How SuperYou got to ₹100 Cr in 6 months?
Playbook behind India's fastest-growing celebrity D2C brand.
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Today’s edition.
In May 2025, SuperYou, a better-for-you food brand founded by actor Ranveer Singh and FMCG expert Nikunj Biyani (GrowthX member since 2022), crossed ₹100 Cr in revenue in the first 6 months. That makes SuperYou the fastest-growing food brand in India.
This is a huge deal, given that only 2% of all D2C brands ever cross ₹100 Cr. Then, last week, the company reported a ₹150 Cr revenue run rate. We spent the last few days finding the core insights that you can learn in this 7-minute crisp edition.
It started with 3 consumer insights.
Nikunj began thinking of what SuperYou should be in 2022. He comes from an FMCG background - has worked with Future Group. And this was the time when the COVID-2nd wave had just died down. There were a few specific observations.
1/ People started prioritising their health after COVID.
They made lifestyle changes, like exercising regularly and eating well. Healthy eating shifted from being only about calories to a holistic approach to achieving dietary goals. Around the same time, urban Indians started working out more. That, coupled with the rise of fitness influencers, led more people to talk about protein. And so, more people wanted to up the amount of protein in their diet as well.
2/ India has a protein deficit.
It’s been around for a long time, partially because of how cheap carb-dense foods are. In fact, a 2017 survey showed that ~73% of urban Indians had extremely low protein intake. That’s a health risk. Low protein levels could cause muscle loss, low immunity, among a bunch of other things.
So, yes, get protein. But, from where? The most easily absorbed protein comes from animals and dairy. (Amul is solving for this with its protein range.) Plant-based proteins need extreme processing to match animal protein, making them expensive. (Brands like Cosmix cater to this segment.)
3/ Indians love snacks — a lot.
One trip to your kitchen will tell you that.
Fact — India is the world’s largest consumer of potato chips. Retail volumes are growing at 136% in India vs just 30% in Western Europe combined. Same trend for sweets, chocolates, and breakfast cereals.
With these Indians being more health-conscious, there’s a massive opportunity to capture the snacks market. Legacy players like Britannia did this with biscuits back in 2011. Long story short, there’s a huge whitespace to disrupt the snacks segment with protein-focused foods. Something that sits at the sweet spot between health and taste. That, combined with Nikunj’s extensive knowledge in the FMCG space (thanks to his time at Future Group), he started SuperYou.
The first product - protein bar with a twist.
Most protein bars are designed for gym bros. These protein bars are typically dense, heavy and off-tasting. And that’s why most will eat one when you absolutely need them pre- or post-workout. This also means they don’t really like eating except for the protein gain — this is bad for the protein bar business, as the buying frequency drops.
On the other hand, take the famous chocolate, Kit Kat. It’s light, tastes really nice, and is something you’d want to have, even during a break. It’s a high-frequency purchase item, accounting for 16% of Nestlé’s overall sales. That’s insane!
A quick market size comparison reflects this, too. Where protein bars have only a ₹300 to ₹400 Cr market, chocolates are a massive ₹20,000 Cr market.
Enter a protein wafer chocolate.
It’s a familiar format because people already know what protein bars are. Plus, the wafer texture (like Kit Kat) is fun (that crunch!), and new flavours are a bonus.
The best part?
After spending many years at Future Consumer (the company behind Tasty Treat and Terra), Nikunj had the playbook and the contacts to make a protein wafer bar.
This launch plan was a masterstroke on paper. It helped the company differentiate enough from regular protein bars so they wouldn’t be eaten by competitors, and also helped them reach a larger market.
But there was one problem: pricing.
Protein bars are expensive, retailing at ~₹70 a pack. While wafer chocolates like Munch, KITKAT, and Perk retail for as little as ~₹10. Given that SuperYou caters to both those audiences, how should they price their bars?
Next step: Finding the right price point.
Some context — Nikunj’s time at Future Consumer gave him first-hand insights into how Indians spend on snacks. The top 1% of India spends on luxury/ super premium products. The next 10% are experimental & value seekers — they will pay for premium products provided the value is well established. The rest mostly will stick to legacy brands. This means the real market is the top 10% of Indians for new age brands & pricing is everything.
So how did they arrive at “protein wafer chocolate” pricing?
Now a product like SuperYou contains fermented yeast protein, is gluten- and dairy-free, and is good for your gut. Bringing such a product to the market is usually expensive. Along with ingredient costs, you need to factor in formulation, testing, and manufacturing — all of which bump up the price.
Nikunj had contacts to help with formulation & used a wafer format from his previous company, Future Consumer. That meant he already had manufacturer contacts, getting him a sweet manufacturing deal.
With manufacturing covered, the other considerations were ingredient costs and packaging. There was a limit to how much SuperYou could bring down the price, given that processing yeast protein is expensive.
SuperYou’s pricing bet.
Nikunj focused on where he could compete: traditional protein bars. Most protein bars in India are priced between ₹75 to ₹ 150. SuperYou launched theirs at ₹60. That’s a ~20-60% undercut.
At that price point, SuperYou isn’t just competing with gym supplements. It’s competing with your evening snack — think 200g Bakarwadi packet or a DairyMilk Silk.
Plus, the premium branding advantage.
Another thing you notice when you look at SuperYou bars alongside other protein bars is that they look premium. That isn’t a coincidence. Even the red colour is so bold and differentiating when you see the product in a Blinkit/ Zepto catalogue or even on a retail shelf space.
If you have been paying attention.
Nikunj came from an FMCG background, had the right network before he even figured out the product. Having a set of people whom you can rely on, ask for help & learn from is an unfair advantage. You might not have as strong a network as him but you can build one.
Here’s how — by joining the GrowthX community of 5,000+ members from companies like Future Group, Jio, Nestle, HUL, ITC & more. All you need to do is check if you are eligible & get into the right rooms.
Nailing the distribution game.
SuperYou is everywhere — on Blinkit, Zepto, DMart, and even at a bunch of neighbourhood kirana stores. How did they do it, considering they are so new?
Picking Ranveer Singh = positioning.
The star power has definitely been the major first push. One look at SuperYou’s packaging will tell you the brand is going after a young crowd. Ranveer Singh = high energy. It’s a match made in heaven. It could also expand to more “energy” brands eventually (think how Redbull marketing). Plus, Ranveer is an equity co-founder — meaning he is going to put his distribution of 50 million followers, his own reputation on the line. Plus, he can’t promote a competing brand, so it becomes a massive brand moat.Quick commerce launch strategy.
The first thing they launched was quick commerce. Snacking is big, high frequency, and they could get real-time feedback. This created a whole marketing pitch, customer and product promise loop that Nikunj & team iterated on.
Initially, SuperYou served about 4,000 customers per day through this quick commerce, which later scaled to 10,000 customers a day. And more importantly, they have a solid ~25% repeat purchase rate.
Today, quick-commerce apps like Blinkit, Swiggy, and Zepto account for 50% of SuperYou’s sales. Combined with e-commerce channels like Amazon and SuperYou’s own online store, that’s 70% of total sales.
SuperYou has an online-first distribution strategy.
Going after modern retail (DMarts of the world)
SuperYou had a retail presence in 2500+ stores early on. Thanks to Nikunj’s past experiences and network, it helped drive pilots in a few locations. Initial pilots drove scale up to 4,500 retail outlets across major cities. And they are now also in 450+ general trade stores. Beyond retail, they’re now planning to enter the hotels, restaurants, and cafeterias (HORECA) distribution channel too.
This is the tip of the iceberg.
The next phase of SuperYou will be to repeat the success of the go-to-market in more categories. They want to get into more “protein” spaces, starting with breakfast cereals and then everyday food items. We will keep a look at this story & will post back.
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