Protein-powered hydration for a new-energy India.

India battles the world’s highest rate of protein deficiency, yet most solutions feel medicinal or male-gym centric. Babson classmates Shivam Chawla and Chaitanya Tulysan wanted a fix that tasted like fun, not sacrifice. Supr Water is their answer: a grab-and-go protein drink that makes wellness as easy as cracking a cap.

Lazy Eight joined pre-name. We ran the full zero-to-one playbook—naming sprint, positioning, identity, pack grid, Shopify stack, growth model. The brief: bright, youthful, functional. Visuals burst with saturated gradients and crisp type, keeping the science badge visible but never preachy. Shelf packs pop against beige competitors; the site turns macros and BCAAs into swipe-friendly micro-stories.

Six months post-launch Supr Water cleared a ₹20 Cr run-rate (~USD $2M) and seeded nationwide retail. More than a drink, it flags a shift toward functional hydration in India’s wellness boom. For us it’s the textbook Lazy Eight build: first-time founders, consumer good with real impact, brand engineered to scale from day one.