The surge in health and fitness consciousness in recent years has completely transformed the way people approach their well-being. With social media flooded with fitness tips, diet trends, and workout routines, the demand for high-quality sports nutrition products has skyrocketed. Riding this wave, three brothers from New Delhi — Shreyans Jain, Divay Jain, and Sharad Jain — saw an untapped opportunity in the market and laid the foundation for Nutrabay, a brand that’s now become a major player in India’s sports nutrition space.
What started as a small operation distributing health supplements has now evolved into a full-scale direct-to-consumer (D2C) powerhouse offering both international and in-house brands. Today, Nutrabay boasts over 1.5 million customers, adding 15,000 to 20,000 new customers every month, and fulfilling over 3 million orders monthly across various platforms.
The Spark That Started It All
The idea for Nutrabay was born around 2011-2012, when the Jain brothers noticed glaring problems in the sports nutrition industry in India. At the time, fake supplements, poor-quality products, and unreliable supply chains were rampant. The lack of authenticity in the market made it incredibly difficult for fitness enthusiasts to find genuine health supplements.
“We realized that most customers had no way of knowing if the products they were consuming were genuine or not,” recalls Shreyans Jain, Co-Founder & Executive Director of Nutrabay. “The distribution system was broken, and there was no proper check to ensure product authenticity.”
To bridge this gap, the trio initially began their journey as distributors for international sports nutrition brands. However, they quickly hit a roadblock. Acting as middlemen didn’t allow them to control the supply chain, pricing, or product authenticity — three critical factors that were essential in winning the customer’s trust.
Determined to solve this problem, the brothers decided to launch their own e-commerce platform — Nutrabay — in 2016, focusing solely on selling authentic and high-quality sports nutrition products directly to consumers. This move allowed them to eliminate intermediaries and have complete control over product quality, pricing, and delivery.
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The company was entirely self-funded, with the brothers investing Rs 1 crore from their personal savings to get the business off the ground.
The Turning Point: Launching Their Own Brand
By 2019, Nutrabay had established itself as one of the most trusted platforms for buying health supplements in India. However, another gap in the market quickly became apparent — affordable, high-quality sports nutrition products. While international brands dominated the market, their products were often priced out of reach for the average Indian fitness enthusiast.
Realizing this, the brothers decided to take a bold step — launching their own private-label brand under the Nutrabay name. This allowed them to control not just the sourcing and manufacturing but also the pricing, making sports nutrition more affordable without compromising on quality.
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“We wanted to make high-quality supplements accessible to everyone — from beginners to professional athletes,” said Shreyans. “Creating our own brand allowed us to reduce costs and pass those savings on to our customers.”
The strategy worked wonders. Nutrabay’s private-label products now account for a significant chunk of their revenue, with categories spanning protein powders, mass gainers, pre-workouts, vitamins, and other health supplements.
Massive Growth and Market Presence
Today, Nutrabay has an impressive catalog of over 4,000 products (SKUs) across various categories. Their products are sold through multiple channels, including their D2C website, leading online marketplaces, and exclusive brand outlets (EBOs).
