Kriti Sanon buys into balanced nutrition as Supply6 signs her on

MUMBAI: From hydration habits to ownership stakes, this is one partnership that grew out of daily routine rather than a photoshoot. Bengaluru-based D2C nutrition brand Supply6 has roped in actor and entrepreneur Kriti Sanon as both brand ambassador and investor, signalling a shift away from headline-grabbing endorsements towards belief-led alliances.

The association did not begin in a boardroom. Sanon first encountered the brand as a consumer, using Supply6 Salts, its zero-sugar electrolyte, as part of her everyday routine. Over time, familiarity with the products and confidence in the brand’s science-backed philosophy prompted her to deepen the relationship from user to stakeholder.

Founded in 2019 by Vaibhav Bhandari and Rahul Jacob, Supply6 positions itself as an antidote to fad-driven fitness culture. Its product line, which includes a daily nutrition drink, electrolytes and protein-based wafers, focuses on plugging routine dietary gaps rather than promising dramatic transformations. The pitch is consistency over intensity.

For Supply6, the timing matters. The brand recently raised Rs 9.1 crore in seed funding led by Zeropearl VC and has launched a protein wafer bar containing 10g protein with no maida or added sugar. It is also stepping beyond India, with expansion plans underway in markets including the United States.

With Sanon on board, the company is sharpening its focus on urban, health-conscious consumers looking for practical wellness solutions that fit into busy lives. “This is about credibility, not clout,” said Supply6 co-founder Vaibhav Bhandari, noting that the aim is to reach the next 10 lakh consumers with a message rooted in everyday behaviour.

Sanon echoed that sentiment, describing the appeal of Supply6 as its refusal to chase trends. The brand’s emphasis on hydration, balance and long-term habits, she said, aligns with how she approaches health off camera.

The move also builds on Supply6’s earlier strategy of belief-led partnerships. Former South African cricketer AB de Villiers had previously joined the company as an investor and ambassador, reinforcing its preference for long-term alignment over short-term buzz.

In a wellness market crowded with superlatives, Supply6 is betting that moderation and partners who genuinely practise it might be the strongest selling point of all.