Supplement Startup Supply6 Ropes In South African Cricketer AB de Villiers As Investor

Bengaluru-based supplement brand Supply6 has roped in former South African cricketer AB de Villiers as an investor and brand ambassador.

Founded in 2019 by Vaibhav Bhandari and Rahul Jacob, Supply6 is a supplement brand offering products, including nutrients like protein, carbohydrates, fats, vitamins, minerals and fibre. It claims to have products addressing common deficiencies in Vitamin D, B12, and gut health as well as offering targeted solutions around skin wellness and energy enhancement.

To date, the startup claims to have raised a total funding of $1 Mn.

Jacob said that AB de Villiers is an excellent fit for the brand because his dynamic approach to his career and health aligns perfectly with the startup’s mission.

“We are confident that this collaboration will enhance our connection with our audience.  de Villiers’ esteemed reputation in the sports world mirrors the trust and quality we aim to provide with our products,” he added. 

AB de Villiers said, “As an athlete, I recognise the critical role nutrition plays in health and performance. Their commitment to comprehensive and convenient nutrition solutions aligns with my dedication to peak performance and well-being. The brand’s rapid expansion is impressive, and I am eager to support its mission of promoting healthier lifestyles.”

The startup competes against the likes of supplement startups like OZiva, BoldFit, HealthKart, among others.

The health and wellness segment was traditionally dominated by brands like Amway, Cipla, Herbalife, and Himalaya Wellness. The market has recently seen a rise in startups such as OZiva, MuscleBlaze, Cureveda, Wellbeing Nutrition, What’s Up Wellness and more. 

These startups have collectively raised over $70 Mn+. According to the ministry of food processing industries, the dietary supplements market in India is likely to reach $10.2 Bn by 2026, clocking a 22% YoY growth rate since 2020, when it was valued at $3.9 Bn.

For the past several years, many cricket celebrities have been showing their involvement in the startup industry as investors, brand ambassadors and founders. 

For instance, in April this year, personal hygiene D2C brand Svish roped in Shikhar Dhawan as an investor and brand ambassador in a bridge funding round. 

In the same month, former Indian captain Mahendra Singh Dhoni joined Pune-based EV startup EMotorad as an equity investor as well as a brand ambassador.