the BigMuscles Nutrition distribution network established?
Over the past three years, we have been the top seller on Amazon, particularly in the whey protein and pre-workout categories. We also have a strong presence on Flipkart.
In offline retail, we operate 10 company-owned stores in Delhi NCR and plan to expand to other cities and states. Additionally, our products will soon be available on quick commerce platforms like Zepto, as the onboarding process is underway. Small travel sachets are also in high demand.
Our dealer network ensures that our products are available in supplement stores across the country. Currently, our distribution is 60% online and 40% through offline retail stores.
Besides onboarding celebrities like Nora Fatehi, what other marketing strategies does BigMuscles Nutrition use?
We have collaborated with multiple celebrities over the years. Previously, we partnered with Ranveer Singh, whose energetic persona aligned well with our brand image. Later, we worked with cricketer Hardik Pandya, and currently, Nora Fatehi represents us as a Bollywood fitness icon. Additionally, influencers play a key role in promoting our products, helping us reach a wider audience. We also invest in digital marketing through Google and Facebook ads.
What ROI does BigMuscles Nutrition achieve from influencer collaborations?
ROI calculation is challenging because the influencer market is vast. We focus on individuals who are genuinely into fitness, regularly consume our products, and share their experiences.
What is the split of the marketing budget between online and offline?
We are more into online promotion and traffic, the products eventually get distributed via the network.
Which regions in India are performing the best for BigMuscles Nutrition in terms of demographics?
North India has been a strong market, but Maharashtra leads in performance, as it is a larger state and contributes significantly to our numbers.
What are the marketing plans for 2025?
The plans are quite rigorous as we are thinking to add more products in the portfolio with special focus on women.
Have you collaborated with any gym chains?
This is the part that our dealers do, as we are the manufacturers.
How was 2024 for the brand in terms of revenue, profit or loss?
It was obviously profitable but we are looking forward much more towards 2025 in terms of profit and the increase in graph.
What are your expectations for FY25 in terms of year-on-year growth and revenue?
From FY25, we are expecting revenue of Rs 300 crore plus.
What are the growth strategies for the next 5 years, considering the market has changed significantly over the past five years, and things are expected to evolve further?
We are expecting lot of new products and innovation in technology to match the changing market scenario.