Q] MuscleBlaze pioneered India’s sports nutrition category. How has its positioning evolved as protein consumption has moved from fitness enthusiasts to mainstream consumers?
MuscleBlaze began in 2012 catering to bodybuilding enthusiasts, the earliest adopters of protein supplementation in India. Out of 100 people in a gym in 2012, about 10 to 20 were what we called muscle-building consumers. Their heroes were bodybuilders, but they didn’t necessarily aspire to look like them. That’s where MuscleBlaze came to the limelight. Around 2015–16, the category broadened as younger consumers embraced muscle-building, prompting the brand to position fitness as a lifestyle built on discipline and consistency. The biggest shift came during COVID, when heightened health awareness and the explosion of fitness content on platforms like Instagram and YouTube democratised knowledge around nutrition and protein intake. As a result, the category expanded far beyond young male gym-goers to include women, recreational athletes and health-conscious consumers, transforming protein from a niche fitness product into a mainstream wellness category.
Q] With protein awareness rising, many FMCG brands are now positioning everyday products as ‘high-protein’ or ‘better-for-you’. In such a crowded market, how does MuscleBlaze differentiate its narrative?
We need to separate the signal from the noise. Broadly, there are two types of consumers.The first is performance-driven. These consumers want visible changes in their fitness levels and are willing to commit to discipline. Earlier, this segment was male-dominated, but female participation is growing rapidly. The second is the substitution-driven audience. They’re looking to replace unhealthy choices with slightly better ones and are satisfied with incremental improvement.
Many FMCG brands operate in this second space, offering high-protein biscuits or beverages. But the first audience often rejects such products because they are focused on maximising performance, and won’t compromise on quality. MuscleBlaze has always catered to the first segment. We stand for performance, where protein is just one part of the equation. The rest includes pre- and post-workout nutrition, identifying deficiencies through markers like VO2 max or vitamin levels, and addressing them scientifically.
For the lifestyle segment, we have a separate brand, TrueBasics, which focuses on everyday wellness. This clear segmentation ensures we don’t confuse consumers with mismatched messaging.
Q] Innovations like MB EnzymePro shift the conversation from protein quantity to absorption and bioavailability. How do you translate such science into compelling consumer communication?
The strongest aspect of MB EnzymePro is that it’s clinically researched and US-patented. So, it’s not just a marketing claim. For the earlier bodybuilding audience, the message was straightforward: better absorption leads to better recovery and performance. For newer consumers, many face bloating when they suddenly increase protein intake to 25–35 grams per meal. Without enzyme support, absorption is inefficient, leading to discomfort.
So, for this audience, the messaging is about reduced bloating, feeling lighter, and quicker digestion. It’s less about hardcore performance and more about making protein a sustainable part of daily life.
We also emphasise that supplements should ideally make up only 20–30% of daily protein intake. The remaining 70% should come from whole foods. Supplements are meant for post-workout recovery and convenience, not replacement.
Q] How important are creators and athletes in your brand-building strategy?What does your media mix look like today?
Our approach combines creators, athletes and grassroots engagement. We work with credible fitness creators and certified experts, support emerging athletes across sports, and use educational content to drive awareness. Offline, we engage consumers through marathons across major cities and direct outreach to 1,000–2,000 gyms every six months through sampling and education programmes.
Q] Where are you seeing the strongest returns from your marketing investments today?
Historically, influencer marketing delivered the best ROI. However, that’s tapering due to rising input costs. The price of whey protein has increased nearly threefold in the past two years, partly due to global demand driven by GLP-1-related dietary shifts. Since whey is a natural product, supply cannot be scaled instantly. As a result, we’ve moderated our marketing spends. Currently, quick commerce platforms are delivering the strongest returns over the past six months.
In general, we operate at around 20% marketing investment as a proportion of revenue.
Q] Could you share insights on a recent campaign and how you measure its success?
Our recent Biozyme education campaign blends science with entertainment. We work with four to five creators. Two to three, focus on educational content around absorption and reduced bloating, while the others, present the same message through humour. One standout piece features Larry Wheels in a comical, South Indian film-style narrative, making the science more engaging.
The campaign runs across Instagram, YouTube Shorts, YouTube, and connected TV. In terms of metrics, we track click-through rates, website traffic, and search volume for keywords like ‘Biozyme protein’ and ‘MuscleBlaze’. From a sales perspective, if the category is growing at 15% annually and we achieve 20–25%, we consider the campaign successful.
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Q] As protein awareness grows, what role will marketing and education play in shaping the future of the category?
At a population level, increased protein intake will reflect in better health markers, improved height, weight ratios, and reduced obesity. In the performance segment, it could lead to greater participation in sports and better outcomes. Ideally, we’d like to see multiple athletes surpass benchmarks set by champions like Neeraj Chopra. For the general population, higher protein intake could reduce lifestyle diseases like diabetes and improve joint health. We should see more active communities and greater participation in fitness.
The only gap is infrastructure. While individuals are becoming more health-conscious, support from public infrastructure, such as parks, clean environments, and accessible facilities, is essential to sustain this momentum.
