Muscle & Strength India has entered the Kerala market with the launch of a new store in Trivandrum, strengthening its pan-India retail expansion as demand for fitness supplements and sports nutrition continues to grow across metros and emerging cities.
Located in Kumarapuram, the new store was inaugurated by fitness influencer Nadhirshah Salim, winner of the Mr. Kochi 2024 and Mr. Kollam 2026 titles, alongside fitness model and influencer Mohmmad Iqbal. The launch marks another step in the company’s strategy to widen its retail network and deepen its presence across new markets in India.
Muscle & Strength India operates stores across multiple cities and offers a portfolio of more than 1,000 fitness supplements and nutrition products from international brands. Its range spans proteins, vitamins, minerals and herbal supplements designed for athletic performance, fitness and overall wellness.
The company is expanding at a time when demand for genuine and economically priced supplements is growing beyond India’s largest cities. While metros remain important markets, Muscle & Strength India is seeing strong interest from consumers in smaller cities, where access to authentic products and the latest nutrition offerings can remain limited.
The brand’s retail strategy is built around bringing multiple global nutrition brands under one roof while addressing a key consumer concern in the category: product authenticity. As India’s fitness and wellness ecosystem expands, the company is focusing on making genuine supplements more accessible to gym-goers, sports enthusiasts, health-conscious consumers and people interested in sports nutrition.
The Trivandrum store will operate through a franchise partnership with Shibin Shanmughan. The launch also strengthens Muscle & Strength India’s presence through a model that combines physical retail expansion with exclusive distribution partnerships across leading global nutrition brands.
Founder Praveen Chirania said the company will continue expanding into newer cities as part of its broader pan-India growth strategy. The company sees its growing store network as central to strengthening consumer trust and improving access to authentic products across the country.
With its entry into Kerala, a portfolio of more than 1,000 products and a rapidly expanding retail footprint, Muscle & Strength India is positioning itself for its next phase of growth. The Trivandrum launch reflects the broader rise of organised fitness and nutrition retail in India, driven by increasing wellness awareness and growing demand for accessible, trusted supplement brands.
