MuscleBlaze: 12 Iconic, Authentic & Innovative Years

MB completes 12 magnificent years of its relentless efforts to serve its customers the best sports nutrition supplements. Take a look at MB’s journey all these years.

2012: The Beginning of a Revolution

When MB came into existence, the main problem surfacing in the supplement industry in India was the availability of fake products. Every foreign brand is compliant with the food safety standards of their respective nation, researched and formulated towards the target consumers of their countries with almost negligent customer care presence in countries like India. 

This led to a parallel industry of apocryphal supplements being run. There wasn’t any domestic brand that could solve this issue and this is why MB came into existence. It took the initiative to supply authentic supplements on a cost-effective basis while maintaining international grade quality standards. A vision to fulfill the authentic supplementation needs of the customers was born with the brand coming into existence. 

The Indian Sports Nutrition Industry welcomed a revolutionary brand that focused on the sports nutrition problem of India. MuscleBlaze also aims to provide quality supplements at the most affordable prices so that Indians can enjoy effortless bodybuilding.

We became the 1st Indian brand to address the grievances of Indian bodybuilders and fitness enthusiasts who were in dire need of good-quality supplements to support their muscle building without burning a hole in their pockets. The market was earlier ruled by international supplement brands providing various bodybuilding supplements that would cost a fortune to aspiring fitness buffs.

The transformation of sports nutrition in India started with two products- whey protein and mass gainer. 

2013: The Year of Establishing the Pillar of Quality

The construction of MB was going on at a rapid pace with its foundation laid on trust and the brand stood strong on the pillars of quality and transparency. A wide range of FSSAI-approved products were introduced in the market. MB invested in a skilled team of researchers to establish a great R & D team that could assist the brand in fulfilling its aim of offering international-grade supplements.

2014: The Year of Authenticity Mechanism

Just like you like to stay true to yourself and work out regularly without ditching, we believe in delivering you the best products with the promise of authenticity. To eliminate the problem of receiving fraudulent and fake products, MB started a unique authentication mechanism in the year 2014. A unique code is pasted on the wad which can be texted or mailed to the mentioned number and email id respectively to verify if the product delivered/purchased is an MB original product. This is how easy it is to identify the true product with MB.

MB took this initiative to seal the trust of its customers at a time when no other brand was doing so. MuscleBlaze became the first-ever brand to launch a unique authentication mechanism to get rid of the problem of spurious supplements. 

Being consistent with your efforts is the best way to ensure great results. And for us, consistency means to keep serving you better with each passing day. A journey that started off with just 2 products, made it to a wide product assortment range of 70 products and 200 SKUs. With less than 10k customers in the 1st year of existence, MB now serves more than 60 lac customers through its product range.  The product expansion began at a rapid pace owing to the overwhelming customer reception of existing MB products and their need for something more that could help them with their fitness journey.

The number of stores went up from less than 20 to more than 1000 offline stores through HK stores and other nutritional supplement partners.

2015: The Year of Online Dominance

Since online shopping was booming in India, we took a big step to join hands with the famous e-commerce websites- Amazon and Flipkart. MB heard its customers and made its products live on Amazon and Flipkart and people started to make a purchase. This step was to make quality supplements available to all fitness lovers without any hassles. All the consumers who were using these platforms now had access to MB’s quality range of supplements. Another achievement for MB in this year was to rank as the best-selling supplement on healthkart.com

Along with these, another feat that we achieved was to launch several new products. 

MB’s two new products Creapro and BCAA Pro were launched and they garnered good reviews from customers. These two products were one of a kind and further expanded the dimension of quality.MB Creapro was made with the purest form of creatine Creapure to deliver maximum results. MB BCAA Pro was a powerful intra-workout supplement that offered as much as 7g BCAAs with each serving. It was unique as it was a 100% vegan BCAA supplement that powered muscle recovery in bodybuilders and athletes.

2016:  The Year of Transparency

We know that trust is easy to break and hard to build. This is why we have been making constant efforts to secure your trust by establishing transparency. To us, your trust is of paramount importance and to seal it we have been taking measures like providing protein test certificates for claim evaluation and transparency. Getting protein test certificates for all the protein supplements is another industry-first move by MuscleBlaze. Every MB protein supplement has a protein lab certificate which is a third-party NABL-accredited laboratory’s test report evaluating the protein content in the supplement. 

Every MB product now comes with a unique authentication code to verify the purchase. Active customer feedback and support were offered to the customers by MB’s highly dedicated customer service team.

2017:  The Year of Saluting Our Customers

In this year, famous athlete and actor Thakur Anoop Singh was associated with MB as the brand ambassador and supported the brand in its journey of spreading knowledge and awareness regarding fitness and bodybuilding. Whey Gold, India’s best-selling whey protein isolate supplement currently, was launched in the year 2017, setting a benchmark for whey isolate products.

Tum Nahi Samjhoge Campaign

MuscleBlaze strongly believes in sharing ideas that can change the lives of people and the marketing campaign “Tum Nahi Samjhoge” delivered the idea of working hard without giving up. This campaign, launched in July 2017, enjoyed great success and popularity among the masses. People could connect with the message and this campaign motivated a lot of people to get into action. This was a digital campaign that started off with an intense short film that showcased the dedication and enthusiasm of fitness buffs and the discipline in their lives that they least expect the world to understand. This film was released on YouTube and has 8.3 million views as of now. This was MuscleBlaze’s first-ever digital campaign.

The brand also released a TV advertisement for the same and started a contest on social media platforms with #TumNahiSamjhoge wherein they invited people to share their fittest pictures. The contest received a whopping 8k+ entries. The winners were given supplements worth INR 20,000 and a professional photo shoot with a renowned photographer.

 “Tum Nahi Samjohe” won many awards and was also labeled as one of the best marketing campaigns by any brand. It got more than 9000 images on the website in a short span of 3 weeks and more than 4000 videos were produced on YouTube. While the brand search went up by 2.5x, brand consideration also hiked up by 25%. Overall the campaign got more than 20 million views across the social media platforms.

2018:  The Year of Realizing Our Zidd 

This year, MB launched its premium range of products with MB Whey Hydro and MB Iso-Zero, along with healthy snacking bars that were full of protein. While the protein powders catered to the extensive needs of the Ziddis, protein bars were aimed at encouraging a fit lifestyle with healthy eating habits and taking care of the daily protein needs. 

Whey Hydro by MB was the result of the brand’s Zidd to offer the best whey protein supplement to advanced-level bodybuilders and athletes. This special formula was made with special care to avoid any bitterness in the taste. On the other hand, MB Biozyme Iso-Zero is a revolutionary whey protein powder with an extremely low-carb profile made for those who want lean gains. It comes with a special low-carb formula to assist those who are looking forward to cutting down their calorie intake.

MB’s Assortment range went past 50 products. 

Ziddi Hoon Main Campaign

MB is more than just a brand, it’s a part of you, just as you are a part of MB. Just like you, MB is also ‘Ziddi’, with a ‘Zidd’ to serve you better. Yet another magic was created with MuscleBlaze’s next campaign which was launched in March 2018. With this campaign, MB established itself as a brand that really cared for fitness lovers. This campaign aimed at capturing the ‘never say never’ attitude of fitness buffs and beautifully captured it. The brand also invited people to share their ‘Ziddi’ videos with the whole world and people actively participated. To create an offline buzz, MB introduced ‘The Trug of War’ in cities like Kolkata and Delhi. This event was basically a tug-of-war game that included a truck.

The video film of this campaign enjoyed widespread popularity and garnered half a million views on Instagram & YouTube and over 1.4 million views on Facebook in just 3 days of its release. As of now, the campaign video has 11 million views on YouTube.

2019: The Year of Breakthrough Innovation 

The launch of Biozyme- India’s first-ever clinically researched whey protein, a solution to India’s protein problem

They say that the only way to discover the limits of the possible is to go beyond them into the impossible. Muscleblaze has always been trying to come up with innovative solutions to problems that have been existing for long and one such problem is India’s protein problem. 68% of the Indian population is protein deficient. This is because of the carb-rich diet pattern that has been followed for ages. There is very low protein content on the plate and this has also affected the ability of Indians to digest and absorb protein. This is why most Indians face issues like bloating, nausea, stomach cramps, belching, heaviness in the stomach, etc. while consuming protein supplements.

No brand in this world has ever tried to make any protein supplement keeping in mind the protein problem Indians face. MuscleBlaze, being an Indian brand, worked hard and came up with India’s first-ever clinically tested protein in the form of MB Biozyme Whey Protein that contains Enhanced Absorption Formula which allows 50% more protein absorption and 60% higher BCAA (Branched-chain amino acids) absorption. It lets you experience a very low rate of stomach discomfort. It was the first time in the history of Indian sports nutrition that any protein supplement was clinically tested and customized for Indians keeping in consideration their dietary habits.

Scoop-on-Top

Not just the product is revolutionary, but also the packaging. With the launch of India’s first-ever clinically tested protein Biozyme, the patent-pending Scoop-on-Top feature also came into existence. The scoop getting lost in the powder is annoying and unhygienic and everyone has faced this issue. To get rid of this problem, MuscleBlaze originated a unique packing style where the scoop is placed on the top and you can discover it as soon as you open the cap. The scoop is placed in a frame and you can pull the frame out, take out the scoop, use and place it back. The easiest solution to the trickiest problem! This feature also reduces the chances of contamination and encourages hygiene. 

Naam Hai Ziddi Campaign

This campaign by MuscleBlaze was a dose of epinephrine rush. This campaign showcased the ceaseless perseverance that drives fitness enthusiasts and athletes to achieve the impossible. The video for this campaign gave an insight into the strictly disciplined lives of these athletes and bodybuilders. Mb showcased an entwined aspect from the lives of the Ziddiest athletes of all time. This ‘zidd’ is good and sets you apart from the rest and MB celebrates this ‘ziddiness’. Hours of sweating and panting in the gyms and the endless battle in the playground, this campaign by MB demonstrated the relentless efforts made by these athletes irrespective of and disregarding the disempowering opinions tossed by others. Because unka #NaamHaiZiddi. Ths campaign was admired by many and the film has garnered 5.8 million views on YouTube till now.

MB won the Economic Times Kaleido Awards 2019 for the best campaign in consumer health and fitness (Ziddi Hoon Main)

2020: The Year of International Acclaim

Labdoor USA Certified

Quality is something that isn’t expensive, it’s priceless. Good quality products strengthen the trust and bonding between the brands and their customers. We knew that we already had developed a bond with our consumers, but the quality isn’t when people are keeping an eye on you, it’s a habit. When you strive to be better every day, it’s then you put in extra effort to reach where no one has ever been before. This ‘Zidd’ of serving our customers better led us to get our protein supplement certified by Labdoor.

Values its Customers

Labdoor is an internationally renowned company that tests supplements for purity, quality, and accuracy. It not only checks whether the protein is of premium quality or not but also for any false claims that a brand might have made on the pack label. MuscleBlaze’s Biozyme Whey Protein became the first-ever Indian protein supplement to be tested for purity and accuracy by Labdoor, and MB became the 1st Indian brand to get its products accredited by Labdoor.

Labdoor, and MB became the 1st Indian Brand

Being certified by Labdoor means that the product is free from amino spiking and is of premium quality and also the brand hasn’t made any false claims regarding the protein content or anything else. It also states that the product sticks to the international standards for heavy metals and microbiological limits.

No other Indian brand ever took this step and MuscleBlaze happily took the lead because it is a brand that values its customers the most and wants to keep their trust intact.

MB Biozyme Range ranked highest in the list of top supplements by Labdoor

MB worked with great enthusiasm to provide international-grade supplements to its customers and the efforts and enthusiasm didn’t go unnoticed. It was a great achievement for MB and all those who supported MB. MuscleBlaze Biozyme Whey Protein range became the 1st Indian protein supplement to be Labdoor USA certified for purity and accuracy. MB became the first brand to achieve this feat. Biozyme product’s Labdoor rankings surpass global peers. 

However, the world is facing troubles in 2020 due to the global pandemic, so MB made sure that fitness wasn’t ruled out from people’s lives. Stronger immunity is the call of the hour and MB introduced India’s first-ever immunity-based Whey supplement that is fortified with immunity-boosting agents to strengthen the health of the human immune system. To encourage people and to motivate them to adopt a fit lifestyle and work towards physical fitness, MB joined hands with the Himalayan Stallion Jeet Selal, making him the knowledge ambassador.

And that extra bit from MB’s end is the deep focus on Research and Development

MuscleBlaze has a dedicated R&D team of more than 25 scientists, which includes Food technologists, Pharmacists, Microbiologists, Analytical and Bioanalytical scientists, Regulatory scientists, and packaging scientists, who, when combined have more than 120 years of work experience! They are fostered by scientific raison d’être and increased statistical stability data under the regulatory norms. MB has an impactful presence digitally and actively seeks and blends customer feedback into all MB products to offer international-grade products to every consumer.

MB – The Team of Ordinary People with Extraordinary Skills

The people at MB dedicating themselves to give you the best and nothing else, are just normal people like you. They come from various backgrounds and fall under various age groups. This diversity is the strength of the MB team. They might be different individuals, but they are a single unit when it comes to being MuscleBlaze. They sip 3-4 cups of coffee just like you, they are in love with the couch just like you, they get tired, worked up, and experience all the other emotions like you. Because they are a part of you, just like MB is.

What makes them amazing are their skills and relentless determination to work hard and smart and offer MB consumers nothing but an experience that they are going to cherish forever. We live together, and laugh together. We struggle together, get annoyed, get excited, and laugh together. All this, just like the past 8 years, the next 8 years and many more years after that are nothing but pure bliss for the wonderful MB consumers.

2021: The Golden Year of Breaking Barriers

What a year it has been for us at MuscleBlaze. Just like the world around us, we were forced to remotely pause. But we don’t just preach, we believe with all our heart in…

Phir Se Zidd kar

A way of hard-core living that taught us and the Ziddis, that screw the start, it is the finish that should be spectacular! After the pandemic that brought the globe to its knees, we were ready for a hell of a comeback and we did deliver on all fronts. Every start requires you to overcome hurdles. But Restart? It faces all these hurdles- multiplied many times over. Victory is always around the corner for the Ziddi who refuses to stop fighting. With the campaign ‘Phir Se Zidd Kar’, MuscleBlaze motivated all these Ziddis who restart their journey. 

On our 9th anniversary, we were only going to come back stronger than before and let the world know of it…

World Domination GOLD standards! 

MuscleBlaze is out to lend unconditional support to more athletes who step out of their comfort zone & sweat it out every day to grow and make a mark.

If you’re clueless about how Legends are made, our very own MB athlete Neeraj ‘Ziddi’ Chopra is the ultimate example whom MB proudly backs. While the entire nation had hopes pinned on the Golden Man for the 2020 Tokyo Olympics, we were rooting a little extra for our Ziddi. Neeraj and his glorious victory have given purpose to countless talented Ziddis.

GAME ON

MuscleBlaze takes sports seriously, any kind! Gamers share the same passion as in any other sport. We created India’s 1st & only scientifically designed patent-pending product that helps gamers and e-sports athletes enhance their performance. This is the supplement for Generation Alpha! 

Radiating with energy and in our best form ever, the question is not if we are ready but rather is 2022 ready for MuscleBlaze?

2022: Celebrating a Decade of Zidd

In 2022, MuscleBlaze continued its reign in the Sports Nutrition industry. Our groundbreaking MB ProCheck initiative shattered the status quo, empowering consumers to own their fitness journey, right from the comfort of their homes. We didn’t just provide products; we empowered a generation.

The Biozyme Performance campaign, a shining example of our innovative approach to fitness, clinched top honors at the E4M Health MARCOM Awards 2022. This recognition validated our efforts to create impactful, engaging content that resonates with our Ziddi audience.

Ladies Who Lift: We Gotta Finally Roar!

MuscleBlaze pioneered the Ladies Who Lift movement, a battle cry for women’s empowerment in fitness. Drawing on our decade-long legacy of Zidd, we channeled our energy towards creating a movement that empowered women to break free from societal expectations. We celebrated the strength and unyielding spirit of women athletes, inspiring them to own their power and defy the odds.

Ni Aar Di

A fierce storm arrived in 2022, hailing all Ladies Who Lift and Queens who don’t take s*!t. Like a force of nature, The Ni Aar Di campaign featuring Krishna Shroff inspired a movement of unstoppable women who own their power.

Not just for Ladies who lift iron, the campaign appreciated all badass women who lift expectations, opinions, responsibilities, and society.

Ending the year on an all-time high, MuscleBlaze didn’t just set the standard; we redefined it.

2023: The Year of Ayurveda Backed Science

Roaring into 2023, MuscleBlaze shattered expectations with a tidal wave of innovation, from our monumental Ayurvedic line: Koshaveda to the irresistible Choco Crispers flavour in MuscleBlaze’s innovative Biozyme Whey range. 

But it was just the beginning. We revolutionized the way people experience fitness with our groundbreaking mobile app and a triumphant Blinkit launch.

Answer The Call

MuscleBlaze’s influence extended far beyond Indian borders. We ignited a global movement with “Answer the Call”. We paid tribute to everyone who dares to challenge the ordinary and honored those who scoff at excuses.  

We conquered international waters with MuscleBlaze’s Vlog Series in Dubai, a testament to our global appeal.

Fueling the Future

MuscleBlaze’s commitment to nurturing the next generation of athletes continued to stand tall. We joined forces with the unstoppable Shubman Gill, providing him with the fuel to help Indian Cricket reach new heights. Our tiny but mighty Ziddi, Arshia Goswami, also made history by advancing to IGT 2023.

2024: The Year of Forging Our Legacy

After 12 years of Zidd and 12 years of being India’s leading Sports Nutrition Brand, MuscleBlaze evolved into a global movement. Our rapid expansion from India, to Singapore, Nepal and the bustling metropolis of Dubai is a testament to our unstoppable growth. Our latest venture, MB Lifestyle, marks just the beginning of our complete domination of the fitness industry.

Asia’s 1st & Only Informed Protein Brand

As Asia’s first and only Informed Protein tested & certified brand, MuscleBlaze is leading the way in product purity and potency. This prestigious certification is a reflects our exceptional quality standards and our dedication to providing our customers with the best possible supplements.

Reimagining Fitness

MuscleBlaze has revolutionized the fitness landscape through strategic partnerships and innovative initiatives. Our collaboration with Ankit Baiyanpuria to launch the “Beyond Zidd” podcast has transformed the way people approach fitness. This strategic move, combined with our exceptional content creation, has earned us YouTube’s prestigious Golden Button.

Tumhari Zindagi, Tumhari Zimmedari Hai

MuscleBlaze presents “Tumhari Zindagi, Tumhari Zimmedari Hai” a powerful campaign that challenges individuals to take control of their lives. In today’s fast-paced world, life can be a daunting obstacle course, filled with challenges and responsibilities. This quiet moment is the prelude to a powerful story—one of strength, sacrifice, and ultimate triumph.