BRND.ME (formerly Mensa Brands) is taking its direct-to-consumer food brand, MyFitness, to the United Arab Emirates. This move marks a big step for Indian D2C brands looking to go global.
The UAE’s peanut butter market is worth about ₹2,000 crore, so MyFitness wants to become the top choice for protein and healthy snacks in the area.
Even though they only listed six items during a trial period, MyFitness sold 3.5 tonnes of peanut butter. This shows that there’s a good demand for their high-protein, Indian-made products. To make sure deliveries are quick and customers have a good experience, BRND.ME has set up a local operations center and warehouse in the UAE.
According to Ananth Narayanan, Founder and CEO ,“The UAE is a exciting step for us as we introduce another Indian-made brand to the world. With solid e-commerce partnerships and local warehousing, we believe MyFitness will become well-known in the Middle East.”
MyFitness is available on Noon Minutes, Namshi, and Amazon. They plan to sell in physical stores soon, which fits with the trend of D2C brands combining online and offline sales. The company expects the UAE market to bring in about 5% of its net income within a year.
MyFitness currently has 22% of the peanut butter market in India. They’ve gained a good reputation among health-conscious and vegan consumers for their snacks that are high in protein, low in sugar, and have simple ingredients. Besides peanut butter, they sell protein bars and chocolate peanut butter-coated oats. They also intend to add sports nutrition products.
With this global expansion, BRND.ME is becoming one of the top-funded D2C brands in India. It also shows that VC-backed D2C brands are ready to grow outside of India. MyFitness is expected to exceed ₹275 crore in gross merchandise volume this year and aims to become a ₹1,000 crore brand within five years.
This news about MyFitness shows that Indian D2C brands are looking at global expansion. The UAE is a good market for Indian D2C brands that have a strong online presence and focus on health, as consumers want more protein-rich and convenient nutrition.
MyFitness’ move into the UAE market shows how direct-to-consumer India is changing, from building brands online to expanding them across borders.
This move sets an example for the D2C industry in India. MyFitness is not just exporting peanut butter but also a way to build, grow, and globalize a brand from India’s D2C startup world.
