What Nutrabay does

Nutrabay, founded in 2016 and headquartered in New Delhi, is an Indian direct-to-consumer (D2C) e-commerce platform specializing in authentic nutritional supplements and health products. It operates a dual business model: a multi-brand marketplace distributing international and domestic brands (Optimum Nutrition, MuscleTech, MuscleBlaze, Naturaltein, and others) alongside a proprietary own-label portfolio launched in April 2019 across sub-brands including Nutrabay Gold, Nutrabay Pure, Nutrabay Pro, Nutrabay Wellness, Nutrabay Foods, and Nutrabay Creafizz. The underlying technology is a standard e-commerce storefront delivered through nutrabay.com, native iOS and Android apps (2M+ downloads, 4.8-star rating), and a back-end platform that incorporates an authenticity-verification system with unique scratch codes on each product, video-surveilled packaging operations, and direct-sourcing integration with certified official importers such as Glanbia Performance Nutrition, Muscle Pro Nutrition, Muscle House India, and Shri Balaji Overseas. Product categories span Performance Nutrition (proteins, creatine, pre-workouts, gainers, BCAAs, L-carnitine), Vitamins and Supplements (fish oil, multivitamins, ashwagandha, shilajit, probiotics), Health Food and Drinks (protein oats, peanut butter, protein bars, apple cider vinegar), and Workout Gear (shaker bottles).

The business monetizes through one-time product sales at unit-based pricing with regular MRP-discounted offers (e.g., 5% off for new users via NUTRABAY5, 5% off for app users via APP5). Customer retention is supported through the FitClub loyalty program, which issues NB Coins (1 NB Coin = ₹1) across tiered memberships (Explorer, Achiever, Legend). Sales channels comprise the company's own e-commerce site and mobile apps for pan-India direct delivery, an authorized-retailer program with a website store locator for offline reach, and an affiliate program for performance marketing. The platform serves primarily fitness enthusiasts and athletes, health-conscious consumers, and lifestyle buyers seeking protein, vitamins, and functional foods across India.

Name

Nutrabay

Legal name

Unknown

Website

https://nutrabay.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Nutrabay is an Indian D2C e-commerce platform founded in 2016 that sells authentic nutritional supplements directly to consumers, operating as both a multi-brand retailer and an own-brand manufacturer serving fitness enthusiasts and health-conscious buyers across India.

Ownership category

akta.pro rank

Product category

Online Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Nutritional supplements
• Sports nutrition
• Dietary supplements
• Protein supplements
• Fitness nutrition

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales: Revenue generated from selling supplements and health products directly to consumers through the Nutrabay website and mobile app. Products include both own-brand supplements and third-party brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Nutrabay is a D2C multi-brand nutritional supplements platform operating nutrabay.com and mobile apps (iOS/Android, 2M+ downloads) to sell authentic performance nutrition, vitamins, health food and workout gear across India. The company retails both its own Nutrabay-branded supplement lines (launched April 2019) and third-party international and Indian brands such as Optimum Nutrition, MuscleBlaze, MuscleTech and GNC, with authenticity verified through scratch-code stickers, video-surveilled packaging and direct brand/importer sourcing.

Product overview

Nutrabay is an Indian e-commerce platform specializing in authentic health, nutrition, and fitness supplements. The company operates both as a multi-brand marketplace selling third-party international and domestic brands (including Optimum Nutrition, MuscleBlaze, GNC) and as a proprietary brand owner with its own Nutrabay, Nutrabay Gold, Nutrabay Pure, Nutrabay Wellness, Nutrabay Pro, Nutrabay Foods, and Nutrabay Creafizz product lines. The portfolio spans Performance Nutrition (proteins, creatine, pre-workouts, amino acids, gainers), Vitamins and Supplements (fish oil, multivitamins, natural extracts), Health Food and Drinks (protein oats, peanut butter, protein bars), and Workout Gear (shaker bottles, gym gloves, apparel). The company launched its own supplement range in April 2019 and maintains a loyalty program called FitClub. All products are sourced directly from brands or official importers with authenticity verification measures including neck bands, authenticity stickers, and vacuum barriers.

Differentiator

Problem solved

Functional benefit

Brands

• FitClub: Nutrabay's loyalty program that rewards customers with NB Coins for purchases, offering membership tiers (Explorer, Achiever, Legend) based on spending levels.

Products and services

• Nutrabay Gold Pea Protein Hydrolyzed pea protein powder sold in multiple flavors and sizes as a premium plant-based protein option for fitness and health-conscious consumers.
• Nutrabay Pure Pea Protein Isolate 100% pea protein isolate powder with high protein content per serving, available unflavored for plant-based consumers.
• Nutrabay Fermented Yeast Protein Powder Fermented yeast protein powder with 25g protein, 6.7g BCAA, 9 EAAs and PDCAAS 1 rating, marketed as a gut-friendly, higher-absorption alternative.
• Nutrabay BioAbsorb Whey Protein Powder Clinically tested whey protein positioned as India's first protein with ProDiFi for improved absorption and no bloating, with 26g protein per scoop.
• Nutrabay Gold Whey Protein Concentrate Premium whey protein concentrate with high biological value, available in multiple flavors for fitness consumers.
• Nutrabay Pure Creatine Monohydrate Micronized Micronized creatine monohydrate powder for strength and muscle volume, unflavored, with 4.7/5 rating from 5,498 reviews.
• Nutrabay Gold Micronized Creatine Monohydrate Premium micronized creatine monohydrate available in multiple flavors including Orange, with 4.7/5 rating from 4,223 reviews.
• Nutrabay RageX Pre-Workout Pre-workout supplement formulated with L-citrulline, beta-alanine, caffeine and black pepper extract to support energy, focus and pump during training.
• Nutrabay Creafizz Creatine monohydrate delivered in fizzy, instantly-dissolving sachets (3g creatine per serving) with no clumps, an alternative format to traditional creatine powder.
• Nutrabay Fish Oil Omega 3 - 1000mg Fish oil supplement providing 1000mg of omega-3 in softgel form, 60 softgels per bottle, for daily wellness consumers.
• Nutrabay Fish Oil Omega 3 (Triple Strength) - 1250mg Triple-strength fish oil supplement delivering 1250mg potency in 60 capsules per bottle, for consumers seeking higher omega-3 dosing.
• Nutrabay Multivitamin For Men Complete multivitamin formulation tailored to men's nutritional needs, available in multiple pack sizes for daily preventive health.
• Nutrabay Multivitamin For Women Complete multivitamin formulation tailored to women's nutritional needs for daily preventive health and wellness.
• Nutrabay Wellness Ashwagandha Extract Ashwagandha extract supplement standardized to Withania Somnifera 1000mg, positioned as a natural wellness product for stress and vitality support.
• Nutrabay Shudh Himalayan Shilajit Himalayan shilajit resin sourced from high altitude with 80% fulvic acid, heavy-metal tested and water-extracted, for traditional wellness support.
• Nutrabay High Protein Oats High-protein oats sold in flavors including Dark Chocolate Raisin for protein-enriched daily breakfasts.
• Nutrabay Original Peanut Butter Peanut butter available in original, crunchy and creamy variants for everyday nutrition.
• Nutrabay Unsweetened Peanut Butter All-natural unsweetened peanut butter made with 100% peanuts and no added sugar or oil, targeted at clean-label consumers.
• Nutrabay Wellness Vegan Plant Protein Powder + Superfoods Vegan plant protein powder blended with superfoods for wellness-focused consumers seeking plant-based nutrition.
• Nutrabay Black Shaker Bottle 700ml black shaker bottle for mixing protein supplements and on-the-go fitness use.
• Nutrabay Cyclone Shaker 500ml 500ml shaker bottle with cyclone mixing technology for supplement mixing.
• Optimum Nutrition Gold Standard Whey Protein International brand whey protein powder retailed on Nutrabay, available in multiple sizes up to 4kg, targeted at Indian fitness consumers seeking imported brands.
• Nutrabay FitClub Loyalty Program Free customer loyalty program for Nutrabay shoppers that issues NB Coins redeemable as ₹1-per-coin discounts, structured across Explorer, Achiever and Legend spending tiers to drive repeat purchases.

Quantifiable outcome

• 2M+ app downloads
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and major.

• Glanbia Performance NutritioncoreStrategic or Co-development PartnerGlanbia Performance Nutrition is a trusted importer/certifier of authentic supplements available on Nutrabay, ensuring genuine products reach customers through direct sourcing.
• Muscle Pro Nutrition (MPN)coreStrategic or Co-development PartnerMuscle Pro Nutrition serves as an official importer/certifier for Nutrabay, providing authentication and supply chain certification for supplement products.
• Muscle House IndiacoreStrategic or Co-development PartnerMuscle House India is a trusted importer/certifier partnership ensuring authentic supplement sourcing and supply chain integrity for Nutrabay customers.
• Shri Balaji OverseascoreStrategic or Co-development PartnerShri Balaji Overseas provides official importer certification and authenticity verification for international supplement brands sold through Nutrabay.
• Optimum NutritioncoreChannel Partner/ Reseller/ DistributorOptimum Nutrition is a key international brand sold through Nutrabay's e-commerce platform with dedicated brand store page and regular promotional offers.
• MuscleTechmajorChannel Partner/ Reseller/ DistributorMuscleTech products are sold through Nutrabay as a major international supplement brand with dedicated brand store and promotional campaigns.
• MuscleBlazemajorChannel Partner/ Reseller/ DistributorMuscleBlaze is a leading Indian supplement brand available through Nutrabay's platform with dedicated brand store and regular offers.
• NaturalteinmajorChannel Partner/ Reseller/ DistributorNaturaltein supplements are distributed through Nutrabay's platform with dedicated brand page and promotional offers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MuscleBlaze (Bright Lifecare): India's leading D2C and marketplace sports nutrition brand with whey protein, mass gainers, and creatine. Directly comparable multi-brand + own-brand supplements model serving the same fitness and gym-going consumer base as Nutrabay.
• HealthKart: Multi-brand online health and supplement retailer in India offering vitamins, sports nutrition, and wellness products. Closest direct competitor with overlapping assortment, authenticated supply chain, and pan-India D2C delivery.
• Oziva: India-based D2C plant-protein and wellness nutrition brand offering protein powders, meal replacements, and hair/skin supplements. Competes with Nutrabay in plant protein and clean-label supplement categories.
• TrueBasics (by Hector Beverages): Indian D2C wellness nutrition brand offering daily nutrition, men's/women's health, and sports supplements. Direct competitor for Nutrabay's multivitamin and preventive-health segments.
• Wellbeing Nutrition: India-focused D2C nutrition brand with novel formats (melts, effervescents) for vitamins, proteins, and performance nutrition. Competes with Nutrabay in vitamins and innovative delivery formats.
• Bold Care: Indian D2C men's wellness and nutrition brand covering performance, hair, and testosterone supplements. Overlaps with Nutrabay's men's multivitamin, ashwagandha, and performance lines.
• Man Matters (by Mosaic Wellness): India D2C platform offering men's health, wellness, and supplement bundles. Direct competitor in the same D2C nutrition/wellness funnel, sharing target demographic and content-led acquisition model.

Broad incumbents

• Optimum Nutrition (Glanbia): Global sports nutrition brand and one of Nutrabay's key channel partners. As Optimum Nutrition expands its own India D2C presence, it functions as both a supplier and a broad incumbent that competes for the same end consumer at the brand level.
• Amazon India (Health & Nutrition category): Dominant Indian e-commerce marketplace carrying the same third-party supplement brands as Nutrabay. Competes on assortment breadth, delivery speed, and Prime trust; represents the broad incumbent threat in nonstore supplement retail.
• Flipkart (Health & Supplements): Major Indian e-commerce platform with a sizable health, wellness, and supplements category. Competes with Nutrabay on price, assortment, and logistics reach, and sells many of the same international and Indian supplement brands.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@nutrabay
• Instagraminstagram.com/nutrabay

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutrabay