Protein consumption in India is much lower than what is recommended by the Indian Council of Medical Research (ICMR). Almost 73% of the population misses out on the minimum dietary intake of protein. Needless to say, this has many health effects, like muscle loss and reduced physical strength.<\/p>\n
This is why we\u2019ve been supporting entrepreneurs trying to introduce protein options in our daily nutrition. Superyou\u2019s products can be a good snacking or dessert alternative to existing options. We are excited to support and partner with Ranveer and Nikunj, and are eager to see how this is built out over the next few years. Here is a note from Nikunj that shares a bit about the story behind SuperYou and all the work that has gone in.<\/p>\n
When we set out to build SuperYou, we didn\u2019t think of protein as a supplement. We thought of it as a cultural shift.<\/p>\n
Protein has long been positioned as a niche product, designed for a narrow group of serious athletes and bodybuilders, living in a very specific kind of world. What we saw around us was a different reality. A generation full of energy, ambition, chaos, creativity, and contradictions. A generation that wants to feel strong and sharp, but doesn\u2019t want to be told to drink chalky shakes or follow someone else\u2019s version of wellness.<\/p>\n
SuperYou was born out of this gap between how protein has been sold and how people actually want to live.<\/p>\n
We asked ourselves: what if protein could feel modern, intelligent, bold? What if it could match the rhythm of real life? What if it could help people go from who they are to who they want to be, without having to become someone else entirely?<\/p>\n
The idea was simple: infuse protein into the foods Indians already love. Because foods with protein are relatively better than those without.<\/p>\n
Making those better options accessible is where real change begins.<\/p>\n
That\u2019s where our journey began.<\/p>\n
At the heart of SuperYou is a belief in building from first principles. Not simply reformulating what exists, but questioning what should exist in the first place.<\/p>\n
We looked at the dominant sources of protein in the market\u2014whey and plant-based proteins\u2014and saw a set of challenges that hadn\u2019t been fully addressed: digestibility, inconsistency, climate impact, taste, and texture. So we went in a smarter, more advanced, and bioengineered direction.<\/p>\n
SuperYou is India\u2019s first protein brand to use fermented yeast protein, powered by a strain called Saccharomyces cerevisiae. Fermented yeast protein is a smart protein with the potential to redefine India\u2019s protein economy in the years to come. It is as efficient, significantly cleaner, and built to serve the nutritional needs of India at scale.<\/p>\n
Our protein is manufactured using a process called biofermentation, where microbes are cultivated in precision-controlled tanks. The result is a clean, complete protein that is gentler on the gut, rich in essential amino acids and beta-glucans, and produced without reliance on animals or large-scale monocropping. We\u2019re proud to back this shift in manufacturing to bring smarter food technologies to India from the get go.<\/p>\n
We call this process SuperFerment\u2122 Technology, and it\u2019s the engine behind everything we\u2019re building.<\/p>\n
This process is designed to scale with precision. Every batch is consistent. Every metric can be monitored. And from a sustainability standpoint, the impact is significantly lower: less water, less land, and lower carbon emissions. We believe climate resilience will define the next decade of consumer goods in India, and that each micro-decision, even if it doesn\u2019t directly reflect on the P&L, will matter in the long run.<\/p>\n
We launched the brand with our snacking range as a decision rich with cultural insights.<\/p>\n
Protein, in its most accessible forms, has historically been tied to rigid routines and perceptions: the gym, the diet plan, the post-workout shake. But most people don\u2019t live within those boundaries. They live in motion, between meetings, in traffic, before a class, after a night out, between flights.<\/p>\n
We asked: how do we build for that kind of energy? And more importantly, how do we make it something people actually want to eat?<\/p>\n
That\u2019s where our protein wafers came in. India has a deep love for chocolate-based snacks, worth over \u20b915,300 crore in 2023 alone. But these snacks typically come loaded with sugar, a sense of guilt, and no nutritional value.<\/p>\n
So we asked: could we reimagine chocolate? Could we pack it with protein? Make it better for you, without compromising on taste or affordability?<\/p>\n
We spent months fine-tuning flavour, texture, and crunch. Each wafer delivers 10g of protein in just 40g, with 190 kcal, 3g of added dietary fibre, and no added sugar.<\/p>\n
Launched in November 2024, the wafer quickly became a game-changer in India\u2019s protein and snack market. In just six months, we\u2019ve sold over 50 lakh units. The wafers have become part of people\u2019s everyday lives, quietly replacing sugar-heavy chocolates with something functional, enjoyable, and genuinely satisfying.<\/p>\n
They were our first real-world test of a belief we hold deeply: if it\u2019s not tasty, it\u2019s not SuperYou. No matter how healthy or functional something is, if the experience isn\u2019t joyful, it won\u2019t last.<\/p>\n
In May 2025, we expanded our portfolio with the launch of SuperYou Protein Chips, marking our entry into India\u2019s \u20b925,000 crore chips and savouries market. Each 40g pack contains 10g of protein, 3g of fibre, no added sugar, no palm oil, and just 165 calories. Priced at \u20b950, the chips are designed to be both nutritionally rich and economically accessible, and of course as we like to call it, maaad tasty.<\/p>\n
Early consumer feedback has been extremely encouraging. People are responding to the taste, macros, and price point. They\u2019re embracing the idea that nutrition doesn\u2019t have to come at the cost of indulgence. We\u2019re excited to see how this category evolves over the coming weeks and months.<\/p>\n
Behind this growth is a clear and ambitious distribution strategy: availability through our D2C website, quick commerce platforms, modern retail, general trade, and over 2500 stores nationwide from day one, including Reliance Retail, 7-Eleven, Relay, and vending machines across airports in India.<\/p>\n
In July 2025, we\u2019ll launch our Pro category, our entry into traditional supplement formats like protein powders and bars.<\/p>\n
This line is built for those who already believe in protein, but haven\u2019t yet found the right fit. Across India, a growing number of consumers face issues with whey, ranging from lactose sensitivity and digestion troubles to adulteration risks and high cost. Meanwhile, many find that plant-based proteins don\u2019t perform well enough, or have an unappealing texture and taste.<\/p>\n
Fermented yeast protein bridges that gap. It offers the same high-quality protein profile\u2014measured by the PDCAAS (Protein Digestibility Corrected Amino Acid Score)\u2014as whey, but with none of the downsides.
\nFor context: whey protein scores a perfect 1.0 on the PDCAAS scale. Most plant-based proteins fall between 0.6 and 0.8. Our fermented protein, while fully vegan, also scores 1.0\u2014offering all the benefits of animal-based protein, without the drawbacks of lactose, allergens, or environmental load. Thanks to our biofermentation process, it is gut-friendly, scalable, and reliable.<\/p>\n
Our Pro products will reflect this vision: trusted supplement formats, upgraded with the science and strength of SuperFerment\u2122 Technology.<\/p>\n
Ranveer and I met over basketball games and conversations about fitness, lifestyle, and food. That friendship eventually became SuperYou.<\/p>\n
But this is not a celebrity endorsement. Ranveer isn\u2019t just the face of the brand but is deeply involved in its creation.<\/p>\n
His strength lies in content, marketing, and cultural insight. Every single product goes through his personal testing. He plays an active role in product development, creative direction, and storytelling. His energy, conviction, and belief in building something meaningful show up in every decision we make.<\/p>\n
That spirit\u2014loud, clear, full of life\u2014is infused into every part of the brand. There could be no better, more dynamic spokesperson for the brand than Ranveer.<\/p>\n
SuperYou is confident, expressive, and loud in the best possible way. It\u2019s built to feel like the inside of your favourite playlist, the energy of a 7 am run, or the buzz of getting things done. But under that energy is an incredibly serious foundation: one of food science, manufacturing innovation, and deep cultural relevance.<\/p>\n
Our audience\u2014primarily Gen Z and millennials\u2014isn\u2019t chasing perfection or aesthetics without performance. They want to feel sharp, stay energised, and build lives they\u2019re excited to live. They want community, not cults. They want their choices to reflect who they are, not who they\u2019re told to be.<\/p>\n
We\u2019re here to bridge that gap between you and your SuperYou.<\/p>\n
Not by telling people to transform, but by giving them the tools to elevate. Whether it’s through a midday snack or a daily ritual, we’re here to help people feel just a little more powerful, a little more alive, every single day.<\/p>\n
And this is just the start.<\/p>\n
\u2014 Nikunj Biyani<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Protein consumption in India is much lower than what is recommended by the Indian Council of Medical Research (ICMR). Almost 73% of the population misses out on the minimum dietary intake of protein. Needless to say, this has many health effects, like muscle loss and reduced physical strength. This is why we\u2019ve been supporting entrepreneurs […]<\/p>\n","protected":false},"author":233465,"featured_media":415286,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[478],"tags":[],"class_list":["post-415281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rainmatter"],"yoast_head":"\n