MyFitness

What MyFitness does

MyFitness is an Indian direct-to-consumer health food brand specializing in high-protein peanut butter products and protein-enriched oats, operating as a portfolio brand under BRND.ME (formerly Mensa Brands), a Bengaluru-based consumer brands group. Founded in 2009 and operationally headquartered in Bengaluru with manufacturing presence in Silvassa, the brand positions itself as India's first U.S. FDA-registered peanut butter brand and self-claims the title of India's No. 1 peanut butter brand. The product portfolio centers on eight peanut butter variants (Chocolate, Original, Natural Unsweetened, Dark Chocolate, Chocolate Almond Crunch, Chocolate Crispy, Chocolate Crispy with rice crisps, and Classic Zero) spanning smooth and crunchy textures with protein content of 25-31% per 100g, supplemented by a Pro.Fitness line of High Protein Chocolate Oats and Rolled Oats and a dedicated MyFitness Junior sub-brand for children.

The company distributes through an owned e-commerce storefront at myfitness.in combined with quick-commerce listings on Blinkit, Zepto, Flipkart Minutes, and JioMart Jiffy, with nearly 30% of brand sales sourced from instant-delivery platforms. Pricing is structured across multiple pack sizes (510g to 2.5kg) at ₹199-₹899 with frequent 16-27% promotional discounts, and revenue is generated exclusively through one-time unit sales with no subscription or SaaS component. Marketing is concentrated on influencer and celebrity endorsements (notably Indian actor Sahil Khan and fitness creators), Instagram, YouTube, and the D2C website. The brand operates with a headcount of 1-10 employees and has received approximately $1M in disclosed funding from 100Unicorns in 2021, with growth supported primarily through the BRND.ME parent group's shared distribution and operational platform.

Name

MyFitness

Legal name

MyFitness

Website

https://myfitness.in

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

MyFitness is an Indian D2C health food brand specializing in high-protein peanut butter variants and protein-enriched oats, operating under BRND.ME (formerly Mensa Brands). It sells via its myfitness.in storefront and quick-commerce platforms Blinkit, Zepto, Flipkart Minutes, and JioMart Jiffy.

Ownership category

akta.pro rank

Product category

Health Foods / Nut Butter Manufacturing

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

Keywords

• Peanut butter
• High protein foods
• Health spreads
• Protein oats
• Nut butter snacks

Headquarters

HQ city

Silvassa

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (D2C E-commerce): MyFitness generates revenue through direct-to-consumer sales of peanut butter and high-protein oats via its owned e-commerce storefront (myfitness.in), offering multiple product variants across price points and pack sizes.
2. Quick Commerce Channel Sales: Revenue generated through quick-commerce platform listings on Blinkit, Zepto, Flipkart Minutes, and JioMart Jiffy. Instant delivery channels account for approximately 10%+ of net revenues, with MyFitness deriving nearly 30% of its own sales from these platforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

MyFitness manufactures and sells a portfolio of high-protein peanut butter variants and protein-enriched oats direct to Indian consumers. Its core SKU range includes Original, Chocolate, Dark Chocolate, Natural Unsweetened, Classic Zero, Chocolate Almond Crunch, Chocolate Crispy, and a Junior line for children, offered across multiple pack sizes. The brand also sells Pro.Fitness high-protein chocolate oats and rolled oats, all marketed as U.S. FDA-registered, clean-label, keto-friendly, and gluten-free options.

Product overview

MyFitness is an Indian D2C health food brand specializing in peanut butter products and protein-enriched oats. The product portfolio centers on multiple peanut butter variants under the MyFitness brand (Chocolate, Original, Natural Unsweetened, Dark Chocolate, Chocolate Almond Crunch, Chocolate Crispy, and Classic Zero) available in smooth and crunchy textures with protein content ranging from 25-31%, plus a dedicated MyFitness Junior sub-brand for children. The company also offers Pro.Fitness branded high-protein oats and rolled oats. MyFitness claims to be India's first U.S. FDA-registered peanut butter brand. Products are sold direct-to-consumer through the myfitness.in website with various pack sizes. The brand operates as part of BRND.ME (formerly Mensa Brands), a Bengaluru-based consumer brands group.

Differentiator

Problem solved

Functional benefit

Brands

• Pro.Fitness: High protein oat products including High Protein Chocolate Oats and Rolled Oats with protein and fiber content.
• MyFitness Junior

Products and services

• MyFitness Peanut Butter - Chocolate Smooth Chocolate-flavored peanut butter with 28% protein content in a smooth texture, sold across multiple pack sizes (510g, 900g, 1.25kg, 2.5kg). Designed for keto-friendly, gluten-free, high-protein diets for adult consumers.
• MyFitness Peanut Butter - Chocolate Crunchy Chocolate-flavored peanut butter with 26% protein content in a crunchy texture, sold across multiple pack sizes (510g, 900g, 1.25kg, 2.5kg). Designed for keto-friendly, gluten-free, high-protein diets for adult consumers.
• MyFitness Peanut Butter - Original Classic peanut butter inspired by a traditional American recipe with 28% protein content, made with 91% roasted peanuts, zero trans fats and no cholesterol, available in crunchy and smooth variants.
• MyFitness Peanut Butter - Natural Unsweetened 100% natural peanut butter with no added sugar, preservatives, hydrogenated oils, or artificial ingredients. Contains 25-31% protein and offers 95% less oil separation for smoother consistency.
• MyFitness Peanut Butter - Dark Chocolate (with Whey) Premium dark chocolate peanut butter with added whey protein, offering 29-30% protein content, available in crunchy and smooth variants. Rich in monounsaturated fats supporting heart health.
• MyFitness Peanut Butter - Chocolate Almond Crunch Chocolate peanut butter blended with almonds for an extra crunchy texture. Contains 25.6g protein per 100g, is keto-friendly and gluten-free, and provides healthy monounsaturated fats.
• MyFitness Peanut Butter - Chocolate Crispy Chocolate peanut butter with rice crisps for a crispy texture. Contains 26.3g protein per 100g, is keto-friendly and gluten-free, and provides approximately 200.7 kcal per serving.
• MyFitness Peanut Butter - Classic Zero Crunchy Zero added sugar chocolate peanut butter with 28% protein content in an extra crunchy texture, sold in a 510g pack size at ₹279 (20% off regular price of ₹349).
• MyFitness Peanut Butter Junior Peanut butter sub-brand specially formulated for children with added minerals and 25% protein content. Available in chocolate crunchy and chocolate smooth variants in 510g pack sizes.
• Pro.Fitness Rolled Oats Rolled oats under the Pro.Fitness sub-brand with 13% protein content and 10g fiber per serving. High-fiber, zero-cholesterol healthy oats sold in 900g pack size.
• Pro.Fitness High Protein Chocolate Oats High protein chocolate oats with dark chocolate, nuts, seeds, and added whey protein, delivering 27g protein per serving. Available in 900g (₹499) and 375g (₹199) pack sizes.
• MyFitness Combos Product bundles combining multiple MyFitness peanut butter and Pro.Fitness oats SKUs at discounted prices, available through the myfitness.in storefront.

Quantifiable outcome

• Peanut protein content of 25-31g per 100g across product variants
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• BRND.ME (formerly Mensa Brands)coreOthers · 13 January 2026MyFitness is a brand under BRND.ME, a Bengaluru-based consumer brands group formerly known as Mensa Brands. BRND.ME operates MyFitness as part of its portfolio of consumer brands, managing go-to-market, distribution (including quick-commerce expansion), and brand strategy. The q-commerce channel accounts for over 10% of BRND.ME's net revenues with MyFitness being a key brand driver.
• BlinkitcoreChannel Partner/ Reseller/ DistributorBlinkit (formerly Grofers) is a leading quick-commerce platform in India. MyFitness products are listed on Blinkit enabling 10-30 minute delivery. The platform is a key driver of MyFitness's quick-commerce sales, with instant delivery channels contributing approximately 30% of the brand's sales.
• ZeptocoreChannel Partner/ Reseller/ DistributorZepto is a rapid delivery grocery platform in India. MyFitness is listed on Zepto as part of its q-commerce strategy, with the brand deriving nearly 30% of its sales from instant delivery platforms including Zepto.
• Flipkart MinutesminorChannel Partner/ Reseller/ DistributorFlipkart Minutes is the quick-commerce arm of Flipkart. MyFitness is expanding its presence on Flipkart Minutes as part of its q-commerce channel diversification strategy.
• JioMart JiffyminorChannel Partner/ Reseller/ DistributorJioMart Jiffy is Reliance Retail's quick-commerce service. MyFitness is expanding to this platform as part of its multi-platform q-commerce distribution strategy.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pintola: Pintola is one of India's leading D2C peanut butter brands, offering high-protein, flavored, and natural variants directly comparable to MyFitness's core product line. It competes head-to-head in the same online and quick-commerce channels and on the same health-conscious consumer positioning.
• Alpino Health Foods: Alpino is an Indian D2C peanut butter and protein-food brand offering flavored peanut butter, oats, and protein powders with a similar health-and-fitness positioning. It targets overlapping customer segments via similar online and quick-commerce channels.
• Happilo: Happilo is an Indian premium nuts, dried fruits, and nut butter brand with strong D2C and modern retail presence. It overlaps with MyFitness on the healthy-snacking consumer and offers comparable peanut butter variants.
• True Elements: True Elements is an Indian D2C health-food brand offering peanut butter, muesli, oats, and breakfast cereals with similar clean-label positioning. It competes on the same health-conscious consumer across online and quick-commerce channels.
• Wingreens Farms: Wingreens Farms is an Indian premium dips, spreads, and snacking brand with a D2C-plus-retail omni-channel model. It competes with MyFitness in the healthy spreads occasion, particularly with flavored and savory variants.

Broad incumbents

• Nutralite (Zydus Wellness): Nutralite is a mass-market health spread brand owned by Zydus Wellness, with broad distribution across modern retail and general trade in India. It overlaps directly with MyFitness on the healthy spreads occasion and competes at the premium-healthy end of the category.
• Sundrop (Agro Tech Foods): Sundrop, owned by Agro Tech Foods (a Murugappa group company), is a household-name edible oils and peanut butter brand in India with deep offline distribution. Its peanut butter range directly competes with MyFitness, with a much broader portfolio of food products.
• American Garden (Peanut Butter): American Garden is an established American import brand with broad presence in Indian retail selling peanut butter and other nut spreads. It competes on the premium, quality-assured positioning similar to MyFitness's FDA-registered claim.
• Hershey's Spreads (Hershey India): Hershey's chocolate spreads compete directly with MyFitness's chocolate peanut butter variants in Indian retail and quick-commerce. Hershey brings global brand equity and significantly larger marketing budgets to the same shelf.

Emerging players

• MuscleBlaze (Bright Lifecare / HealthKart): MuscleBlaze is one of India's largest sports nutrition and high-protein food brands, selling peanut butter, protein bars, and oats to fitness-focused consumers. Its overlap with MyFitness on the protein-enriched peanut butter and oats category makes it a partial competitor with broader sports-nutrition reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@myfitness.official/featured
• Instagraminstagram.com/myfitness
• Xx.com/myfitness_IN
• LinkedInlinkedin.com/company/my-fitness

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 MyFitness