Man Matters enters performance nutrition with Creatine+Electrolyte

MUMBAI: The starting gun has fired on Man Matters’ latest fitness play and this time, it’s chasing runners rather than routines. The men’s health and wellness brand has entered the performance nutrition category with the launch of Creatine+Electrolyte, a science-backed supplement designed to support endurance, hydration and recovery. The product made its debut at the TCS World 10K Bengaluru, one of India’s largest running events, as the company looks to tap into the country’s rapidly expanding community of runners and fitness enthusiasts.

Blending creatine monohydrate with essential electrolytes, the supplement is aimed at active consumers seeking better performance support before, during and after exercise. The launch signals Man Matters’ growing focus on sports nutrition as more Indians embrace structured fitness routines and endurance sports.

To strengthen its credibility within the running ecosystem, the brand partnered with Dr Kartik Karkera, winner of both the Tata Mumbai Marathon and Delhi Marathon, and India’s representative at the 2026 Asian Games. A qualified medical doctor as well as a professional athlete, Karkera highlighted the role of hydration, recovery and nutrition in sustaining long-term athletic performance.

The campaign also extended beyond the racecourse through collaborations with prominent running communities including Indiranagar Run Club, Stride Run Club and Bombay Run Club. The partnerships reflect a broader shift among wellness brands towards community-led engagement rather than traditional product-first marketing.

India’s running culture has witnessed a sharp rise in participation over recent years, with marathons, community runs and endurance events attracting thousands of new entrants. Brands are increasingly viewing these communities as fertile ground for building long-term consumer relationships.

Man Matters is also placing transparency at the centre of its pitch. The company said every batch of Creatine+Electrolyte undergoes NABL laboratory testing and screening for heavy metals, with reports made accessible to consumers.

For a brand that has built its reputation in men’s health solutions, the move marks a strategic expansion into performance-focused nutrition. And as more Indians lace up their running shoes and chase finish lines, Man Matters is hoping its latest offering becomes part of the journey, one stride at a time.