India’s direct-to-consumer (D2C) scene is active with new ideas, funding, and brands in food, beauty, lifestyle, and wellness. Among the latest D2C startups getting attention, 191 Nutrition is notable for focusing on a neglected area: clean, open, and results-focused nutrition for athletes and fitness fans.
Founded by Brazilian Jiu-Jitsu Black Belt holder Siddharth Singh, 191 Nutrition aims to change how Indians see supplements by prioritizing honesty and results. Unlike many options where imported supplements are too expensive and local ones have too much sugar, fillers, and weak formulas, 191 Nutrition wants to be a trusted, top-notch brand.
Launched in 2022 after testing, its tablets for hydration, recovery, joint support, and multivitamins are made for quick absorption and deliver results fast. These supplements follow international standards and appeal to health-conscious Indians who want clear and minimally processed products.
Singh’s background in international business and sports helped him spot the need for better athlete recovery during his training. The pandemic increased the focus on clean nutrition, pushing him to create a brand based on both science and real experience. This story puts 191 Nutrition with other creator-led D2C brands changing the D2C market in India.
What makes 191 Nutrition stand out is its growth. Since starting, it has sold about 5,000 packs, mostly through its website and places like Amazon, showing the strength of its D2C approach. It also has a growing presence in gyms, pharmacies, and stores around Delhi. The brand is also growing through influencer marketing, event sponsorships, and fitness partnerships.
The brand plans to launch creatine for recovery and an ashwagandha supplement for stress in the coming period. These plans show how the fastest-growing D2C brands adapt to global standards and local needs, positioning 191 Nutrition for revenue growth and long-term success.
The Indian supplement market, worth over $4 billion in 2023, has both big companies and new D2C brands. 191 Nutrition’s unique focus could make it a top D2C brand. Its commitment to clean nutrition, results-based formulas, and clear communication fits into the trend of Indian D2C brands that show lasting lifestyle changes.
Overall, D2C startups in India are about more than just luxury goods. With brands like 191 Nutrition, the D2C market is turning into a place where science, wellness, and lifestyle meet, changing what’s possible in the Indian D2C world.
