Abheet Singh Bagga has exited SuperYou to co-found ENRJI alongside fitness creator and entrepreneur Chirag Barjatya, a move that puts a brand-side marketer in the founder seat of India’s emerging functional energy candy market.
What ENRJI is building
ENRJI is an energy candy brand focused on making energy more accessible, convenient and affordable for Indian consumers through a new product format. The startup is positioning itself against the growing demand for functional, on-the-go products that fit modern lifestyles, rather than traditional energy drinks or powders.
Chirag Barjatya is the founder of PFC Club, a wellness ecosystem spanning coaching, diagnostics, telemedicine and health products. His existing community gives ENRJI a built-in audience of fitness and nutrition-focused consumers.
Why a marketer-founder move matters
Abheet previously served as Associate Director – Brand and Marketing at SuperYou, where he worked on brand building, integrated marketing, consumer growth, strategic partnerships and cultural relevance. He has also been associated with internet-first and community-driven brands across India’s consumer and creator ecosystem.
That background is significant. Consumer startups increasingly win on go-to-market speed and community trust, not just product availability. A marketer who has already managed those levers can move faster in a crowded functional food landscape.
- Brand and cultural insight from Abheet’s marketing leadership roles
- Creator-led wellness distribution and credibility from PFC Club
- A differentiated energy candy format aimed at convenience and price sensitivity
- Community-led marketing as the primary growth engine
Abheet said the move was about acting on “a sharp consumer insight and an ambition that feels slightly unreasonable” rather than waiting for someone else to build the category. Chirag added that Abheet brings “an instinct for culture, creators, and consumer behaviour” that aligns with the company they are building.
The broader shift in India’s consumer market
The launch reflects a wider pattern in India’s startup ecosystem: operators, creators and digital-first brand builders are increasingly partnering to launch new consumer businesses and product categories. For marketing professionals, the useful framework is insight plus credibility plus distribution. The founding team pairs consumer insight with a ready wellness community and a portable product format.
What marketing leaders can watch is how ENRJI balances creator-led distribution with brand building. If the energy candy category expands beyond metro consumers, it could become a case study in using a creator-founder network to lower early customer acquisition costs and build habit-driven consumption.
Source: MediaNews4U
