The brand expects about 40% growth by launching these products
India: India’s leading sports and wellness nutrition brand Steadfast Nutrition expanded its portfolio by launching four supplements, Nitromax, Ashwagandha, Apple Cider Vinegar, and L-Carnitine, in the performance nutrition, wellness, and effervescent range in a glittering ceremony at the International Health, Sports, and Fitness Festival, Asia’s biggest health and fitness expo.
Steadfast Nutrition founder Aman Puri says Nitromax, a formulation of several ingredients to enhance athletic performance, will be the leader in the sports nutrition segment since it contains a whopping six ingredients (Whey protein, creatine monohydrate, arginine, taurine, Vitamin B complex, and green tea extract) that work in synergy with each other to improve muscle strength, fuel muscle gain, and recovery, fight inflammation, boost metabolism and burn fat. The brand expects about 40 percent growth by launching these products. Steadfast Nutrition is one of the few brands with a diverse and unique range of ingredients in one supplement. With the launch of these products, the brand aims to capture a bigger slice of the nutraceutical market.
“Steadfast Nutrition has kept its promise to athletes and individuals by launching new supplements that can improve their athletic performance and optimise their health, respectively. Nitromax and L-Carnitine belong to the performance nutrition range; Ashwagandha is a wellness product. It is an adaptogenic herb that reduces stress and anxiety and improves sleep quality; Stead Apple Cider Vinegar with pomegranate extract belongs to the effervescent range, the new buzzword in the nutraceutical industry. It helps lose weight, manages blood sugar and cholesterol levels, and boosts digestion; L-Carnitine converts fat to energy, boosting energy levels and helping in weight loss. We expect 40 percent growth with the launch of these products,” Aman Puri said.
Sports nutrition includes post-workout supplements (whey protein and amino acids) and pre-workout ones (energy drinks and bars, carbohydrates, and minerals). Protein supplements lead the market, with a share of 70 percent in overall consumption. Nitromax is unique since it’s a combination of whey protein, creatine, and L-Arginine, which are effective and powerful nutrients to increase muscle strength in their own right. The effervescent range, to which Apple Cider Vinegar belongs, is the new buzzword in the nutraceutical industry. Effervescent tablets dissolve easily in water and are more bioavailable than their solid counterparts. Apple Cider Vinegar is much sought after as a weight management supplement and offers numerous other health benefits. Ashwagandha has become increasingly popular among people as a supplement due to unhealthy lifestyles brought on by the modern age, where people find it difficult to manage stress and have poor quality of sleep. Steadfast Nutrition aims to address these common health problems by launching these two supplements.
The Indian nutraceutical market lies in the unorganised sector and has a market share of ₹5000 cr, of which the sports nutrition segment is valued at ₹1300 cr, with a year-on-year growth of about 25 percent. Foreign brands dominate about 80 percent of the market. The scenario is changing, with at least 50 national-level and hundreds of regional-level brands entering the market each year. Steadfast Nutrition, which calls itself “Proudly Indian,” aims to remove the dependence on foreign brands in the market.
Asked about the future of the nutraceutical industry and its growth potential, Aman Puri said, “The nutraceutical industry has shown steep growth year-on-year. However, it’s unorganised and has yet to reach its full potential. The future of nutraceuticals is promising as the awareness and availability of supplements are on the rise. The industry will grow about 600 times soon since the government is pushing to improvise the manufacturing infrastructure in the country.”
Steadfast Nutrition, India’s fastest-growing sports and wellness nutrition brand, has carved a niche since it entered the market in 2017. It has a diverse sports and wellness nutrition range that caters to the needs of people from all walks of life and varied age groups. The brand prides itself on its organ-friendly and rigorously-tested supplements. In the last six years, the brand has developed over 30 supplements in its nutrition portfolio and is the only brand in India with 11 unique protein formulations. Steadfast Nutrition’s wellness range helps people improve their health and well-being.
Athletes fuelled by Steadfast Nutrition have brought glory to the country in several national and international championships, including the Olympics. The company has tried to get more and more sports into the mainstream by sponsoring the country’s biggest bodybuilding, MMA, and bodybuilding championships in the last few years. It aims to make bodybuilding a steroid-and risk-free sport by championing the need for top-quality, rigorously-tested sports nutrition supplements.
Over 1,000 nutraceutical and fitness brands have showcased their products at the IHFF, boosting India’s fitness industry. Over 1.5 lakh spectators will throng the festival across three days. Professional Athletes, fitness Influencers, international brands, and distributors have converged at New Delhi’s Pragati Maidan for the mega event.
After the launch of Nitromax, the brand holds 12 unique protein formulations.
About Steadfast Nutrition
Steadfast Nutrition is a premium sports and wellness nutrition company introduced with the aim of offering high-quality supplements to professional athletes and fitness enthusiasts. The brand aims to revolutionize the world of sports nutrition in India with the objective of introducing high-quality supplements and following a unique vision of serving people of all age groups. With several lab tests and a dedication to offering the best, the brand strives to develop the best and deliver superior products to the customer’s doorstep.