Srinagar, Oct 25: As gym culture and fitness awareness continue to grow in Kashmir, sports supplements have become an increasingly familiar part of the fitness industry, with protein powders, creatine and mass gainers finding a market among people seeking muscle growth, improved performance and better physical conditioning.
For Mueid Javid Moharkan, a Srinagar-based sports supplements entrepreneur who has spent nearly a decade in the business, the changing landscape reflects both the growing demand for sports nutrition products and the need to educate consumers about what they buy and how they use them.
From understanding product quality and choosing the right supplement to navigating price differences and exaggerated claims, Mueid believes informed choices are essential in a market where consumers are increasingly looking for quicker and more visible fitness results.
“The effort is to make people understand what is authentic, what is not, and why product quality matters,” he said, describing consumer awareness as an important part of his business.
Mueid said the supplements market in Kashmir had evolved considerably over the years, with demand extending beyond Srinagar to other towns and smaller areas. However, he believes that access to reliable information and awareness about sports nutrition remain uneven.
While some consumers are willing to invest in established brands, others prioritise affordability, sometimes without fully understanding the differences between products, their ingredients or their intended use.
According to Mueid, price has become an important factor influencing purchasing decisions. He said consumers often seek products that promise substantial muscle growth or rapid weight gain at relatively low costs, making it important for buyers to examine product labels, ingredients and claims before making a purchase.
He also cautioned against exaggerated promises associated with mass gainers and other bodybuilding products, saying consumers should understand that changes in body weight and muscle mass depend on several factors, including diet, training, recovery and individual physiology.
Challenge of Informed Choices
Mueid said consumers in Srinagar, and other main towns in districts had become comparatively more conscious of product quality and brand reputation, while awareness could be more limited in smaller markets and peripheral areas.
He believes that improving consumer understanding should be a priority for businesses, fitness trainers and the authorities concerned.
For gym-goers, choosing a supplement can be confusing, particularly with the wide variety of protein powders, creatine products, pre-workout formulations, amino acid supplements and mass gainers available in the market. Each serves a different purpose, and not every product is necessary for every individual.
Mueid said buyers should avoid making decisions solely on the basis of price or recommendations and should instead seek reliable information about ingredients, product authenticity and suitability for their fitness goals.
The influence of social media has added another dimension to supplement consumption, with fitness influencers and online promotions often highlighting dramatic transformations and promising quick results. Such marketing can create unrealistic expectations among beginners who may not fully understand the role of nutrition and training in achieving long-term progress.
Sports nutrition experts generally emphasise that supplements are intended to complement a balanced diet rather than replace it. Individual requirements depend on dietary intake, activity levels, training objectives and health considerations.
Growing Industry With Greater Responsibility
As fitness culture expands, the sports nutrition industry faces the challenge of meeting rising demand while ensuring that consumers have access to reliable information.
For beginners, the choice of a supplement should ideally follow an assessment of dietary needs rather than an assumption that muscle growth or improved performance depends on purchasing specialised products. Many people can meet their protein requirements through ordinary foods, while supplements may offer convenience in specific circumstances.
Consumers can make more informed decisions by checking product labels, manufacturer details, applicable licensing information, batch numbers and expiry dates, purchasing from traceable sellers and avoiding products promising extraordinary results within unrealistically short periods.
For competitive athletes, verifying independent, batch-specific testing for prohibited substances is also important because contamination can pose a risk under anti-doping rules.
For Mueid, the future of Kashmir’s supplements business will depend not only on market growth but also on consumer trust and a better understanding of sports nutrition.
As more people enter gyms and explore ways to improve their fitness, he believes that awareness about product quality, responsible use and realistic expectations must grow alongside the industry itself.
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