With a soft launch in September 2021, Fit AF has launched its product portfolio of whey protein in the Indian market with its curated and specialized approach to holistic solutions for the Indian health and fitness industry. The D2C brand is manufactured and packaged in Hyderabad, making it one of the few protein brands to be produced locally in India for customers.
Fit AF operates under the parent company Fitride Labs Private Limited and has Aman Lalwani in the role of Chief Executive Officer and Director to lead the execution and innovation strategy.
Aman identified the disconnect in the fitness and supplement industry in India as an opportunity to make a revolutionizing impact with the vision to promote a new lifestyle and conscious choices. The brand envisions diminishing the void of good-tasting protein in the Indian health and nutrition industry through the brand.