With 7 in 10 tested protein powders failing their labels, MuscleBlaze is really selling trust

When a 2024 study in the journal Medicine tested 36 protein supplements sold in India, 25 of them contained less protein than their labels claimed. Buyers noticed, and brands that could prove what was in the tub gained ground. HealthKart, which owns MuscleBlaze, grew 29% to ₹1,313 Cr in FY25 and tripled its profit, with MuscleBlaze putting Labdoor and Informed Choice testing at the centre of its pitch.

Trust is no longer a moat, though. Nakpro, The Whole Truth and most new entrants now carry similar third-party badges. HealthKart's ad spend also grew faster than its revenue last year, and MuscleBlaze sells its hero products with a coupon code on its own site. This report looks at what makes a protein buyer choose one lab-tested tub over another.

• What protein buyers check before they trust a tub

• How rivals use lab reports and certification in their ads

• Whether constant discounting is building loyalty or just a habit