Nutrabolt enters India through partnership with Nutraprep, targets growing performance nutrition market 

INDIA – US-based performance nutrition company Nutrabolt has entered the Indian market through a strategic agreement with Nutraprep India Pvt. Ltd., marking a localized manufacturing and distribution push aimed at meeting rising demand for sports nutrition products. 

Under the agreement, Nutraprep will act as the exclusive licensee for manufacturing and distributing select Nutrabolt products in India, while supporting nationwide availability across physical retail and digital channels. 

The partnership is structured to introduce globally trusted formulations to Indian consumers by combining local production with international quality, safety, and compliance standards. 

As part of the collaboration, Nutraprep will manufacture C4 Original Pre-Workout, XTEND Original, and Cellucor COR-Performance Creatine domestically, with distribution led by Bright Performance Nutrition Pvt. Ltd. 

Bright Performance Nutrition, led by Parag Bhatia, is a well-established distributor in India’s sports nutrition and wellness sector, with extensive pan-India retail reach and omnichannel capabilities. 

The companies said the arrangement is intended to align global manufacturing benchmarks with local production efficiencies, helping keep pricing accessible while ensuring consistent product quality. 

Nutraprep’s facility will operate under Nutrabolt’s quality and food safety protocols, including internal and third-party testing for microbiology, heavy metals, allergens, and contaminants in line with FSSAI requirements. 

Products will also feature dual-QR authentication to help consumers verify legitimacy, addressing concerns around counterfeiting in the fast-growing nutrition category. 

According to Nutrabolt, strong consumer feedback and rapid expansion of India’s fitness culture influenced the decision to adopt a localized production model. 

Amit Dhirwani, founder and director of Nutraprep, said the collaboration is designed to strengthen trust, transparency, and consistency in a category experiencing accelerated growth. 

He said local manufacturing enables adherence to global benchmarks while ensuring products reach consumers efficiently through established distribution networks. 

XTEND Original was launched in India in October 2025, while C4 Original and Cellucor Creatine are scheduled to debut in early 2026. 

Initial distribution will focus on major metropolitan and Tier-1 cities, followed by phased expansion across e-commerce, quick-commerce, specialty nutrition outlets, and offline retail stores. 

Management changes 

Meanwhile, Nutrabolt announced the appointment of Jason Cantelli as chief commercial officer for its US beverage business, strengthening its senior leadership team. 

Cantelli has been with the company for over 18 months and previously served as executive vice president of commercial execution. 

Before joining Nutrabolt, he spent 14 years at Red Bull, holding leadership roles across distribution, key accounts, and marketing functions. 

The company said the leadership move supports its continued expansion in functional beverages and active nutrition categories globally. 

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