Clear Supps is a sports nutrition brand built around the idea that consumers should know what is in the products they use every day. As more Indian buyers compare labels, question dosages and look beyond marketing claims, transparency is becoming one of the most talked-about topics in the supplement industry. In this interview with Ahmedabad Mirror, Vishnu Menon, Co-Founder & CEO of Clear Supps, explains why ingredient transparency matters so much in sports nutrition. He also shares how the brand chooses its ingredients and decides on dosages, and how it approaches the formulation of products such as protein, creatine and pre-workouts. Menon talks about how Clear Supps is responding to the growing demand for transparent, scientifically backed nutrition products in India. He also gives his view on how the country’s sports nutrition industry is likely to change and where Clear Supps sees itself in that evolution. Read on to understand how Clear Supps is approaching informed supplement choices, product quality and consumer trust in India.
1. Why is ingredient transparency particularly important in the sports nutrition category?
Because people are putting these products directly into their bodies, often daily, and they deserve to know exactly what they’re consuming and why. When we created Clear Supps, we started with the user – thinking about what people actually needed, how a product would fit into their lives, and what would make them trust it enough to keep using it. Transparency isn’t a bonus feature in that thinking; it’s foundational. A formula developed for its intended purpose, with claims tied to the actual product rather than vague promises, is what lets someone make an informed choice instead of a hopeful guess. In a category that has often relied on impressive-sounding labels rather than clear evidence, being upfront about ingredients and dosing is simply what earns and keeps trust.
2. What goes into selecting the ingredients and determining the dosages used in Clear Supps products?
Every decision starts with the intended purpose of the product and works backward from there. Take Whey Too Good, our protein – it’s built around 26 grams of protein and 18 grams of naturally occurring EAAs and BCAAs per serving, with DigeZyme® included to support digestion, because the goal was a genuinely useful daily protein, not just an impressive number on the tub. Scarface, our pre-workout, is formulated with 6 grams of L-citrulline, 3 grams of creatine, and 4 grams of beta-alanine across six official matrices, aimed at people who want a substantial formula for demanding training. We don’t add an ingredient because it looks good on a label – it has to earn its place based on what the product is actually meant to do for the person using it.
3. How does Clear Supps approach the formulation of products such as protein, creatine and pre-workouts?
Each product keeps its own character, but they all share the same underlying standards: efficacy, purity, taste and the complete experience. Our creatine monohydrate, for instance, is a simple 3-gram micronized dose with DigeZyme® in an unflavoured format – built for people who want something they can use consistently as part of a daily routine, without overcomplicating it. Whey Too Good takes a different approach, leaning into real flavour inclusions like cookie crumbs and strawberry chunks because taste is treated as part of development, not an afterthought layered on at the end. Formulation depth matters, but so does whether someone actually enjoys using the product – that combination is what we’re solving for across every category we work in.
4. How is Clear Supps addressing the growing demand from Indian consumers for transparent and scientifically backed nutrition products?
We think the shift in what Indian consumers expect is a genuinely positive one, and we built the brand to meet it rather than react to it. That means being clear about ingredients and testing, and being honest about what a product is intended to do rather than overstating outcomes. We’re careful, for example, not to turn an intended benefit into a universal guarantee – a supplement can support a goal, but it isn’t a substitute for training, consistency, or realistic expectations. As more consumers start comparing formulations and asking sharper questions, we see that as validation of the standard we set out with from day one, not a new pressure we’re adjusting to.
5. What changes do you expect to see in India’s sports nutrition industry, and where does Clear Supps see itself in this evolution?
I expect consumers to keep getting more informed, and I think that’s healthy for the entire category – it raises the bar for everyone, not just for brands that are already being careful about what they claim. I’d like to see the industry move further away from vague, impressive-sounding positioning and further toward products that are honest about what they’re formulated to do. For Clear Supps, the goal is to keep building products across categories – from workout fuel to daily protein to recovery-focused nutrition – each with its own personality, but all judged by the same standards of efficacy, purity, taste, and experience we started with. We want to be a brand people trust because we’ve consistently earned it, not because we’ve claimed it.
