Homegrown Fast&Up Cracks MNC Dominance in Domestic Advanced Vitamins and Nutrition Supplements Market

Wednesday, January 31, 2018 Diet & Nutrition News
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MUMBAI, January 31, 2018 /PRNewswire/ --

Expects four-fold increase in volume in one year through omni-channel strategy


Fast&Up, the flagship brand of health nutrition supplement specialist - Aeronutrix Sports Product Pvt. Ltd., is strengthening its foothold in the Indian vitamin and nutrition supplement space. Spurred by heightened consumer

interest in preventative healthcare, the company is entrenching itself as a pathbreaker in a market that has predominantly been catered to by MNCs. The key factors helping the rising acceptability of Fast&Up are its innovative effervescent delivery format; its FSSAI-approved diabetic-friendly and gluten-free products; its highly targeted marketing strategy; and its unconstrained e-commerce oriented distribution model.

Traditionally, the vitamin and nutrition supplement market had remained prescription-driven. However, over the years, the visible rise in lifestyle diseases has made consumers more health and wellness conscious, especially among India's fast-growing middle-class population. Higher purchasing power has also unshackled Indians to adopt healthy diet routines, and more easily afford advanced and niche nutritional supplements.

Commenting on the market transition, Mr. Vijayaraghavan Venugopal, CEO, Aeronutrix, said, "Core users of supplements have led the charge for greater ownership in their personal health, and demand broader product options around self-care and greater ease in purchasing." Responding to this market scenario, he added, "Leveraging on this heightened consumer awareness, and by understanding the mindset of our target customers, we are strengthening Fast&Up's deep relevance in this space. We are confident that our superior portfolio of quality products will help consumers move towards healthier living."

Aeronutrix is the pioneer in bringing an effervescent range of products in the active living segment to India. The company's use of the latest effervescent technology helps deliver faster action and is gentle on the digestive tract. The company has built a portfolio of niche products including Fast&Up Vitalize (Multivitamins), Fast&Up Fortify (Calcium, Magnesium and Vitamin D3) and Fast&Up Reload (Electrolyte), which have become a name to reckon with.

Aeronutrix has strengthened its presence in the market place by launching over 10 differentiated products in the last two years. The company plans to widen its offerings further and will soon introduce Magnesium supplements in an effervescent format, and Omega 3 in a soft gel configuration.

In this digital age, consumers are increasingly opting for alternative channels to self-diagnose and identify targeted health needs. Fast&Up range of products is sold primarily through its website and select e-commerce portals. Opting for an online sales model to enhance customer convenience has been a resoundingly successful strategy for the company. Starting from less than 10 online orders on an average per day in early 2016-17, the company has significantly enhanced its consumer base to serve over 100 orders per day in the current fiscal. The company also implements a strong digital strategy with active presence on social media. With over 55,000 followers on Facebook, Instagram and other social media, Aeronutrix has influenced a wide range of consumers at multiple touch points and increased the credibility of its dietary supplements in contributing towards preventative healthcare. 

Enthused by the market acceptability and growing demand, Fast&UP is targeting a four-fold increase in sales volume over next one year. To achieve this, Fast&Up is gearing up for an omni-channel approach and will establish its presence in the offline retail market.

About Aeronutrix 

Aeronutrix Sports Products Private Limited is one of the fastest growing sport nutrition products company. Backed by innovative swiss technology and effervescent science, Aeronutrix' nutrition products promote Active Living and are favoured by sportspersons, health enthusiasts and discerning individuals who have chosen a healthy and active-living lifestyle. The company's flagship OTC brand 'Fast&Up' is the nutrition product of choice for many including National and International athletes in various sports such as Cricket, Soccer, Kabaddi, Cycling and Marathon. Aeronutrix is a subsidiary of Fullife Healthcare, a healthcare management company that makes and markets a range of effervescent products in over 22 countries across the globe. To know more about us, please visit http://www.fastandup.in.

For More Information, Please Contact: Aeronutrix Sports Products Pvt. Ltd. Vijayaraghavan Venugopal +91-99169-00081 vijay@aeronutrix.com Dickenson Financial PR Mehul Mehta +91-98202-80325 mehul.mehta@dickensonir.com.

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