Steadfast Nutrition unveils effervescent supplement, tapping into India’s nutraceutical potential

20 Jun 2023 --- Indian sports and wellness nutrition brand Steadfast Nutrition aims to capture a larger market share in nutraceuticals by launching four new supplements: Nitromax, Ashwagandha, apple cider vinegar and L-Carnitine under the brand “for athletes and by athletes.”

The supplements are developed to improve athletic performance and help athletes optimize their health. The company expects a 40% growth with the products’ launch. 

“We anticipate a huge spurt in our growth with the launch of these four supplements,” Aman Puri, founder at Steadfast Nutrition tells Nutrition Insight. 

“Nitro-whey blend (Nitromax Protein) and L-Carnitine are in hot demand by athletes looking to improve their exercise performance. Ashwagandha and Apple Cider Vinegar are much sought after by individuals aiming to battle stress and anxiety – a common problem of the modern age – and lose weight healthily.” 

Nitromax and L-Carnitine are part of the company’s performance nutrition range, while Ashwagandha is a wellness product to help reduce stress and anxiety and improve sleep quality. 

The company’s apple cider vinegar with pomegranate extract belongs to the ‘effervescent’ range. It helps lose weight, manages blood sugar and cholesterol levels and boosts digestion. L-Carnitine converts fat to energy, boosting energy levels and helping lose weight.

The sports nutrition market in India is valued at around US$158.6 million, with an annual growth of 25%. Indian sports nutrition market 
Nutraceuticals in India has a market share of ₹5000 cr (approximately US$610 million), according to the company. Sports nutrition is valued at ₹1300 cr (about US$158.6 million). 

This market segment has a year-on-year growth of around 25%, while foreign brands dominate about 80% of the market. 

“The nutraceutical industry has shown steep growth year-on-year. However, it’s unorganized and has yet to reach its full potential,” comments Puri. 

“The future of nutraceuticals is promising as the awareness and availability of supplements are rising. The industry will grow about 600 times soon since the government is pushing to improve the manufacturing infrastructure in the country.”

Steadfast Nutrition is looking to decrease dependence on foreign brands in the market. The company notes that at least 50 national and hundreds of regional brands enter the Indian market each year. 

The company’s sports nutrition range 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 in India with a 70% market share in overall consumption. 

“Just a handful of Indian sports nutrition brands manufacture L-Carnitine in India, hence Steadfast Nutrition’s L-Carnitine will help bridge the gap in the market between demand and availability,” adds Puri. 

New product launches 
Nitromax is formulated to enhance athletic performance. The product’s ingredients – whey protein, creatine monohydrate, arginine, taurine, vitamin B complex and green tea extract – work in synergy to improve muscle health, fuel muscle gain and recovery, fight inflammation, boost metabolism and burn fat, according to Puri. 

“L-Carnitine contains 3,000 mg of L-Carnitine extract with 5 mg of vitamin B5, which convert fat to energy, improving athletic performance and helping in weight loss,” he continues.

Steadfast Nutrition is expanding its portfolio with four new supplements in sports nutrition (Image credit: Steadfast Nutrition).“Steadfast Nutrition’s L-Carnitine improves stamina by reducing fatigue, preventing lactic acid build-up and increasing nitric oxide production and blood flow to muscles, which boosts exercise performance.” 

The company’s Ashwagandha supplement provides 500 mg of Ashwagandha roots extract, “a well-known adaptogenic herb that helps reduce stress and fatigue and improves muscle strength and size.” 

Stead Apple Cider Vinegar also contains pomegranate extract, vitamins C, B6 and B12, to help in weight loss, reduce inflammation and strengthen the nervous system. The product also “improves skin and digestive health, manages blood sugar levels and lowers cholesterol,” explains Puri. 

The company’s apple cider vinegar is part of its effervescent range, which dissolves easily in water and has increased bioavailability. It is used as a weight management supplement. 

Since it entered the market in 2017, Steadfast Nutrition developed over 30 supplements in its nutrition portfolio to improve overall health and well-being. The company holds 11 unique protein formulations. 

By Jolanda van Hal