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Tag: CureFit

  • One million Indians make fitness a habit with cult

    One million Indians make fitness a habit with cult

    MUMBAI: India just got a little fitter! cult, the fitness and wellness platform from Curefit, has announced that one million members have successfully built lasting fitness habits through its programmes, a remarkable feat in a country where only 0.6 per cent of the population actively engages in fitness activities.

    At the heart of this achievement lies cult’s 3 by 4 framework, which defines habit formation as exercising at least three days a week for four consecutive weeks. Miss a session, and the cycle resets, making consistency the ultimate test. Backed by a seven-year study of 1.5 lakh members, the data revealed that users who complete this 3 by 4 cycle are three times more likely to stay active long-term.

    Interestingly, most achievers were between 25 and 34 years old, with men and women forming habits at nearly the same rate. More than half (58 per cent) built habits within the first month of joining.

    To make the process engaging, cult introduced features like ‘cult Ninja’, a gamified multiplayer challenge that keeps members motivated through levels, leaderboards and positive reinforcement. Trainers celebrate milestones, while streaks, nudges and flexible access across gyms, sports centres and online classes help users stay consistent, anytime, anywhere.

    “Our vision is to make fitness an achievable daily habit,” said cult CEO Naresh Krishnaswamy. “In a country where fitness isn’t a natural priority, we’ve built an environment that helps people stay committed. This milestone proves that with the right approach, fitness can become a way of life.”

    With offerings like cult Pro, cult Elite, cult LUX, cult PLAY, and partnerships with Gold’s Gym and Fitness First, the platform caters to every kind of fitness enthusiast, from beginners to pros.

    As cult continues to innovate and expand its ecosystem, one thing is clear, India’s fitness story is no longer a sprint, but a sustained, community-powered marathon.

     

  • Tuco Kids appoints former Curefit executive as co-founder

    Tuco Kids appoints former Curefit executive as co-founder

    MUMBAI: Children’s personal care brand Tuco Kids has appointed Chanakya Gupta as co-founder, bolstering its leadership following a £1.6 million seed funding round led by Fireside Ventures and Whiteboard Capital.

    Gupta joins from Curefit, where he served as business head of play and CHRO. His 23-year career includes senior roles at Flipkart, where he spearheaded strategic partnerships and launched initiatives including the D2C brand accelerator Flipkart Boost. He previously spent a decade at Hindustan Unilever, managing retail partnerships and soap brand development.

    Founded in 2023 by Aishvarya Murali, Tuco Kids produces natural personal care products for children aged 3-12, including soaps, lotions and deodorants. The company emphasises environmental responsibility, using reclaimed plastic for all packaging.

    The brand retails through major e-commerce platforms including Amazon, Flipkart and Nykaa, alongside quick commerce channels. The recent funding round was led by Fireside Ventures and Whiteboard Capital.
    “His expertise in scaling consumer businesses will be invaluable as we expand our presence,”  said Murali of the appointment.

     

  • Gillette severs ties with cricketer Hardik Pandya

    Gillette severs ties with cricketer Hardik Pandya

    MUMBAI: The controversial remarks made by cricketer Hardik Pandya and KL Rahul have cost them a lot. While BCCI has suspended the duo from playing any form of cricket until final adjudication of the matter, the brands associated with them have also started reviewing their associations.

    Gillette India has already suspended its association with Hardik Pandya, who was appointed as the brand ambassador for men’s shaving razor Gillette Mach3 just a few months back. In an official statement, a Gillette spokesperson stated, “Hardik Pandya’s recent comments do not reflect the values of Gillette. We have suspended our association with Hardik until we decide on further course of action.”

    As per certain other media reports, other brands associated with the cricketers are also in the process of reviewing their terms. While Hardik Pandya endorses brands such as Gillette and D:FY, Puma’s sportswear brand, KL Rahul is associated with names like Puma and Curefit.

    Meanwhile, online streaming platform Hotstar has taken down the controversial episode from its site.

  • Madison’s Hiveminds wins Google Premier Partner Awards 2018

    Madison’s Hiveminds wins Google Premier Partner Awards 2018

    MUMBAI: Hiveminds, the newly acquired search specialist, digital agency of Madison World, has announced that it has won the Search Innovation Award for its work on Curefit, at the second edition of the Google Premier Partner Awards 2018, India.

    Hiveminds founder and CEO Jyothirmayee JT said, “HiveMinds is arguably one of the strongest performance marketing agencies out of India. Winning this award from Google in the core category of search innovation is very encouraging for us. What's more special, is the award was for our work with another ambitious startup, growing multifold every month and are destined to be an industry leader like many of our clients whom we have engaged at an early stage.”

    The Google Premier Partner Awards honours innovation in digital marketing across search, mobile, video, display, shopping, and growing businesses online. Google Premier partner awards in search innovation is awarded for expertise and innovation with Google search ads. Examples include creative uses of auto-bidding or optimising beyond the last click to help clients achieve their goals online. Out of 300+ Google Premier Partners in India, only six agencies were shortlisted for the award.

  • Cure.Fit airs first campaign focussing on healthy food

    Cure.Fit airs first campaign focussing on healthy food

    MUMBAI: Eat.fit, the healthy food vertical of Cure.Fit has rolled out its first ever campaign in partnership with its creative agency Happy mcgarrybowen.

    The campaign is digital-led, but will also make its appearance in cinema screens, print and OOH.

    Cure.Fit was launched in April 2017 by Mukesh Bansal, who also was the head of commerce at Flipkart, and an ex-Flipkart chief business officer Ankit Nagori.

    The campaign is spearheaded with the line #EatfitEveryday, and rightfully so; as the brand promises healthy and tasty home-like food that can be had every day without upsetting your system.

    The campaign takes you through the everyday struggles of food-ordering from regular places where there’s food that puts you to sleep, the greasy type, the sad canteen food, the dabba wala, the type that’s either healthy or tasty but never both. The film humorously captures the hassle of food ordering itself. The film then goes on to show how simple life is after you subscribe to a pack of your liking from eat.fit.

    Cure.Fit co-founder Nagori says, “Our idea was to communicate the ease with which today’s jet setting, young urban professionals can keep up with their busy schedule without compromising on healthy eating. We are pleased with the new-age look of the campaign developed by Happy mcgarrybowen.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer says, “We have been part of the entire journey of creating the Cure.Fit brand, and one of our biggest efforts has been to create a unique identity and langue for the brand and the experience. With the eat.fit campaign we have only taken that further in the Cure.Fit world. The brand speak is simple, contemporary and artistic. Strategically the eat.fit offering is more than just convenient food at your doorstep. In today’s urban worlds many people feel the need to order-out nearly every meal. The need for it is more today than ever. Hence, the campaign of eat.fit every day.”

    With Cure.Fit branching out into cult.fit, mind.fit and eat.fit, it aims at extending complete support for anyone who wants to lead a healthy life – from body to mind to soul.

    Eat.fit offers calorie counted balanced meals from a menu that comprises of an array of Indian and global dishes that are made with fresh ingredients, and are high in protein and low in fat. Eat.fit also has offerings aimed at specific health goals like weight loss, lean muscle gain, etc. The recipes created by an expert panel of nutritionists and chefs, are rooted in local and global cultures and is prepared with the freshest of ingredients, with high emphasis on locally sourced, seasonal and premium products.