India’s consumer food and beverage ecosystem is undergoing a paradigm shift as health, convenience and experiential behaviour reshape how products are discovered, purchased and consumed. While traditional snacks have long dominated store shelves, a surge in health consciousness, fuelled by digital wellness discourse, fitness adoption and lifestyle content, has created fertile ground for better-for-you alternatives that do not compromise on taste or occasion relevance.
Protein, once associated primarily with fitness supplements, has broken out of niche silos to become part of mainstream food culture, supported by a young demographic seeking holistic wellbeing without sacrificing flavour.
At the intersection of this transition is Aditi Jain, Head of Brand & Marketing at SuperYou, who is steering one of India’s fastest-growing challenger brands in functional snacking and nutrition. Co-founded by Bollywood actor Ranveer Singh and entrepreneur Nikunj Biyani in November 2024, SuperYou launched its first product, protein wafers, which combined indulgent taste with high protein content, setting the stage for the brand’s vision of “protein, made tasty.”
The leadership duo and Jain have since expanded the brand into multigrain chips, mini protein snacks and fermented yeast protein powders, each designed to align with everyday snacking habits while offering better-for-you nutritional benefits.
Product Portfolio Expansion and Consumer Adoption
SuperYou steadily broadened its portfolio in 2025, moving from protein wafers to multigrain chips, minis, and protein powders, all designed to combine indulgence with nutrition and fit seamlessly into everyday lifestyles.
According to Jain, the brand’s first launch laid the foundation for everything that followed.“Our hero product, which was the protein wafers, established what we are here to do very nicely. You can also snack on a protein wafer which is as good as a chocolate but better for you in many ways. That set the tone for exactly what we are trying to do with the entire portfolio.”
Subsequent products built on this foundation while keeping Indian consumers’ preferences central. “Then we had the multigrain chips, retaining those codes of familiarity in formats and in flavors, but adding the whole idea that this is the best that you can get in terms of the healthy-for-you features. Mini is a familiar format for us.”
Ranveer Singh’s Role in Shaping the Brand
Ranveer Singh’s dual role as Co-founder and brand ambassador has been central to SuperYou’s identity and engagement strategy. Jain highlighted the unique advantage of this approach, “The whole idea of a brand ambassador does not sit well with me. When it is a co-founder, the narrative becomes very different. Ranveer Singh has completely lent his personality. Be it snacking or protein, we communicate in a fun, exciting manner.”
Moreover, “He does many tasting trials with us and brings valuable input into product development. He takes the products to his sets and consumes them regularly, which shows his commitment to the brand. His energy and larger-than-life persona also allow for creative experimentation, Since his personality is so big and energetic, you do not see him doing this regularly. That helps us experiment more in the way we speak and in the way we execute concepts and ideas.”
SuperYou has positioned itself in a competitive functional snacking market by aligning indulgence with wellness, recognising how modern consumers negotiate between the two. Jain explained, “The world has moved very quickly into the idea of presenting their best selves. The wellness category is booming. People want to do things that are good for them, but they also want to indulge. Better-for-you marriage to indulgence is a trend that consumers negotiate in every decision they make.”
Growth Channels: E-Comm, Q-Commerce, and Retail
The brand’s growth was powered by a strategic focus on quick commerce, D2C, and retail presence. Quick commerce enabled instant access for impulse-driven snacking occasions, while retail and D2C provided reliability and repeat engagement. Jain noted, “Quick commerce for us is the biggest driver of growth because it offers 10-minute delivery. If we are top of mind and people cannot access our products quickly, it does not matter. Being present for a fast purchase drives belief in what we are building.”
The accessibility strategy was reinforced by distribution and omnichannel availability, “The fundamental is to make the brand very accessible and approachable. Being everywhere allows people to discover and engage with our products.” She added.
SuperYou’s first-year performance has been reflected in both revenue and consumer engagement metrics. Jain highlighted. “We have hit 150 CRR. Repeat consumers are a big factor for our D2C. Consumers interact with multiple Stock Keeping Unit and flavors, which opens up new consumption occasions. We have eight flavors in our 40-gram wafers and three new ones in our minis. This helps us serve variety-seeking consumers effectively.”
Media Strategy and Digital-First Approach
Digital has been at the heart of SuperYou’s marketing strategy, enabling immediate feedback loops and cultural relevance. Jain said, “All launches, customer feedback, and cultural conversations happen on digital. Social media allows us to keep in touch with our consumers. The community we have built online interacts with us the most. We also used a cinema ad release recently to coincide with Ranveer Singh’s movie release.”
ROI is measured not just in numbers but through engagement, responsiveness, and brand love. Jain explained, “Largely, ROI comes from social. We focus on building brand love, responding to feedback, and creating conversations. For example, some customers received deflated bags. We addressed it and turned it into a storytelling opportunity. We also engage on-ground activities like pickleball, paddleball, and bowling where consumers are active.”
Expanding to over 4,500 retail outlets has increased visibility and product accessibility. Jain commented, “Crossing 4,500 retail outlets is important. We need to be present and top of mind for consumers to try us. Our social footprint builds recall. We have a Rs 1,000 Crore ambition for three years, and sufficient production is being made to achieve it with offline distribution.”
SuperYou has leveraged cultural narratives to amplify engagement. Jain highlighted, “Our launch campaign created a cultural conversation around decoding Ranveer Singh’s energy. This resonated across Reddit, Instagram, and Bollywood circles. Behind-the-scenes transparency, addressing feedback openly, and building the brand in a community-driven manner are key for us.”
Looking Ahead to 2026
The brand plans to expand its product portfolio and consumption occasions while keeping consumer lifestyles central. Jain said, “We have several new categories lined up for the next six months. Our philosophy of adding fun to functional, better-for-you categories continues. We are exploring new flavors within existing categories and seamless fits into consumer lifestyles.”
She added the importance of customer-led collaborations and education, “The best collaborations happen with our customers. We constantly track comments and feedback. For powders that require education, we work with nutritionists. Our objective is to build education relevance while keeping it within the SuperYou tonality.”
