How Fast&Up is Looking After Nutrition Requirements of Millennials Globally

With the changing times, people’s lifestyle has rapidly transited. To keep up with daily tasks, consuming the right amount of protein and other nutrients is important. Millennials, who are engaged in the fitness industry, also require a high level of protein to stay boosted throughout the day. Addressing the nutritional requirements of young millennials, Fast&Up has stepped into the lifestyle segment offering homegrown nutrition products.

“With this, Fast&Up aims to cater to the overall health of the entire Indian family holistically through its core belief of intelligent nutrition with vegan products that are informed choice certified,” Vijayaraghavan Venugopal, Co-founder, and CEO of Fast&Up, said.

At present, the company offers more than 20 products. It has got into new segments and forayed into kid’s nutrition and Fast&Up plant protein for women. 

Building Strong Connect with Customers

Being a millennial brand, it utilizes technological integration and in-house research and development (R&D); this process sets them aside from other competitors in the market. It believes that product is the star of every business, thus, it’s the way of getting it to the consumers.

Clear communication with consumers is another element that the brand focuses on.

“Particularly during the first lockdown, D2C was driving the market which was the reason a lot of brands catapulted up because major supply chains were hit. So you had a lot of demand but no service. Whoever was able to service the customers fast, they were able to upscale,” Venugopal added.

The company’s product offerings are Fast&Up Curcumin, Fast&Up Terra Organic Spirulina Plus, and their plant-based vegan-friendly Terra series. It has also launched plant protein for women to fulfill their daily protein requirements.  

Targeting Customers in Tier-II Cities and Beyond   

The brand is having a good business in Tier-II and Tier-III cities. Since the awareness has increased in these regions, there is a complete shift to preventive healthcare due to the pandemic. Urban and semi-urban Indians have become increasingly particular about leading healthier lifestyles.  A large part of the population now understands the crucial role of immunity-boosting supplements and thus there is a significant change in buying patterns and consumer behavior.

“More people are now open to buying healthcare products that come in unique formats. In addition to preventive healthcare, vitamin and zinc supplements are also being prescribed by doctors for COVID patients,” Venugopal informed.

At present, the company asserts to have 8,000 outlets and adding more 40,000 outlets within 3 years. It has a presence in Tier-I and Tier-III cities with the majority of customers hailing from Mumbai, Chennai, Pune, Delhi, Bengaluru, and Hyderabad.   

Meeting the Global Standard 

The company’s products are FSSAI approved and carry an informed choice certified tag which ensures that the dietary supplements one consumes have been manufactured to recognized international standards. It also asserts to have informed choice and informed sport certified across its flagship products. After building an established presence in India and Italy, the brand is now expanding its reach to tap other European countries and the American market.

The brand informed that it has now reached more than 1.5 million households across the country, with the majority of customers hailing from Mumbai, Chennai, Pune, Delhi, Bengaluru, and Hyderabad.  It has followed the online route to reach its target customers where it first introduced itself to consumers through the website. Its online retail reaches over 40,000 pin codes and serves around 8,000 outlets offline.

Its products are available on its website along with e-commerce platforms such as Amazon.in, Nykaa, 1mg, Netmeds, Nutrabay, Healthkart, Pharmeasy, and other platforms such as Paytm Mall.  

Future Plans

The company aims to reach the target of Rs 500-700 crore by 2024. Also, it has launched close to 50 new SKUs in 2021. It is expecting to touch 40,000 outlets by 2024, and also increase the number of touchpoints. In the product category, it is planning to launch new products such as Fast&Up Melatonin, Fast&Up Plant-based Vitamin D, and Fast&Up energy gels.

The brand is progressing in the nutrition industry. It not only serves the customers but also ensures meeting international standards while manufacturing the products, thus, offering good quality products to the customers.