Nutrova

What Nutrova does

Nutrova, operated by Axys Nutrition Products Pvt. Ltd. (incorporated in Maharashtra, India), is a Mumbai-based direct-to-consumer nutraceutical brand founded in 2012 that sells evidence-based dietary supplements formulated for Indian consumers. The company targets health-conscious Indian consumers seeking clinically validated nutritional products addressing micronutrient deficiencies, protein inadequacy in vegetarian diets, and demand for bioavailable supplement forms. Its product portfolio spans four categories: Skin & Hair Health (Nutrova Collagen+Antioxidants, Marine Collagen Peptides, Poultry Collagen Peptides, Kerastrength), Performance Nutrition (Whey Protein Isolate, Pea Protein, Vegan Protein, Creatine Monohydrate), General Wellness (Fish Oil 84, Calcium+Magnesium, Magnesium+D3, Functional Fibre, Multivitamins for Men/Women, Elderberry+), and a Vegan Range.

The company's core technology centres on evidence-based formulation with clinical studies conducted on Indian participants — including a first-of-its-kind collagen study published in The Journal of Cosmetic Dermatology — combined with third-party batch testing for purity and the use of bioavailable ingredient forms such as 84% omega-3 purity fish oil (versus 30-60% industry standard), low molecular weight (3000 Da) marine collagen peptides, calcium citrate malate, and magnesium bisglycinate in a 2.5:1 ratio. All products are FSSAI approved. The business model is a D2C product-led growth motion with single-purchase unit pricing (₹699-₹4,717), multi-pack volume discounts of 10-15%, and subscription billing options. Distribution runs through the company's owned e-commerce storefront (nutrova.com, free shipping above ₹650) and Amazon India marketplace, with marketing executed through social channels (Instagram, Facebook, Twitter, YouTube), an educational blog, and dedicated evidence/scientific transparency pages. The company has raised an undisclosed pre-Series A round from DSG Consumer Partners (May 2021) and is identified as a portfolio company of Kalaari Capital.

Name

Nutrova

Legal name

Axys Nutrition Products Pvt. Ltd.

Website

https://nutrova.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutrova is a Mumbai-based direct-to-consumer nutraceutical brand selling evidence-based, clinically-tested dietary supplements — including collagen, proteins, fish oil, and multivitamins — optimised for Indian consumers through its e-commerce site and Amazon India.

Ownership category

akta.pro rank

Product category

Nutraceutical Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADAGAB

Vitamins & Minerals (Single Nutrients)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYAFAKAJAE

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars)

Agriculture & Food Production/Food Processing & Manufacturing/Specialty & Functional Foods Manufacturing (Organic, Fortified, Medical Foods)

Keywords

• Nutraceutical supplements
• Dietary supplements
• Collagen peptides
• Protein supplements
• Clinical nutrition

Headquarters

HQ city

Colaba

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Supplement Sales: Nutrova sells nutraceutical products directly to consumers through its e-commerce website (nutrova.com) and presumably through marketplaces like Amazon. The company offers a range of supplements including collagen peptides, proteins, vitamins, minerals, fish oil, and functional fibre products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Nutrova is a direct-to-consumer nutraceutical brand that sells evidence-based dietary supplements — including collagen, proteins, vitamins, minerals, omega-3 fish oil, and functional fibre — through its own e-commerce site and Amazon India. Products are clinically studied on Indian participants, third-party batch tested for purity and heavy metals, and formulated with bioavailable ingredients tailored to Indian diets and physiology. All products are FSSAI approved.

Product overview

Nutrova is a direct-to-consumer nutraceutical brand operating under Axys Nutrition Products Pvt. Ltd., offering evidence-based dietary supplements and nutraceuticals that are clinically studied on Indian participants and third-party tested for purity. The product portfolio spans four main categories: (1) Skin & Hair Health featuring collagen supplements (Nutrova Collagen+Antioxidants, Marine Collagen Peptides, Poultry Collagen Peptides) and Nutrova Kerastrength for hair; (2) Performance Nutrition including whey protein isolate, pea protein, vegan protein, and creatine monohydrate; (3) General Wellness with fish oil (Fish Oil 84, Complete Omega 3), multivitamins for men and women, elderberry+ immune support, calcium+magnesium, magnesium+D3, and functional fibre; and (4) Vegan Range. The company emphasizes scientific validation through clinical studies published in peer-reviewed journals and transparent third-party testing reports for every batch.

Differentiator

Problem solved

Functional benefit

Products and services

• Nutrova Collagen+Antioxidants

Quantifiable outcome

• Measurable reductions in wrinkle width and pigmentation with increases in skin hydration, elasticity and firmness observed in 30 and 60 days in published clinical study
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• TrueBasics: Indian evidence-based, doctor-formulated supplement brand by Bright Lifecare — most comparable peer in clinical/evidence-led positioning to Nutrova.
• MuscleBlaze: Flagship sports nutrition brand of Bright Lifecare, offering whey protein, creatine and mass gainers in India — directly competes with Nutrova's Performance Nutrition line.
• HealthKart: India's largest D2C nutrition platform selling supplements, sports nutrition and wellness products online — direct competitor to Nutrova's e-commerce-led nutraceutical offering targeting health-conscious Indian consumers.
• Bold Care: Indian D2C wellness brand selling supplements across men's health, multivitamins and daily wellness — comparable premium D2C positioning targeting Indian urban consumers.
• WOW Life Science: Indian D2C wellness brand spanning beauty, supplements (multivitamins, apple cider vinegar) and nutrition — comparable D2C, premium, digitally-marketed positioning to Nutrova.
• Plix: Indian D2C plant-based nutrition brand with product formats (powders, effervescents) targeting wellness consumers — comparable D2C, premium, digitally-led model to Nutrova.
• Oziva: Indian plant-based nutrition and wellness D2C brand offering protein, multivitamins, beauty and fitness supplements — directly comparable product mix, customer base and D2C distribution model to Nutrova.
• Kapiva: Indian Ayurveda-led nutrition brand selling supplements, juices and wellness products D2C and offline — comparable target customer (health-conscious Indian) and overlapping nutraceutical category.
• Wellbeing Nutrition: Indian premium D2C nutrition brand known for melts, shots and effervescent formats targeting the same evidence-seeking, wellness-oriented Indian consumer as Nutrova.

Broad incumbents

• GNC: Global incumbent vitamins and supplements retailer with broad assortment including protein, omega-3 and multivitamins — overlapping product categories with Nutrova but at significantly larger scale and international footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nutrova
• YouTubeyoutube.com/channel/UCYGZE7GI-7SuPL4_Xr3CRuw
• Facebookfacebook.com/Nutrova
• Instagraminstagram.com/nutrova

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Nutrova