Whey to go
Nutritional supplements are going beyond ripped body-builders. An Indian businessman teams up with South African cricketer Jonty Rhodes to cash in on the trend.health and fitness Updated: Nov 20, 2012 14:59 IST
Urban lifestyles mean most of us spend hours hunched over computers at work and then vegetating in front of the TV at home. This sedentary lifestyle has given rise to an ‘urban gym culture’ and it’s common to find men and women swapping yoga mats for laptop bags after work and heading over to fitness centres. An offshoot of this growing gym culture is that more and more people are now adding nutritional supplements to their diets.
The Indian dietary supplements market, however, is disorganised, with many dubious supplements available on the market. Such supplements have often landed athletes in the anti-doping agencies’ nets or, worse still, in hospital. Enter Evolution Sports Nutrition (ESN), a nutritional supplements company which is the brainchild of Aatikaay Narula and South African cricketer Jonty Rhodes, who are the CEO and director of the company, respectively.
Having spent some time in South Africa, Narula was witness to the growing market for sports nutrition, health and wellness supplements, and wanted to start something similar in India.
In addition to the usual suspects — whey and other protein shakes — ESN also has lifestyle products with quirky names like the Work O Holic capsules, which are an advanced mood, focus and concentration-enhancing formulation, and the Chill Pills, which are advanced fat-burning, stress-reducing and herbal relaxation capsules.
“Our products are not just for gym goers, but even for regular people who want a healthier lifestyle,” says Rhodes. “People don’t have the time to eat healthy meals, so problems like diabetes and obesity are on the rise. Most of our products are sugar-free. You could buy them at any leading pharmacies, department stores like Hypercity or even on some websites,” says Rhodes.
However, Rhodes cautions that the use of supplements is not the only solution for better health. “We’re not hawking a magic instant-health-in-a-bottle formula. You must make changes to your lifestyle in order to lead a healthy life,” says Rhodes.
Disclaimer: Please consult your doctor before adding any supplements to your diet.