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Amit Dhirwani, Founder & Director, Nutraprep India
India’s fitness and performance nutrition market is growing rapidly, but challenges like counterfeits, inconsistent quality, and lack of consumer trust continue to hold the category back. Nutraprep India Pvt. Ltd. is addressing this gap by building a transparent, science-led manufacturing ecosystem aligned with global standards. In a key industry development, Nutraprep has entered a strategic partnership with Nutrabolt, the global leader behind C4, XTEND and Cellucor, to manufacture and distribute select products in India. In an interview with NUFFOODS Spectrum Amit Dhirwani, Founder & Director of Nutraprep discuss this partnership, rebuilding trust, and the future of credible performance nutrition in India. Edited excerpts;
What infrastructure has Nutraprep built to meet Nutrabolt’s manufacturing standards?
Nutraprep was built ground-up to meet Nutrabolt’s requirements, not adapted later. That meant setting up manufacturing processes, quality systems, and governance structures aligned to their global standards from day one. This includes GMP-compliant facilities, clearly defined formulation transfer protocols, and quality checkpoints that mirror how Nutrabolt operates in mature markets. Nothing moves into production unless it clears both Indian regulatory requirements and Nutrabolt’s internal quality benchmarks. The focus wasn’t speed to launch, rather, to build an infrastructure that can scale without compromising consistency, safety, or brand integrity.
How quickly can Nutraprep scale production as demand grows?
Scalability was designed into the model from the start. Since we manufacture locally using proven formulations, we have put in place an optimised Supply Chain already. Production planning is closely aligned with real demand signals from the market through Bright’s distribution network, allowing us to scale in phases rather than all at once. This ensures predictable growth while maintaining quality and compliance.
What quality assurance systems are in place to replicate international product consistency?
Consistency is non-negotiable for us. Every product manufactured in India follows the same formulation, specifications, and quality benchmarks defined by Nutrabolt globally. At the manufacturing level, we operate a multi-layered quality assurance system. This includes extensive internal and third-party testing across 100+ critical parameters, completely aligned with the Food Safety and Standards Authority of India (FSSAI) requirements and Nutrabolt’s global standards.
In addition, we’ve implemented product-level authentication through a dual-QR verification system, so each unit can be validated individually. Combined with sourcing ingredients from internationally recognised, quality-certified suppliers, this ensures that what consumers get in India matches the performance, safety, and consistency of the global portfolio.
What were the key factors that led Nutrabolt to choose Nutraprep as its manufacturing and marketing partner?
Nutrabolt was clear about one thing from the outset: India needed a manufacturing partner that could operate at global standards. That alignment on quality, process discipline, and long-term intent was the starting point. Nutraprep was set up specifically to build a globally benchmarked manufacturing platform for India, with strong quality systems, transparent processes, and the ability to scale responsibly. We were not approaching this as a short-term distribution opportunity, but as a foundational, long-term play for the category.
The final piece was execution readiness. With Bright Performance Nutrition’s proven pan-India distribution capability, the model brought together global formulations, compliant local manufacturing, and credible market access, making it a fit-for-purpose platform for Nutrabolt’s India ambitions.
How will you balance maintaining global brand integrity while adapting to Indian consumer preferences?
We started with ensuring that everyone involved was aligned that the product itself does not change. Nutrabolt’s formulations, ingredient standards, and quality benchmarks remain exactly the same as global markets. That’s the integrity of the brand. Where localisation comes in is around the product, not inside it. Manufacturing locally meant we could improve accessibility and availability, without touching formulation or performance outcomes. Our role is to ensure Indian consumers get the same product experience they would expect anywhere else in the world, delivered in a way that fits local consumer insights, consumption patterns, retail behaviour, and market realities.
How do you envision the partnership evolving over the next 3–5 years?
Over the next few years, the focus is on building depth of product portfolio and scale.
How will responsibilities be divided between Nutraprep and Bright for sales forecasting, marketing, and retailer relationships?
The roles are structured to keep accountability clear and execution efficient. Nutraprep’s responsibility sits largely on manufacturing excellence, regulatory compliance, alignment with Nutrabolt’s global standards, and marketing the brands based on Indian consumer insights. We work closely with Nutrabolt on formulation transfer, quality systems, and ongoing oversight. Bright Performance Nutrition leads the go-to-market side; including sales forecasting, retailer relationships, channel strategy, and on-ground execution across offline and digital platforms. They bring deep operating experience across India’s fitness and wellness retail ecosystem. Demand planning, supply readiness, and market feedback are reviewed jointly through structured planning cycles, so manufacturing, distribution, and market realities stay tightly aligned as the category scales.
What KPIs are set for Bright as the exclusive omni-channel distributor?
The KPIs are centred around ensuring consistent, credible access to the brands across India. In addition, execution quality at retail is critical, including dominant shelf visibility, in-store shelf leadership, and adherence to brand and quality guidelines across authorised outlets. The focus is on ensuring the brands are visible, well-represented, and easy for consumers to find in trusted retail environments.
How will you ensure availability across offline channels, gyms, ecommerce, and marketplaces?
We’ve structured the rollout in phases, starting with priority metros and Tier-1 markets where demand and category maturity already exist. Bright leads the omni-channel execution across specialty nutrition retail, gyms, and digital platforms, while we align manufacturing and supply planning closely with real demand signals. This ensures we’re not overextending supply or compromising consistency. The focus is on sustained availability. As demand stabilises, we scale distribution in a controlled and predictable manner.
How much cost savings does domestic manufacturing create, and how much of that benefit will be passed to consumers?
Local manufacturing cuts down consumer price by almost half as compared to importing it from outside.
How will Nutraprep ensure authenticity and prevent counterfeit products in a market where this is a concern?
Counterfeiting is a known challenge in this category, and we’ve built safeguards into the system from the get go. Every product manufactured for India carries a dual QR-code, product-level authentication system, implemented in partnership with a specialised verification technology provider. This allows consumers to verify authenticity at the individual unit level, rather than relying on outer packaging or distributor claims. Beyond this, controlled manufacturing, direct coordination with Bright’s authorised distribution network, and tighter inventory traceability help reduce leakage across the value chain.
What is Nutraprep’s long-term vision in India within the health & wellness space?
NutraPrep’s long-term vision is to make Xtend C4 and Cellucor Cor-Performance the No 1 brand in India in their respective categories.
Do you foresee adding more global brands to the manufacturing portfolio?
Nutraprep is exclusively for C4, XTEND and Cellucor.
How does this partnership align with the broader ‘Make in India’ opportunity for sports nutrition?
For us, Make in India is about building capability and accountability in the category. This strategic agreement allows globally established products to be made in India with the same formulation discipline, testing depth, and compliance rigor they follow internationally. That’s where the real value lies.
Narayan Kulkarni