Agreement brings leading active nutrition brands—C4®, XTEND®, and Cellucor®—to India through a locally driven manufacturing and distribution model
AUSTIN, Texas — Dec. 11, 2025 — Nutrabolt®, a global leader in active health and wellness, today announced a strategic agreement with Nutraprep India Pvt. Ltd. Under this arrangement, Nutraprep will serve as the exclusive licensee for manufacturing and distribution of select Nutrabolt products in India.
Designed to bring internationally trusted formulations to India, this agreement focuses on local manufacturing built to global standards. As a part of this collaboration, Nutraprep will manufacture C4® Original Pre-Workout, XTEND® Original, and Cellucor® COR-Performance Creatine in India. Distribution will be led by Bright Performance Nutrition Pvt. Ltd., headed by Parag Bhatia, one of India’s premier distributors in the sports nutrition and wellness sector, recognized for its robust pan-India retail and omnichannel expertise.
“The sports nutrition market continues to evolve rapidly across India, and the need to adapt is evident,” said Justin Becker, SVP International at Nutrabolt. “Ultimately, feedback from Indian consumers drove us to forge a new route to market—one that ensures we can meet scaling demand while maintaining our high standards for quality and value. We’re thrilled to deepen our role in India alongside the Nutraprep and Bright teams.”
“This partnership is a step forward for India’s performance-nutrition market,” said Amit Dhirwani, Founder and Director, Nutraprep. “Manufacturing locally allows us to meet global quality benchmarks while building the consistency and transparency consumers expect from this category. Our work with Nutrabolt helps us bring proven and established formulations to India, and Bright ensures that they are available where demand is growing. The category is expanding quickly, and our focus is on strengthening its foundation, trust, quality, and access.”
Tapping Into India’s High-Growth Performance Nutrition Ecosystem
India is now one of the most dynamic performance-nutrition markets globally, driven by expanding fitness adoption, growing discretionary spending, and increasing demand for science-backed supplements. This collaboration enables Nutrabolt, Nutraprep, and Bright to deliver globally aligned products at scale, tailored for India’s evolving fitness ecosystem.
NutraPrep’s manufacturing unit leverages advanced processing technologies aligned with Nutrabolt’s Quality and Food Safety standards. Its quality assurance system includes 300+ internal and third-party tests, covering microbiology, heavy metals, allergens, pesticides, and other contaminants, all in accordance with FSSAI regulations and Nutrabolt’s global quality benchmarks. The brand has also integrated a dual-QR, product-level authentication system through a leading verification technology partner, adding an enhanced layer of consumer trust. All ingredients are sourced from suppliers who comply with various internationally-recognized quality and food safety standards to ensure consistency in formulation, taste, and performance in line with Nutrabolt’s international portfolio.
XTEND® Original was launched in India in October 2025, with C4® Original and Cellucor® Creatine expected to follow in early 2026. Distribution will begin with major metros and Tier-1 markets, followed by a strategic expansion to build a pan-India footprint across offline retail, e-commerce, quick-commerce, and specialty nutrition channels.
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About Nutrabolt
Nutrabolt is a fast-growing, global active health and wellness company with a portfolio of market-leading, performance-oriented brands that energize and fuel active lifestyles. The company’s disruptive and innovative products compete in the Functional Beverage and Active Nutrition categories under four consumer-loved brands: C4® (one of the fastest-growing energy drink brands in the United States and the #1 global pre-workout brand), XTEND® (America’s #1 BCAA brand), Cellucor® (an award-winning sports nutrition brand created in 2002), and Bloom® (a leading wellness brand offering approachable, high-quality supplements and functional beverages for everyday consumers).
Since its founding over 20 years ago, Nutrabolt’s mission has been to meet the discerning needs of performance athletes and fitness enthusiasts—while empowering a broader community of consumers around the world who are making healthy, active living a daily priority.
Nutrabolt’s portfolio is distributed in more than 125 countries and available through company-owned DTC platforms, Amazon, and other leading online marketplaces, as well as top U.S. retailers including Walmart, Target, 7-Eleven, Walgreens, Kroger, H-E-B, Wawa, Publix, GNC, and The Vitamin Shoppe.
For more information, please visit nutrabolt.com and follow @C4Energy, @Cellucor, @Xtend, and @Bloomsupps on social media.
About Nutraprep India Pvt. Ltd.
Nutraprep India is a new venture in the health and wellness sector, founded by Amit Dhirwani, focused exclusively on the manufacturing and commercialization of Nutrabolt’s brands in India.
About BRIGHT Performance Nutrition Pvt. Ltd.
BRIGHT Performance Nutrition, founded by Parag Bhatia, is one of India’s leading distributors in the sports nutrition and wellness category, serving as a trusted partner to top global brands across all major sales channels.
Media Contact:
Tania Rahman
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Sara Bigham
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