Agreement brings leading active nutrition
brands—C4®, XTEND®, and Cellucor®—to India through a locally driven
manufacturing and distribution model
- Nutrabolt®,
a global performance nutrition leader, enters India with a locally driven
manufacturing and commercialization model through Nutraprep India Pvt. Ltd - C4®
Original, XTEND® Original, and Cellucor® COR-Performance Creatine to be
made in India and distributed nationally by BRIGHT Performance Nutrition
Pvt. Ltd - Local
manufacturing, global-grade testing, and authenticated supply-chain
practices aim to deliver trusted, high-quality products at more accessible
price points
India, December 11th, 2025: Nutrabolt®, a global leader in active health and wellness, today
announced a strategic agreement with Nutraprep India Pvt. Ltd. Under this
arrangement, Nutraprep will serve as the exclusive licensee for manufacturing
and distribution of select Nutrabolt products in India.
Designed to bring internationally trusted formulations
to India, this agreement focuses on local manufacturing built to global
standards. As a part of this collaboration, Nutraprep will manufacture C4®
Original Pre-Workout, XTEND® Original, and Cellucor® COR-Performance Creatine
in India. Distribution will be led by Bright Performance Nutrition Pvt. Ltd.,
headed by Parag Bhatia, one of India’s premier distributors in the sports
nutrition and wellness sector, recognized for its robust pan-India retail and
omnichannel expertise.
“The sports nutrition market continues to evolve
rapidly across India, and the need to adapt is evident,” said Justin Becker, SVP International at Nutrabolt. “Ultimately,
feedback from Indian consumers drove us to forge a new route to market—one that
ensures we can meet scaling demand while maintaining our high standards for
quality and value. We’re thrilled to deepen our role in India alongside the
Nutraprep and Bright teams.”
“This partnership is a step forward for India’s
performance-nutrition market,” said Amit
Dhirwani, Founder and Director, Nutraprep. “Manufacturing locally
allows us to meet global quality benchmarks while building the consistency and
transparency consumers expect from this category. Our work with Nutrabolt helps
us bring proven and established formulations to India, and Bright ensures that
they are available where demand is growing. The category is expanding quickly,
and our focus is on strengthening its foundation, trust, quality, and access.”
Tapping Into India’s High-Growth Performance
Nutrition Ecosystem
India is now one of the most dynamic
performance-nutrition markets globally, driven by expanding fitness adoption,
growing discretionary spending, and increasing demand for science-backed supplements.
This collaboration enables Nutrabolt, Nutraprep, and Bright to deliver globally
aligned products at scale, tailored for India’s evolving fitness ecosystem.
NutraPrep’s manufacturing unit leverages advanced
processing technologies aligned with Nutrabolt’s Quality and Food Safety
standards. Its quality assurance system includes 300+ internal and third-party
tests, covering microbiology, heavy metals, allergens, pesticides, and other
contaminants, all in accordance with FSSAI regulations and Nutrabolt’s global
quality benchmarks. The brand has also integrated a dual-QR, product-level
authentication system through a leading verification technology partner, adding
an enhanced layer of consumer trust. All ingredients are sourced from suppliers
who comply with various internationally-recognized quality and food safety
standards to ensure consistency in formulation, taste, and performance in line
with Nutrabolt’s international portfolio.
XTEND® Original was launched in India in October 2025,
with C4® Original and Cellucor® Creatine expected to follow in early 2026.
Distribution will begin with major metros and Tier-1 markets, followed by a
strategic expansion to build a pan-India footprint across offline retail,
e-commerce, quick-commerce, and specialty nutrition channels.
