What TrueBasics does

TrueBasics (legally Brightlifecare), founded in 2012, is an India-focused direct-to-consumer nutritional supplements brand operating exclusively through its owned e-commerce website (truebasics.com) and native Android and iOS mobile applications, with no third-party retail or marketplace presence. The company sells a clean-label portfolio built on the 'No Nasties, Just Basics' promise — no artificial sweeteners, fillers, flavors, or thickeners — anchored by a deep clean-protein range (six variants including dual-source whey isolate + concentrate, whey isolate, raw whey concentrate, raw whey isolate, pea + brown rice plant protein, and fermentation-derived Saccharomyces cerevisiae yeast protein) and a broad wellness catalog spanning omega-3, multivitamins, Ashwagandha KSM-66, calcium, magnesium, biotin, collagen, glutathione, Shilajit, liver detox, joint health, and creatine monohydrate. Product technology centers on ultra/nano-filtration whey processing, digestive enzyme inclusion (lactase, papain), and proprietary HAP Safe Certification — a five-level third-party batch-testing protocol covering heavy metals, aflatoxins, 55+ pesticide compounds, microbial safety, and macronutrient accuracy, with all products FSSAI-approved.

The business model is pure DTC at AOVs ranging from ₹649 (creatine sachets) to ₹8,499 (2 kg whey blend), with recurring-revenue potential added via the TB Privé 12-month subscription at ₹299 and the True Cash loyalty currency. Customer targeting spans seven primary personas — fitness enthusiasts and athletes (primary), corporate professionals (primary), women, men, vegetarians/plant-based consumers, lactose-sensitive individuals, and broader health-conscious wellness buyers — all served exclusively within India through doorstep delivery. The brand operates without disclosed external funding, M&A activity, or international expansion, and positions primarily on safety, transparency, and clean-label trust rather than on price competition.

Name

TrueBasics

Legal name

Brightlifecare

Website

https://truebasics.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

TrueBasics is an India-focused direct-to-consumer nutritional supplements brand, founded in 2012, selling clean-label protein powders and wellness supplements exclusively through its owned e-commerce site and mobile apps to fitness enthusiasts, professionals, and health-conscious Indian consumers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industry

Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates) (AFAJAHAC)

Keywords

• Clean protein supplements
• Whey protein powders
• Wellness supplements
• Plant-based protein
• Nutritional supplements

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, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: TrueBasics sells all products directly to consumers through its owned e-commerce website and mobile applications (Android and iOS). Customers purchase individual products, bundled combos, or subscription-style plans (e.g., TB Prive 12-month plan at ₹299). Revenue is generated entirely through one-time product transactions and plan subscriptions, with no marketplace or third-party retail component referenced.
2. Subscription Plans (TB Prive): The company offers a TB Prive membership plan (12 months at ₹299) that appears to provide exclusive benefits such as priority access and loyalty rewards. This represents a recurring subscription revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

TrueBasics is a direct-to-consumer nutritional supplements brand selling clean-label protein powders (whey isolate, whey concentrate, whey isolate+concentrate blend, plant protein from pea and brown rice, and fermentation-derived yeast protein) along with a complementary wellness range (omega-3 fish oil, multivitamins, ashwagandha, creatine, calcium, magnesium, collagen, glutathione, biotin, shilajit, liver detox, joint ease, immuno boost, and skincare supplements). Products are sold exclusively online through the TrueBasics website and mobile applications in India, with formulations emphasizing no artificial sweeteners, no fillers, no artificial flavours, and no thickeners, validated by proprietary HAP Safe 5-level third-party batch testing and FSSAI approval.

Product overview

TrueBasics is a direct-to-consumer nutritional supplements brand offering a portfolio of clean-label protein powders and wellness essentials. The core product line includes five protein types: Clean Whey Protein (Isolate + Concentrate) blend, Clean Whey Protein (Isolate), Clean Raw Whey Concentrate, Clean Raw Whey Isolate, Clean Plant Protein (pea and brown rice blend), and Clean Yeast Protein (fermentation-derived). The wellness range encompasses omega-3/fish oil supplements, krill oil, multivitamins for men and women, specialty supplements (Ashwagandha KSM-66, Shilajit, Liver Detox, T-Boost), bone and joint supplements (Advanced Calcium, Joint Ease), skincare supplements (Glutathione + NutroxSun, Collagen, Omega Beauty), hair supplements (Biotin), immunity boosters (Immuno Boost), sleep support (Magnesium Glycinate), and Clean Creatine Monohydrate. Accessories include the Steel Pro Shaker bottle. The brand also offers TB Privé subscription membership and bundled combo products. All products undergo HAP Safe Certification testing for heavy metals, aflatoxins, microbial safety, pesticides, and macronutrient accuracy. TrueBasics was founded in 2012 and operates under parent company Brightlifecare.

Differentiator

Problem solved

Functional benefit

Products and services

• Clean Whey Protein (Isolate + Concentrate)

Quantifiable outcome

• Whey Protein Isolate delivers 28g protein per 34g serving (82% protein by weight)
• +8 more outcomes

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MuscleBlaze: India's leading mass-market protein and sports nutrition brand, also owned by parent company Brightlifecare. Direct competitor across whey, mass gainer, and supplement categories targeting the same Indian consumer base with similar pricing tiers and e-commerce distribution.
• Wellbeing Nutrition: India D2C wellness and supplement brand offering nutrition products in melts, effervescents, and capsule formats. Comparable on digital-first distribution, premium clean-label positioning, and a broad wellness catalog addressing sleep, beauty, and immunity.
• Oziva: India D2C clean-label plant-based nutrition and wellness brand. Directly comparable on clean-label positioning, direct-to-consumer e-commerce model, and target market of health-conscious Indian consumers seeking supplements without artificial additives.
• MyProtein: UK-based global D2C protein and sports nutrition brand with strong India operations. Directly comparable on DTC e-commerce model, broad protein portfolio (whey, isolate, plant, blends), and premium-but-value pricing strategy in India.
• Plix: India D2C plant-based wellness brand focused on effervescent and functional nutrition formats. Comparable on clean-label plant-based protein and supplement positioning targeting Indian health-conscious millennials.
• Asitis Nutrition: India D2C protein and supplement brand offering whey, mass gainers, and pre-workouts. Comparable on direct-to-consumer model, focus on the Indian fitness community, and emphasis on ingredient transparency and clean formulations.

Broad incumbents

• GNC: Global supplement retailer with broad India presence via retail stores and online. Comparable on supplement categories (protein, multivitamins, omega-3, specialty) and targeting of health-conscious consumers, with broader portfolio scale and omnichannel distribution.
• Optimum Nutrition: Global gold-standard whey protein brand owned by Glanbia. Comparable on whey isolate and concentrate product formats and target market of athletes and serious fitness users, with established India presence through retail and online distribution.

Others

• HealthKart: India's largest online multi-brand supplement retailer carrying TrueBasics' competitors. Comparable as a discovery and distribution channel shaping Indian supplement purchase behavior, though operating as a retailer rather than a brand competitor.

Emerging players

• Bold Care: India D2C men's wellness brand covering performance, hair, and testosterone support. Comparable on D2C model, premium positioning, and digital-first marketing to Indian consumers, with partial overlap on men's multivitamins and supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCANtudHT4jhX46RQKNuYOhA
• Facebookfacebook.com/truebasicsin
• Instagraminstagram.com/truebasics_in
• Xx.com/truebasics_in
• LinkedInlinkedin.com/company/truebasicsin

Compliance2 records

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 TrueBasics