Tony Datti founder of Flex Protein

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Tony Datti


Tony Datti

He lived in the UK for nearly a decade. On his return to India, he realized that there was a huge gap in the Sports & Fitness Nutrition products market, with the most affordable brands containing a lot of impure and artificial ingredients.

Flex Protein was born to bridge exactly this gap where Tony’s vision of creating a perfect balance between Nutrition and Pricing came into being. A lot of research goes into the creation of every product and only the purest of ingredients are sourced out from various corners of the world. The brand’s long-term goal is to create a dynamic range of ultra-premium Sports & Fitness Nutrition products that will be affordable even by the common man.

Tell us about your startup Flex Protein and who is it aimed at?

Flex Protein was born from our search for natural and premium quality protein products. Our products are backed by a lot of research and contain pure and natural protein sources. We are in the process of transforming the way protein is looked at as merely a bodybuilding supplement. However, it should be incorporated into every individual’s dietary needs for living a healthier and better quality life. 

What is unique about your product as compared to others and why should one choose your product?

Flex Protein’s motto is simple – to provide every consumer with ULTRA CLEAN NUTRITION. Our vision is to provide clean and premium quality protein-rich products at affordable pricing. So, whether you are a new entrant into the world of Fitness or someone who believes in quality nutrition, choose Flex Protein, as we believe in providing you with Ultra Clean Nutrition.

What is the difference between animal protein and plant-based protein?

Animal-based protein is predominantly whey protein, egg protein, milk protein, etc which are by-products of milk/ eggs. For example, for making whey protein, companies use a ceramic filtration process of discarded water from cheese and extract the protein from it. However, if you compare plant-based proteins, they are not by-products. The raw material is the product. Beans, Chickpeas, Soya Beans are processed to extract the protein from them. They are hypoallergenic; do not cause any digestive issues and least side effects.

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Since the pandemic, everyone was keen on improving their immunity. How does flex protein provide nutrition to an individual who is suffering from autoimmune diseases? During the pandemic, we came up with two new products. One is a 5 seed and 5 herbs peanut butter which has been infused with organic Indian Super Herbs like Ashwagandha, Tulasi, Black Pepper, Turmeric and Dry Ginger. These herbs have been used for centuries in Ayurveda and it would help keep you healthy subjected that you also do some kind of physical activity regularly. Since you are into e-commerce and retail, what are the challenges that you faced in both segments? It’s like hitting same balls with different bats. Both are completely different fields. E-commerce is easy to launch your product, but there is so much competition and you need to spend a lot on adverts and SEO. If you do not spend, forget about getting any sales and you would not be visible on the listing pages. However, compared with Retail, it’s a waiting game. Just to get into a large retailer for free you would have to wait maybe a year or so and shell out a lot of margins. But if you have loads of money, it’s easy to get in. So both e-commerce and retail have their Pros and Cons and you need to constantly improve your product and there is no stopping.