CEO-Talk                                  

Indian fitness has come a long way since 1997. Back then, NEULIFE (then NEUGEN) was the first company in India to market a category of products called ‘sports nutrition supplements’, a group of compounds considered by most at the time to be ‘steroids’. Needless to say, we’ve come a long way since then. Today, dietary supplements have not only gained widespread acceptance among skeptics and to a large extent the mainstream as well, they’re considered an indispensable component of any result oriented fitness or sports program. From college kids and housewives to professional athletes and sportsmen, supplements today form a part of any scientifically designed diet aimed at either muscle gain or fat loss or both.

When NEUGEN Nutrition was started in 1997, I didn’t have the faintest idea what I was getting into. Being a die-hard bodybuilder at heart, I did it for two reasons: firstly to get my own personal quota of supplements at the lowest possible prices, and secondly, to get some work experience before I pursued my M.B.A. Well, the MBA never happened, but today that work experience still continues.

NEUGEN evolved into NEULIFE in 2001, a separate arm meant to deal exclusively with leading international brands. Today, NEULIFE exclusively represents and distributes OPTIMUM Nutrition (ON), ABB Performance, BSN, Scitec Nutrition, GRENADE, SMARTSHAKE, Labrada, VPX, USPLabs and SCHIEK in India taking care of their entire distribution and logistical requirements across the Indian sub-continent.

Sports Nutrition, and more specifically Protein powders, have caught on in a big way in India with enthusiasts from bodybuilding fanatics to corporate honchos gorging on them due to the wide variety of types, flavors and physical forms now available (powders, cookies, bars and ready-to-drinks). This demand is further fueled by the lack of protein in Indian diets combined by the irrefutable fact that YOU CANNOT BUILD MUSCLE WITHOUT ADEQUATE PROTEIN. And how much is adequate? For answers to this and other common nutrition questions, refer to the BLOGS and INTERACTIVE TOOLS sections of this website.

Shouldering the exclusive distribution responsibilities of the industry’s leading sports nutrition brands, wasn’t easy for NEULIFE. Apart from huge volume requirements, fighting piracy was the biggest challenge. Now with the official prices of our entire range brought at par with the lowest in the world, the ‘grey market’ is seeing its last days. For a quick comparison, go to www.bodybuilding.com (the world’s largest online retailer of supplements), add an ON product to your shopping cart, click ‘calculate freight’, convert to Rupees, add 61% duty for all purchases above Rs 10,000/-, add 90 days for the box to reach you (with the seal open and one third of your protein missing) and you begin to understand why it makes more sense to pick-up a jar from an official NEULIFE RESELLER.

• Confused about supplements? Have a nutrition related query? No problem. Just visit our ASK THE EXPERT section and shoot your query to any of our nutrition experts who are waiting to hear from you.
   
• Worried about the genuinity of your purchased product? Just visit VAP or GENUINE CHECK to verify the authenticity of your product.
   
• If you are a certified trainer or a qualified nutritionist and wish to avail of special discounts, enroll in our famous TEAM ONE program and become a part of the industry’s leading trainer fraternity. 

• The STORE LOCATOR will help you locate the nearest NEULIFE STORE, while the BLOGS section is updated regularly to give you the very latest in nutrition and training information.
   
• Visit our ACCESSORIES section where you’ll find SCHIEK products, the brand the pros themselves use. Find the right belt, gloves or straps to help you hit the iron hard and heavy!

Lastly, do bookmark this site and keep checking back often. It’s a dynamic site and you’ll be surprised to always find something new happening here! Till then, goodbye all. Remember, we all belong to the same family. The family of FITNESS. Peace.

Samit Gupta
CEO & MD