Olympic trap shooter Manavaditya Singh Rathore has ventured into the consumer wellness market with the launch of Kwick Nutrition, a startup that aims to make nutrition a part of everyday routines, starting with hydration. Rather than positioning its first product exclusively for athletes or fitness enthusiasts, the company is building its proposition around a habit shared by consumers across age groups: drinking water.
Kwick Nutrition’s first offering, Kwick Hydration, comprises effervescent tablets formulated with electrolytes, vitamins and minerals that dissolve in water. The company is positioning the product under the tagline “Upgrade Your Water”, with the idea of making everyday hydration more convenient and adding nutritional elements to a regular drinking-water routine.
The product is available in three flavours: watermelon lime, pulpy orange and pineapple mint. Each tube contains 10 tablets, giving the brand an entry point into the growing market for portable hydration supplements and functional nutrition products.
For Kwick Nutrition, the choice of hydration as its first category is a strategic one. Rathore told Moneycontrol that the company wants consumers to use the product as part of their everyday routine rather than reserve it for workouts, strenuous physical activity or hot weather. The idea is to build a repeat-use product around an existing habit instead of asking consumers to adopt an entirely new one.
The company also considered the competitive landscape before deciding where to enter the nutrition market. According to Rathore, protein supplements already have several established players, making it a category that would require substantial capital and resources for a new entrant to compete effectively. Hydration, therefore, became the starting point for the business.
