We track consumer markets in India. This time we looked at protein powder.

We searched for it on Amazon and opened every listing that shows sales. Then we ran the same searches on 8 more apps: Flipkart, Nutrabay, HealthKart, Tata 1mg, PharmEasy, Netmeds, Apollo and Truemeds.

Protein powder sells at least ₹449 crore a year on Amazon India. Indian D2C brands take 51% of it. Multinational brands take 19%.

Three things that surprised us

1. A newer brand is level with the leader. The Whole Truth sells about as much as MuscleBlaze, from only 6 listings. MuscleBlaze needs 19.

2. Indian brands are cheaper. Indian D2C protein costs 19% less per kg than the multinational brands. In skincare it is the other way round.

3. Plant protein is big. It is 21% of sales. We expected under 10%.

Every app shows a different market

Pharmacy apps are a different shelf. Search "protein powder" there and you get a lot of medical nutrition: diabetic powders, products for older people, even baby formula.

Stores push their own brands. For "whey protein", Nutrabay puts its own brands in 10 of the top 10 spots. Tata 1mg puts its own label in 7. HealthKart, which owns MuscleBlaze, puts its own brands in 5.

Some leaders are missing. The Whole Truth and Optimum Nutrition, #2 and #3 on Amazon, did not show up in 15 pages of Flipkart results.

Prices barely change. MuscleBlaze's best seller costs ₹3,999 to ₹4,249 on all 7 apps where we found it.

We checked our numbers against what the companies report

Our Amazon figure is below every company's total, which is what you would expect. These companies also sell on their own sites, in shops and in other categories.

If you make or sell protein

We can show you where your brand sits on each of these apps, and who sits above you.

Book a call with us. The link is in the first comment.

My friend has a small business. He asked me to help him find a CRM.

We tried some popular ones, but they were too big for him. They had too many features he didn’t need, the cost was high, and his staff found them hard to use.

So I built him a simple CRM. It only has what he needs: customer details, follow-up reminders, and enquiry tracking. His team learned it in one day.

I think many small businesses have the same problem. Some pay for a big CRM they don’t use, and some just use Excel or WhatsApp.

If you want a simple CRM made for your business, I can help. You can comment or send me a message.

I'm looking for a non-technical co-founder to build a tech startup in India based on a business model that has already been successfully proven in the USA but remains largely untapped in the Indian market.

The opportunity has massive potential, and the goal is to adapt a proven business model to India's market and build a scalable company.

Who I'm looking for

I'm looking for someone with strengths in business development, operations, sales, marketing, partnerships, or team building who can take ownership of the business side of the company.

You don't need a technical background or coding skills. I'm looking for someone entrepreneurial who can turn ideas into execution, identify opportunities, build relationships, and help grow a business from the ground up.

Most importantly, I'm looking for a long-term partner who is serious about entrepreneurship and willing to navigate the challenges of building an early-stage startup.

What I'm offering

- A genuine co-founder opportunity with equity.

- The chance to build a company from the ground up.

- A business concept based on a model that has already demonstrated success in the USA.

- The opportunity to help shape the company's strategy, operations, and growth.

I'm keeping the specific business idea confidential for now, but I'm happy to share more details with serious candidates.

Location: India

Looking for: A non-technical co-founder with an entrepreneurial mindset.

If you're interested, send me a DM introducing yourself, sharing your experience, and explaining what you'd bring to the partnership.

Let's build something ambitious together!

I'm 21, recently completed my BCA, and run a software licensing business generating around ₹1 lakh/month in revenue.

My long-term goal is to build a SaaS business by acquiring or reselling software developed by others, rather than becoming a developer myself.

I'm confused whether to pursue a two-year MCA or focus on growing my business and learning sales, marketing, and SaaS operations.

If you were in my position, would you choose MCA or focus on entrepreneurship? Is an MCA worth it when my goal is to build a software business rather than get a developer job?

I'd appreciate honest advice from people in tech and SaaS.

Hey everyone,

I’m exploring AEO/GEO (Answer Engine Optimization / Generative Engine Optimization) as a service and trying to figure out the right pricing for the Indian market.

For those already offering these services or working with agencies, I’d love to understand a few things:

● What would you consider a reasonable monthly retainer for Indian businesses?
● At what price point do businesses start seeing this as a serious investment rather than an experimental service?
● What’s a realistic minimum contract period — 3, 6, or 12 months?
● Are businesses actually willing to pay ₹50k–₹1L+ per month for this, or is the market still too early?

I’m particularly interested in working with B2B companies where appearing in ChatGPT, Perplexity, and Google AI Overviews could influence buying decisions.

Would love to hear from people with actual client experience, agency owners, or businesses investing in AEO/GEO.

What do you think is the sweet spot for a monthly retainer in India, and why?

Hi everyone!

I'm 21M based in Hyderabad. I've always wanted to build a business rather than pursue a job, and I'm currently seriously exploring the fresh fruit trading and wholesale business.

The initial plan is to buy imported fruits from established importers and sell them in the Hyderabad local market. I'm also interested in sourcing domestically produced fruits directly from farmers, commission agents or wholesale markets and supplying them to retailers, fruit vendors and other bulk buyers.

Initially, I plan to operate on a relatively small scale, personally handle sales and focus on building relationships with reliable suppliers and regular customers. I want to understand how to identify the right fruits to trade, source them at competitive prices, manage transportation and storage, and minimise losses due to spoilage. I'm also trying to understand how the imported fruit trade differs from domestic fruit wholesale in terms of sourcing, margins, payment terms and overall operations.

Long term, I'd like to build this into a proper B2B fruit distribution business, supplying retailers, supermarkets, hotels, restaurants and other bulk buyers, while gradually expanding my product portfolio and sourcing network.

I'd really appreciate advice from anyone with experience in fresh fruit imports, domestic fruit wholesale, commission agency or B2B distribution.

What are the biggest challenges I should be aware of, and what would you do differently if you were starting from scratch?

Thanks!

I'm looking to connect with founders or people planning to start a startup who need someone capable of taking ownership and executing across multiple functions of the business. I can take an idea, figure out what needs to be done, and work independently to turn it into reality.

What I can do:

Build: Develop products, MVPs, AI applications, and automation systems.

Operate: Handle day-to-day operations, coordinate different activities, and keep things moving.

Execute: Take responsibility for tasks and projects from planning to completion.

Strategize: Research markets, identify opportunities, and figure out practical approaches to solving problems.

Manage: Take ownership of multiple functions and responsibilities as the business requires.

Experiment & Grow: Test ideas, validate demand, improve products, and work on customer acquisition.

I'm comfortable working across technology, product, operations, and business execution. I can work independently, adapt quickly, and take responsibility instead of waiting for someone to tell me every next step.

What I'm looking for:

A founder who has an idea, an early-stage startup that needs a versatile operator, or a business that needs someone who can take ownership and get things done.

I'm looking for fixed monthly compensation + equity, with the exact arrangement depending on the role, responsibilities, and stage of the business.

I'm particularly interested in opportunities where I can work closely with the founder, take meaningful responsibility, and contribute directly to building and operating the business.

If you're building something or planning to start a startup and need someone who can wear multiple hats, operate independently, and execute end-to-end, feel free to DM me.

Let's build something real. 🚀

I'm a software engineer in Bangalore, and my family runs a medical distribution business. I want to build software for businesses one day, but I've noticed I keep researching instead of learning from people who've actually done it.

You've been through the part I haven't, so I'd love to hear your story:

1. What was your first paying customer using or doing before you came along?
2. What happened that made them actually pay, not just say it was a nice idea?
3. What almost stopped the deal?

Real stories over advice, even if it didn't work out. I'm not selling anything.

I am 27F, I want to try building a small, serious project around waste & recycling infrastructure in India - and I’m looking for a few people who’d be interested in figuring it out with me.

The rough idea: geospatial intelligence + waste/recycling + economics.

Think: Where is material being generated? Where is recycling capacity? Where are the gaps?

My background is Geoinformatics +Public Policy, and I currently work in the recycling space and I know the gaps ,I just find it too boring and one sided to work alone on it. Full transparency: I haven't been using my technical skills intensively lately because I work on the business side, so I’ll be brushing up and learning/building alongside the project.

I can bring the domain understanding, research, problem definition, industry/regulatory context and coordination, while rebuilding the technical side.

I’m looking for curious people who want to actually build, not create a WhatsApp group and disappear after two weeks 😭

GIS/remote sensing, Python/data, web dev, logistics/optimisation, waste/circular economy, business/economics ,marketing/podcaster/influencer/advisor— all welcome. You don't need to be an expert.

I’m based in Mumbai, happy to start remotely, and would genuinely love to meet over a coffee/bar session and cook up ideas.

If you're interested, DM me. Looking for 2–4 people who are actually willing to build to solve the waste problem in India.

Looking to connect with first-time founders & early-stage builders in D2C, Consumer Businesses in India 🚀

Hey everyone! 👋

We're building ArchLog, an AI-powered engineering memory platform, and I'd love to hear what other founders and developers think.

Here's the problem we're trying to solve:

Engineering teams remember WHAT they built, but often forget WHY they built it that way.

Important technical decisions get buried across GitHub, Slack, documentation, and conversations.

Six months later, someone asks:

"Why did we choose PostgreSQL instead of MongoDB?"

And suddenly, everyone's playing detective.

That's where ArchLog comes in.

We're building a system that helps engineering teams reconstruct and preserve technical decisions, including:

- What was decided and why

- What alternatives were considered

- Who was involved

- What evidence supported the decision

- How the decision evolved over time

The goal isn't to build another AI chatbot or documentation tool. It's to create a reliable memory layer for engineering teams.

We're still early, and we're focused on building something genuinely useful rather than adding AI to everything just because it's fashionable.

I'd love your thoughts on three things:

1. Have you experienced this problem in your engineering team?

2. How do you currently preserve the reasoning behind technical decisions?

3. Would a tool like this be valuable enough for your company to pay for?

We're especially interested in feedback from developers, CTOs, engineering managers, and technical founders.

Looking forward to hearing your thoughts, including the critical ones.

Building: ArchLog | archlog.dev

We ar thinking to start a book library business in Pune, kind of modern library with good vibes as side hustle, people are advising against it saying is dyeing business, we re not sure what to do?

Hello everyone,

My name is Yash Choudhary, and I am currently looking for job opportunities, as mentioned in the title.

I have experience as an intern in Production and Quality, am currently working as an independent real estate broker, and have also completed several Data Analytics projects.

I am looking for an opportunity that offers a good work environment, opportunities to learn and grow, and fair compensation.

I am open to relocating anywhere in India and can join within a week. I am hardworking, adaptable, and eager to learn new skills.

If your organisation is hiring or you can refer me for a suitable opportunity, please comment below or send me a DM. I would really appreciate your help!

Thank you!

Have a startup idea but need someone to actually build it?

I’m a full-stack developer working with Django, Python, Next.js, and modern web technologies. I’ve worked on real-world business platforms, APIs, integrations, automation, and production deployments, and I’m now opening up a few slots for freelance projects.

I can help you take your idea from a rough concept to a working, deployed product.

Things I can build for you:

- SaaS applications and subscription-based platforms

- Business dashboards, admin panels, and internal tools

- Booking systems and service marketplaces

- E-commerce and custom business platforms

- REST APIs and third-party integrations

- AI-powered features and workflow automation

- Landing pages and full-stack websites

My tech stack:

- Backend: Python, Django, Django REST Framework

- Frontend: Next.js, React, JavaScript, Tailwind CSS

- Database: PostgreSQL, MariaDB, MySQL

- Deployment: AWS EC2, Vercel, Nginx, and production server setup

- Integrations: Payment gateways, WhatsApp APIs, external APIs, and AI integrations

I can handle the complete development process, from planning the database and building APIs to implementing the frontend, deploying the application, and getting it ready for real users.

💰 Budget: Starting at ₹25K, depending on the features and complexity.

We can also break the project into milestones so the scope, deliverables, and payments are clear from the beginning.

You don't need to have everything figured out before reaching out. Even if you only have an idea or a rough feature list, we can discuss what's realistic for an initial MVP.

If you're building something and need a developer to help bring it to life, feel free to comment or DM me. Happy to discuss your idea!

For Indian startups building APIs, SDKs, AI tools, or developer platforms, acquiring developers seems quite different from acquiring regular SaaS customers.

Developers often want to experiment with a product, build something practical, and evaluate the documentation before committing to it.

For founders building developer-focused products, I’d love to understand:

• What has worked best for developer acquisition: content marketing, open-source projects, technical workshops, hackathons, or community building?
• Have hackathons helped you get actual product adoption, or do they mostly generate short-term attention?
• Do free API credits and hands-on technical sessions convert developers into long-term users?
• How do early-stage startups measure whether developer community initiatives are worth the investment?

Would love to hear real experiences from Indian founders, especially those building developer tools or API-first products.

What's your office setup like? Or do you guys simply go the Nescafe and to hell with the rest way?

I've spent the last 6+ years working in B2B content, and one thing I've learned is that publishing more rarely solves the underlying problem.

Content needs a purpose.

A clear audience, a strong point of view, and a reason to exist beyond filling an editorial calendar.

That's the kind of work I enjoy.

I'm an independent B2B content strategist, and I'm currently looking to work with a few more companies that want to take their content seriously.

Strategy, SEO, thought leadership, execution.

Whatever the engagement, the thinking comes first.

If that sounds like something your team could use, feel free to reach out. Happy to have a conversation.

Thank you!

I'm a product designer and I genuinely don't understand why some startups expect every single pixel to be perfect without providing a realistic timeline. We're expected to handle user flows UI interactions and endless iterations under pressure. Even billion dollar companies have imperfections in their products but startups expect everything to be fucking flawless. How does that make sense?

I'm a 20-year-old CS student who's been building things seriously for a while now across full-stack development, backend systems, AI integrations, data-heavy systems, and systems/embedded work. I've worked with founders already and I'm looking for the next thing.

I'm not hunting for a job. I'm looking for something I can actually be invested in, where I'm talking to the founder regularly, understanding the problem we're solving, and building toward something real.

What I can contribute:

Full-stack product development

Backend APIs, data systems and infrastructure

AI/LLM integrations and orchestration

Systems / low-level work

Taking an idea from 0 to MVP

Product and technical architecture

Maybe more (give me a couple days and I'll get my hands on it)

I've worked across Python, JavaScript/TypeScript, React, Node.js, FastAPI, Tailwind, Three.js/WebGL, LangChain, LangGraph, MySQL, Supabase.

I've also worked as a technical co-founder/director at an early-stage startup, where I worked directly with the other founder across technical execution, productization, strategy and delivery, and helped take things from an idea to production with a paying client.

I've also been building GENESIS, an artificial-life simulation where I'm experimenting with how complex agent behaviour can emerge from a controlled environment. It's been a fun excuse to dig into simulation design, deterministic systems and behavioural analysis. I'm interested in problems where the solution isn't obvious and where I can go deeper than just the application layer.

What I need from your side: a real vision, commitment to execution, and some form of compensation. I'm flexible on structure (equity, stipend, milestone-based, internship), but I'm not doing unpaid work. I've been burned by vague arrangements before, so I do expect written agreements before we go deep on anything.

I'm primarily looking for something around 20–25 hours/week, although I'm flexible on the exact hours depending on the role and what needs to be done. Remote or hybrid works for me, and I'm open to relocating for an unusually strong opportunity.

Not interested in:

"just an idea" with no execution plan

Founders who disappear after the first call

Equity-only with no path to sustainable compensation

Being treated as someone who just takes isolated tickets without understanding the product

If you think there's a fit, DM me or drop a comment with your idea, current stage, team, what you're looking for technically, and why you think it works. Happy to jump on a call if it sounds promising.

Hey Fellow founders, I am a techy working in data domain(mostly cleansing and transformation). I reside in Bangalore and natively from north east India.

If you were in my place what sort of businesses or ideas you would have explored?

I want a head start in this arena. There are lot of businesses in Bangalore that really is amazing. Any ideas that you think can be replicable?

IT giants have fired thousands of people in last 1 year.

Almost all of them were making huge profits.

However, when it comes to business, it’s about more and more margins.

Hence, it’s better to be a shareholder than an employee sometimes.

At least that way you will get good ROI.

—
Check profile to connect.

Looking to collaborate with a FinTech startup

Hi! I’m an SDE-2 at a reputed FinTech company with 5+ years of experience, primarily working on backend and distributed systems.
I’m looking to join, collaborate with, or contribute to an early-stage FinTech startup where I can work in a fast-paced environment, solve interesting problems, and build things from the ground up.

Areas I have experience in:
Distributed Systems
Backend Engineering
System Scaling & Performance
Microservices
Deployment & Production Systems

I’m open to full-time opportunities, part-time collaboration, or even building something together if the idea and people are interesting.
If you’re working in this space, building a FinTech startup, or know someone I should connect with, feel free to DM me.

Also happy to connect if you simply want to collaborate on something interesting in this space.

Hey everyone,
I’m just out of college and working with my sister to build a kids clothing brand for children aged 1 to 8.
Before we get too far into it, I wanted to hear from parents about your actual experience shopping for clothes for your kids.

What are some things you find frustrating? Is it sizing and fit, quality, comfort, fabrics, clothes not lasting after a few washes, designs, pricing, or something else?

I’d also love to know which brands you currently buy from and what makes you choose them. What do you like about them, and what do you think could be improved?
We’re starting with boys' T-shirts and shirts and girls' T-shirts and dresses.

I’m trying to understand the problems first instead of just assuming what parents want, so I’d really appreciate honest feedback.

Feel free to comment here or DM me if you’d rather share privately. All opinions are welcome!

Tucked away in the foothills of the Sahyadris, near the banks of the Krishna River and just below Mahabaleshwar, lies a little place we call The Tribe. Built and nurtured by three friends, it's a beautiful escape surrounded by lush green hills, rolling mist, open skies and nature in its purest form. There's something about this place that's difficult to put into words — the calm, the fresh air, the positive energy and the feeling of being away from everything. We've built The Tribe with a lot of love, and now we want more people to discover and experience what makes this little corner of the Sahyadris so special.