Shri Balaji Overseas

Name

Shri Balaji Overseas

Legal name

Shri Balaji Overseas

Website

https://shribalajioverseas.co.in

Company type

Private

Founded year

2000

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sports Nutrition Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

akta.pro secondary industry

Specialty Imported Foods Wholesale (AFAIAIAH)

Keywords

• Sports nutrition distribution
• Supplement import services
• Whey protein wholesale
• Fitness supplements supply
• Nutrition brand distribution

Headquarters

HQ city

Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales

Revenue model

1. Distribution of Sports Nutrition Supplements: The company generates revenue by importing and distributing international sports nutrition brands (Muscletech, Universal Nutrition, Ronnie Coleman, Ultimate Nutrition, MusclePharm, REDCON1, Pure Vita Labs, Evogen) to dealers, distributors, and retailers across India. Revenue is generated through product sales with a focus on bulk distribution to a network of 1000+ dealers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Shri Balaji Overseas imports international sports nutrition and health supplement brands from around the world and distributes them across India through a network of 1000+ dealers, regional distributors, online sellers, and offline retail stores. The company holds exclusive or official importer status for brands such as MuscleTech, Universal Nutrition, Ronnie Coleman Signature Series, Ultimate Nutrition, MusclePharm, REDCON1, Pure Vita Labs, and Evogen, supplying whey proteins, mass gainers, pre-workouts, BCAAs, creatine, and fat burners.

Product overview

Shri Balaji Overseas is an importer and distributor of international sports nutrition supplements in India, operating since 2000. The company distributes a portfolio of globally recognized sports nutrition brands including MuscleTech, Ultimate Nutrition, Ronnie Coleman Signature Series, MusclePharm, REDCON1, Universal Nutrition, Evogen, and Pure Vita Labs. Their product portfolio comprises protein supplements (whey protein, whey isolate, casein protein), mass gainers, pre-workout formulas, BCAA supplements, creatine, glutamine, fat burners, and various specialty supplements. The company emphasizes authentic, imported products with temperature-controlled storage and verification options for product authenticity.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Crossed sale of more than 50 lakh products in their journey, marking highest sale milestone in the segment
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• MuscletechcoreChannel Partner/ Reseller/ DistributorShri Balaji Overseas is the exclusive importer of Muscletech products in India. Muscletech is a leading sports nutrition brand known for products like Nitro-Tech, Mass-Tech, and Hydroxycut supplements.
• Universal NutritioncoreChannel Partner/ Reseller/ DistributorOfficial importer of Universal Nutrition products in India. Universal Nutrition provides sports nutrition products for bodybuilders and athletes in over 90 countries for over 40 years.
• Animal (Universal Nutrition)coreChannel Partner/ Reseller/ DistributorOfficial importer of Animal Pak and Animal supplement line. Animal created a revolutionary category in sports nutrition over three decades ago.
• Ronnie Coleman Signature SeriescoreChannel Partner/ Reseller/ DistributorOfficial importer of Ronnie Coleman Signature Series products including Yeah Buddy, King Whey, and other supplements owned by 8-time Mr. Olympia champion Ronnie Coleman.
• Ultimate NutritioncoreChannel Partner/ Reseller/ DistributorOfficial importer of Ultimate Nutrition products including Prostar Whey, ISO Sensation, and other supplements. A family-owned brand since 1979 and one of the pioneers of sports nutrition.
• MusclePharmcoreChannel Partner/ Reseller/ DistributorOfficial importer of MusclePharm products including Combat series, Essentials series. An award-winning worldwide leading sports nutrition company available in over 100 countries.
• REDCON1majorChannel Partner/ Reseller/ DistributorOfficial importer of REDCON1 supplements including CLA, Breach, BCAA, Isotope, and Ration protein products.
• Pure Vita LabsmajorChannel Partner/ Reseller/ DistributorOfficial importer of Pure Vita Labs (PVL) products including Whey Gold and ISO Gold protein supplements.
• EvogenmajorChannel Partner/ Reseller/ DistributorOfficial importer of Evogen nutrition products including Isoject and Evofusion protein supplements.
• NortechminorChannel Partner/ Reseller/ DistributorBrand partner for sports nutrition products distributed by Shri Balaji Overseas in India.
• GAT SportminorChannel Partner/ Reseller/ DistributorBrand partner for GAT Sport supplement products. Currently shows no products available.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• GNC India: GNC operates a broader specialty retail health and sports nutrition footprint in India through company-owned stores and digital channels. It overlaps with Shri Balaji's distribution of Muscletech/Universal Nutrition products but at retail layer and with a wider portfolio.
• Herbalife India: Herbalife sells meal replacement shakes, protein supplements, and wellness products in India through a direct-selling network. It targets the same fitness/weight-management consumer with an alternative distribution model.
• Optimum Nutrition (Glanbia) India: Optimum Nutrition is the world's largest sports nutrition brand and has built growing direct India presence. It competes with the same whey protein, mass gainer, and pre-workout categories that Shri Balaji distributes.

Emerging players

• Wellbeing Nutrition: Wellbeing Nutrition is an Indian D2C nutrition brand offering sports nutrition, vitamins, and functional supplements. It targets the same end consumer with owned Indian brands and is one of several emerging alternatives to imported brands.
• Plix: Plix is an Indian plant-based nutrition and wellness D2C brand with sports and recovery product lines. It competes at the consumer-end of Shri Balaji's distribution value chain with an Indian-brand, owned-IP model.
• Bold Care (Bold Care India): Bold Care is an Indian D2C health and wellness brand expanding into sports nutrition and men's wellness categories. It represents a new-age Indian brand competing for the same shelf and consumer wallet.

Direct peers

• MyProtein India: MyProtein (THG) sells directly to Indian consumers via in.myprotein.com, shipping authentic international sports nutrition products. It overlaps directly with Shri Balaji's portfolio categories (whey, BCAA, creatine) and targets the same end consumer.
• Bright Lifecare (MuscleBlaze / HealthKart): Bright Lifecare owns MuscleBlaze (a leading Indian sports nutrition brand) and HealthKart (India's largest online health supplement platform). Both compete directly with Shri Balaji's brand portfolio on Indian shelves and D2C, and have shifted the model toward owned-brand + direct distribution — the primary structural competitive threat.

Regional players

• Ikon Remedies: Ikon Remedies is an Indian pharma and nutrition company that imports and markets health supplements. It is comparable as another India-based importer/distributor of international health brands targeting similar retail and e-commerce channels.

Others

• Amazon India (Health & Sports Nutrition category): Amazon India is a primary downstream channel for Shri Balaji's products (the company itself participates in Amazon's affiliate program). It is included as a channel/infrastructure peer, not a direct competitor — relevant because Amazon's category economics directly influence dealer pricing power.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shri Balaji Overseas