To launch B3 (BCUBE) in Mumbai, Delhi, Bangalore in first phase
Yash Birla Group will launch B3 (BCUBE), a unique and comprehensive range of advanced sports nutrition products developed with breakthrough science and leading edge technology. In the first phase B3will be launched in Mumbai, Delhi, Bangalore and their surrounding mini metros by the end of 2012.
B3 (BCUBE) has been formulated by the Birla Research Institute for Advanced Nutrition (B.R.I.A.N) team which consists of renowned celebrity nutritionist and fitness expert Dr Rehan Jalali, scientific advisor and Chief Executive Officer, International Society of Sports Nutrition (ISSN); Dr Jose Antonio along with Indian Fitness and Nutrition experts Jivesh Shetty, Kaizzad Capadia and Dr Vilas Shirhatti. Their category expertise coupled with the company’s unique product concepts makes B3 (BCUBE) an advanced sports nutrition range in Indian market.
B3 (BCUBE) is the only brand in India which is getting all its manufacturing batches tested in an independent lab in US which is accredited by WADA (World Anti-Doping Agency) for testing products and providing certificate for absence of all doping agents as specified by WADA 2012 list. It will be manufactured in US, in c-GMP certified manufacturing facilities.
Speaking about the company’s vision for B3 (BCUBE), Yash Birla- Chairman, Yash Birla Group said, “Fitness has always been my passion. I believe that only when the body is fit the mind will function 100 per cent which in turn helps one scale new heights. Today’s youth is increasingly growing health conscious coupled with high disposable income. This is a huge opportunity for us to capitalise the demand with the best solution.”
He further added, “Another factor to our advantage is that we are the first Indian corporate house to venture in the sports nutrition arena in a professional way with all the investments in product knowledge expertise for an authentic and efficacious product.
B3 (BCUBE)’s mission is to normalise the category and have products across consumer segments thus making fitness and right nutrition accessible to all. The series will consist of 12 different products under three consumer segments viz., health-conscious, fitness-conscious and sports professionals. It will offer a wide range of products like Whey Proteins, Fat Burners, Craving Suppressants, Mass Gainers, etc.
Speaking about the business plan for B3 (BCUBE), N Venkat, Managing Director and Chief Executive Officer, Birla Wellness & Healthcare said, “We would invest around Rs 30 crore for a period of three years for B3 (BCUBE). The category is pegged at around Rs 300 crore in India and is growing at a pace of 30 per cent year-on-year. We see substantial growth potential and aim to capture 10 per cent market share by the end of FY 12-13.”
EP News Bureau — Mumbai
- Advertisement -
