MyFitness peanut butter grew from a regional manufacturing venture into a dominant name in India's health food sector. While fitness influencer Sahil Khan became heavily associated with the brand’s public image and promotion, the actual ownership journey involves strategic founders, venture backing, and a major corporate acquisition. Understanding who owns MyFitness requires looking past social media spotlights to trace its corporate evolution from Silvassa to global markets.
Mohammad Patel and Rahil Virani founded MyFitness (operated under parent entity Tanvi Fitness Pvt Ltd) in Silvassa. Leveraging their family background in peanut export supply chains, the co-founders identified a major gap in the Indian domestic market. Most high-grade peanut butter manufactured in India was exported overseas, leaving local consumers with limited access to premium, low-oil-separation nut butters. By utilizing an established industrial export network, the founders built a direct-to-consumer model focused on fitness enthusiasts.
As the brand scaled, it required external capital to expand production and distribution. In July 2021, MyFitness secured roughly $1 million in a seed funding round led by 9Unicorns, alongside prominent angel investors including the co-founders of Beardo and Dr. Vaidya's. This injection of capital fueled inventory scaling, digital marketing campaigns, and aggressive influencer partnerships.
The definitive turning point in the brand's ownership structure occurred in September 2022. D2C tech-led house of brands Mensa Brands acquired a majority stake in MyFitness. Through this acquisition, Mensa Brands took over scaling operations, global distribution, and multi-channel expansion, while founders Mohammad Patel and Rahil Virani stayed on to run day-to-day operations. Today, MyFitness operates as part of Mensa Brands (now known as BRND.ME), maintaining its position as a leading health food player while pushing into international territories like the UAE.
Sahil Khan's Role and the Ownership Confusion
Much of the public confusion surrounding MyFitness ownership stems from fitness icon Sahil Khan. Khan played a massive role in building the brand’s visibility through heavy social media marketing, video content, and public appearances. Because he often spoke about the product with high ownership and served as a central face of the company, many consumers mistakenly assumed he was the primary founder or owner.
In corporate registries and startup filings, Sahil Khan operates as a key promoter, partner, and influential celebrity face rather than the equity owner or corporate founder. Mohammad Patel holds the position of Chief Executive Officer, while Rahil Virani directs marketing and business development. Khan's involvement represents a masterclass in modern influencer equity and high-impact brand promotion, where a celebrity partner accelerates consumer trust faster than traditional advertising.
The Manufacturing and Supply Chain Foundation
A critical element that set MyFitness apart from standard white-label supplement brands was its vertical integration. Operating out of Silvassa, the company leveraged sister concerns linked to bulk peanut export houses. This relationship solved the industry-wide problem of oil separation in natural peanut butters.
Most natural peanut butters require vigorous stirring because oil separates and floats to the top. MyFitness utilized specialized milling technology to claim up to ninety-five percent less oil separation without relying on artificial hydrogenated oils. Controlling the manufacturing process at the source allowed the brand to maintain tight quality control over raw peanut sourcing, roasting, and texturizing, which later made it an attractive acquisition target for house-of-brands aggregators like Mensa.
Growth Metrics and Market Expansion
Under Mensa Brands' portfolio management, MyFitness scaled rapidly across e-commerce giants like Amazon and Flipkart, alongside quick-commerce platforms. The brand diversified its catalog beyond original peanut butter to include chocolate variants, high-protein formulations, and targeted fitness supplements.
- Seed Funding: Raised approximately $1 million in 2021 to fund digital infrastructure.
- Acquisition: Acquired by Mensa Brands in September 2022 to drive global distribution.
- Revenue Growth: Scaled past domestic milestones, reporting significant financial growth and profitability.
- Global Footprint: Expanded operations into international markets, including the Middle East.
For more details on how tech-led aggregators scale direct-to-consumer companies, read this overview of Mensa Brands. To explore the official product catalog and variants, visit the MyFitness Official Website.
Frequently Asked Questions
Who originally founded MyFitness?
MyFitness was founded by Mohammad Patel and Rahil Virani in Silvassa. They built the brand to bridge the gap between export-quality peanut butter and the Indian domestic market.
Does Sahil Khan own MyFitness?
No. Sahil Khan is a prominent fitness influencer, promoter, and key face of the brand, but he is not the legal owner or founder. The company was founded by Patel and Virani and is currently owned by Mensa Brands.
Who owns MyFitness now?
Mensa Brands acquired a controlling stake in MyFitness in September 2022. The brand functions under their digital-first house of brands portfolio, while the original founders continue managing operations.
Where is MyFitness manufactured?
The brand's primary operations and manufacturing roots are anchored in Silvassa, utilizing advanced food processing infrastructure designed to minimize oil separation naturally.
