The Yash Birla Group, Rs.3,000 crore conglomerate of over 20 diversified companies, has launched B3 (BCUBE), a unique and comprehensive range of Advanced Sports Nutrition products developed with breakthrough science and leading edge technology in Mumbai.

B3 (BCUBE) is formulated by the Birla Research Institute for Advanced Nutrition (BRIAN) team which comprises of renowned celebrity nutritionist and fitness expert Dr Rehan Jalali, a 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 an advanced sports nutrition range in Indian market.

B3 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 USA, in c-GMP certified manufacturing facilities.

Speaking about the company’s vision for B3, 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 per cent 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’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 three consumer segments viz., health-conscious, fitness-conscious and sports professionals. It will offer a wide range of products like whey proteins, fat burners, craving suppressants, mass gainers, etc. In the first phase B3 will be launched in Mumbai, Delhi, Bangalore and their surrounding mini metros by the end of 2012.

Speaking about the business plan for B3, 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. The category is pegged at around 300 crores in India and is growing at a pace of 30 per cent year on year. We see substantial growth potential and aim to capture 10 per cent market share by the end of FY12-13.”

B3 stands for Built By Belief. It 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.