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Retailer of fitness supplements and nutritional products, Muscle & Strength India, is looking to expand aggressively in the country.

It aims to open 100 stores this year, and is eyeing to launch outlets through franchisee route in the next one year with an investment of Rs 20 crore, the company said in a release.

This investment will be funded by internal accruals including investments by franchisee owners.

TV actor, model and winner of several reality shows in India, Prince Narula has a stake in the health supplement retail startup He plays a key role in strategic expansion plans of the company including marketing and promotion.

Mukesh Singh Gehlot, renowned bodybuilder and powerlifter, who has won several gold medals in national and international competitions and Bhupender Dhawan, Dronacharya Award Recipient from the Honourable President of India in the field of Power Lifting are also a part of Muscle & Strength India, and has been activity involved in the marketing initiatives.

Muscle & Strength India offers a comprehensive range of high-quality fitness supplement and nutritional products across categories such as proteins, vitamins, minerals and herbal supplements, manufactured by international fitness brands under a single roof, the company claimed.

These supplements are used for athletic performance, fitness and overall wellness. Muscle & Strength India has also recently entered into manufacturing of its private-label product Perfect Series in the sports nutrition category and will widen its portfolio in the near future.

“The fitness and wellness industry in India is growing at an unparalleled pace as more people embrace fitness and healthy lifestyle as a way of living and are much more inclined towards achieving their fitness goals,” Prince Narula said.

“Supplements are a direct source of protein and it’s really beneficial if taken carefully and with proper knowledge. With so many supplements stacking up on the shelves, genuineness is a questionable factor for all as there are a lot of fake, counterfeit products in the market. Our aim is to grow and invest consistently in the health and fitness industry over the next couple of years,” he added.

“We aim to expand this year and further launch products in various variants, focusing on different health and wellness categories and segments,” Muscle & Strength India founder Praveen Chirania said.

“Our growth has come because of the original and rightly priced products available in our stores and we believe that by end of this year, we will be one of the largest chains in India in our segment. Apart from metros, we believe the real demand is in the tier 2-3 cities where availability of latest, genuine and economically priced supplements is still a challenge,” he added.

Muscle & Strength India, which currently has 18 stores spread across multiple cities, has the widest range with over 1,000 fitness supplements and nutrition products from 42 brands.

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