"We plan to foray groceries category shortly": Himmath Jain and Arvind Jain

Tell us about AS-IT-IS? How did the brand started and journey so far?

AS-IT-IS is digital-first nutrition supplement brand. We formulate pure & quality supplements for health conscious & fitness freaks looking to lead a healthy lifestyle. We are present pan India through online & major territories through offline. The brand is one year old. 

A study by ASSOCHAM and RNCOS says that about 60-70 percent of supplements sold in India is fake. Specifically fake protein supplements have been rampantly sold in India. Fake supplements can ruin body and the effects sometime can be irreversible. In order to ensure that the customer should trust the product, we came out with 3-step verification process through an app to authenticate the originality of the product. “It was an innovation in our industry and customers latched upon the concept of authenticity"

What is the current distribution of AS-IT-IS in the online as well as offline space. Going forward, what are the plans to scale up the distribution?

AS-IT-IS Nutrition has emerged as leaders in online supplements space in India. The brand has already tied up with about 70+ distributors across India through Distributor Development program. The company Plans to make products available in 5000 stores across India in a years’ time. The team is working to build a strong in-house IT & Creative team to embrace rapid consumer expansion program. The team is also working on appointing distributors in neighbouring countries as there is lot of request from customers through Social media from Nepal, Bangladesh, Pakistan, Middle East and Srilanka. 

What is your assessment about Indian wellness and nutrition market? Kindly state few numbers to quantify the same?

Fitness has been embraced by one and all. Social Media has further fueled the aspiration of looking good. The Indian Nutraceuticals market was estimated at around $ 4 Bn in 2017 and is expected to grow at a significant 21% CAGR to $ 10 Bn in 2022, says report from ASSOCHAM (2017).

Who do see as your competition? 

This industry is at a very nascent stage in India & it has the capacity to absorb lot many players. Optimum Nutrition, Muscle blaze, GNC are the brands that motivate us to stay on tenterhooks.

Also shed light on your TG, strong category and average price point?

Target Group for the brand is specially youth 18-40 to be precise who are fitness and health conscious. However, some products in the basket may have little different target market. 

Kindly highlight your growth plans?

In last one year we have grown at a rapid pace. This industry will be in top three growing Industries in India 5 years down the line.While we are doing good in the Nutraceutical space, the company is exploring to enter in to fast growing food and groceries category by launching AS-IT-IS FOODS soon.