Mumbai: Nutra Prep, a new startup in the Sports Nutrition space, and Nutrabolt, a globally recognised leader in the active health and wellness industry, have signed a strategic deal for India's manufacture and distribution of Nutrabolt’s ‘C4’ and ‘Xtend’ brand products.

Nutra Prep is a new start-up in the Health and Wellness space founded by industry veteran Amit Dhirwani. As part of the partnership, Nutra Prep will be the exclusive manufacturing and marketing company for ‘C4’ and ‘Xtend’ brands in India. C4 is one of the leading manufacturers of smart energy drinks and pre-workout supplements, while Xtend market leader in muscle recovery electrolytes and hydration drinks.

Nutra Prep has signed up with Bright Performance Nutrition for the exclusive omnichannel distribution of ‘C4’ and ‘Xtend’ products in India. This partnership provides easy access for fitness enthusiasts to purchase authentic, category-leading, and international-quality nutritional supplements at affordable prices.

Nutra Prep managing director Amit Dhirwani said, “We are excited to partner with C4 and Xtend, two of the most respected brands in the nutritional supplement industry. With this strategic alliance, we can now bring the same product range, quality, innovation, and efficacy that our customers have come to expect from these brands, but now at affordable prices, because it is manufactured locally in India”.

The strategic alliance involves sharing the original recipes and the technology transfer to Nutra Prep by Nutrabolt. It aims to facilitate the expansion of the Indian supplement market while offering customers premium international products at affordable prices. The shift towards domestic manufacturing also aligns with the government’s ‘Make in India’ initiative, fostering economic growth and generating employment opportunities within the local market.

“We are thrilled to partner with Nutra Prep to bring our brands to the Indian market,” said Nutrabolt VP of global sales Justin Becker. “We believe that the partnership will help us reach new audiences and provide them with high-quality nutritional supplements”.

The development marks a significant milestone for the growing sports nutrition industry in India and demonstrates the commitment of Nutra Prep and Nutrabolt to provide the best possible products to customers.