- With the launch of Shilajit, Nutrabay’s aims at gaining market share from the existing Shilajit market which is growing at 15-20% CAGR
- The brand aims to serve as a one-stop destination for the growing consumer demand for effective and certified sports nutrition supplements, with larger plans to expand its offerings in the Ayurvedic Supplements segment
New Delhi, 10th October 2024: Nutrabay, India’s pioneering D2C sports nutrition and wellness brand, has officially ventured into the Ayurvedic supplements market with the launch of its debut product in the segment, Shilajit. This move comes as part of the brand’s broader strategy to diversify its private label product portfolio and tap into the rising demand for natural and holistic wellness solutions in India’s rapidly growing nutritional supplements market.
Currently valued at approximately US$11 billion, the Ayurveda market is expected to grow to US$ 16.27 billion by FY28, with a CAGR of 15% from FY23 to FY28. Nutrabay aims to leverage this growing demand by offering high-quality Ayurvedic products backed by rigorous scientific testing.
The brand strategically chose Shilajit to spearhead its expansion into the Ayurvedic supplements market, using the product’s annual market growth rate of 15-20% to its advantage. With the launch of Shilajit, Nutrabay’s aims at gaining market share from the existing ayurveda supplements market with a distinctive product proposition and education about the benefits of Shilajit. Shilajit, often referred to as a “superfood” in Ayurvedic medicine, aligns perfectly with Nutrabay’s focus on sports nutrition and holistic wellness. Its well-known benefits for strength, stamina, and vitality make it an ideal crossover product, appealing to both traditional Ayurveda enthusiasts and modern fitness-conscious consumers.
“As we continue to diversify our product portfolio of sports wellness and nutrition, the launch of Shilajit marks a significant step forward in our mission to be a leading player in the wellness and natural health space. With the growing market demand for Ayurvedic supplements, Shilajit perfectly aligns with our commitment to providing high-quality, effective products that cater to our consumers’ evolving health needs. We are excited to introduce Shilajit to our offerings and contribute to the holistic wellness journey of our customers,” says Shreyans Jain, Co-founder, Nutrabay.
Nutrabay’s commitment to quality and safety is evident in its Shilajit, which is ethically sourced from the Himalayan range at 18,000 ft altitude. The product boasts of an exceptional purity level of 80% fulvic acid, a bioactive compound renowned for its numerous health benefits. To ensure the highest standards of safety and efficacy, Nutrabay implements a rigorous quality control process. This includes comprehensive purity tests for solubility, heavy metals, and synthetic content, along with visual and odour checks. These measures guarantee a contaminant-free supplement, cementing Nutrabay’s Shilajit as a market leader in quality and safety.
To maximise consumer accessibility, Nutrabay has implemented a multi-channel distribution strategy for its Shilajit. It will be available on the brand’s D2C website, popular online marketplaces like Amazon and Flipkart, and across 100+offline retail stores PAN India.
The brand also plans to launch a comprehensive multi-channel awareness campaign to educate consumers about Shilajit’s diverse benefits. The strategy encompasses content marketing across various digital platforms, leveraging social media and collaborating with health and fitness experts. This campaign aims to highlight Shilajit’s scientifically proven benefits beyond sexual wellness, including enhanced energy, cognitive function, athletic performance, joint health, and overall vitality.
This strategic expansion further diversifies Nutrabay’s portfolio and positions the brand as a trailblazer in the burgeoning market for natural, scientifically-backed supplements.
About Nutrabay:
Nutrabay, founded in 2016, is a pioneering sports nutrition and wellness brand in India. Established by brothers Shreyans Jain, Divay Jain, and Sharad Jain, the D2C brand was born out of a mission to address significant gaps in the sports nutrition ecosystem. The founders initially began as distributors and resellers for leading brands in 2011-12, but soon recognised the need for greater control over product authenticity and quality. This realisation led to the launch of Nutrabay, a platform designed to ensure end-to-end control of brands and products offered to consumers. Find out more info here : Nutrabay
