Wednesday, April 25, 2012


Yash Birla Group Forays into Advanced Sports Nutrition Category with the launch of B3(BCUBE)

The Yash Birla Group is foraying in Sports nutrition category. Today the Group announced the launch of B3 (B Cube)- Advanced Sports Nutrition Supplement. The product will be launched nationally starting with Delhi, Mumbai and Bangalore. Phase II will include Gujarat, West Bengal and Andhra Pradesh in the next 3 years. B3 is the formulation of BRIAN team of experts from India and abroad that includes Mr. Rehan Jalali (Personal fitness trainer to Hollywood Superstar Sylvester Stallone), Mr. Jivesh Shetty (Celebrity trainer). Internationally acclaimed sportsperson like Sunil Chhetri (Ace Indian Footballer) and Leader Peas (Indian Tennis Champion) are key endorsers to B3.                                                                                                                                                                         

Mumbai, 24th April, 2012
Zuhaib Khan

After their success in the Wellness Industry, the dynamic Rs.3,000 Cr Yash Birla Group has today announced the launch of B3 (BCUBE), a unique and comprehensive range of Advanced Sports Nutrition products developed with breakthrough science and leading edge technology.

B3 (BCUBE)is formulated by the Birla Research Institute for Advanced Nutrition (B.R.I.A.N) team which comprises of renowned celebrity nutritionist and fitness expert Dr. Rehan Jalali (personal nutritionist of Slyvester Stallone), scientific advisor and CEO of ISSN (International Society of Sports Nutrition)Dr. Jose Antonio along with Indian Fitness & Nutrition experts Jivesh Shetty, Kaizzad Capadia and Dr. Vilas Shirhatti. Their category expertise coupled with the company’s unique product concepts makes B3 (BCUBE) an advanced sports nutrition range in Indian market.

B3 (BCUBE) is the only brand in India which is getting all its manufacturing batches tested in an independent lab in USA which is accredited by WADA (World Anti-Doping Agency) for testing products and providing certificate for absence of all doping agents as specified by WADA 2012 list. It will be manufactured in U.S.A., in c-GMP certified manufacturing facilities.

Speaking about the company’s vision for B3 (BCUBE), Mr. Yash Birla- Chairman, Yash Birla Group, said, “Fitness has always been my passion. I believe that only when the body is fit the mind will function 100% which in turn helps one scale new heights. Today’s youth is increasingly growing health conscious coupled with high disposable income. This is a huge opportunity for us to capitalize the demand with the best solution.”

He further added, “Another factor to our advantage is that we are the first Indian corporate house to venture in the Sports Nutrition arena in a professional way with all the investments in product knowledge expertise for an authentic and efficacious product."

B3 (BCUBE)’s mission is to normalize the category and have products across consumer segments thus making fitness and right nutrition accessible to all. Priced at a value-for-money range of Rs.900/- to Rs.5,000/- the series will consist of 12 different products under 3 consumer segments viz., Health-conscious, Fitness-conscious & Sports Professionals. It will offer a wide range of products like Whey Proteins, Fat Burners, Craving Suppressants, Mass Gainers, etc. In the first phase B3will be launched in Mumbai, Delhi, Bangalore and their surrounding mini metros by the end of 2012.

Speaking about the business plan for B3 (BCUBE), Mr. N. Venkat, Managing Director and CEO, Birla Wellness & Healthcare Pvt. Ltd said, “We would invest (approx.) Rs. 30 crore for a period of 3 years for B3 (BCUBE). The category is pegged at around 300 crores in India & is growing at a pace of 30% year on year. We see substantial growth potential and aim to capture 10% market share by the end of FY12-13.”

About B3 (BCUBE):

B3 (BCUBE) stands for Built By Belief. B3 (BCUBE) is a range of unique, breakthrough supplementary nutrition products that specifically address the demands of the Indian physique. It is based on the scientific rationale that every individual possesses a different physical structure. Therefore, their nutritional and fitness needs cannot be treated alike. B3 (BCUBE)’s range of products addresses the spectrum of health demands - whether it is that of a dedicated athlete or someone who is into general health & fitness.

About Yash Birla Group:

The Yash Birla Group is an INR 30 Million conglomerate of over 20 diversified companies which run the gamut from established sectors like Auto & Engineering, Textiles & Chemicals and Power & Electricals to emerging sectors of today like Wellness & Lifestyle, Education & IT. Today the group has 10 listed entities in India 

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