The company is creating a modern snacking brand aimed at everyday consumers, not just fitness enthusiasts, through a strong focus on protein-rich innovation, says Co-founder Nikunj Biyani
In a category traditionally dominated by legacy snacks and gym-centric protein bars, SuperYou is charting a new course, combining nutritional innovation with broad consumer appeal. Started just eight months ago, the health-forward snacking startup has now set its sights on achieving Rs 500 crore in revenue within the next three to five years.
“Our goal has always been to reimagine snacking for the everyday consumer,” said Nikunj Biyani, Co-founder of SuperYou, in an interview with BW Retail World. He added that they are not chasing the 50-lakh gym-going audience, but the wider population seeking healthier snacks without compromising on taste.
Biofermented Protein And A Broader Playbook
At the heart of SuperYou’s product is its use of fermented yeast protein, produced using bio-fermentation technology. In Biyani’s words, while already scaling in countries like the US, Japan, and Australia, this technology is still nascent in India.
“We found the right partners to bring this to India. It is vegan, lactose-free, and has a Protein Digestibility Corrected Amino Acid Score (PDCAAS) comparable to whey protein,” Biyani said. “Plus, it is smooth, tasteless – more like a blank canvas – and far more sustainable.”
Biyani claimed that the protein is produced using 10 times less water, 20 times less land, and generates 20 times fewer carbon emissions compared to traditional protein sources, positioning SuperYou as not just a health-conscious, but also a climate-conscious brand.
Chips, Chocolates and What’s Next
SuperYou entered the market with a chocolate-protein hybrid bar, followed by its latest product – multigrain protein chips – marking its entry into the larger impulse-snacking market. Future products are in the pipeline, with Biyani revealing that research and development (R&D) is consuming nearly 15 per cent of current expenditure.
“These are products that India has not seen before. We are experimenting with new formulations and formats that can surprise and delight the consumer,” he said. While Biyani did not disclose exact SKUs under development, he noted that the brand’s strategy revolves around transforming familiar categories – like chocolate, chips, and breakfast cereals – into ‘better-for-you’ formats with superior nutrition and taste.
Scaling Up Across Channels
With over 40- 42 per cent repeat purchases on quick commerce platforms, as Biyani claimed, SuperYou is seeing early validation from its digitally native, health-curious customer base. Quick commerce contributes to nearly 50 per cent of the brand’s total sales as of now, followed by marketplaces, its D2C website, and modern trade.
“Distribution is simple for us – we go where the consumer is,” said Biyani. “Whether that is Zepto or Amazon, Lulu Hypermarket or our own site, we want SuperYou to be available wherever impulse meets the intent.” Plans are also underway to enter hotels, restaurants and cafeteria (HORECA) distribution and explore Middle East expansion later this year via retail partnerships like Lulu Group.
Backed by Funding, Powered by Storytelling
The brand has raised funding from Rainmatter Capital, although the amount remains undisclosed, Biyani said the funds are being directed towards R&D, brand building, and distribution scale-up.
Apart from funding, Biyani added that Bollywood actor Ranveer Singh, Co-founder, is playing a central role in shaping SuperYou’s growth, whose involvement goes well beyond endorsement. “He is not just the face, he is a real partner. Every product goes through his family’s taste tests. He brings storytelling, creativity, and a sharp consumer lens,” Biyani added.
Big Markets, Bigger Vision
Instead of narrowly targeting the protein snack market, Biyani sees SuperYou competing across larger FMCG categories. Though the Indian protein chips market, which is projected to grow at a CAGR of 10.8 per cent, reaching USD 99.3 million by 2030, is witnessing a tough fight to capture space, Biyani said that they want to take share from these by offering products with better ingredients and clear nutritional value.
He added, “Chocolates is a Rs 25,000 crore category, chips is another Rs 25,000 crore, namkeens Rs 40,000 crore, and breakfast cereals Rs 4,000 crore. We want to take share from these – not by fighting legacy players directly, but by offering products with better ingredients and clear nutritional value.”
Challenges and The Road Ahead
SuperYou’s biggest challenge, Biyani admits, lies in internal execution – better inventory planning, agility, and scaling up like a well-oiled FMCG machine. But he remains clear-eyed about the brand’s North Star.
“There is only one risk – not delighting the consumer. If we stay focused on great product, value, and communication, we will build a brand that lasts.”
