The Fitness Shift in India

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 5 years ago, or even before covid, protein was mostly “gym wala” stuff.

Something only bodybuilders, athletes or hardcore gym people cared about. Today? Everybody wants protein.

Students. Office goers. Moms. Even cafes now have “protein shakes” and “high protein meals” on the menu 


India’s fitness culture has gone through a massive shift.

Fitness is no longer just about muscles.

It has become lifestyle + social identity.


People want to be healthy, thanks to awareness.

And they also want to look healthy, thanks to Instagram reels.


For the first time, people actually started understanding how protein deficient (and other nutrients too) Indian diets can be.


And brands noticed this shift very quickly.

Protein is no longer just a supplement industry.

It’s slowly becoming a mainstream food industry.


It started mostly with international brands like ON and Muscletech.

Then came Indian players like Healthkart with MuscleBlaze.

Then the whole next wave started.


Influencer-led brands like BeastLife, Only What’s Needed.

Then brands like The Whole Truth, Yoga Bar, SuperYou - all catering to different categories and audiences.


And now even giants are entering properly. ITC acquiring Yoga Bar was a pretty big signal.


Feels like we are watching the early stages of a massive consumer shift in India.


Currently reading and researching a lot around this industry.

Will keep sharing interesting insights here.

#1.1 Macro view of Fitness Facilities

#1.2 The Strange Economics of Local Gyms in India

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