What Nutrafy does

Nutrafy Wellness Private Limited is a private e-commerce company founded in 2017 and headquartered in Gurugram, Haryana, India. It operates a Shopify-based direct-to-consumer storefront for individual consumers in India and, according to the company, worldwide. The assortment is organized as a house of brands and spans sports and weight-management supplements, hair-growth and cognitive products, energy strips, wellness hardware, and training and nutrition guides; examples include CrazyBulk, CrazyNutrition, PhenQ, Capsiplex, Har Vokse, NooCube, Weight Guard 300, Brain Sense+, and Java Jolt.

Nutrafy serves health-conscious adults seeking weight management, fitness enthusiasts and athletes, people seeking hair-growth support, and professionals or students seeking cognitive or energy products. Its commercial technology consists of a Shopify storefront with product-page content, testimonials, email capture, bundle offers, and a Brandbassador/Nutrafyer advocacy program. Nutrafy earns one-time pay-as-you-go sales at listed prices from roughly ₹1,900 to ₹19,999, using volume discounts, free shipping, and a 30-day return/refund policy subject to listed exclusions. The input discloses named formulations and ingredients such as CQR-300, Lipogen PSPA, the Har Vokse dual-action formula, and T-Max ingredients, but no patents, public API, app, or disclosed AI/ML capability.

No annual revenue, funding total, ownership structure, or management-team data is disclosed. The company states scale indicators such as 5+ lakh customers for Weight Guard 300, 50,000+ Capsiplex packs, and 30,000 massage-gun units, but these are product-level claims rather than audited current financials. The public evidence therefore supports a small, catalog-driven DTC operator with broad SKU coverage, not a quantified subscription or enterprise software business.

Name

Nutrafy

Legal name

Nutrafy Wellness Private Limited

Website

https://nutrafy.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Nutrafy is a Gurugram, India-based direct-to-consumer e-commerce company selling supplements, wellness devices, and digital guides through a Shopify store to consumers seeking weight management, fitness, hair growth, cognitive support, or energy.

Ownership category

akta.pro rank

Product category

Health and Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529), Health and Personal Care Retailers (4561)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Nutritional supplements
• Weight management supplements
• Sports nutrition products
• Hair growth supplements
• Nootropic supplements

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Nutrafy generates revenue through direct online sales of health and nutritional supplements via their Shopify e-commerce platform. Products are sold at various price points with volume discounts (buy 2 get 1 free, buy 3 get 3 free) and bundle packages.
2. Digital Products: Sale of digital training and nutrition guides as bonus items with supplement purchases

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Nutrafy operates a direct-to-consumer e-commerce storefront that supplies a house of health and wellness brands and products. Its catalog includes nutritional supplements and physical wellness devices for weight management, bodybuilding and sports performance, hair growth, brain health, energy, recovery, posture support, skincare, and personal care.

Product overview

Nutrafy is an e-commerce platform operating as a house of health and wellness brands based in Gurugram, India. The company offers a portfolio of sub-brands including CrazyBulk (bodybuilding supplements), CrazyNutrition (athletic nutritional formulas), PhenQ (fat burning system), NOOCUBE (brain health), Har Vokse (hair growth), and Capsiplex (weight loss), alongside core wellness products like Weight Guard 300 (weight management gummies), Java Jolt (energy boost strips), and Brain Sense+ (nootropic supplement). Additionally, Nutrafy markets various wellness devices including massage guns, posture correctors, and beauty devices. The platform operates on Shopify e-commerce infrastructure and sells primarily to the Indian market with products ranging from nutritional supplements to personal care devices, all positioned within the health and fitness category.

Differentiator

Problem solved

Functional benefit

Brands

• CrazyBulk: Bodybuilding and sports nutrition supplements for bulking, cutting, strength and performance.
• CrazyNutrition
• HarVokse
• Capsiplex
• NooCube
• PhenQ
• Weight Guard
• Java Jolt
• Brain Sense+

Products and services

• Ultimate Fitness Stack A fitness bundle combining CRN-5, 100% Tri-Protein, and Intensive Pre-Train for athletes and fitness users seeking energy, stamina, muscle development, and focus.
• X2 (For Lean Muscles) An amino-acid-based Human Growth Hormone releaser marketed to support quality lean-muscle gains, fat loss, and faster recovery.
• T-MAX (Power House For Monster Muscle Gains) A testosterone-supporting supplement containing D-Aspartic acid, magnesium, zinc, and vitamins D, B6, and K1 for strength, muscle mass, energy, and performance.
• CrazyNutrition A sports-nutrition product line with formulas for energy, focus, stamina, muscle development, and athletic performance.
• CrazyBulk A bodybuilding and sports-nutrition product line covering bulking, cutting, strength, and performance needs.
• Har Vokse (Hair Growth) A dual-action hair-growth supplement using marine collagen and amino acids to protect and strengthen existing hair while encouraging new growth; it is described as suitable for all hair types.
• PhenQ A weight-management and fat-burning supplement system positioned for consumers pursuing fitness and weight-loss goals.
• NOOCUBE A brain-health supplement intended to support focus, mental speed, memory, and overall cognition.
• Capsiplex A weight-management supplement combining capsaicinoids and Keto 5X and marketed to support thermogenesis, fat burning, and weight control.
• Weight Guard 300 Weight-management gummies powered by CQR-300 and marketed to reduce fat, curb cravings, and support metabolism.
• Java Jolt Instant energy strips delivering CoQ10 and vitamin B12 and marketed to support focus, alertness, and fatigue management without caffeine.
• Brain Sense+ A nootropic supplement with Lipogen PSPA marketed to support memory, concentration, and stress reduction.
• Intensive Pre-Train A sugar-free pre-workout supplement made with 19 natural ingredients and marketed for focus, drive, and workout energy.
• 100% Tri-Protein A protein supplement combining six natural protein types with three absorption rates to support muscle development and longer-lasting recovery.
• Ultimate CRN-5 A creatine supplement combining five forms of creatine with electrolytes to support muscle hydration, lifting performance, and recovery.
• Herbamore : Belly Fat Burn Oil A topical herbal oil containing ginger and glycerin and marketed for massage, metabolism support, calorie burning, toning, and hair-spa use.
• Nutrafy Hair Grow+ A nutritional supplement containing biotin, collagen, and a multivitamin complex and marketed to repair hair damage and support natural regrowth.
• Nutrafy Garcinia Cambogia A weight-management supplement derived from Garcinia Cambogia fruit rind and containing 60% HCA for appetite suppression and support of fat decomposition.
• NUTRAFY KETO A ketogenic-diet supplement marketed to support weight management by encouraging the body to burn fat for fuel.
• Adjustable Posture Corrector An adjustable back brace designed to pull the shoulders into a natural position, straighten the back, and support posture-related back and shoulder discomfort.
• Posturecloud Spinal Alignment Comfort Cushion An orthopedic seat cushion with a patented Polymer-Bind Honeycomb structure intended to support spinal alignment, reduce pressure, and improve comfort.
• NUTRAFY MASSAGE GUN A handheld deep-tissue massage device with three speed settings, four to six attachment heads, and up to six hours of battery life for muscle soreness, stiffness, and recovery support.
• Natural Collagen Fruit Face Mask Machine An automated home beauty device that makes collagen face masks from purified water, fruit juice, and collagen tablets and uses UVC sterilization technology.
• Men's Body Slimming Vest A compression undershirt with zoned support, lumbar support, and cooling zones designed to create a slimmer torso appearance.
• Beard & Hair Straightener Comb A heated straightening brush using negative-ion technology to smooth facial and head hair, with an optimal-temperature claim of 15 seconds.
• Electric Vacuum Blackhead Remover An adjustable vacuum skincare device with four probes for removing blackheads, cleansing the skin, and supporting skin smoothness and elasticity.
• Perfect Silicone Knee Brace A compression knee sleeve made with FDA-approved materials and designed to provide support during running, athletics, weightlifting, and activities involving joint discomfort.
• Detox Herbal Foot Patches Bamboo-vinegar foot patches containing natural ingredients and marketed for foot reflexology, circulation support, and detoxification.

Quantifiable outcome

• 63.9% significant hair regrowth in Har Vokse clinical study participants
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• HealthKart: India's largest online multi-brand supplement and fitness nutrition retailer; sells many of the same international brands Nutrafy distributes (MuscleBlaze, TrueBasics) plus third-party labels, making it the dominant marketplace comparable.
• GNC: Global specialty retailer of vitamins, minerals, and sports nutrition supplements; a broad incumbent whose vitamin/supplement category overlap with Nutrafy is significant but is not India-DTC specialized.

Direct peers

• OZiva: Plant-based protein and supplement brand sold direct-to-consumer in India across categories overlapping Nutrafy's — weight management, beauty, fitness — with comparable clinical-claim marketing and online-first positioning.
• Plix (The Plant Fix): Indian D2C wellness brand with a portfolio of supplements and functional formats positioned around natural/plant-based ingredients; competes for the same online wellness buyer Nutrafy targets.
• WOW Skin Science: India D2C wellness brand spanning beauty, nutrition (apple cider vinegar, biotin), and wellness devices; comparable online-only GTM, plant-based positioning, and broad-portfolio strategy targeting the same Indian wellness consumer.
• Wellbeing Nutrition: India-based DTC nutrition/wellness brand offering supplement formats (melts, strips, gummies) targeting the same health-conscious urban Indian consumer with a similar product-led, content-driven Shopify-style storefront.
• Bold Care: India D2C supplement brand operating a house-of-brands-like portfolio across men's health, hair, and wellness categories; directly comparable DTC model, brand architecture, and target consumer segment.
• MuscleBlaze: India-focused sports nutrition and bodybuilding supplement brand with strong online presence; overlaps directly with Nutrafy's CrazyBulk/CrazyNutrition sports-nutrition SKUs and same gym-goer target segment.
• TrueBasics: HealthKart-owned direct-to-consumer supplement brand covering hair, skin, sleep, and weight categories; competes head-on with Nutrafy's hair and weight management product lines.
• Power Gummies: India-based gummy-format supplement brand (hair, skin, sleep) selling direct-to-consumer online; comparable product format overlap with Nutrafy's Weight Guard 300 gummy SKU and similar online acquisition motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nutrafy
• Facebookfacebook.com/nutrafy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Nutrafy