Iron Asylum

What Iron Asylum does

Iron Asylum India Private Limited is a Bengaluru-based D2C e-commerce retailer and authorized importer of international sports nutrition supplements in India, operating since 2016 with approximately 30 employees. The company is the official Indian importer and distributor of four international supplement brands — ProSupps (including the Hyde pre-workout series), Cellucor (C4 Original and C4 Ripped), Insane Labz (Psychotic), and Fresh Supps — and sells a catalog of 26+ products across eight categories including pre-workouts, whey proteins, amino acids, mass gainers, creatine, fat burners, daily essentials, and accessories.

The business runs on a Shopify-powered storefront at ironasylum.in supported by a proprietary QR/unique-code product authenticity verification system designed to address counterfeit concerns in India's gray supplement market. Products are shipped pan-India through courier partners (Delhivery, DTDC, Bluedart) with multiple payment options including COD, UPI, credit/debit cards, and net banking, and unit pricing ranges roughly from INR 549 to INR 8,458 with discounts of 15-70%.

The go-to-market combines direct e-commerce with a network of 20+ authorized physical distributors across Indian cities, complemented by content marketing via an educational blog, email newsletters, and organic social media targeting fitness enthusiasts, athletes, bodybuilders, and health-conscious consumers. Certifications on key SKUs include FSSAI, GMP, FDA, ISO, and Informed Choice (banned-substance tested), reinforcing the authenticity positioning. The company is privately held, founder-led by Vishnu Menon, and shows no evidence of external institutional funding.

Name

Iron Asylum

Legal name

Iron Asylum India Private Limited

Website

https://ironasylum.in

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Iron Asylum is a Bengaluru-based D2C e-commerce retailer and authorized importer of international sports nutrition supplement brands — ProSupps, Cellucor, Insane Labz, and Fresh Supps — selling 26+ products across India to fitness enthusiasts, athletes, and bodybuilders through its Shopify storefront and a network of 20+ authorized distributors.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

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

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

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

Keywords

• Sports nutrition supplements
• Pre-workout supplements
• Whey protein products
• Imported supplement brands
• Fitness supplements retail

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Sports Nutrition Supplement Sales: Direct-to-consumer sale of imported international sports nutrition supplement brands (ProSupps, Cellucor, Insane Labz, Fresh Supps) through e-commerce website. Products include pre-workouts, whey proteins, amino acids, creatine, fat burners, gainers, and daily essentials. Revenue generated through one-time product purchases at varying price points with periodic discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Iron Asylum is an Indian D2C e-commerce retailer and official importer/distributor of international sports nutrition supplement brands—ProSupps, Cellucor, Insane Labz and Fresh Supps. It sells pre-workouts, whey proteins, amino acids, creatine, mass gainers, fat burners, and daily essentials directly to fitness consumers across India through its Shopify website and authorized distributor partners.

Product overview

Iron Asylum is an Indian e-commerce retailer and official importer of international sports nutrition and supplement brands, primarily ProSupps (including the Hyde pre-workout series), Cellucor (C4 products), Fresh Supps, and Insane Labz. The product portfolio spans multiple supplement categories organized by type: Pre-workouts (Hyde Xtreme, Hyde Nightmare, Hyde Max Pump, Hyde OG, Hyde Thermo, C4 Original, C4 Ripped, Fresh Supps Pre-workout, Insane Labz Psychotic); Whey Proteins (Alpha Whey 1kg, Alpha Whey 2kg, Alpha Iso, Incredibulk mass gainer); Amino Acids (Hydro EAA+BCAA, Hydro BCAA 2:1:1, Liquid L-Carnitine 3000, Glutamine 300, L-Arginine, Fresh Supps Amino Acid); Creatine supplements (Creatine HCl, Creatine Monohydrate); and Daily Essentials (Test Surge testosterone booster, Thermo Caps fat burner, Liver Protection Caps, Vita Test multivitamin). The company also offers a shaker bottle accessory. Products are categorized by fitness goals including muscle building, weight loss, performance enhancement, and daily health support.

Differentiator

Problem solved

Functional benefit

Products and services

• Prosupps Hyde Xtreme - Pre Workout High-caffeine pre-workout supplement designed for intense energy, focus, endurance, and muscle pump during workouts; targeted at fitness enthusiasts and athletes.
• Prosupps Hyde Nightmare - Pre Workout Banned-substance tested pre-workout with intense energy, jitter-free formula, enhanced focus and endurance; for serious fitness enthusiasts.
• Prosupps Hyde Max Pump Stimulant-free pre-workout featuring nitric oxide boosters for enhanced muscle pumps without caffeine or jitters.
• Prosupps Hyde OG Long-standing best-selling pre-workout providing explosive energy with jitter-free formula for both men and women.
• Prosupps Hyde Thermo Thermogenic pre-workout designed to ignite fat burning and thermogenesis while providing sustained energy and focus.
• C4 Original (Cellucor) Caffeine-based pre-workout with 150mg caffeine, Beta-Alanine for endurance, and Creatine Nitrate for pumps and strength.
• C4 Ripped (Cellucor) Pre-workout combining energy, focus, and thermogenic fat-burning ingredients for weight loss support.
• Fresh Supps Pre-workout Pre-workout supplement under the Fresh Supps brand offering energy and performance support.
• Insane Labz Psychotic High-intensity pre-workout from Insane Labz brand for energy and focus during workouts.
• Prosupps Alpha Whey 1kg Whey protein blend designed for lean muscle growth, muscle recovery, and efficient nutrient absorption.
• Prosupps Alpha Whey 2kg Larger-size whey protein blend with ultra-smooth texture, designed for stronger and thicker muscles.
• Prosupps Alpha Iso High-quality whey protein isolate formulated for athletes and bodybuilders seeking quality muscle gains with efficient nutrient absorption.
• Prosupps Incredibulk High-calorie weight gainer delivering 1,300 calories per serving with 54g protein and 250g carbs for muscle mass development.
• Prosupps Hydro EAA+BCAA Comprehensive essential and branched-chain amino acid blend with electrolytes for post-workout muscle recovery and hydration support.
• Prosupps Hydro BCAA 2:1:1 Branched-chain amino acid supplement in 2:1:1 ratio with electrolytes for muscle repair and hydration during exercise.
• Prosupps Liquid L-Carnitine 3000 Liquid L-carnitine supplement with 3,000mg per serving supporting fat metabolism and energy production by transporting fatty acids to mitochondria.
• Glutamine 300 Amino Acid 100% pure pharmaceutical-grade micronized L-glutamine with 5,000mg per serving for muscle recovery and gut health support.
• L-Arginine Amino acid supplement supporting blood flow, circulation, enhanced muscle pump, cardiovascular health, and immune function.
• Fresh Supps Amino Acid Amino acid supplement under the Fresh Supps brand in gummy format for muscle support.
• PS Creatine HCl Creatine hydrochloride form with enhanced solubility for improved absorption, faster muscle growth, and exercise performance.
• PS Creatine Monohydrate Pure creatine monohydrate supplement recognized as a leading sports supplement for enhanced exercise performance and lean muscle mass.
• PS Test Surge Caps Natural testosterone booster with Tribulus terrestris, fenugreek extract, and ashwagandha for muscle growth, endurance, and energy.
• PS Thermo Caps Weight loss formula with thermogenic properties that ignite heat in the body to boost metabolism and fat burning.
• PS Liver Protection Caps

Quantifiable outcome

• Products like Prosupps have sold over 1 billion servings globally
• +3 more outcomes

Named customers1 record

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

Nine partnerships are on record, tiered major, core, flagship and minor.

• Highborn Nutrition & Fitness Pvt LtdmajorChannel Partner/ Reseller/ DistributorPrimary distributor partner with 5 locations across India including Bhubaneswar (Odisha), Patna (Bihar), Raipur (Chhattisgarh), Visakhapatnam (Andhra Pradesh), and Indore (Madhya Pradesh).
• GR NutritioncoreChannel Partner/ Reseller/ DistributorDistributor with 2 locations in Ahmedabad, Gujarat (Satellite and Nikol areas).
• Vitamin GalaxycoreChannel Partner/ Reseller/ DistributorDistributor located in Koramangala, Bengaluru, Karnataka.
• Nutrition VillacoreChannel Partner/ Reseller/ DistributorDistributor in Mansarovar, Jaipur, Rajasthan.
• The Nutri StationcoreChannel Partner/ Reseller/ DistributorDistributor in Kothrud, Pune, Maharashtra.
• ProSuppsflagshipChannel Partner/ Reseller/ DistributorPrimary brand partnership - Iron Asylum is the official importer/distributor of ProSupps supplements in India. ProSupps is an international sports nutrition brand known for the popular Hyde pre-workout series, having sold over 1 billion servings globally.
• CellucorcoreChannel Partner/ Reseller/ DistributorBrand partnership - Iron Asylum is the official importer of Cellucor supplements including C4 Original and C4 Ripped pre-workouts in India.
• Insane LabzminorChannel Partner/ Reseller/ DistributorBrand partnership for Insane Labz Psychotic pre-workout in India.
• Fresh SuppsminorChannel Partner/ Reseller/ DistributorBrand partnership for Fresh Supps amino acids and pre-workout products in India.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MuscleBlaze (Bright Lifecare): MuscleBlaze is India's largest domestic sports nutrition brand and direct-to-consumer retailer selling whey, pre-workout, creatine, and mass gainers. It competes head-to-head with Iron Asylum for Indian fitness supplement buyers online, though with proprietary products instead of imported brands.
• Oziva: Oziva is a leading Indian D2C plant-based nutrition and supplement brand selling protein, multivitamins, and performance products. It overlaps with Iron Asylum's daily essentials and supplement category with strong online branding and content marketing.
• HealthKart: HealthKart is India's largest online supplement and sports nutrition marketplace, selling hundreds of brands including international and domestic. It is a direct competitor for the same online Indian supplement shopper that Iron Asylum targets.
• Bold Care: Bold Care is an Indian D2C wellness and sports nutrition brand selling performance supplements, men's health, and protein products online. It targets the same gym-goer persona with proprietary products and competes for the same shelf space in India's online supplement market.
• BigMuscles Nutrition: BigMuscles Nutrition is an Indian sports nutrition brand selling whey, pre-workout, mass gainers, and creatine. Like Iron Asylum, it focuses on Indian bodybuilders and gym-goers with affordable pricing and broad product range, though with its own product formulations.

Broad incumbents

• Optimum Nutrition India: Optimum Nutrition is a globally dominant sports nutrition brand (Gold Standard Whey) with a dedicated India presence. As another international brand sold direct in India, it competes with the same imported-brand positioning that Iron Asylum's portfolio occupies.
• MyProtein India: MyProtein is a global sports nutrition brand with a dedicated India storefront, offering whey, pre-workout, creatine, and vitamins directly to Indian consumers. As a major international brand selling D2C in India, it competes with Iron Asylum for buyers of imported premium supplements.
• GNC India: GNC is a global supplement retailer with retail and online presence in India, offering a wide assortment of sports nutrition, vitamins, and wellness products. It is an incumbent multi-brand supplement retailer overlapping with Iron Asylum's premium positioning.
• MuscleTech India: MuscleTech is a major global sports nutrition brand (creatine, pre-workout, whey) with India distribution. It competes with Iron Asylum's portfolio of imported premium supplements targeting the same performance-focused Indian buyer.

Emerging players

• Freakins Nutrition: Freakins Nutrition is an emerging Indian D2C sports nutrition brand focused on bodybuilders and serious gym-goers with whey, pre-workout, and recovery products. It is an emerging player targeting a niche overlapping with Iron Asylum's hardcore gym community.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ironasylumindia

Compliance6 records

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 Iron Asylum