New Delhi, November 12th, 2026: AS-IT-IS Nutrition is a science-backed sports nutrition and wellness brand focused on making transparent, quality nutrition accessible to consumers. Recently, Cult Neo has selected AS-IT-IS Nutrition as its Nutrition Partner across pan-India fitness centres, bringing a performance-focused nutrition brand into the training environment of its fitness community. The association, which will run from November 2026 to February 2028, marks a significant step in AS-IT-IS Nutrition’s growing presence within India’s fitness ecosystem.
Built for athletes and performance-focused consumers, ATOM by AS-IT-IS Nutrition combines scientifically formulated, clinically dosed products with transparent labels and performance-focused ingredients. Its range addresses different aspects of training, including strength, endurance and recovery, with options ranging from whey to plant-based proteins such as soy and pea protein. ATOM by AS-IT-IS has a longstanding reputation for delivering high-quality, protein-rich supplements that meet the evolving needs of athletes and fitness enthusiasts. The brand’s emphasis on precision, consistency, and measurable results reflects its approach to nutrition as an integral part of performance, rather than simply an addition to it.
That focus is supported by AS-IT-IS Nutrition’ wider emphasis on quality and transparency. The brand was among the first nutrition brands in India to publish product lab reports online and has built additional measures around product authenticity and validation, including QR-code authentication and independent validation from Labdoor, Trustified and Unbox Health.
Himmath Jain, Founder, AS-IT-IS Nutrition, said, “For athletes and serious fitness enthusiasts, nutrition has to be approached with the same discipline as training. ATOM was created around that understanding, with a focus on precision, transparency and formulations designed for specific performance needs. Our association with Cult Neo brings this approach into a wider fitness environment and allows us to be part of the everyday training journeys of people who are serious about their goals. For Cult Neo, selecting ATOM brings a specialised performance nutrition proposition into its network of fitness centres. The association reflects the relevance of ATOM’s focus on precision-led nutrition, transparent formulations and products designed around different performance requirements that have been empowering 5M+ households to fulfil their protein requirements.”
Mujtabha Magarey, COO, Fitness Services, Cult.fit, said, “We are seeing a clear shift in the way people approach fitness today. It is becoming less about following a standard routine and more about understanding what works for an individual’s goals, lifestyle and training. As more people make fitness a regular part of their lives, they are also becoming more thoughtful about the choices they make around it. This is where partnerships with specialised brands can add real value by bringing relevant expertise and solutions closer to people. With ATOM coming on board as our Nutrition Partner across all cult Neo fitness centres, we see an opportunity to support our community with a more focused approach to the different needs that come with training, recovery and performance.”
The partnership will run through December 2027, with AS-IT-IS Nutrition’s presence across Cult Neo centres creating greater opportunities for engagement with trainers, fitness enthusiasts and members. For ATOM, the association represents a move beyond communicating its performance proposition to establishing its relevance within real-world fitness environments.
About the AS-IT-IS Nutrition
AS-IT-IS Nutrition is one of India’s leading sports nutrition and wellness companies, offering clean, science-backed supplements designed for everyday health, fitness and athletic performance. With a focus on purity, transparent labelling and in-house manufacturing, the company delivers high-quality nutrition through its performance-focused brand ATOM and its new single-ingredient nutrition brand ONE, the company serves both serious athletes and everyday consumers seeking clean, transparent nutrition, making trusted supplements accessible to a wide range of consumers.
