Abheet Singh Bagga has exited SuperYou to co-found ENRJI with entrepreneur and PFC Club founder Chirag Barjatya. The new consumer brand will focus on an energy candy format aimed at Indian consumers seeking convenient and affordable energy products.
ENRJI is developing products positioned around convenience, functionality and portability. The founders said the company aims to create a new consumer category around energy products for modern, on-the-go lifestyles. Before joining ENRJI, Mr Bagga served as Associate Director – Brand and Marketing at SuperYou. His responsibilities included brand development, integrated marketing, consumer growth, strategic partnerships and building the brand’s presence among digital and creator-led audiences.
Mr Bagga has worked across India’s consumer and digital ecosystem, with experience in building internet-first and community-driven brands. At ENRJI, he will work alongside Mr Barjatya on brand strategy, business growth, creator partnerships, community-led marketing and the company’s expansion in India.
Mr Barjatya is a fitness creator and entrepreneur and is the founder of PFC Club, a wellness platform covering coaching, diagnostics, telemedicine and health products. He has built a digital community around nutrition, fitness and consumer education. The two founders said their experience in consumer behaviour, digital communities and brand building will be central to ENRJI’s development as it enters the functional consumer products market.
“I’ve always believed the most exciting brands are built at the intersection of a sharp consumer insight and an ambition that feels slightly unreasonable. ENRJI is exactly that. After years of building brands for others, I wanted to build something of my own, from the product and the category to the culture around it. Chirag and I saw an opportunity to rethink how India consumes energy, and we decided to build it rather than wait for someone else to,” said Abheet Singh Bagga.
Commenting on the appointment, Chirag Barjatya said, “Abheet brings a strong understanding of modern brand-building and consumer growth. Beyond marketing, he has an instinct for culture, creators, and consumer behaviour that aligns perfectly with the kind of company we’re building.”
He added, “Building a company is ultimately about finding the right people to build it with. Abheet brings a rare combination of brand instinct, consumer understanding and an ability to turn ideas into businesses. We’ve both spent years studying what makes people adopt products and build habits around them, and we saw an opportunity to bring that thinking into a category that is still largely unexplored.”
ENRJI plans to focus on product development, brand building, creator partnerships and community engagement as it builds its presence in India’s functional consumer products segment. The company said its products will be developed around the needs of consumers looking for portable and accessible energy options. The founders also aim to build an energy category based on Indian consumer insights while developing the brand for wider markets. ENRJI is a consumer brand founded by Abheet Singh Bagga and Chirag Barjatya. The company is developing energy products in a new-format candy category, with a focus on convenience, functionality and affordability for on-the-go consumer
