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The Story of AS-IT-IS Nutrition
To provide every Indian with clean, honest, science-backed nutrition — not just the privileged ones.
We Didn’t Start a Business — We Responded to a Need
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 believed consumers deserved better.
Our mission was straightforward yet impactful: to provide every Indian with clean, honest, science-backed nutrition — not just the privileged ones.
Built by People Who Care About Quality
Arvind Jain
A Gold Medalist in B.Pharma, with expertise in formulation science, manufacturing excellence and quality systems.
Himmath Jain
An MBA graduate, with deep experience in marketing, brand strategy and consumer insights.
Together we have over 40 years of combined experience across pharmaceuticals, nutraceuticals, R&D, and branding. But it is conviction, not only experience, that drives us — a belief that trust in nutrition must come first every time, never optional.
A Clear Philosophy
No unnecessary additives
Only what belongs inside — nothing added for the sake of it.
No false claims
What we market is exactly what the science and the label support.
No quality cut, at any cost
Quality is never compromised to save time or money.
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 still just a buzzword in the industry, because consumers deserve full confidence 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.
“AS-IT-IS” signifies precisely what we are — what is printed on the label is what you find inside.
Driven Not by Hype, but by Trust
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 that chose to be sensible over loud.
Today, AS-IT-IS Nutrition stands tall as India’s leading clean-label supplement brand, with world-class ingredients sourced from around the world, while maintaining honest prices and uncompromising quality.
Redefining Trust in Nutrition
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, every capsule and every formula, we share our strongest belief: nutrition must be pure, easy to consume, dependable and accessible to all.
Frequently Asked Questions
When was AS-IT-IS Nutrition founded?
AS-IT-IS Nutrition was founded in 2018 to give every Indian access to clean, honest, science-backed nutrition rather than relying on costly imports with inflated claims.
Who founded AS-IT-IS Nutrition?
AS-IT-IS Nutrition was founded by brothers Arvind Jain, a Gold Medalist in B.Pharma with expertise in formulation and quality systems, and Himmath Jain, an MBA with experience in marketing and brand strategy — together bringing over 40 years of combined experience.
What does the name “AS-IT-IS” mean?
The name signifies exactly what the brand is: what is printed on the label is what you find inside the product — nothing hidden, nothing unnecessary.
What makes AS-IT-IS Nutrition different?
The brand is built on four principles — Clean, Honest, Scientific and Fair Pricing — with no unnecessary additives, no false claims, transparent labelling, and authenticity checks via hologram and QR codes.
Where does AS-IT-IS source its ingredients?
AS-IT-IS uses world-class ingredients sourced from around the world, paired with honest pricing and uncompromising quality, and publishes batch-wise results on its Lab Test Reports page.