Diversified conglomerate Yash Birla Group Monday launched its first store of advanced sports nutrition -- 'Birla wellness's brand B3' (BCUBE) in Mumbai.
"We see substantial potential in this segment as more people are getting inclined towards fitness and the segment has been growing at 30 percent year on year," said Yash Birla, chairman of the group.
"We are the first business house to venture into the sports nutrition arena in a professional way with adequate investments in product knowledge expertise, thus having the first-mover advantage," he added.
The new store houses an exclusive range of 12 products for three consumer segments which includes health-conscious, fitness-conscious and sports professionals categories.
The products are priced at a value-for-money range of Rs.900 to Rs.5,000.