Consistency is the key, there is no secret recipe for success: Gaurav Taneja, BeastLife

The health and fitness industry in India has experienced exponential growth in recent years, driven by increasing awareness about the importance of a healthy lifestyle and the rise of social media influencers promoting fitness and wellness. This booming sector is characterized by a surge in demand for high-quality, innovative health products and supplements. Brands are now focusing more on sustainability, transparency, and consumer engagement to meet the evolving needs of their customers. Amidst this dynamic landscape, new and exciting brands like BeastLife are emerging, aiming to revolutionize the market with unique, consumer-focused products that address existing gaps and misconceptions in the industry.

In this insightful interaction with Adgully, Gaurav Taneja, Co-founder, BeastLife, provides a detailed look at what sets BeastLife apart from other brands, their strategies for rapid market penetration, and their commitment to customer satisfaction and innovation. Taneja, a passionate fitness enthusiast and experienced influencer, also addresses common misconceptions about protein supplements, the evolving consumer perceptions, and trends shaping the current market.

How has your background in fitness and aviation influenced your approach to health and nutrition?

I started hitting the gym in high school, and my passion for fitness has only grown. Flying a plane was also an obsession, which fructified into a career, though I am a qualified civil engineer. I have never conformed to the norms. Being a bodybuilder, I have learnt to work hard every single day, and it is the consistency that matters and there is no secret recipe for success. Honestly, I feel the diet is the most important part of a comparative bodybuilder lifestyle. I have personally tested multiple protein powder supplements and am aware of the gaps like the absorbability of protein and its performance. At BeastLife, we have addressed these known gaps, which has improved the quality of our products. My background in fitness has actively influenced my approach to health and nutrition.

What sets BeastLife apart from other health and fitness brands in the market?

BeastLife, as a brand, is committed to reimagining fitness and lifestyle in India. We are committed to using the best quality ingredients and adhere to best manufacturing practices to create top-notch products that can do wonders for the customer. We have focused on the absorbability of our products which are light compared to others. The focus has been to deep dive into the needs of the target audience and create a product that meets them.

What are the common misconceptions about protein supplements that you aim to address through BeastLife?

There are several misconceptions about protein supplements that BeastLife wants to debunk.

One of the most prominent misconceptions we want to address is that protein powders are not natural. Whey protein is derived from milk and is completely natural. During the cheese-making process, the liquid part that is left over is spray-dried by a machine, which is known as Whey. Most baby food formulas contain whey, and hence it is evident that whey protein supplements are natural.

The second biggest misconception is that having to take protein can cause significant damage to the kidneys and liver. If one doesn’t have any pre-existing liver and kidney health issues and is consuming the recommended dose, it is perfectly fine.

What feedback mechanisms do you have in place to understand and respond to customer needs and preferences?

At BeastLife, we understand and respond to our customers’ needs and preferences. I personally call multiple customers frequently to get their feedback. We also ask them what new products and new flavours they want. We believe Beastlife is a people-first brand and we take our consumers seriously and are always listening to them.

Heads of each department or the co-founders personally call customers to understand their preferences and grouses and gather candid feedback. This direct interaction ensures that we remain personally connected with our customers. We conduct blind testing sessions at various gyms to gather unbiased feedback on our products, helping us ensure that our products meet the high standard expectations. We go the extra mile to personally deliver products to some customers so that we get a chance to engage with them directly and receive real-time feedback. By utilizing these mechanisms, we ensure that we stay in tune with our customers' needs and continuously improve our offerings to meet their expectations.

BeastLife has received an amazing response since its launch. What strategies did you employ to achieve such rapid market penetration?

I have been in this industry for a decade, and have built credibility and reliability through various social media platforms. As an influencer, while one may imagine that it is easy to sell, the fact is it is a risk. If our customers do not like the product then it is a ball game where we can get a lot of hatred as well. But touch wood likely, the hard work I have put into making the product has been respected and loved by people.

BeastLife follows a customer-centric approach and tailors its strategy accordingly which is the secret behind our rapid market penetration within months of the launch. Our prime focus has always been on developing top-quality products that address the identified gaps in the sector. We have maintained our focus on high absorption, safety, and performance which has resonated with our audience. Our focus has been to actively engage with our customers through different channels including social media and emailers. This has helped us to maintain two-way communication while building a loyal customer base and instilling a sense of community.

Partnering with strategic investors like Varun Alagh has provided us with valuable insights and resources. Varun’s expertise has been ideal in helping us strategize and navigate the competitive environment. Our approach has been to trust our team, respect their feedback, and empower them to contribute ideas and solutions which has driven our success. Our exceptional customer service has helped us build trust and loyalty by ensuring that our customers’ needs are met promptly and effectively, leading to positive word-of-mouth and repeat business. We continuously adapt our strategies based on market feedback and trends. This dynamic approach has allowed us to beat the competition and meet the evolving needs of our customers.

These strategies, combined with our continuous focus on quality and customer satisfaction, have enabled BeastLife to achieve remarkable market penetration in a short time.

How have consumer perceptions of protein supplements evolved over the years, and what trends are you seeing in the current market?

Consumer perceptions of protein supplements have evolved from niche products for bodybuilders to mainstream health products catering to a wider audience. From being focused on muscle building in the past, protein supplements are now seen as part of a comprehensive approach to health and wellness. Current market trends emphasize high quality, quick-absorbing, and clean products. From having misconceptions about protein supplements and discounting their importance, people have started adopting them more in their lifestyle.  Convenience and innovation, such as ready-to-drink products and a variety of flavors, are also key, influenced by the rise of e-commerce and social media. Overall, today’s aware consumers seek personalized, transparent, and high-absorbing protein supplements.

As an influencer, how do you leverage your platform to promote BeastLife, and what impact have you seen so far?

I have posted vlogs about the BeastLife venture from the day of inception and from the littlest details like the paperwork to the actual manufacturing process and the finished products. Everything has been kept transparent and explained in detail. Since my subscribers are already aware of the quality and authenticity of my content, it has been easy to spread the word about BeastLife. The response has been awesome so far. Viewers who have used the product also provide valuable feedback which is helping us to fix issues promptly.

What are your long-term goals for BeastLife, and how do you plan to continue revolutionizing the health and fitness industry?

BeastLife’s growth and expansion plans include scaling operations to cater to a larger audience by penetrating new geographies and widening our product range. We will focus on investing in research and development to manufacture new products and formulations that can handle the customized needs of our customers. We will continue to engage with our customer base to comprehend their needs and preferences and proactively tailor our offerings. As they say, “Yeh toh bas trailer hai, picture abhi baaki hai for BeastLife”.