“Mandatory third-party testing of health supplements for purity, potency, and contaminants should become the norm, with results made publicly accessible”

Shreyans Jain, Co-founder, Nutrabay 

India’s nutrition supplement industry has witnessed a shift from niche consumption to mainstream acceptance, driven by increasing health awareness, expanding distribution networks, and a surge in demand for functional and performance-oriented products. However, challenges around product efficacy, protein absorption, digestive discomfort, and regulatory ambiguity continue to affect market confidence. In this context, NUFFOODS Spectrum spoke to Shreyans Jain, Co-founder of Nutrabay, to understand how the company is responding to evolving consumer expectations in the protein and performance nutrition space. Jain shares insights on emerging trends like clean-label demand, improved bioavailability, and the push for clinical validation and third-party testing in India’s supplement space. He also discusses Nutrabay’s approach to product innovation, quality control, and navigating a fast-growing yet closely scrutinised market. Edited excerpts:

India’s nutrition supplement market is evolving rapidly. What are the key consumer trends you’re observing in the Indian protein and performance nutrition space today?
The Indian nutrition supplement market is becoming more dynamic, with rising health awareness across all demographics. Protein is now sought for not just muscle building but also satiety, weight management, and daily wellness. Consumers increasingly demand clean labels, genuine ingredients, and easy-to-digest options. Digestive health is a key focus, making gut-friendly proteins like BioAbsorb™ more relevant. As demand grows in Tier 2 and Tier 3 cities, affordability and accessibility remain crucial.

BioAbsorb™ is being positioned as a next-gen whey protein. What specific consumer pain points did you aim to address that were not being solved by existing products in the market?
BioAbsorb™ was created to address key issues consumers faced with traditional whey protein. Digestive discomfort such as bloating, gas, and heaviness was a major concern. Many existing products offered limited digestive support, often relying on a single enzyme. BioAbsorb™ tackles this through its ProDiFi™ blend, which uses multiple enzymes, probiotics, and prebiotics for smoother digestion. Another issue was suboptimal absorption—users couldn’t be sure how much protein their body was truly utilising. ProDiFi™ improves digestion and nutrient uptake to optimise protein absorption. Lastly, there was no holistic gut-health-focused protein in the market. ProDiFi™ supports a healthy gut ecosystem, which is essential for long-term absorption efficiency.

The ProDiFi™ blend combines probiotics, digestive enzymes, and fiber. What inspired this integration, and how did you go about validating its impact on protein absorption?
This blend was inspired by the synergistic relationship between enzymes, probiotics, and fiber in the human digestive process. Digestive enzymes break down macronutrients, probiotics support the gut lining and enhance nutrient uptake, and prebiotic fiber like FOS nourishes the probiotics to ensure optimal performance. A single solution wouldn’t be effective; a combination was necessary to improve both immediate breakdown and long-term gut health. The blend underwent a year of stability testing to ensure efficacy throughout shelf life. Human clinical trials have been initiated to track plasma amino acid levels post-consumption compared to standard whey. These results, along with digestive comfort feedback, will scientifically validate absorption improvements.

How are you planning to educate the market about concepts like absorption efficiency, digestive health, and the ProDiFi™ technology, which are still relatively new for Indian protein users?
Education is central to the BioAbsorb™ strategy. The team is developing content like blogs, videos, and infographics that simplify scientific concepts such as protein bioavailability and gut microbiome health. Collaborations with dietitians, nutritionists, and fitness professionals will help explain this technology’s benefits. Digital campaigns, influencer partnerships, and testimonial-led messaging will be used to highlight real-world impact. In the future, in-store activations and trained staff will help spread awareness offline. Messaging will focus on the blend’s tangible benefits. Once clinical trials are complete, results will be shared through press releases, webinars, and scientific briefs to enhance credibility and consumer understanding.

As international brands continue to enter India, what differentiates homegrown players like Nutrabay in terms of product development and consumer trust?
Nutrabay has a deep understanding of the Indian consumer, including dietary habits, lactose intolerance, cultural nuances, and price sensitivity. This helps in creating targeted solutions like BioAbsorb™. The brand is agile and responsive, with direct consumer feedback loops that enable quick product refinement and innovation. Transparency is a core value—products are authentic, sourcing is clear, and delivery is direct-to-consumer. Nutrabay emphasises proprietary formulations like ProDiFi™ to demonstrate genuine innovation. Additionally, local operations help keep products affordable without compromising on quality, making premium nutrition more accessible.

Given the concerns around adulteration and lack of regulation in the Indian supplements market, how can the industry move toward greater transparency and standardisation?
Stricter regulatory enforcement by FSSAI is essential, including clearer guidelines and consistent checks. Mandatory third-party testing of health supplements for purity, potency, and contaminants should become the norm, with results made publicly accessible, possibly via QR codes. Blockchain technology could add supply chain transparency by providing traceability from raw material sourcing to final product. Consumer education is also vital—brands must guide users on verifying authenticity through scratch codes or batch numbers. Ingredient traceability, especially for sensitive components like probiotics and enzymes, must be prioritized. We already implement several of these measures, including direct sourcing, in-house testing, and transparency via its platform.

Nutrabay offers products across categories — from proteins to wellness and herbal supplements. How are you ensuring category depth without compromising on quality or innovation?
Dedicated teams handle specific domains—like BioAbsorb™, which focuses on sports nutrition and digestive health. Insights from innovations like ProDiFi™ enhance bioavailability across categories. Strict quality control is maintained from raw materials to final testing, with manufacturing done via globally certified partners. Customer feedback drives relevant, need-based innovation, while long-term supplier ties ensure consistent raw material quality.

Can you share some insights into your supply chain and manufacturing partnerships, especially when dealing with sensitive ingredients like probiotics, enzymes, and proteins?
Nutrabay sources ingredients like specialised whey, probiotic strains, FOS, and enzyme complexes from globally certified suppliers. Every supplier is thoroughly vetted and must provide comprehensive documentation and CoAs. Manufacturing takes place in FSSAI-licensed and USFDA-certified Indian facilities with strict quality controls. Testing occurs at all stages—from raw material intake to final product—to verify purity, potency, and stability. This rigorous approach ensures that sensitive ingredients retain efficacy and safety across the product lifecycle.

With many supplements still perceived as niche or luxury in India, how do you think the industry can work towards mass accessibility and affordability?
Local sourcing and manufacturing can help reduce production costs as capabilities improve. Educating consumers about the long-term health benefits of supplements can shift the conversation from cost to value. Affordable packaging formats like single-serve sachets can lower entry barriers. Providing reliable health information in regional languages can broaden reach. Our direct-to-consumer model helps cut distribution costs, allowing it to offer high-quality products at more competitive prices.

As a founder in the competitive D2C space, what have been the biggest challenges in scaling Nutrabay? How did you address issues like customer acquisition, retention, and product development?
Customer acquisition was challenging due to rising ad costs and competition. Nutrabay tackled this by investing in content marketing and building a strong community to reduce reliance on paid channels. Authentic reviews and referrals also drove sustainable growth. Retention was addressed through product efficacy—BioAbsorb™ is one example that promotes repeat usage—and exceptional customer service. Loyalty programs further strengthened retention. Product development involved identifying consumer pain points, collecting feedback, and executing science-backed innovation. Rigorous testing and a strong in-house R&D culture ensured product quality.

What’s your vision for Nutrabay in the next 3–5 years? Are there plans to explore offline retail, international markets, or personalized nutrition?
We aim to become India’s most trusted and innovative nutrition brand. Offline retail is on the horizon, with potential partnerships in modern trade, health stores, and even flagship experience centers. The brand will continue expanding within wellness and nutrition categories, focusing on consumer needs and science-led innovation. New products like BioAbsorb™ will serve as blueprints for future development.

What have been the key revenue drivers for Nutrabay in the past 1–2 years? Is it still largely protein supplements, or are other categories like wellness and vitamins catching up?
Whey protein remains the leading revenue contributor, driven by consistent demand in sports and fitness segments. However, wellness supplements and vitamins are growing rapidly, with increasing consumer interest in gut health, immunity, and overall vitality. Products like multivitamins, omega-3s, and probiotics have gained momentum, indicating a shift toward holistic wellness.

Mansi Jamsudkar Padvekar

mansi.jamsudkar@mmactiv.com