From sixes to startups: Rinku Singh invests ₹1.9 crore in ₹120 Cr nutrition brand

BeastLife, a homegrown brand offering premium, science-backed supplements for athletes and fitness enthusiasts, is expected to gain momentum with Rinku Singh’s backing, particularly among young sports and fitness communities

Indian cricketer and Kolkata Knight Riders (KKR) star Rinku Singh has invested ₹1.9 crore in the emerging sports nutrition brand BeastLife. The startup, currently valued at ₹120 crore, is aiming to revolutionize India’s fitness and nutrition industry. Singh’s investment will be channelled into expanding the product range, strengthening research and development, and scaling distribution to reach a wider consumer base.

BeastLife is positioning itself as a homegrown brand focused on delivering premium, science-backed supplements tailored for athletes and fitness enthusiasts. With Singh’s backing, the company is expected to gain momentum, especially among young sports and fitness communities.

From cricket to nutrition entrepreneurship

Rinku Singh, known for his explosive performance during the 2023 IPL season—particularly his memorable five consecutive sixes against Gujarat Titans—has become one of the most exciting names in Indian cricket. Since making his international debut the same year, the left-handed batter has maintained an impressive T20I average of 42 across 33 matches, with 546 runs at a striking rate of 161.06.

Speaking about the investment, Singh said his association with BeastLife goes beyond financial interest. “BeastLife stands for something bigger than just supplements. It’s about creating the finest products with top-quality ingredients, backed by science and integrity,” he stated. “Their mission to make world-class sports nutrition accessible in India really resonated with me.”

As fitness trends continue to grow across the country, Singh’s involvement with BeastLife could help bridge the gap between professional sports nutrition and the everyday Indian consumer.