Following the early loss of his father in Delhi where he was born and educated, Rahul Gupta stepped up as the family’s primary breadwinner, managing various businesses from clothing to restaurants. His passion for fitness led him to co-found True Nutrition Performance Pvt Ltd with his younger brother.
Inspired by the global success of Indian startups in 2015, he launched several supplement brands, including Muscle Garage Nutrition, Helix Labz, and Genetic Code, along with international names like Flex Wheeler Nutrition and William Bonac under True Nutrition Performance. "Seeing Indian startups excel globally motivated me to enter the supplement industry," he says.
The idea for the business wasn’t something that came out of the blue. It was fueled by his deep-rooted passion for fitness and a genuine care for well-being. This passion, combined with a strong desire to make high-quality, accessible nutraceutical supplements, became the driving force behind the company's foundation. The journey, however, was far from easy. In India, the limited knowledge about food supplements posed a significant challenge. "People thought supplements weren’t for everyone, which made it hard to get a foothold," he recalls. Over time, as awareness grew, the mindset began to change. Another major issue was the rampant problem of counterfeit products. To tackle this, the company introduced authentication stickers with the help of IT companies, ensuring that customers could easily verify the authenticity of what they were buying.
One of the things that sets the company apart in the industry is its exclusive rights to distribute both international and national nutrition supplement brands across India. Their own brands, Helix Labz and Muscle Garage Nutrition, are particularly recognized for delivering 100% result-based quality products to their customers. "Our uniqueness lies in offering a full range of nutrition supplements with exclusive rights that no one else can provide," he says.
Among their most significant achievements is the success of the Muscle Garage DNA Anabolic product, which has become the top-selling mass gainer in the Indian supplement market. This accomplishment highlights the quality and effectiveness of the products they offer. The growth of the business has been nothing short of remarkable. From a modest turnover of 10 crore in early 2017, it has skyrocketed to 65 crore in 2023, with an ambitious target of reaching 100 crore by the end of 2024.
"Focus and dedicate yourself to what you are doing." This principle has been central to his success and the company’s impressive growth.
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