Bengaluru-based direct-to-consumer (D2C) fitness brand Boldfit has brought Indian cricketer KL Rahul on board as their new strategic investor and brand ambassador. The financial details of the deal were not disclosed. This partnership aims to leverage Rahul's influence to boost Boldfit's market presence.
"Joining Boldfit feels like a homecoming. As a native of Bengaluru, I am proud to collaborate with a brand that shares my passion for fitness and my hometown. I look forward to contributing to Boldfit's journey and inspiring others to lead healthier lives," said Rahul.
Founded in 2018 by Pallava Bihani, Boldfit offers a variety of products, including fitness equipment, yoga accessories, dietary supplements, and sportswear. The startup claims to have served over 2.5 million customers and has collaborated with IPL teams like Mumbai Indians, Chennai Super Kings, and Royal Challengers Bengaluru to create co-branded fitness accessories and fan apparel.
“Having KL Rahul on board is a monumental moment for us. His dedication and drive align perfectly with our brand’s values. Together, we aim to initiate a fitness revolution across the nation," said Bihani.
Boldfit is expanding its product range and market reach. The startup plans to introduce new products, expand its footwear and athleisure lines, and establish a stronger presence in the Middle East. Additionally, it aims to open 100 brick-and-mortar stores across India over the next four years.
The fitness market in India, valued at $20 million in 2023, is projected to grow to $32 billion by 2028, with an annual growth rate of 27%.
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