For many in urban India, the importance of protein in daily nutrition is well understood. However, most people still struggle to meet their required intake. This gap led to the rise of protein supplements—ranging from animal-based and whey proteins to plant-based and vegan alternatives. As awareness grew, so did the market, with brands introducing protein bars and nut-based snacks. Now, the industry is evolving further, with innovations like protein wafers and other convenient, high-protein foods making their way to consumers.
When Nikunj Biyan and Bollywood actor Ranveer Singh set out to create a new-age protein brand, they deliberately steered clear of the supplement aisle. “There are quite a few brands in the protein space. One end is dominated by protein supplements. In that space, there are many brands offering similar products with little differentiation. That’s why we proactively chose not to enter the supplement category,” Nikunj Biyani, co-founder of SuperYou, told Shailja Tiwari. Instead, the company ventured into the still-untapped space of protein foods—making everyday Indian diets healthier without requiring major lifestyle changes.
The vegan protein market in India is expected to reach a projected revenue of $ 39.0 million by 2030. A compound annual growth rate of 16.5% is expected of India vegan protein powder market from 2023 to 2030, as per market research firm Horizon grand research. Other Bollywood celebrities promoting veganism through their ventures include Riteish Deshmukh’s Imagine Meats, Virat Kohli and Anushka Sharma-backed Blue Tribe, and John Abraham’s investment in NOTO Ice Cream.
The birth of SuperYou
For Biyan, the transition into entrepreneurship was a calculated move backed by experience. After earning a BSc in Management from London, he returned to India and joined Future Group’s FMCG division. There, he worked across multiple categories, collaborating with leading industry experts and vendors. But his passion for health and fitness always lingered in the background.
After the pandemic, he saw an opportunity to build something that aligned with his interests. A shared love for basketball introduced him to Ranveer Singh, and their discussions around fitness soon evolved into brainstorming business ideas. “We played basketball together, became friends, and I realised he shared the same passion for fitness,” Biyani recalled. With Singh’s expertise in content and marketing and Biyani’s experience in FMCG, the duo found common ground in building a protein brand that spoke to the masses.
Ranveer being more than face of brand
Unlike traditional celebrity endorsements, Singh’s involvement in SuperYou goes beyond being the face of the brand. “Ranveer is not just a brand ambassador; he is a co-founder. That means he is involved in much more than just being the face of the brand. His core skill set is in content and marketing, and he understands that space extremely well,”Biyan said. Singh plays an active role in content creation, brand strategy, and even product development. Every product undergoes his personal testing before hitting the market.
Reinventing protein consumption
SuperYou launched three months ago in Nov 2024 with a single product: protein wafers. The concept was simple—infuse protein into everyday foods Indians already consume, making healthier choices more accessible. “Foods with protein are relatively better than those without it, and we want to bring that option to consumers in an accessible way,” Biyan explained.
In just three months, it has sold close to 16-17 lakh units. Their revenue goal? An annual recurring revenue (ARR) of Rs 200 crore by October.
But what makes SuperYou’s protein unique? Instead of opting for traditional whey or plant-based proteins, they introduced a new technology: fermented protein. “This replaces both animal- and plant-based proteins with a yeast-based protein. It’s vegan but has the same Net Protein Utilisation (NPU) as whey, making it an effective and high-quality protein option,” Biyan elaborates.
Protein quality is measured using the PDCAAS (Protein Digestibility Corrected Amino Acid Score) on a scale of 0 to 1. While animal-based proteins like whey score a perfect 1, plant-based proteins like pea or rice protein typically fall between 0.6 and 0.8. “Our fermented protein is vegan yet achieves a PDCAAS of 1, making it as effective as animal-based proteins. It is also lactose-free, making digestion easier,” said Biyan.
The market strategy
SuperYou’s products are available through multiple channels:
Direct-to-consumer (D2C) via their website
E-commerce platforms like Amazon
Modern retail chains such as Reliance, Nature’s Basket, and Wellness Forever
Vending machines and quick-commerce platforms like 7-Eleven and Vending Man
General trade in Mumbai, Delhi, and Chandigarh
Pricing for the masses
One of the biggest hurdles for protein-based products in India is affordability. “Protein-based products tend to be expensive, making daily consumption difficult, especially for middle-class and lower-middle-class consumers,” Biyan admitted.
SuperYou aims to democratise the category by keeping prices competitive. “We don’t want consumers to hesitate before buying due to cost concerns. Our focus is on making protein accessible rather than positioning ourselves as a premium-only brand,” he said.
The road ahead: More products, more markets
Consumer response to SuperYou’s wafers has been strong, with chocolate and strawberry emerging as bestsellers. Even their cheese-flavored variant has seen high traction, proving that there’s a market for unique, high-protein alternatives. To build on this success, SuperYou is gearing up for new launches. “Along with a coffee-flavoured wafer, we are launching protein-rich chips, biscuits, and kombucha,” Biyani revealed.
But expansion isn’t limited to products alone. The brand is also strengthening its distribution networks and marketing initiatives. Digital remains their primary advertising channel, with strategic use of Meta and Google for outreach. “Our strategy is to create unique and disruptive campaigns rather than following straightforward approaches. We believe in constantly pushing boundaries to generate better reach and mindshare,” he explains. SuperYou also plans to leverage traditional marketing channels like print, TV, and outdoor advertising selectively.
Future investments and scaling up
SuperYou has already secured investment and is strategically deploying funds across product development, distribution, and marketing. “We are building our team to support these efforts. We may raise another round in the future, but only after achieving strong product-market fit and ensuring marketing delivers solid returns,” Biyani said.
The long game
SuperYou is eyeing categories that have long dominated the Indian market—biscuits, chips, and chocolates. “We already have a product competing with chocolates, and our goal is to create healthier alternatives for chips and biscuits as well,” Biyani stated. The vision is clear: to become a household name by integrating protein seamlessly into everyday foods.
With Ranveer Singh as co-founder and an innovative approach to protein consumption, SuperYou is aiming to rewrite the rules of India’s health food industry. As Biyani puts it, “We didn’t want to be just another supplement brand. Our goal is to make protein consumption effortless for everyone.”