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The beginning: humble but firm

Mr. DK Singhal, with his rich bank of in-depth knowledge that he acquired over the two decades he spent working closely with the pharmaceutical industry, joined hands with Dr. Simmi Dutta ' a seasoned Research Scholar from Moolchand Hospital (one of the most prominent hospitals in India to be actively involved in Ayurvedic Research) ’and Dr. K. K Kaushal ’ a professional with a rich experience in Formulation of Ayurvedic Medicine and Wellness domain ’ to form a business venture in the year 1996.

'The first branded product to roll out from this venture ’ named as Medinn Belle ’ was Raahat: a highly effective laxative, developed after intensive research of over half a year. Raahat was well received in the market and this inspired and encouraged the Medinn Belle team to launch other brands in different product verticals, amongst which Endura is one of the most successful names. Endura is a well known brand which provides various food supplements and nutrition products that are ideal for all men, women, children & sports persons.

There was no looking back & the journey of launching successful brands continued.

The vision: focused and clear

When Medinn Belle was on the path of scripting a new success story, the concept of healthcare and wellness had yet to catch the attention of consumers in India. Consumers did not have much choice amongst Indian supplements. This was a huge need gap that was not being catered to.

Guided by the foresight that the concept of bodybuilding and fitness shall soon find several takers in the new emerging India and equipped with technical expertise, the first product in the bodybuilding and fitness segment, Endura, was launched. A formulation that blended the scientific edge with the goodness of ancient Indian herbal treasure trove, Endura offered the consumers something they had been missing so far - quality. The product proved its worth and repeat orders started flowing in.

The growth: ceaseless and inspiringMedinn Belle has not looked back after the successful launch of Endura. In fact, the company has grown in leaps and bounds thereafter to successfully launch further line extensions one after the other.

One of the earliest extensions of the brand was, Endura Mass, which was launched in the year 2001. It took the market by storm and within a span of just five years emerged as one of India's largest selling weight gainer. Endura Mass catalysed the company's growth and encouraged several new product launches in quick succession.

Today 'Endura' is not just a name of a product, but it is a brand, which represents a comprehensive range of quality health supplements that are at par with the international standards. From health supplement for the gym beginners to specialised products exclusively catering to the advanced levels of bodybuilding, Endura range has products for everyone.

Expanding its wings steadily, Medinn Belle found foothold in newer markets successfully. Today its products are not just available across the length and breadth of India, but recently the company has crossed the border, and is now expanding its presence in Nepal.