HighBorn Nutrition

Name

HighBorn Nutrition

Legal name

HighBorn Nutrition and Fitness Pvt. Ltd.

Website

https://highbornnutrition.in

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

HighBorn Nutrition is an Indian multi-brand fitness nutrition retailer operating a D2C e-commerce storefront (highbornnutrition.in) and six retail stores, selling authorized premium international supplement brands to fitness enthusiasts and health-conscious consumers nationwide.

Ownership category

akta.pro rank

Product category

Sports Nutrition Retail

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400)

akta.pro industry

PRIMARYCRADAGAG

Weight Management & Metabolic Supplements

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

SECONDARYHSADAFAC

Weight Gain & Muscle-Building Nutrition

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYCRAHAEAC

Health Food & Supplement Stores

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

Keywords

• Fitness supplements
• Sports nutrition
• Whey protein
• Nutritional supplements
• Health products

Headquarters

HQ city

Bhubaneswar

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of fitness supplements and nutrition products to consumers through e-commerce and retail stores. Products include proteins, gainers, pre-workout supplements, vitamins, BCAAs, fat burners, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HighBorn Nutrition is an Indian multi-brand fitness nutrition retailer that sells authentic sports supplements (proteins, gainers, pre-workout, vitamins, BCAAs, fat burners, and accessories) from premium international brands such as GNC, MuscleTech, Dymatize, Optimum Nutrition, and BPI Sports. The company operates its own e-commerce storefront at highbornnutrition.in and complements it with physical retail stores across six Indian cities, sourcing directly from brands and authorized importers to ensure product authenticity.

Product overview

HighBorn Nutrition is a multi-brand fitness nutrition e-commerce platform operated by HighBorn Nutrition and Fitness Pvt. Ltd. The platform aggregates supplement products across multiple categories including Proteins (GNC Pro Performance 100% Whey, Dymatize Elite Whey, MuscleTech Nitrotech Whey, ON Gold Standard Whey), Gainers (Kevin Levrone Anabolic Mass, Labrada Muscle Mass, Muscletech Mass), Pre Workout (Labrada Super Charge), Vitamins (bpi Multivitamin with Vital Nutrients, Scitron Multi Men Multivitamin), BCAAs (QNT Amino Endurance), and Fat Burners (RC L-carnite 3000). The company operates as an authorized and certified distributor, sourcing products directly from brands and official importers with quality assurance checks. They also maintain physical retail presence with offline stores across Bhubaneswar, Raipur, Indore, Vishakhapatnam, Patna, and Ranchi.

Differentiator

Problem solved

Functional benefit

Products and services

• Proteins
• GNC Pro Performance 100% Whey Protein
• Dymatize Elite Whey Protein Premium whey protein supplement from the Dymatize brand, targeted at fitness enthusiasts and bodybuilders.
• MuscleTech Nitrotech Whey Whey protein supplement with the proprietary Nitrotech formula from MuscleTech, designed for muscle building and athletic performance.
• ON Gold Standard Whey Gold standard whey protein from Optimum Nutrition (ON) brand, available in strawberry flavor, used by athletes for muscle recovery and growth.
• Gainers Weight gain and mass builder supplement category for individuals seeking to increase caloric intake and muscle mass.
• Kevin Levrone Anabolic Mass Weight gainer supplement from the Kevin Levrone brand, formulated for muscle mass gain.
• Labrada Muscle Mass Weight gainer supplement from the Labrada brand, formulated for muscle mass building.
• MuscleTech Mass Weight gainer supplement from MuscleTech, formulated to support mass gain for bodybuilders and athletes.
• Pre Workout Pre-workout energy and performance supplement category designed to enhance training intensity and focus.
• Labrada Super Charge Pre-workout supplement from the Labrada brand, available in 1kg and 2kg sizes and vanilla and chocolate flavors.
• Creatine Creatine monohydrate and creatine supplements for muscle building, strength, and athletic performance enhancement.
• Vitamins Vitamin and multivitamin supplement category for general health maintenance and nutritional support.
• BPI Multivitamin with Vital Nutrients Multivitamin supplement enriched with vital nutrients from BPI Sports brand for overall health and nutrition support.
• Scitron Multi Men Multivitamin Multivitamin supplement formulated for men from the Scitron brand.
• BCAAs Branched-chain amino acid (BCAA) supplement category designed to support muscle recovery and reduce exercise fatigue.
• QNT Amino Endurance BCAA endurance supplement from the QNT brand, designed to support stamina and muscle recovery during extended training sessions.
• Fat Burners Fat burning and weight management supplement category for consumers pursuing body composition and weight loss goals.
• RC L-Carnitine 3000 L-Carnitine 3000 mg fat burner supplement from the RC (Ronne Coleman) brand, designed to support fat metabolism during exercise.
• Protein Foods Protein-rich food products category offering convenient high-protein food options for daily nutrition.
• Ayurveda Ayurvedic and traditional herbal supplement category, providing herbal wellness and traditional nutrition solutions.
• Health Food Health food and functional food products category offering nutritional and functional food items.
• Accessories Fitness and nutrition accessories category including shakers, gym bags, and other supporting accessories.

Quantifiable outcome

• 100% authentic products - no fake products possible as all fulfillment is done directly by the company

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

19 partnerships are on record, tiered core.

• RazorpaycoreTechnology or IntegrationPayment gateway partner integrated for secure online payment processing. PCI compliant and ISO certified. Handles credit/debit cards, net banking, UPI, and digital wallets.
• PaytmcoreTechnology or IntegrationPayment gateway partner for digital payment processing including Paytm wallet transactions.
• DelhiverycoreChannel Partner/ Reseller/ DistributorPrimary logistics and courier partner for order delivery across India.
• XpressbeescoreChannel Partner/ Reseller/ DistributorLogistics partner for shipping orders to various pincodes across India.
• ShipDelightcoreChannel Partner/ Reseller/ DistributorCourier service partner for order fulfillment and delivery.
• Ecom ExpresscoreChannel Partner/ Reseller/ DistributorDelivery partner for last-mile order fulfillment across India.
• Nutrabay.comcoreChannel Partner/ Reseller/ DistributorFulfillment and delivery partner. All products listed on highbornnutrition.in are fulfilled and delivered by Nutrabay.com. They are the official, authorized and certified distributor/seller of all brands sold.
• BPI SportscoreChannel Partner/ Reseller/ DistributorBrand partnership - authorized seller of BPI Sports fitness supplements and multivitamins.
• MuscleTechcoreChannel Partner/ Reseller/ DistributorAuthorized distributor/seller of MuscleTech products including Nitrotech Whey and Mass gainer.
• Optimum Nutrition (ON)coreChannel Partner/ Reseller/ DistributorAuthorized seller of Optimum Nutrition products including Gold Standard Whey protein.
• DymatizecoreChannel Partner/ Reseller/ DistributorAuthorized seller of Dymatize Elite Whey Protein and other Dymatize products.
• GNC Life WellcoreChannel Partner/ Reseller/ DistributorAuthorized seller of GNC Pro Performance and other GNC fitness nutrition products.
• QNTcoreChannel Partner/ Reseller/ DistributorAuthorized seller of QNT Amino Endurance and other QNT products.
• MuscleBlazecoreChannel Partner/ Reseller/ DistributorAuthorized seller of MuscleBlaze fitness supplements.
• AvvatarcoreChannel Partner/ Reseller/ DistributorAuthorized seller of Avvatar fitness nutrition products.
• LabradacoreChannel Partner/ Reseller/ DistributorAuthorized seller of Labrada Muscle Mass and Super Charge pre-workout products.
• Kevin LevronecoreChannel Partner/ Reseller/ DistributorAuthorized seller of Kevin Levrone Anabolic Mass gainer products.
• RC Ronne ColemancoreChannel Partner/ Reseller/ DistributorAuthorized seller of RC Ronne Coleman fitness supplements including L-Carnitine products.
• ScitroncoreChannel Partner/ Reseller/ DistributorAuthorized seller of Scitron Multi Men Multivitamin and other Scitron products.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bold Care: Bold Care is an Indian D2C wellness brand selling men's health, performance, and nutrition supplements via its own e-commerce site. It competes with HighBorn for the same online fitness/wellness buyer, though with a more private-label-led catalog.
• Oziva: Oziva is an Indian D2C plant-based nutrition and wellness brand selling protein, meal replacements, and supplements online. It targets overlapping health-conscious Indian consumers, and is a comparable D2C-first nutrition brand with a similar online sales motion.
• MuscleBlaze (Bright Lifecare): MuscleBlaze is one of India's largest homegrown sports nutrition brands and also retails competitor brands through its own D2C channels. HighBorn is an authorized seller of MuscleBlaze, and the two compete head-to-head in the same online supplements category targeting Indian bodybuilders and fitness enthusiasts.
• Nutrabay.com: Nutrabay.com is HighBorn Nutrition's fulfillment partner and itself operates as a major Indian D2C sports nutrition retailer selling whey, gainers, pre-workout, and vitamins. It is a direct competitor in the same product categories and customer base, and is also a key operational dependency for HighBorn.

Broad incumbents

• HealthKart: HealthKart is India's leading online health and sports nutrition retailer, offering whey protein, mass gainers, vitamins, and supplements from brands including MuscleBlaze and Optimum Nutrition. It is a broad incumbent serving the same customer segment as HighBorn with a much larger assortment and marketing budget.
• Tata 1mg (1mg): Tata 1mg is a major Indian online pharmacy and health products platform that also sells vitamins, protein supplements, and nutrition products. It serves the same online health-conscious Indian consumer and competes on assortment, trust, and delivery speed.
• Amazon India (Supplements Category): Amazon India sells the same international supplement brands (ON, MuscleTech, GNC, Dymatize) directly to Indian consumers, often at competitive prices. It is a broad incumbent competing with HighBorn's e-commerce channel for the same online protein/Supplement buyer.
• GNC India (Direct Stores): GNC operates its own branded retail stores and online store in India. HighBorn is an authorized GNC seller, so GNC India is both a brand partner and a direct offline retail competitor for the same premium-positioned Indian supplement consumer.

Emerging players

• Wellbeing Nutrition: Wellbeing Nutrition is an Indian D2C nutrition brand offering vitamins, effervescents, and daily wellness products. It overlaps with HighBorn's vitamins and health food categories and competes for the same online health-conscious Indian consumer.
• Man Matters: Man Matters is an Indian D2C men's wellness platform offering supplements, hair, and sexual health products online. It overlaps with HighBorn on the protein/multivitamin segments and competes for the same online men's wellness buyer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/highbornnutrition
• Instagraminstagram.com/highbornnutrition
• YouTubeyoutube.com/highbornnutrition
• LinkedInlinkedin.com/company/highborn-nutrition

Compliance3 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 HighBorn Nutrition