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In a major development, <keyword id="351012" type="PERSON" weightage="80" keywordseo="Anil-Ambani-owned">Anil Ambani-owned</keyword> <keyword id="46907" type="CITY" weightage="80" keywordseo="Reliance-communications">Reliance Communications</keyword> is planning to takeover <keyword id="6368074" type="COMPANY" weightage="80" keywordseo="Sistema">Sistema</keyword> Shyam Teleservices (SSTL) in an all-stock deal reportedly which could give the Russian-owned telco's shareholders less stake in the merged entity. 
 
However, Reliance Communications and SSTL, majority owned by Russia's Sistema JSFC, do not want to comment on the possible takeover. 
 
"Due diligence is currently on, and there is an effort to tie up details in the next two to three months," a person directly involved in the talks told the Economic Times. 
 
"The second phase of the deal, if it happens, may see Sistema (JSFC) infuse more funds to raise its stake in the new entity, which can be used for capex or pare debt," he said. 
 However, another person familiar with the developments said there's no certainty about the deal. "Talks are going on. The top leadership of both the companies have met, but there are a lot of variables at play," he said, adding "any deal will need legal clearances, in addition to a nod from the DoT (<keyword id="116246" type="ORGANIZATION" weightage="80" keywordseo="Department-of-Telecommunications">Department of Telecommunications</keyword>)." 
 
According to Sistema, the company had held talks with other telecom operators in India, including Reliance Communications, for business expansion. 
 Sistema JSFC holds nearly 57 % in Sistema Shyam, which offers telecom services under the <keyword id="510271" type="UNKNOWN" weightage="80" keywordseo="MTS-brand">MTS brand</keyword> using <keyword id="218695" type="TECHNOLOGY" weightage="80" keywordseo="CDMA-technology">CDMA technology</keyword> in nine of India's 22 service areas to nearly nine million subscribers. Other shareholders include the Russian government with over 17 % and <keyword id="124887" type="CITY" weightage="60" keywordseo="Shyam-Group">Shyam Group</keyword>, the Indian promoters of SSTL, holding 24 %. Minority shareholders own the rest. 
 
Sistema entered India in 2007. In 2008, the joint venture was awarded licences and spectrum to offer telecom services in all of India's 22 circles using CDMA technology. Sistema gradually raised its stake in the joint venture. 
 
(Image: Indiatimes)

Reliance Communications is eyeing Sistema Shyam Teleservices

<keyword id="142169" type="ORGANIZATION" weightage="100" keywordseo="VAS">VAS</keyword> or Value added services have faced a deep slump in the market with the emergence of Over-The-Top (OTT) services. Operators do accept that the entire structure of VAS has been turned upside down because of this. “MVAS or Mobile Value Added Services are dead... There was a time when people bought cricket scores. Now it is easily available online. Why would anyone buy it?” said <keyword id="372268" type="PERSON" weightage="100" keywordseo="Rahul-Joshi">Rahul Joshi</keyword>, National VAS, Enterprise Head, <keyword id="71055" type="ORGANIZATION" weightage="100" keywordseo="MTS">MTS</keyword> India at the 16th VAS Asia, International Conference and Exhibition. 

	So what is the next big thing in VAS which the big shots of IT and Telecom industry are betting on? Hear it from the experts themselves.
 

	MTS
 

	Mobile innovation is the next big thing.
 

	“Growth will come from data coupled with apps,” said Rahul.
 

	AIRCEL
 

	Aircel is betting on Geo-Location as it is a big challenge for VAS where OTT has beaten them almost.
 

	“When it would be easy enough for customers to find out what he wants. And, how closely can we find out what the customers want? When we achieve these two, we would feel we are at home,” said Reena Rathi, Business Head, VAS, Aircel Limited.
 <keyword id="2942865" type="UNKNOWN" weightage="100" keywordseo="MoMagic">MoMagic</keyword> 

	MoMagic is focusing on consolidation of VAS services.
 “From user’s point of view, they don’t want to go to multiple places for different purposes. Consolidation has to happen. For example, through a messenger, one must be able to chat, book a flight, see videos, book a restaurant and so on; more of an API-driven service,” said <keyword id="168741" type="PERSON" weightage="100" keywordseo="Arun-Gupta">Arun Gupta</keyword>, CEO and founder of MoMagic. 

	MICROMAX
 

	Payment is the next big thing. 
 “How easily can one pay? We have repeatedly failed with VAS retail cards,” said <keyword id="23353" type="PERSON" weightage="100" keywordseo="manoj-kumar">Manoj Kumar</keyword> Gupta, Head-VAS, Micromax 

	The next best thing is advertising.
 

	“If we could get the brands to sponsor the experiences for the customers, like through a sponsored view or a sponsored click, VAS would benefit largely,” he added.

	 
	(Image credits: bharatexhibitions)

What is the next big thing in VAS: Hear it from the industry
experts

<ul><li>The <keyword id="22750943" type="General" weightage="20" keywordseo="Dell-Latitude-9450" source="keywords">Dell Latitude 9450</keyword> is the company’s latest 2-in-1 <keyword id="21557905" type="General" weightage="20" keywordseo="business-laptop" source="keywords">business laptop</keyword> in its Latitude lineup.</li><li>The laptop comes with a sleek design and powerful hardware.</li><li>Here’s our review of the Dell Latitude 9450 that will help you decide whether you should buy the laptop.</li></ul> Dell has recently launched the Latitude 9450, the company’s premium 2-in-1 offering in India, aimed at professionals and business users. The company’s latest, aimed at C-suite executives is the successor of the Latitude 9440 2-in-1 launched last year. The Latitude 9450 2-in-1 is a minimalistic laptop with a sleek design, giving it a premium look. While it may look like a regular laptop, it is packed with the latest hardware, including the new Meteor Lake chipset from Intel. I’ve been using the Latitude 9450 2-in-1 laptop with the <keyword id="22750944" type="General" weightage="20" keywordseo="Intel-Core-Ultra-7-165U" source="keywords">Intel Core Ultra 7 165U</keyword> processor for a few days now, and here is my detailed review of the latest business laptop from Dell. <h2>Dell Latitude 9450 price and availability</h2>The Dell Latitude 9450 starts at ₹2,60,150 for the base variant and goes up to ₹3,06,800 for the top-end variant. You can further customise it and add features such as 5G connectivity by paying more. The laptop is available from the Dell Online Store and the company’s authorised retailers across the country. <h3>In the box</h3><ul><li><keyword id="22110016" type="General" weightage="20" keywordseo="Dell-Latitude-9450-2-in-1" source="Orion">Dell Latitude 9450 2-in-1</keyword> laptop</li><li>Power adapter</li><li>USB Type-C cable</li><li>Documentation</li></ul><h3>Accessories</h3><ul><li>Stylus</li><li>Premier Rechargeable Wireless Mouse</li><li>7-in-1 Multiport Adapter</li><li>Dell Pro Wireless ANC Headset WL5024</li></ul><h2>Dell Latitude 9450 specifications</h2> <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#000000;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Particulars </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#000000;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Specifications </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Display </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">14-inch Quad HD+ IPS </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Refresh rate </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">60Hz </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Processor </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Intel Core Ultra 7 165U </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">GPU </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Intel Graphics </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Memory </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">16GB LPDDR5X 7467 MT/s </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Storage </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">1TB PCIe Gen 4 NVMe </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Connectivity </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 x Thunderbolt 4 Type-C ports, 1 x audio port </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Audio </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Quad speakers </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Battery </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;background-color:#d9d9d9;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">60 Wh </td></tr><tr><td style="border-left:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">Weight </td><td style="border-right:solid #000000 0.5008695000000001pt;border-bottom:solid #000000 0.5008695000000001pt;border-top:solid #000000 0.5008695000000001pt;vertical-align:bottom;padding:0pt 5pt 0pt 5pt;overflow:hidden;overflow-wrap:break-word;">1.53 kg </td></tr></tbody></table> <h2>Dell Latitude 9450 pros and cons</h2>Pros <ul><li>Premium design</li><li>Privacy features</li></ul>Cons <ul><li>Price </li></ul><h2>Dell Latitude 9450 design</h2>Starting with the design, the Dell Latitude 9450 2-in-1 laptop features a minimalistic design, featuring a metal clam-shell design. It is made using CNC-milled aluminium and diamond-cut edges, giving it a solid build. If you have seen the Latitude 9440 2-in-1, you will realise that the Latitude 9450 2-in-1 comes with minimal changes over its predecessor. <div type="image" title="Rear design" msid="112447877" hostid="261" sizebytes="24714" caption="&amp;lt;p&amp;gt;The Dell Latitude 9450&amp;#39;s rear design&amp;lt;/p&amp;gt;"></div> The laptop features a minimalistic Graphite coloured aluminium lid with a matte finish that prevents fingerprint smudges. It comes with the Dell logo at the back, with the rest of the back being empty. It offers an elegant yet utilitarian look, which is probably what the laptop’s target audience is looking for. <div type="image" title="Hinge" msid="112447884" hostid="261" sizebytes="40532" caption="&amp;lt;p&amp;gt;Dell Latitude 9450 hinge&amp;lt;/p&amp;gt;"></div> The Latitude 9450 2-in-1 features a compact design but weighs 1.5 kg. The laptop comes with a 2-in-1 form factor, meaning it can also be used as a tablet. It features a sturdy hinge that allows you to comfortably convert it from a laptop to a tablet and vice versa, without worrying too much. The company says that this is the most compact business laptop in the market and it’s true. The weight is slightly on the higher side but that has been done to make it durable and sturdy. The metal edges and soft-touch matte finish give it a premium look and it feels good when you hold it. One of my gripes about a lot of laptops is that they are difficult to open with on hand. Opening the Dell Latitude 9450 may be an issue sometimes as you may not find anything on the lid to hold onto. Unlike Apple’s MacBook which can be opened easily with a single hand, I often had to use both hands to open the laptop. Once you open the laptop, you appreciate the design even more. The keyboard offers a smooth and velvety feel. The palm rest is also very soft and feels very comfortable to use. The edges however are a little sharp and you might feel it if you rest your hand on it for too long. <div type="image" title="Keyboard" msid="112447921" hostid="261" sizebytes="80342" caption="&amp;lt;p&amp;gt;Dell Latitude 9450 keyboard&amp;lt;/p&amp;gt;"></div> The keyboard is backlit and feels good to type on. As someone who has to type a lot, I had no issues while typing on the laptop. The laptop’s keyboard now features a key for Microsoft Co-Pilot, which replaces the Ctrl key. <div type="image" title="Trackpad" msid="112447928" hostid="261" sizebytes="28724" caption="&amp;lt;p&amp;gt;Dell Latitude 9450 trackpad&amp;lt;/p&amp;gt;"></div> The laptop comes with a large trackpad, which the company has dubbed Haptic Collaboration Touchpad. It is smooth and feels good to use. While using work-related apps like Zoom or Microsoft Teams, the trackpad lights up with shortcuts for functions that you may need regularly. <div type="image" title="Mouse" msid="112447932" hostid="261" sizebytes="23184" caption="&amp;lt;p&amp;gt;Premier Rechargeable MS7421W Wireless Mouse&amp;lt;/p&amp;gt;"></div> One of the accessories that the company offers for the laptop is the Premier Rechargeable MS7421W Wireless Mouse, which comes with three connectivity options. The mouse is compact in size but due to its high arch, I found it to be uncomfortable while using it for extended durations. <div type="image" title="Right ports" msid="112448035" hostid="261" sizebytes="9844" caption="&amp;lt;p&amp;gt;Ports on the right side&amp;lt;/p&amp;gt;"></div> In terms of ports, Dell has kept the ports to a minimum. It offers three Thunderbolt 4 Type-C ports with PowerDelivery and DisplayPort compatability. Apart from this, all you get is a headphone jack. <div type="image" title="Ports" msid="112447939" hostid="261" sizebytes="36382" caption="&amp;lt;p&amp;gt;Dell Multiport adapter&amp;lt;/p&amp;gt;"></div> Here’s where the Dell Multiport adapter comes in. It features a built-in retractable USB Type-C cable. It comes with a total of seven connectivity options – <ul><li>DisplayPort</li><li>2 x USB-A 3.2 Gen 2 USB Type A</li><li>USB-C 3.2 Gen 2</li><li>HDMI</li><li>VGA</li><li>DisplayPort</li><li>RJ-45</li></ul>It is a handy tool that offers a lot of connectivity options but will set you back by an additional ₹9,999. <div type="image" title="Rear vents" msid="112448049" hostid="261" sizebytes="61440" caption="&amp;lt;p&amp;gt;Vents at the back&amp;lt;/p&amp;gt;"></div> Dell has offered a large vent at the bottom to manage the heat. It also comes with Latitude 9450 branding at the bottom. <h2>Display</h2>Coming to the display, the Dell Latitude 9450 is equipped with a 14-inch Quad HD+ IPS display with a resolution of 2560 x 1600 pixels and a 60Hz refresh rate. The display comes with a 16:10 aspect ratio and features thin bezels. <div type="image" title="Display" msid="112447954" hostid="261" sizebytes="35562" caption="&amp;lt;p&amp;gt;Dell Latitude 9450 display&amp;lt;/p&amp;gt;"></div> The display offers a 500 nits brightness, which is quite good for a laptop and allows you to use it even when under the sun. As it is a 2-in-1 laptop, it comes with a touch screen that is very responsive. It features an anti-smudge coating so you don’t have to worry about fingerprint smudges. While you can easily navigate the touchscreen with your fingers, Dell also offers a stylus to help you make the best out of the touchscreen. While an OLED panel would have offered improved contrast and better blacks, the IPS panel on the Latitude 9450 performs well. The biggest issue with the display is that the refresh rate is limited to 60Hz. <h2>Performance</h2>The Dell Latitude 9450 is available in various configurations. I tested the variant with the Intel Core Ultra 7 165U chipset. The chipset offers which offers two performance cores and eight efficiency cores. The Intel Core Ultra is a new Meteor Lake chipset from the company and comes with Intel Arc graphics. The laptop is equipped with up to 16GB LPPDR5X RAM and 1TB PCIe Gen 4 NVMe. The new chipset from Intel is equipped with a dedicated neural processor unit that is aimed at performing AI tasks with ease. The laptop can handle machine learning and AI workloads without breaking a sweat. As the device is packed with powerful hardware, I had no issues with performance. The laptop easily handles everything that you throw at it without any issues and multi-tasking is a breeze. You can easily multitask on the device with several applications running. <div type="image" title="Privacy features" msid="112448008" hostid="261" sizebytes="33844" caption="&amp;lt;p&amp;gt;Some of the privacy features offered with the Dell Latitude 9450&amp;lt;/p&amp;gt;"></div> The device comes with several privacy-oriented features, including a built-in privacy shutter for the camera. Other privacy features offered as part of the Presence Detection feature in the Dell Optimizer include Onlooker Detection, which prevents others from looking at your display, which is extremely useful for those who might have to access confidential information while on the go. In addition to this, it also comes with a feature that automatically locks and unlocks your device when you come near it or step away. For calls, the laptop comes with stereo speakers and sports dual-array microphones. Keeping privacy and proper audio quality in mind, the company has also offered the Dell Pro Wireless WL5024 ANC Headset with the laptop. <div type="image" title="Headphones" msid="112448018" hostid="261" sizebytes="96564" caption="&amp;lt;p&amp;gt;Dell Pro Wireless WL5024 headphones&amp;lt;/p&amp;gt;"></div> The WL5024 is a lightweight Bluetooth headphone that comes with a retractable microphone. It offers noise cancellation support and is comfortable to use even for extended periods. The laptop is equipped with a 3-cell 60 Wh battery which offers around seven hours of usage on a single charge, which is good for a compact device like the Latitude 9450. <h2>Verdict</h2>The Dell Latitude 9450 2-in-1 is a feature-packed laptop that is aimed at executives looking for a powerful laptop with a compact form factor. The laptop offers a premium design, powerful hardware, and a comfortable experience and comes with various accessories aimed at making your life easier. If you are someone who is looking for a premium laptop for multi-tasking and does not mind paying a premium, the Latitude 9450 is an excellent choice for you. Disclaimer: The content on this website is for informational purposes only and should not be construed as a purchasing guide or recommendation. We advise readers to do additional research, including hands-on usage of the device at a retail outlet, before making a decision. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/samsung-galaxy-book4-pro-review/articleshow/112267544.cms">Samsung Galaxy Book4 Pro review – a power packed laptop with a sleek design</a> <a href="https://www.businessinsider.in/tech/news/gigabyte-gs27q-review/articleshow/112269791.cms">Gigabyte GS27Q review – a value-for-money gaming monitor</a> <a href="https://www.businessinsider.in/tech/news/viewsonic-x2-4k-review/articleshow/111834671.cms">ViewSonic X2-4K gaming projector review – premium projector for console gamers</a>

Dell Latitude 9450 2-in-1 review – a premium business laptop with a compact design

<ul class="summary-list"><li>Demand increases and supply-chain woes have led to a <keyword id="13369025" type="UNKNOWN" weightage="60" keywordseo="creatine" source="Orion">creatine</keyword> shortage.</li><li>One athlete said he'd seen prices for the muscle-building supplement triple in the past two years.</li></ul><a href="https://www.insider.com/creatine-supplements-build-muscle-how-to-use-expert-advice-2022-3">Creatine</a>, one of the most effective muscle-building <keyword id="11911136" type="UNKNOWN" weightage="60" keywordseo="supplements" source="Orion">supplements</keyword>, has long been a cheap, reliable standby for boosting the <keyword id="11897658" type="UNKNOWN" weightage="60" keywordseo="fitness" source="Orion">fitness</keyword> routines of bodybuilders, athletes, and fitness buffs.But demand increases, supply-chain challenges, and transportation delays are creating a shortage, Justin Allen, the chief operating officer at Onnit, told Insider. Onnit is an Austin supplement seller that was <a href="https://finance.yahoo.com/news/unilever-buy-food-supplement-brand-154043408.html">acquired by Unilever</a> last year.The shortage arrived as interest in creatine spiked — retail prices have soared 150% since April 2021, supplement sellers at The Vitamin Shoppe told Insider.Gym rats say they're willing to keep shelling out money for the benefits of the supplement, since there's so much evidence that creatine improves muscle, strength, and even brain <keyword id="11894571" type="UNKNOWN" weightage="100" keywordseo="health" source="Orion">health</keyword>.While the price of creatine is unlikely to drop anytime soon, according to supplement-industry insiders, athletes say they are keeping up their gains by buying in bulk. For people who can't find creatine or afford the extra cost, trainers recommend other fitness hacks to make the most of your gym sessions without it.<h2>Creatine is one of the most well-researched fitness supplements for muscles and performance</h2>Creatine is an amino acid that's naturally produced in the human body and stored mainly in muscle tissue to provide energy. It works by helping your body produce a steady supply of a molecule called adenosine triphosphate (ATP), the chemical currency of energy in your cells. Having more ATP supply during exercise means your muscles can work harder and maintain intensity for longer periods of time, which translates to more muscle growth and strength gains. <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5469049/">Extensive research</a> has found it's safe for most people, Scott Forbes, a <keyword id="11893855" type="UNKNOWN" weightage="60" keywordseo="sports" source="Orion">sports</keyword> nutritionist and professor at Brandon University, said.For athletes, it can help improve performance and build muscle, but it can also benefit people outside the gym, since evidence suggests it supports cognitive health. <h2>Demand for creatine has skyrocketed at the same time supply-chain issues squeeze supply, sellers say</h2>Rachel Jones, a vice president at GNC, said shortages had been driven by increased demand, sourcing, transportation, production, and competition between companies."It's the perfect storm," she told Insider in February.Sales of creatine products at GNC have increased nearly 90% year over year in 2022, Jones said.The creatine sales spike coincides with people returning to gyms after pandemic lockdowns. Crunch Fitness reached record-high membership by the end of 2021, according to the Bloomberg-owned analytics firm <a href="https://secondmeasure.com/datapoints/gym-memberships-new-years-resolutions-planet-fitness-nyse-plnt/">Second Measure</a>. Planet Fitness said in a recent <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.fool.com%2Fearnings%2Fcall-transcripts%2F2022%2F02%2F24%2Fplanet-fitness-plnt-q4-2021-earnings-call-transcri%2F">earnings call</a> the company ended January with a record 15.6 million members, surpassing pre-pandemic levels.Shoppers may have a stronger appetite for creatine, but many are having a hard time finding it at stores.Forbes said athletes had approached him for advice on where to get creatine. People in Canada and the Midwest told Insider they'd also had a hard time buying it locally, particularly outside major cities, and had to shop online and sometimes switch brands to resupply."Macro supply-chain challenges are continuing to impact creatine availability," Jones said.Jack Gayton, Divisional Merchandise Manager at The Vitamin Shoppe said creatine was the supplement most affected by supply constraint, labor shortages, and logistical challenges in stores.<h2>Creatine prices have tripled, but people are willing to pay extra for the benefits </h2>For people who have been able to find creatine, the cost has gone up dramatically, between 20 and 300% depending on the type, brand, and region, consumers told Insider. Sulman Aziz Mirza, a psychiatrist who has been taking creatine for a decade to support his strength-training regimen, said he was shocked to see the recent prices."The price had nearly tripled, and I was totally caught off guard because creatine has always been the cheap effective standard," he told Insider.He said it cost him just over $22 to buy a kilogram of creatine-monohydrate powder in 2020 — last month, the same amount set him back nearly $60.Part of the sticker shock comes from the fact that creatine has previously been one of the cheapest supplements on the market, Marc Lobliner, a professional bodybuilder and the CEO of <a href="https://mtsnutrition.com/">MTS Nutrition</a>, said."We were so spoiled," he said. Comparatively, creatine is still more affordable than many supplements on the market, including flashy pre- and post-workout formulas. Personal trainers and gymgoers said they're unlikely to be deterred from buying it. "If you're serious about training, you're going to cut out something else before you cut out creatine." Lobliner said.Mirza said he didn't plan to stop taking creatine because it's worth the extra money for improvements to his stamina in the gym."It's undeniable. If you're working out, you have to be taking it," he said.<h2>One supplement seller says supply-chain disturbances overseas are a bigger factor than domestic ones</h2>Allen of Onnit said since most creatine was manufactured in Germany, China, and Japan, problems with labor shortages and logistics were starting overseas. <a href="https://www.scmp.com/economy/china-economy/article/3163097/chinas-factories-are-wrestling-labour-shortages-age-old">Chinese factories</a> are facing an increasing shortage of workers, and Germany's <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.wsj.com%2Farticles%2Faging-germany-is-running-out-of-workers-putting-europes-largest-economy-at-risk-11640180607">aging population</a> is also creating a labor shrinkage.Creatine supply has also been squeezed because of delays at the Port of Shanghai, Allen said. The number of ships in Shanghai waiting to take off has <a href="https://www.reuters.com/business/snarled-up-ports-point-worsening-global-supply-chain-woes-report-2022-05-03/">increased 34%</a> over the past month to 344, Reuters reported.Allen predicted the creatine shortage would last until the end of the year and could extend into early 2023. The shortages don't mark disaster for fitness buffs, though — trainers say you won't lose your gains if you stop taking creatine and that you can even take a short break without noticing much of a difference."The fatigue might start to set in a little sooner, or you may not get that extra rep on the last set," Andre Adams, a master trainer with the National Academy of Sports Medicine, said.Other supplements with evidence supporting their benefits include beta alanine, essential amino acids, and caffeine. You can also get creatine from foods like beef and fish, though you'd have to eat a lot of food to get the amount of creatine in a tiny scoop of powder, Adams said.Supplements, no matter how effective, make up a small percentage of overall fitness progress compared with foundational health habits, according to trainers and nutritionists."Creatine is not something I'd consider essential, especially for people starting out. Your healthy diet and macronutrients are more important," Adams said.

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