It was in March that Mumbai-based brothers Jayesh and Navin Ram Singhani set up their “discounted nutrient supplement” store in the NIBM area, calling it ‘Nee-o-fit’. Pune was a natural choice for them after starting similar outlets in Chembur and Thane. The Singhanis join a handful of shops in the city that have sprung over a year in the city to exclusively sell imported nutrient supplements that cater to a rising breed of people who hit the gyms.

They hanker after a well-toned and fit body, but unlike some others they are keen on quick results - much like SRK’s six packs in Om Shanti Om and Aamir Khan’s biceps in Ghajini. The market - which was limited to models, body builders and other sports persons - has grown despite a high price line starting from an average cost of Rs 2,000 per five-pound (2.2 kg) box.

“Earlier, they would get these supplements directly from Mumbai or from their gyms. As there is no fixed MRP, the gyms used to fleece the customers and sell at a huge margin. We sell these supplements directly to the customers, which is why we are called “discounted”,” said Jayesh Singhani of Nee-o-fit.

These supplements start with the basic whey protein to mass gainers, fat burners, meal replacement packets, and specialised proteins - like creatines, nitric oxide, amino, and glutamine - all supplements which are inherently produced in our body, but in smaller quantities. They also have meal replacement packets — targeted at people who have erratic working hours.

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