Health enthusiasts looking to gain muscle know the value of protein supplements. However, whey protein isolates made from milk are also beneficial for other reasons: recovering from injury, adding extra protein to a vegetarian’s diet, and even as a way to lose weight. Recognizing that protein supplements are a booming industry, Anise Garg and Namrata Agarwal launched in delhi in 2019 to provide high quality products.
“We wanted to provide consumers with good nutrition at affordable prices. We understood that there was a gap in the market for a reliable Indian brand committed to delivering the nutrition claimed on the product packaging. So we started Abbzorb to ensure that consumers can rely on Indian products backed by results from internationally accredited independent labs,” the founders explain in a conversation with YS Weekender.
Anish Garg, co-founder, Abbzorb
Anish pursued an MBA in Finance from Moore College, USA. He then became one of the Business Development Managers at Continental Milkose which has onboarded several large institutional FMCG clients including Hindustan Unilever, Nestle India, Dabur and Aimia. He also has extensive industry experience in nutraceuticals, ingredients and co-manufacturing.
Meanwhile, Namrata, who holds a BSc in biology, takes care of the financial and administrative roles of the company.
After about a year of research to formulate authentic, cost-effective supplements, Abbzorb began manufacturing its whey-based proteins and amino derivatives like creatine, BCAAs, and glutamine. To that end, they have hired an in-house research team to do product development in their labs, which are also equipped for testing and analysis.
“A few years ago there was a lot of falsification in the supplement market, many of which were falsified. supplements, thinking they weren’t good for your health,” Anish shares.
To this, Namrata adds, “The reality, however, is that whey protein is one of the best sources of protein because it offers high bioavailability and contains all nine essential amino acids extracted from cow’s milk. It is completely natural and can be consumed by all, once its authenticity has been assured, which is the hallmark of our brand.
The founders support this claim through a verification mechanism followed by quality reports from NABL affiliated laboratories. Plus, their diverse team of dedicated nutritionists, athletes, product experts, and customer service agents are on standby to provide inclusive assistance for any queries.
What is offered
Abbzorb launched twelve products, including whey protein, mass gainers, whey protein isolate, and creatine, among other offerings, in their first year. Each of their health supplements addresses the three pillars of performance, quality, and taste.
“We strive to bridge the gap between the consumer and the product manufacturing process. We do this by providing publicly accessible test reports, detailed nutrient and ingredient lists, and by drastically reducing the use of additives. We remain faithful to our initial concept of providing only the best to the customer, with no curtain between the product and him. Our team is constantly thinking about product development to increase consumer reliability. All of our products have a verification method which can be used to identify our genuine range. Each batch comes with an individual lab report,” says Anish.
The team consists of a food technologist, a dairy technologist, a nutritionist and a three-stage sensory panel with a wide range of knowledge on application, raw materials, nutrition and health . They work in a state-of-the-art research and development laboratory as well as a controlled-atmosphere manufacturing facility to ensure minimal nutritional loss and efficient product bioavailability.
Abbzorb’s products are exclusively sold online to reduce the chances of product enrichment in the offline market. They can be purchased on their website, as well as on Amazon, Flipkart, Snapdeal and soon Nykaa also.
Prices start from Rs 299 for their 500ml bottle of raw apple cider vinegar and range up to Rs 4,499 for their 1kg whey isolate chocolate pack. They also sell merchandise including t-shirts, gym bags, shakers, and more. These are reasonably priced and range from Rs 199 for an Abbzorb Shaker bottle with mixer ball and go up to Rs 399 for their t-shirts.
Whey protein chocolate is their most popular product. The offering of fast-absorbing, ultra-filtered whey protein isolates and concentrates 26.22 grams of protein per scoop. Each serving of Abbzorb Whey Protein contains 66mg of digestive enzymes to aid protein absorption. In addition, their products contain no added sugars or soy protein, or any preservatives.
The zero carb promise helps consumers gain lean muscle and promote muscle recovery. Plus, each serving of Abbzorb delivers more 7.5 grams of naturally occurring branched chain amino acids and 129 calories of energywhich is necessary for intense workouts, as it is effective for muscle gain and protein synthesis.
Growth and future plans
According to a report published on mordorintelligence.com, the Indian whey protein market is expected to register a CAGR of 11% during the period 2019-2024. India is one of the fastest growing countries in this segment, globally, which puts Abbzorb in a promising position.
They started the business with Rs 50 lakh as investment and have since recorded impressive growth. During the 2020-21 financial year, they increased by 346% on Abbzorb.com, 111% on Amazon and 265% on Flipkart. Their customer return rate is 50 percent.
Their direct competitors include brands like GNC, Musclblaze, Nutrabay AS-IT-IS and Myprotein, but Anish believes they are in a class of their own, due to their transparency and affordability.
Namrata says, “We would like to expand by tapping into new audiences/markets and would like to bring our product line to all consumers who have not tasted Abbzorb. We will increase our marketing spend to achieve this.
Anish highlights their future plans: “We don’t plan to open physical stores at the moment, but we may explore the idea in the future. At the moment, however, we are keen to onboard a prominent personality as as our brand ambassador to inspire more trust among our consumers, and we hope to attract a flood of new consumers.