FitFeast was founded by Aditya Poddar, a New Delhi-based entrepreneur who transformed his personal weight-loss journey (from 90kg to 70kg) into a mission to solve India’s protein deficiency crisis.
His firsthand experience with bland, chalky protein products inspired him to collaborate with international food technologists to create tasty, functional snacks.
Aditya’s technical background (B.Tech in IT from Jaypee Institute) and passion for health innovation drive FitFeast’s vision.
Brand Overview
FitFeast is a taste-first protein snack brand targeting India’s protein-deficient population (3 out of 4 Indians lack adequate protein intake).
The brand offers gourmet, nutrient-dense products like White Chocolate Peanut Butter, Malai Kulfi Protein Shakes, high-protein chips, and brownie-flavored protein bars, all manufactured in FDA-approved facilities.
FitFeast emphasizes clean ingredients, sustainability, and affordability, positioning itself as a disruptor in the ₹15,000 crore Indian health snack market.
Shark Tank India Appearance & Ask
Ask: ₹1 crore for 6.5% equity, valuing FitFeast at ₹15.38 crore.
Pitch Highlights: Aditya showcased FitFeast’s product range, emphasizing its 50,000+ customers and partnerships with cricketer Axar Patel (3% equity deal).
He revealed struggles to secure a Shark Tank spot since 2022 and highlighted quick-commerce growth (30% of sales via Blinkit/Zepto).
Season and Episode Air Date
Season: 04
Episode: 49
Episode Air Date: Thursday, 13 March 2025
Product Overview
FitFeast’s portfolio includes:
Protein Peanut Butters: White Chocolate, Mango, and Classic variants (₹610–₹1,049).
Protein Bars: Brownie and Mocha flavors (praised by Sharks for taste).
Protein Chips: Peri Peri and Salted flavors (criticized by Aman Gupta as “unexceptional”).
Single-Serve Shakes: Malai Kulfi and Chocolate sachets (₹535–₹686).
Customization: Laser-etched motivational messages on packaging.
Investor Reactions
Anupam Mittal: Praised taste but cautioned against “agreeing to everything” during Kunal’s packaging critique. Later partnered with Viraj, calling their offer “unstoppable.”
Viraj Bahl: Offered ₹5 crore for 51% equity initially, then ₹1 crore for 20%, citing distribution network support.
Namita Thapar: Liked protein bars but opted out due to scalability doubts.
Aman Gupta: Criticized chips but admired Aditya’s perseverance.
Customer Engagement Philosophy
FitFeast engages users through:
Community Building: WhatsApp groups and social media campaigns for fitness accountability.
Celebrity Endorsements: Axar Patel as brand ambassador to appeal to cricket fans.
Transparency: Lab-tested products with clear nutritional labels and allergen-free claims.
Product Highlights
Taste-First Approach: Eliminates chalky aftertaste with gourmet flavors like Malai Kulfi.
High Protein Content: Chips deliver 15g protein per serving—India’s highest.
Quick-Commerce Ready: Single-serve sachets optimized for Blinkit/Zepto deliveries.
Sustainability: Gluten-free, trans-fat-free, and eco-friendly packaging.
Future Vision
Distribution Expansion: Partner with Reliance Retail and Apollo Pharmacies for offline reach.
Product Innovation: Launch ready-to-drink shakes and vegan protein bars by 2026.
Global Ambition: Target UAE and Southeast Asia by 2027, leveraging Viraj Bahl’s network.
Clinical Validation: Conduct trials to prove efficacy in reducing protein deficiency.
Deal Finalized or Not
FitFeast secured a joint investment of ₹1 crore for 18% equity from Anupam Mittal and Viraj Bahl (CEO of BharatPe).
The deal closed after intense negotiations, with Anupam humorously declaring their partnership as “stalwart aur gunda saath mein aarahe hain” (a powerhouse duo).
FitFeast’s Shark Tank deal marks a pivotal step in its mission to make protein snacks mainstream in India, combining Anupam’s strategic acumen with Viraj’s distribution prowess to challenge giants like MyProtein and MuscleBlaze.
FitFeast Shark Tank India Review Website Data
Category
Details
Website Information
Website
FitFeast
Built On
E-commerce (Shopify & Magento)
Advertising Strategy
Google Ads
SEO Performance
Poor (Needs improvement)
Organic Traffic
1.9K visitors per month
Founders
Founder
Aditya Poddar
Background
B.Tech in IT (Jaypee Institute)
Inspiration
Personal weight loss journey (90kg → 70kg)
Mission
Solve India’s protein deficiency crisis
Brand Overview
Focus
Taste-first protein snack brand
Target Audience
Protein-deficient Indian population (3 out of 4 Indians lack protein)
Product Offerings
Protein peanut butter, protein shakes, bars, and chips
Manufacturing
FDA-approved facilities
Market Positioning
₹15,000 crore Indian health snack market disruptor
Shark Tank India Appearance
Ask
₹1 crore for 6.5% equity (₹15.38 crore valuation)
Customers
50,000+
Key Partner
Cricketer Axar Patel (3% equity deal)
Quick-Commerce Growth
30% of sales via Blinkit/Zepto
Season & Episode Details
Season
04
Episode
49
Air Date
Thursday, 13 March 2025
Product Overview
Category
Variants & Price Range
Protein Peanut Butter
White Chocolate, Mango, Classic (₹610–₹1,049)
Protein Bars
Brownie, Mocha
Protein Chips
Peri Peri, Salted
Single-Serve Shakes
Malai Kulfi, Chocolate (₹535–₹686)
Customization
Laser-etched motivational messages on packaging
Investor Reactions
Anupam Mittal
Praised taste, cautioned against excessive packaging changes
Viraj Bahl
Initially offered ₹5 crore for 51%, later ₹1 crore for 20%
Kunal Bahl
Criticized packaging similarity
Namita Thapar
Liked protein bars, opted out due to scalability concerns
Aman Gupta
Criticized chips, admired Aditya’s perseverance
Customer Engagement
Community Building
WhatsApp groups, social media campaigns
Celebrity Endorsements
Axar Patel as brand ambassador
Transparency
Lab-tested products, allergen-free claims
Product Highlights
Taste-First Approach
Eliminates chalky aftertaste with gourmet flavors
High Protein Content
15g protein per serving in chips (highest in India)
Invest ₹50 lakh in automation to reduce costs by 20%
Low SEO Traction
Hire SEO agency, target 500+ keywords
Reasons for Success
Market Gap
75% of Indians are protein deficient
Shark Tank Advantage
Anupam & Viraj’s network boosts distribution
Trend Alignment
63% of Indians prioritize clean-label, sustainable snacks
Future Business Roadmap
2025
Launch ready-to-drink shakes, vegan protein bars; ₹5 crore revenue
2026
Partner with Reliance Retail; expand to UAE via Amazon.ae
2027
Conduct clinical trials on protein deficiency reduction
Valuation Growth Plan
Short-Term (2025)
₹50 crore valuation, improve EBITDA to 25%
Mid-Term (2026)
Raise ₹20 crore Series A (4x revenue multiple)
Long-Term (2030)
Target ₹500 crore valuation via IPO & Southeast Asia expansion
FitFeast Shark Tank India Business Plan
Business Potential in India
Market Size: India’s protein market is projected to grow from USD 1.52B (2025) to USD 2.08B by 2030 at 6.52% CAGR.
Niche Opportunity: Healthy snacking, a 20% CAGR segment, is underserved with 3 out of 4 Indians protein-deficient. FitFeast targets this gap with gourmet, taste-first snacks.
Revenue Validation: Achieved ₹1.4 crore net revenue in 2024, serving 50,000+ customers with 30% sales via quick-commerce (Blinkit/Zepto).
Total Addressable Market (TAM)
TAM: USD 2.08B (India’s protein market by 2030).
Serviceable Market: Taste-first protein snacks could capture 15% of the healthy snacking market (USD 312M by 2030), driven by urban millennials and Gen Z.
Quick-Commerce Readiness: Single-serve sachets drive 30% sales via Blinkit/Zepto.
FDA-Approved: Manufactured in certified facilities with trans-fat-free, gluten-free claims.
Challenges & Mitigation Strategies
Challenge
Mitigation
Packaging similarity
Rebrand with minimalist designs; hire a design agency by Q3 2025.
Scalability concerns
Invest ₹50 lakh in automated production lines to reduce costs by 20%.
Low SEO traction
Hire SEO agency; target 500+ keywords related to protein snacks.
Reasons for Success
Market Gap: 75% protein-deficient population; only 1% use protein supplements regularly.
Shark Tank Advantage: Anupam Mittal and Viraj Bahl’s network accelerates distribution and credibility.
Trend Alignment: 63% of Indians prioritize clean-label, sustainable snacks.
Future Business Roadmap
2025: Launch ready-to-drink shakes and vegan protein bars; hit ₹5 crore revenue.
2026: Partner with Reliance Retail for 5,000 offline stores; enter UAE via Amazon.ae.
2027: Conduct clinical trials proving 25% reduction in protein deficiency among users.
Valuation Growth Roadmap
Short-Term (2025): Boost valuation to ₹50 crore by improving EBITDA margins to 25% via cost optimization.
Mid-Term (2026): Raise ₹20 crore Series A at 4x revenue multiple post-offline expansion.
Long-Term (2030): Target ₹500 crore valuation via IPO preparation and Southeast Asia entry.
FitFeast’s fusion of taste, health, and celebrity appeal positions it to capture 5% of India’s USD 2.08B protein market by 2030. By leveraging Shark Tank mentorship, Axar Patel’s influence, and quick-commerce dominance, it aims to redefine protein snacking while addressing India’s malnutrition crisis.
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