In a move that underscores the evolving relationship between athletes and the wellness industry, Indian cricketer Rinku Singh has taken an equity stake in the sports nutrition company BeastLife. Rather than settling for the usual endorsement route, Singh’s involvement signals a deeper belief in the future of Indian sports supplements.

Best known for his tenacity on the field and disciplined fitness regimen, Singh’s decision comes at a time when the demand for clean, effective nutrition is growing across India's athletic and recreational fitness circles. Speaking on his association, Rinku said, “BeastLife isn’t just about supplements. It’s about raising the bar. What really drew me in was the brand’s vision to make world-class sports nutrition accessible in India. That’s something I believe in deeply and am proud to support.”

Singh’s entry into the nutrition sector reflects a larger trend of Indian athletes leveraging their platforms to back products they personally rely on. His emphasis on “science and integrity” suggests a cautious optimism in an industry often muddied by unregulated claims and dubious formulations. For Singh, the collaboration is as much about awareness as it is about business — he aims to push for cleaner options in locker rooms and gym bags across the country.

From BeastLife’s perspective, the move could offer both credibility and visibility. Co-founder and fitness personality Gaurav Taneja framed the partnership as one rooted in shared values. “Rinku embodies everything BeastLife stands for — discipline, performance and authenticity. With him on board, we’re reinforcing our commitment to building something India’s fitness community can trust.”

Raj Gupta, co-founder and CEO, echoed the sentiment, emphasizing that Singh’s investment wasn’t merely transactional. “Rinku’s belief in BeastLife goes beyond just a partnership. He aligns with what we’re building and wants to help shape the future of fitness in India.”

As India’s fitness market expands — driven by a young, urban demographic and a growing awareness around health — Singh’s investment could nudge other athletes to reimagine their role beyond sport. For BeastLife, his presence is not just a celebrity boost; it’s a strategic bet that performance-first products, backed by familiar faces, can cut through a crowded supplement space.