MOHALI, INDIA: When the supplement industry of India is experiencing a surge of growth coupled with increased scepticism, a new direct to consumer brand is coming into the market with a ground breaking and straight forward offer based on transparency. A locally based sports nutrition company called No False Claims is yet to be launched in India, with the assurance of total ingredient integrity and provable product claims to all consumers.
The brand provides a distinct point of distinction in a saturated market: If it is not on the label, it’s not inside. This philosophy questions the established practices in the supplements category and is intended to restore consumer confidence with objective evidence and not with marketing assertions.
Overcoming a Distrustful Relationship
The market of health and fitness supplements in India is projected to reach 10,000 crore in the future due to the growing awareness of fitness and nutrition. This expansion has however been characterized with a chronic credibility gap. Misleading labels, inflated claims of protein content and non-transparency in sourcing of ingredients have been raised many times by consumers.
The category has many products that are more dependent on branding as well as endorsement, with little verifiable information that can be used to substantiate their arguments. This has led to a situation in which consumers are becoming more discerning and knowledgeable and under served by current products.
No False Claims is launching in the market with a completely different business concept, the idea that informed consumers should have full visibility of what they are consuming.
A Product Range on the basis of Verifiability
The brand will be introduced with a narrow range of four products that will address the fundamental fitness and nutrition needs. These are Unflavoured Plant Protein, Yeast Protein, Whey Protein, and Creatine Matrix 4.
Every product is independently tested by third parties before it reaches the consumers. Each unit has a QR code that will take one to the lab report of that particular batch. The brand does not offer a generalized certificate or summarized claims, instead, it offers the full access to unfiltered test results that enable consumers to check product composition in real time.
The three protein variants are unflavoured on purpose. In this decision, there is no necessity to use artificial sweeteners or synthetic flavours, as well as unneeded additives that are frequently used in such products. Every serving provides 24-25 grams of protein depending on the product without any concealed fillers or preservatives. Creatine Matrix 4 is no exception to the transparency led model, as the formulation has been fully disclosed.
The products are approved by the Food Safety and Standards Authority of India and are produced in an ISO certified factory, so there is compliance with quality and safety standards.
Founder View of Transparency
Telling about his vision behind the brand, Founder Devesh Sharma emphasized the necessity of change in the industry.
We were consumers even before we were a brand, we had been too long living through the industry on complexity and ambiguity, we wanted to make that experience more straightforward, if it is really clean there should be no reservation around it, what you can see is what you get, what you cannot see is nonexistent, he said.
Created with the New Age Consumer in mind
No False Claims is placed in a position to cater to an increasing population of the Indian fitness population who value transparency and accountability. These consumers are the ones who read labels and inquire about ingredient lists and find products that meet their dietary requirements and performance objectives.
The existing portfolio addresses various requirements. The variants of Plant Protein and Yeast proteins are completely vegan, Whereas Whey Protein is a diary product and can be consumed by vegetarians too.
In the future, the brand has identified a strategy to venture into other categories such as pre workout supplements, intra workout food like BCAAs and EAAs, mass gainers, flavoured protein powders, and protein bars. Every single new product will follow the same principle of full transparency and batch level checks.
Availability and Access
Our “No False Claims” products can be purchased directly from our online store or via Amazon. Before or after purchasing, consumers can scan the QR code on the product package to access the lab report of the exact batch they are buying.
