Positioning & Launching MuscleBlaze’s Biozyme Whey

MuscleBlaze is India’s largest sports nutrition brand. The brand has grown by making sports nutrition products both aspirational and accessible to the Indian gym-goer. The premium segment in sports nutrition, however, is dominated by international brands with strong legacies and credibility. MuscleBlaze’s biggest challenge was to build product credibility and to break the category perception of ‘Indian quality products being inferior’.
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