Brand template · Sports Nutrition for Every Body · India
Fuel every rep. Taste every scoop.
A fictional brand, built by Maer Media as a brand-building template for India. Market observations are qualitative; every number on this page is a plan target, not a result.
01 · Market analysis
An online-first sports nutrition brand: whey in more than 20 flavours, isolate, creatine and protein bars, sold in resealable pouches at fair prices, with every batch tested by an independent lab and the report one scan away.
Gyms, running and functional fitness have spread far beyond metros, and supplements are increasingly bought online.
Independent tests of protein products sold in India have repeatedly found labels that don’t match the contents, so trust is fragile.
Flavour is the biggest reason people stop: a tub nobody enjoys is never reordered.
Sale events and subscriptions shape the category’s economics; loyalty is built on value and consistency.
Sports nutrition with flavour range, fair online pricing and published lab reports, built for India’s growing everyday-training crowd.
02 · Customer mindset
Gym-goers, runners and recreational athletes aged 18 to 35 across Indian cities and towns, who train three to six days a week and buy their supplements online.
“I want whey that tastes good, doesn’t cost a fortune, and is actually what the label says.”
“I don’t need a bodybuilder’s tub. I need a clean protein that fits my mornings.”
03 · Brand system
For people who train hard and shop smart, High On Protein is sports nutrition with the flavours you’ll actually finish, the prices you can keep paying, and lab reports that prove what’s inside.
High On Protein: upbeat, a little cheeky, and easy to remember on a crowded marketplace page. The name sells the energy; the lab report sells the trust.
A bold, condensed sans for product names and flavours; big numerals for protein per serve.
The impact stripe: a bold blue band across every pouch, tub and bar, carrying the protein per serve and the flavour in one line.
24 g protein. Chocolate Smooth. Batch 0412, lab-tested.
New drop: Mango Lassi. Limited run.
Train hard. Read the label.
Get shredded or go home!
Miracle muscle formula!
Clinically proven gains*
04 · The experience
Twenty-plus flavours, one standard: every batch tested by an independent lab, with the report one scan away.
Rich without being heavy. Mixes smooth in water or milk.
Per 32 g serve · illustrative values for a fictional brand
05 · Lab to locker room
The brand wins on two things: flavours people finish and labels people can trust. Both are built into the process.
Whey from audited dairies, certificates on file.
Every flavour blind-tested in gyms before launch.
Each batch tested for protein, amino profile and banned substances.
Every pouch links to its own report.
Own site, marketplaces and quick commerce.
Subscriptions and WhatsApp reorders.
06 · Go-to-market
Planned revenue mix at month six · target
Publish the lab process; launch eight flavours with sample sachets and a flavour quiz.
Monthly limited flavours, gym taste tests in five cities, and the affiliate programme.
The first big sale event, with subscriptions and WhatsApp reorders.
07 · Social growth pipeline
Four Reels a week (flavour reviews, gym taste tests, recipes) and a monthly flavour-drop launch.
Reviews, blind tests and drops.
Lab reports, explained in a minute.
Programmes and real gym days.
Recipes that make protein easy.
Flavour reviews and creator content
2.5M monthly viewsFlavour quiz completions
60,000 a quarterWhatsApp and app members
40,000 membersFirst order
3.5% conversionReorder within 60 days
40% of buyersMonth-six targets. Illustrative, and set against a real baseline once live.
08 · Six-month targets
Trial to reorder
Blind-tested in gyms
Taste and mixability
Reports published
09 · Risks and rules in India
Licensed under FSSAI rules for health supplements; claims limited to what the rules allow.
Every batch screened; athletes can check the report before competing.
ASCI disclosure on every paid post; no before-and-after body transformations.
A distinct identity and name, inspired by online-first sports nutrition but never copying any brand’s marks or packaging.
Category intelligence
Real-world precedents · from the journal
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If the product is worth building, the market around it deserves the same level of thought.