When we launched AS-IT-IS Nutrition in 2018, we weren’t merely starting a business, we were responding to a need. The Indian supplement market was saturated with costly imports, inflated claims and products offering little transparency. We thought consumers deserved better. 

Our mission was straightforward yet impactful: to provide every Indian with clean, honest, science-backed nutrition not just the privileged ones.

I am Arvind Jain, a Gold Medalist in B.Pharma, and my expertise lies in formulation science, manufacturing excellence, and quality systems. My brother, Himmath Jain, an MBA graduate has a great deal of experience and know-how in marketing, brand strategy and consumer insights. Together we have over 40 years of combined experience across pharmaceuticals, nutraceuticals, R&D, and branding. It is however conviction, not only experience that drives us, a belief that trust in nutrition has to be on top every time, never optional.

From the very inception of AS-IT-IS, we followed a clear philosophy:

No unnecessary additives 

No false claims marketed.

No quality cut at any cost.

Every AS-IT-IS product is crafted with utmost care, strictly tested and designed to deliver precisely what is printed on the labels. We launched our authenticity checks (Hologram and QR Codes) when transparency was just a buzzword among the industry because consumers deserve to have full confidence and trust in what they consume.

Our foundation is built on four principles:

Clean: pure, minimally processed ingredients

Honest: transparent labelling and authenticity checks

Scientific: backed by formulation expertise and stringent testing 

Fair Pricing: premium nutrition made accessible to all

The name, AS-IT-IS signifies precisely what we are. What is printed on the label is what you find inside the product. There's nothing to hide, nothing unnecessary. 

Over the years, our growth has been driven not by hype, but by trust. Athletes, fitness lovers, and casual users alike are connected with AS-IT-IS, a brand which chose to be sensible over loud. 

Today, AS-IT-IS Nutrition stands tall as India's leading clean label supplement brand with world-class sourced ingredients from all over the world, while maintaining honest prices and uncompromising quality.

But beyond products and goals, ours is a story that is much more. This is a mission to redefine trust in nutrition in India. Through every scoop, through every capsule, through every formula, we aim to share our strongest belief that nutrition has to be pure, easy to consume, dependable and accessible to all.

Redefining Nutrition, Building Trust AS-IT-IS