Mumbai: MyProtein is one of the preeminent sports nutrition brands with an extensive range of excellent quality products, including protein powders, healthy high-protein snacks, vitamins, minerals and performance clothing. It is Europe’s No. 1 brand, founded in 2004 and currently operates in around 70 countries.
It was launched with a vision to fuel people’s fitness ambitions across the world. To accomplish this, MyProtein provides a broad range of categories, including vegan-friendly, dairy-free, and gluten-free. The brand supplies a wide variety of products that contain zero animal substances, ensuring to play a part in improving general animal welfare and reducing toxic emissions.
The brand is using fringe sports to build it’s presence in India. By moving away from the traditional pull of cricket, MyProtein has found significant success in India by collaborating with athletes in Taekwondo, Basketball, Football, Swimming, Boxing & MMA. Focusing on betting early and winning later in the athlete journey. Currently, the strategy has worked for MP, Some standout moments have been Sahal Abdul (Recorded as the second most expensive football transfer in Indian football history when he moved from Kerala to Mohan Bagan for 1.5 crore) & Afreen Hyder, Kashmir’s first female Taekwono athlete and gold winner in the Senior National Championship 2023-24, along with best female athlete.
Indiantelevision.com on an email interaction with My Protein’s regional manager India Sudeshna Saha, discusses on its shift from traditional sports, to implementing strageties & facing challenges etc.
Edited excerpts
On Myprotein’s decision to shift its focus from traditional sports like cricket to less mainstream sports such as Taekwondo, Basketball, Football, Swimming, Boxing, and MMA in the Indian market
Myprotein has identified an underserved market within India’s diverse lifestyle communities, prompting a deliberate strategic pivot away from conventional sports such as cricket. Discerning a notable void, our renewed focus is now directed towards niche sports including Taekwondo, Basketball, Football, Swimming, Boxing, and MMA. This strategic realignment is intricately tied to the burgeoning significance of fitness and nutrition within these sports, aligning seamlessly with the dynamic shifts in consumer preferences.
Our steadfast commitment to the vision of elevating India’s fringe sports to international standards remains unwavering. This strategic transition underscores a conscious effort to synchronize our endeavors with overarching objectives for the country. By channeling our resources and expertise into these less mainstream sports, we aim to foster a paradigm shift in the Indian sports landscape, ultimately positioning them on a global scale.
On implementing strategies to leverage its association with athletes in fringe sports to increase brand visibility in India
Myprotein has strategically capitalized on its affiliation with athletes in niche sports to augment brand visibility within the Indian market. Through a meticulous analysis of the market landscape, we identified a discernible gap in less mainstream sports and subsequently initiated engagement with influential figures and athletes within these communities. Our emphasis on fitness and nutrition aligns seamlessly with the ethos of these sports, and we have fortified this commitment through activations with Myprotein ambassadors and esteemed fitness influencers, such as Robin Singh, Ankit Kaliyar, Mukesh Gahlot, Jeet Selal and more.
This comprehensive approach includes authentic product sampling and reviews, ensuring a genuine and impactful representation of Myprotein within these niche communities and targeted audiences. By adopting this strategy, we not only bolster our brand’s visibility in the Indian market but also resonate profoundly with audiences who are passionate about diverse sports and committed to embracing healthy lifestyles.
On challenges faced in promoting its products and brand image through less popular sports compared to cricket in India
To reach a wider audience beyond traditional sports like cricket and cater to diverse fitness interests, it’s essential to address the challenge of ingrained preferences. Successfully marketing products to a broader spectrum of athletes requires strategic approaches such as emphasizing personal fitness journeys and embracing various workout forms. Overcoming initial scepticism in less mainstream sports communities can be achieved by forming partnerships with influencers and introducing localized innovations. Building trust in these communities involves careful product planning, highlighting affordability, and consistently reinforcing quality and accreditation claims.
On the brand engaging its target audience through the sponsorship or endorsement of athletes in fringe sports
Through influencers to sample and review products and Myprotein ambassadors, we look to curate content that is informative and engaging. Emphasizing a micro influencer strategy, we tap into more engaged audiences that cater to regions not easily penetrable through mainstream media. This approach ensures authentic connections, fostering genuine endorsements that resonate with our niche market and reinforce the brand’s commitment to diverse fitness communities. By being visible at the right moment and the right platform, we are able to build our visibility and preference for Myprotein as a supreme nutrition provider.
On Myprotein observing any shifts in consumer behaviour or preferences following its engagement with athletes from lesser-known sports in India
Internally Myprotein has noticed heightened brand awareness, positive brand association, and a greater inclination among consumers to include Myprotein products in their buying choices. By spotlighting athletes’ unique journeys and personalized nutrition, the brand extends beyond traditional bodybuilding, fostering broader interest in diverse fitness and emphasizing nutrition’s crucial role across various sports.
On expansion plans to continue leveraging market expansion efforts in India
Myprotein plans to further its market expansion in India by continuing its three pronged approach. This includes sustained support for leagues, individual athletes, and associations. We as a brand planning to elevate product relevance through sustained athlete engagement and personalized marketing i.e catering to Indian preferences and utilizing influencers for authentic product sampling and reviews that seek to tap our target audience. Future plans include exploring new fitness forms, localized innovations, and maintaining affordable pricing to effectively target diverse consumer segments. This comprehensive strategy underscores our commitment to ongoing market expansion efforts in India.
