Purobien Nutrition

What Purobien Nutrition does

Purobien Nutrition operates as a direct-to-consumer sports nutrition and dietary supplement brand in India, legally constituted as Purobien Lifesciences Private Limited and founded in 2019 by a team with pharmaceutical industry experience through the Medicef and Purobien Lifesciences group. The company's product portfolio centers on whey protein isolates (27g protein per serving) and concentrates (21g protein per serving) with proprietary enhancements including DigeZyme Multi-Enzyme Complex and Bioperine for absorption, alongside pre-workout formulations containing caffeine, beta-alanine, L-Citrulline, and creatine monohydrate. Adjacent offerings include Ultimate Joint Care effervescent tablets, multivitamin effervescent tablets, Mass Gainer, BCAA, Glutamine, Gold Whey, Creatine, and a Performance Stack combo bundle. All products are NABL lab-certified and manufactured in a WHO-GMP certified facility under FSSAI license 10019011007031, with dope-free certification supporting athlete use.

The business operates a unit-pricing, one-time-purchase model with no subscription component, distributing products through its owned Shopify e-commerce site (purobiennutrition.com) and an official Amazon India storefront. Products are priced in Indian Rupees (₹504 for multivitamin tablets up to ₹4,500 for premium whey isolate), with 30-45% promotional discounts and a recurring "CLEARANCE" promo code signaling active price-based customer acquisition. The company targets four primary personas: fitness enthusiasts and gym-goers, athletes and professional sports participants, health-conscious consumers, and joint health seekers. Marketing is concentrated on the owned website (content/blog/SEO), Amazon India marketplace, and organic social media. The company claims 50,000+ customers and is privately held with no disclosed institutional funding, operating from a headquarters in Badli Industrial Estate, New Delhi.

Name

Purobien Nutrition

Legal name

Purobien Lifesciences Private Limited

Website

https://purobiennutrition.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Purobien Nutrition is an Indian direct-to-consumer sports nutrition and supplement brand selling NABL-certified whey proteins, pre-workout, joint care, and multivitamins to fitness enthusiasts and athletes via its own e-commerce site and Amazon India.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

Keywords

• Whey protein supplements
• Sports nutrition products
• Dietary supplements
• Fitness supplements India
• Effervescent tablets

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Purobien Nutrition generates revenue through direct sales of sports nutrition supplements including whey proteins, pre-workout formulas, multivitamins, and joint health products via their e-commerce website and Amazon India Store. Products are sold as one-time purchases with no subscription model mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Purobien Nutrition manufactures and sells sports nutrition and dietary supplements directly to consumers in India. Its core product line includes whey protein isolates and concentrates, pre-workout formulas, joint care effervescent tablets, multivitamin effervescent tablets, and supporting supplements such as mass gainers, BCAA, glutamine, and creatine, sold via its own e-commerce website and Amazon India.

Product overview

Purobien Nutrition is a daily nutrition and sports supplement brand offering a comprehensive portfolio of fitness-focused products. The core product line centers on protein supplements including Isolate Whey Protein (premium 100% whey isolate with 27g protein per serving for lean muscle growth) and Pro Active Whey Protein Concentrate (21g protein with creatine and digestive enzymes for muscle building and recovery). The Pre-Workout supplement provides energy, pumps, and endurance through caffeine, beta-alanine, citrulline, and creatine. Supporting products include Ultimate Joint Care (collagen-based effervescent tablets for joint health), Multivitamin Effervescent Tablets (21 vitamins and minerals with beetroot), Mass Gainer Protein, Glutamine, BCAA, Gold Whey Protein, and Creatine Supplement. A Performance Stack Combo bundles Pre-Workout with Proactive Whey for bundled purchasing. All products undergo NABL lab testing and are manufactured in GMP-certified facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Isolate Whey Protein Premium 100% whey protein isolate with 27g protein per serving, 6.17g BCAAs, zero added sugar, and digestive enzymes, NABL Lab Certified, available in 1kg, 1.8kg, and 2kg sizes in Chocolate, Kesar Badam, Mango, and Vanilla flavors. Designed for fitness enthusiasts seeking lean muscle growth and faster recovery.
• Pro Active Whey Protein Concentrate Whey protein concentrate with 21g protein per serving, 4.32g BCAAs, 3.39g glutamine, 0.70g creatine monohydrate, and DigeZyme digestive enzymes. Available in 1kg and 2kg sizes in Chocolate, Kesar Badam, Mango, and Vanilla flavors. Targets athletes and bodybuilders for muscle growth and recovery.
• Pre-Workout Supplement High-performance pre-workout with 200mg caffeine, 2000mg creatine monohydrate, 3500mg beta-alanine, and 4000mg L-Citrulline per serving, plus 8mg Bioperine. Net 400g (~33 servings). Available in Cola Lemon, Cranberry, and Litchi flavors. Built for explosive energy, muscle pumps, endurance, and focus.
• Ultimate Joint Care (UJC) Effervescent Tablet Collagen-powered joint health supplement in effervescent tablet format. Supports joint strength, eases pain, boosts flexibility, and promotes long-term bone health. Price ranges from ₹2,079 to ₹3,780.
• Multivitamin Effervescent Tablets Daily wellness supplement containing 21 vitamins and minerals with beetroot, formulated to boost immunity, energy, and metabolism. Effervescent format for easy absorption. Priced at ₹504.
• Mass Gainer Protein Protein and carbohydrate blend designed for those aiming to gain size and strength, supporting muscle growth, recovery, and increased caloric needs.
• Gold Whey Protein Premium whey protein formula designed to accelerate recovery, promote lean muscle growth, and support overall athletic performance.
• Performance Stack Combo Bundle combining Pre-Workout 400g (Cola Lemon), Proactive Whey 1kg (Kesar Badam), and a free shaker bottle for comprehensive pre- and post-workout supplementation.

Quantifiable outcome

• 27g protein per serving with Isolate Whey Protein for muscle protein synthesis
• +3 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

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• OZiva: India D2C plant-based nutrition brand overlapping with Purobien on multivitamins, daily wellness, and clean-label positioning — comparable digitally-native playbook targeting health-conscious Indian consumers.
• Bold Care: India-focused D2C wellness brand expanding into performance nutrition and men's health; comparable digitally-native playbook with similar target audience.
• BeastLife: Indian D2C sports nutrition and performance brand competing in whey, pre-workout, and lifestyle supplements aimed at gym-goers — directly comparable in scale and channel mix.

Direct peers

• MuscleBlaze: India's largest sports nutrition brand (Bright Lifecare), directly competing with Purobien across whey protein, pre-workout, mass gainers, and BCAA sold via D2C and Amazon India.
• MyProtein: Global sports nutrition brand with a strong India presence via myprotein.in, directly competing on whey isolate, pre-workout, and BCAA at similar price points.
• BigMuscles Nutrition: Indian sports nutrition brand with overlapping whey, pre-workout, mass gainer, and creatine SKUs targeting the same gym-goer and bodybuilder segment.

Broad incumbents

• HealthKart: India's largest online multi-brand supplement retailer; competes indirectly by aggregating competitor brands but also sells its own MuscleBlaze private-label portfolio, shaping consumer comparison benchmarks for Purobien.
• Optimum Nutrition: Global category leader in sports nutrition (Gold Standard Whey); a premium benchmark in India that Purobien competes against on whey isolate quality and athlete credibility.
• Herbalife: Global nutrition and weight management company with significant India presence; competes with Purobien's protein and multivitamin lines through direct selling and retail channels.
• GNC: Established global supplement retailer with India operations offering whey, pre-workout, multivitamins, and joint health — overlapping Purobien's portfolio across performance and wellness categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance4 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 Purobien Nutrition