With the increase of health awareness among athletes at all levels and the general public, nutrition brands have been graced with a new set of markets. Especially, sportspersons, who are extremely conscious of their physique to sustain and prolong their shelf life on the field, have enhanced opportunities for nutrition brands of all varieties.
Myprotein, founded in 2004, is one of the entities that has stamped its ground in the health and wellness sector in India.
In a tete-a-tete with Ms Sudeshna Saha, Regional Manager India, Myprotein, SportsMint Media learned how a UK-based protein brand could find its niche in a sports-fanatic Indian market.
Ms Sudeshna went on to speak about targeting tier 2 and 3 markets, Myprotien’s conversations while partnering with an athlete, COVID-19’s impact on people being health conscious and much more.
1. Due to the advent of indigenous sports competitions in India, how will MyProtein enhance itself in the tier 2 and tier 3 markets?
We are strategically pursuing a three-pronged approach to fortify our sports engagement. This involves backing leagues such as PKL and UKK, providing individual athlete support, and fostering partnerships with key associations like Khelo India. This comprehensive strategy aims to create a robust ecosystem that nurtures both team-based competitions and individual athletic excellence.
2. What are the initial plans for catering or reaching out to Myprotein’s target audience through an athlete or team partnership?
Our initial strategy for engaging Myprotein’s target audience through athlete or team partnerships is multi-faceted. We plan to spotlight the athlete’s individual journey, sharing insights into their fitness routines and nutrition hacks for sustained consistency. By mapping our products to athletes’ preferences, we aim to demonstrate the direct relevance of Myprotein to their performance, ensuring a seamless integration into their regimen for optimal results and mutual success.
3. Do you think COVID-19 has enhanced the horizon for Myprotein in the Indian market as people became more health conscious after the pandemic?
Undoubtedly, COVID-19 has expanded Myprotein’s horizon in the Indian market. The pandemic heightened health consciousness, diversifying perceptions beyond core bodybuilders. It underscored the significance of diverse product categories beyond whey protein, resonating with a broader audience. Moreover, the shift towards at-home fitness during lockdowns allowed Myprotein to penetrate lifestyle communities. This evolving landscape, positions Myprotein as a versatile nutrition brand catering to a diverse range of health-conscious consumers.
4. While partnering with an athlete, what is the conversation between Myprotein and the agency that represents the sportsperson?
In our discussions with the athlete’s representing agency, our focus lies on aligning product marketing, brand content, and business strategy with the athlete’s image and values. We aim for a seamless integration of Myprotein into the athlete’s narrative, ensuring authenticity and resonance with their audience. This collaborative approach not only promotes our products but also enhances the athlete’s personal brand, fostering a mutually beneficial partnership that extends beyond conventional sponsorship.
5. How did Myprotein localise itself when it entered the Indian market?
Upon entering the Indian market, Myprotein strategically localized its approach through influencer partnerships and tailored product innovations. By collaborating with local influencers, Myprotein leveraged its reach and credibility to connect with the Indian audience. Simultaneously, the brand introduced localized product variations to align with regional tastes and preferences, ensuring a more culturally resonant and appealing offering. This dual strategy facilitated a smoother integration of Myprotein into the Indian fitness and wellness landscape.
6. Supplement requirements vary for different sports, lifestyles and regions, how did Myprotein adjust to it in the Indian market?
MyProtein adeptly tailored its approach to the diverse Indian market by addressing varying supplement needs. Recognizing the importance of pricing and affordability, the brand strategically positioned its products to ensure widespread penetration. Emphasizing quality claims and accreditations became pivotal to counter counterfeit concerns, fostering trust among consumers.
To cater to specific sports, lifestyles, and regions, Myprotein introduced targeted interventions such as vegan protein, and localised flavours-infused supplements, aligning with the distinct customer segments. Showcasing the brand’s commitment to adaptability and consumer-centricity in India, these innovations successfully met set objectives from a business perspective in India.
7. What initial steps have been taken in Myprotein’s plans of partnering with emerging cricketers (IPL and U-19) and non-mainstream sports?
In Myprotein’s strategic foray into partnerships with emerging cricketers in IPL and U-19, a significant step was obtaining FSDU (Food and Supplement Display Units) approval for pre-workouts. This clearance enabled the brand to seamlessly sample and promote these products across athletes without the need for additional approvals. By streamlining the process, Myprotein efficiently engages with the cricketing community, fostering collaborations with emerging talents in both mainstream and non-mainstream sports.
This approach not only accelerates brand visibility but also aligns with the dynamic and fast-paced nature of the sporting landscape, particularly in the context of India’s cricket-centric culture.