Homegrown Protein Brand, Fit AF launched to Indianise the health and fitness industry

2024-04-23 06:02:08 Health and Fitness

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With a soft launch in September 2021, Fit AF has launched its
product portfolio of whey protein in the Indian market with its curated and specialized
approach towards holistic solutions for the Indian health and fitness industry. The D2C
brand is manufactured and packaged in Hyderabad, making it one of the few protein
brand to be produced locally in India for the customers.

Fit AF operates under the parent company Fitride Labs Private Limited and has Aman
Lalwani in the role of Chief Executive Officer and Director to lead the execution and
innovation strategy. Aman identified the disconnect in the fitness and supplement
industry in India as an opportunity to make a revolutionizing impact with the vision to
promote a new lifestyle and conscious choices. The brand envisions diminishing the void
of good-tasting protein in the Indian health and nutrition industry through the brand.
Easy to blend and consume, whey protein by Fit AF is on a mission to capture
mindshare and become the preferred choice of fitness and wellness enthusiasts across
India over the next three years with an ever-evolving flavor portfolio for its audience. By
2025, the startup aims to capture 3% market share of the INR 1300 cr Indian Sports
Nutrition market is expected to reach approximately INR 2000 crores by 2023 and
INR 3000 crores by 2025 respectively.

Mr. Aman Lalwani, Chief Executive Officer and Director, Fitride Labs Pvt Ltd,
shares, ?People assume that nutritious foods are unappealing and do not taste great.
However, at Fit AF, we aim to scale the Indian fitness industry to newer heights,
maintaining the balance of taste and nutrition. Our mission is to help every Indian get fit
by making better and healthier choices every day.?

Currently, the homegrown whey protein brand caters to flavors like rich chocolate, kesar
badam, alphonso mango, rose milk, and french vanilla that are available on their website
getfitaf.in.

Aiming to continue the progress and reach on quick e-commerce marketplaces, Fit AF
is progressing to set up their own offline distribution network starting from South India
and across the country where people aspire for better quality and stronger value
a proposition, through a multi-channel strategy.