M&A EXPEDITIONS PRIVATE LIMITED

In their own words

M&A EXPEDITIONS Pvt Ltd (Brand: TrueLyfe) India faces widespread protein deficiency due to traditional dietary habits and limited awareness about daily protein requirements. While protein supplements are available, many consumers perceive protein powders as harmful for regular consumption. Additionally, over 60% of Indians are lactose intolerant, often unknowingly, which leads to digestive issues and reduced dairy intake. TrueLyfe is a high-protein, lactose-free milk brand developed to address these challenges. Using advanced ultrafiltration technology, TrueLyfe increases the natural protein content of milk without adding protein powders or external additives, while preserving the taste, quality, and nutritional integrity of milk. TrueLyfe milk provides 2× the protein of regular whole cow milk, is lactose-free, and low in sugar, making it suitable for daily consumption across age groups. Unlike existing competitors who either focus on very high protein products for niche fitness audiences or offer protein milk that is not lactose-free, TrueLyfe delivers balanced, everyday nutrition for families, health-conscious individuals, and gym-goers. The brand targets consumers aged 5 to 60+ years in urban and semi-urban markets and follows a direct-to-consumer subscription model via its website, supported by trial plans for first-time users. The long-term vision is to build a functional dairy nutrition brand in India, expanding into high-protein value-added products such as flavoured beverages, yogurt, and other daily nutrition solutions.

Written by the company on its public Startup India profile. Not verified by us.