Making protein a daily habit, not a gym supplement
What’s SuperYou?
SuperYou is a protein-first snacking brand building everyday foods, protein wafers, multigrain baked chips, and a fermented-yeast protein powder (“SuperYou Pro”), to make India’s snacking cleaner and higher-protein without sacrificing taste. The brand leans on precision-fermented yeast protein (PDCAAS 1.0) alongside milk/plant inputs, pitching it as as effective as whey but lighter and more sustainable.
Founders
Co-founded by Ranveer Singh (actor & fitness advocate) and Nikunj Biyani (consumer-foods operator/entrepreneur). Media and profiles consistently list Singh and Biyani as co-founders; the brand launched publicly in late 2024 and has since expanded SKUs beyond wafers.
SuperYou: One-Pager
| Field | Details |
| Legal Name | Elite Mindset Private Limited |
| Founding Date | 18 Mar 2024 |
| Founders | Ranveer Singh; Nikunj Biyani |
| Total Amount Raised | ₹21.01 Cr |
| Snack Stats (Super Edition) | 7,50,000 wafers · 900+ stores stocked |
| Last Valuation | ₹78 Cr |
SuperYou: Rise in Valuation
Key Investors by round:
19 May 2025 — Seed: Rainmatter Ventures, Gruhas Collective Consumer Fund
15 Nov 2024 — Funding: Think9 Consumer Technologies Private Limited, Nikunj Biyani
Deal Highlights:
- Nov 2024 (Funding): ₹8 Cr at ₹15 Cr valuation – first external raise.
- May 2025 (Seed): ₹13 Cr at ₹78 Cr valuation – ~5x jump in 6 months.
Numbers
- Total Raised: ₹21 Cr
- Valuation Growth: ₹15 Cr → ₹78 Cr
Takeaway:
SuperYou’s journey shows how celebrity-backed consumer brands, when combined with category-defining product innovation (protein-first snacking), can unlock rapid valuation growth in a short span. It reflects not just investor excitement, but also the growing market demand for healthier, everyday nutrition.
Celebrity-backed marketing flywheel
- Top-of-funnel: Co-founder Ranveer Singh acts as a national awareness engine; celebrity content compresses CAC and drives instant trials online.
- Middle: Social + q-commerce convert curiosity into first purchase; limited-time drops/combos keep velocity up.
- Bottom: Use star power to unlock modern trade placements and end-caps; once on shelves, taste + macros do the retention work.
- Why it works: In snacks, shelf visibility and trust matter as much as macros. Celebs accelerate discovery; repeat rides on taste.
Product innovation (the hooks)
- Protein wafer as a “fun” format: ~10g protein in a sweet, breakable wafer hits the 4-pm snack moment, less guilt, more joy.
- Baked chips with fiber: A salty option (~10g protein; ~3g fiber per pack) that doesn’t feel like a compromise.
- Fermented-yeast protein (PDCAAS 1.0 claim): Positions as complete as whey, but pitched as lighter & gut-friendly, useful for lactose-sensitive consumers.
- Packaging & cues: Bright, modern packs and macro callouts (“10g protein”) keep it “normal food” not “supplement.”
Go-to-market: sequence that scales
- D2C & q-commerce for rapid feedback and bundle testing.
- Modern trade for credibility and discovery.
- General trade (GT) for true mass, requires distributor incentives, cold-chain clarity (if needed), and tight working capital loops.
Metric to watch: % sales from offline, repeat rate, and velocity per store per week.
Unit economics & guardrails
- Taste–price–protein triangle: Hold protein ≥10g/serve while keeping MRP in the impulse zone.
- COGS control: Scale ingredients + co-manufacturing; reduce wastage; negotiate better trade terms post-velocity proof.
- Marketing efficiency: Celebrity halo for reach; switch to creator collabs and in-store activations for sustained ROI.
Conclusion
SuperYou is attacking a big, obvious gap: India wants everyday protein without the “supplement” stigma. A celebrity-led awareness engine gives it instant top-of-funnel, and the product hooks (protein wafer, baked chips, fermented-yeast protein) make protein feel fun, tasty, and “normal.” The near-term moat will be distribution + repeat: translating buzz into offline velocity per store, week after week. If they hold the taste-price-protein triangle (≥10g protein while staying in impulse MRP) and shift spend from broad celebrity bursts to high-ROI creators and in-store activations, SuperYou has a credible path to scale beyond D2C hype into modern/general trade. Metrics to watch: offline share of sales, repeat rate, and consistent ROS in top retail accounts. Net-net: the thesis is strong; execution in retail will decide whether this becomes a ₹100-Cr brand or just a cult D2C hit.
At PrivateCircle, we track how consumer brands like SuperYou are rewriting the protein category playbook in India with scale, innovation, and sharper retail execution.