Mumbai, July 15, 2025 — SOHFIT founder and renowned fitness coach Sohrab Khushrushahi has unveiled his latest venture, The Func. Lab, a wellness brand built on the principles of transparency, function-first nutrition, and science-backed formulations. With a mission to simplify health and supplement routines, The Func. Lab is redefining how Indians fuel their bodies—offering clean, effective products designed for real performance and everyday reliability.
Targeting ₹12–15 crore in revenue during its first year, The Func. Lab kicks off with a D2C-first strategy, backed by strategic retail and fitness partnerships. Its product lineup includes high-potency whey and plant proteins, as well as functional electrolytes, each crafted for optimal digestibility, purity, and purpose.
Products Designed to Perform
- Whey Isolate & Concentrate from 100% grass-fed cows delivering up to 89% protein per scoop—no skim milk, fillers, or creamers.
- Plant-Based Proteins (pea + rice) offering a complete amino acid profile and up to 86% protein density—ideal for gut-conscious users and vegans.
- Electrolyte Mixes with precise sodium, potassium, magnesium, and calcium levels—no sugars, additives, or artificial flavors.
All products are naturally sweetened (stevia & monk fruit), free from emulsifiers and gums, and built in ISO 22000, GMP, and FSSAI-certified facilities. Each formulation honors the principle of clean, purposeful fuel for the body—with added probiotics to support gut health.
“The Func. Lab is about creating nutrition that works as hard as the people who rely on it,” said Sohrab Khushrushahi, Co-founder. “We stripped away the fluff and focused on the essentials, based on years of training athletes and everyday warriors.”
Market Impact and Purpose
With India’s nutraceutical market growing rapidly—₹2,500+ crore for whey, ₹1,200+ crore for plant-based protein, and ₹800+ crore for hydration—The Func. Lab aims to claim a competitive 30–40% category share in the coming years. Fueled by the industry insights of co-founders Sahil Kukreja (former IPL cricketer and clean-label food entrepreneur) and Daneesh Davar (brand strategist focused on women’s wellness), the brand is poised to bridge gaps in performance nutrition.
“From locker room chats to factory floors, we’ve seen how nutrition is compromised. The Func. Lab is here to fix that,” said Kukreja.
Where to Find It
Available online via thefunclab.com, Amazon, and Flipkart, and stocked in select gyms and stores across Mumbai, Delhi, and Bengaluru starting July 2025. The brand will offer bundled deals and subscriptions, prioritizing affordability without sacrificing quality.
