SuperYou Company Profile

Background

SuperYou, co-founded in 2024 by Bollywood actor Ranveer Singh and entrepreneur Nikunj Biyani, is a Mumbai-based consumer health and wellness brand. The company aims to revolutionize protein consumption in India by making it fun, accessible, and affordable for a broad demographic. Operating in the fast-growing FMCG and functional foods sector, SuperYou's mission is to integrate protein seamlessly into everyday diets, thereby addressing the widespread protein deficiency in the country.

Key Strategic Focus

SuperYou's strategic focus centers on:

• Product Innovation: Introducing protein-enriched alternatives within mainstream snack categories such as biscuits, chips, and chocolates.

• Market Expansion: Targeting a ₹500 crore revenue milestone within five years by expanding product offerings and distribution channels.

• Consumer Accessibility: Making protein consumption effortless for everyone, not just gym-goers, by offering affordable and tasty protein-rich snacks.

Financials and Funding

SuperYou secured Series A funding from Rainmatter Capital in December 2024. While the investment amount was undisclosed, the funds are being deployed to scale production and diversify the product lineup with cereals, biscuits, powders, and more snacks.

Pipeline Development

SuperYou's product pipeline includes:

• Protein Wafer Bars: Launched in November 2024, these bars sold 1.6 million units within 90 days.

• Multigrain Protein Chips: Introduced in May 2025, marking the company's entry into the high-protein savory snacks segment.

• Future Products: Plans to launch protein-rich cereals, biscuits, and breakfast foods to capture a larger market share.

Technological Platform and Innovation

SuperYou distinguishes itself through:

• Bio-Fermented Yeast Protein Technology: Utilizing a vegan, highly digestible protein source with a PDCAAS of 1, matching the quality of whey but without lactose or animal products.

• Sustainable Production: The protein is produced using 10 times less water, 20 times less land, and generates 20 times fewer carbon emissions compared to traditional protein sources.

Leadership Team

• Ranveer Singh: Co-founder, Bollywood actor, and fitness enthusiast. Singh is actively involved in content creation, brand strategy, and product development, ensuring each product aligns with the brand's vision.

• Nikunj Biyani: Co-founder with over a decade of experience in building global and Indian FMCG brands across categories like snacks, dairy, and beverages. Biyani oversees the company's strategic direction and operations.

Competitor Profile

Market Insights and Dynamics

The Indian protein chips market is projected to reach USD 99.3 million by 2030, growing at a CAGR of 10.8%.

Competitor Analysis

• Yogabar: Offers a range of protein bars and snacks targeting health-conscious consumers.

• Max Protein: Provides protein bars and cookies with a focus on gym-goers and fitness enthusiasts.

• The Whole Truth: Emphasizes clean-label protein bars with no added sugar or preservatives.

• Gladful: Focuses on protein-rich snacks catering to families and children.

Strategic Collaborations and Partnerships

SuperYou has established significant collaborations to strengthen its market position:

• Rainmatter Capital: Secured Series A funding to fuel expansion and product diversification.

• Think9 Consumer: Co-founded within this venture builder firm, focusing on transforming consumer ideas into digital-native brands.

Operational Insights

SuperYou's operational strategy includes:

• Omnichannel Distribution: Products are available through D2C website, e-commerce platforms like Amazon and Flipkart, quick commerce platforms like Blinkit and Zepto, and offline stores including Reliance Retail and 7-Eleven.

• Affordable Pricing: Protein wafer bars priced at ₹60 to ensure accessibility for a broad consumer base.

Strategic Opportunities and Future Directions

SuperYou's strategic roadmap includes:

• Product Line Expansion: Launching new protein-rich snacks and breakfast foods to capture a larger market share.

• Retail Network Scaling: Growing from 1,000 to 10,000–15,000 retail touchpoints in 1–2 years.

• Geographic Expansion: Penetrating Tier 2/3 cities and emerging markets while consolidating presence in metros.

• Brand Building: Investing in influencer collaborations, digital content, and offline activations for deeper consumer engagement.

• Technology & Data: Leveraging data-driven marketing and inventory planning for efficient scaling.

Contact Information

• Website: superyou.in

• Social Media:

• Instagram

• Facebook

• Twitter

• Email: hypedesk@superyou.in

• Phone: +91 - 8655450110