Stars shine on health and wellness startups


India’s fitness and fitness targeted startups are having a terrific run this week with Bollywood celebrities putting their cash and may in the back of promising businesses. Deepika Padukone has invested in Drum Foods International Pvt. Ltd, maker of flavored yogurt Epigamia whilst Suniel Shetty has invested in Pune-based total fitness startup – SQUATS.
Why invest in health?
Both these investments are a testament to the reality that young India is evolving and putting health higher up on its priority list than ever before.

Key drivers of growth within the fitness, fitness and wellness segments encompass growing accessibility to health device and sports activities infrastructure, affordable as well as new age physical fitness training options, growing disposable incomes in urban India, developing focus in particular in small cities, progressive services by startups and the upward push and rise of wearable technology.
But these are, never, the primary investments by way of celebrities in health associated startups. Earlier, Mumbai-based startup SARVA raised funds from celebrities like Jennifer Lopez, American basketball legend Alex Rodriguez, and Malaika Arora.
Actor, activist, and baby-kisser Gul Panag invested in MobieFit in 2015 and grow to be a non-public jogging teach at the app while actor Madhuri Dixit Nene picked up a stake in suit-tech and wearable device startup GOQii, Jacqueline Fernandes invested in healthy juice maker Raw Pressery and Hrithik Roshan released his own brand of exercise equipment – HRX that was picked up by Myntra and similarly signed a deal with Cure. Fit to layout specialized HRX exercises for the app and its offline fitness centers. Sporting icons like Sachin Tendulkar, Virat Kohli, Mahesh Bhupathi, and others have all made vast startup investments in health associated companies – on the whole, their personal sports clothing brands.
So why do stars love this sector? For one, the whole marketplace fee of the fitness industry in India is ready to attain a whopping $1296 million by using 2022. Today’s actors are aware, evolved and financially prudent to see this possibility. Second, maximum film actors want to make fitness a part of their daily lives with the intention to get properly movie roles, for this reason, they become aware of with the arena enough at a personal level to invest in it with a few understanding and notion.
Padukone has in truth long past a step in advance of the others through emphasizing no longer simply on bodily health but additionally sharing personal reviews about seeking help for excellent mental fitness. Her personal battle with despair stimulated her to release The Live Love Laugh Foundation (non-income) for mental fitness – a cause that becomes hitherto not spoken about with the aid of most A-list film stars.
Targeting the millennial kingdom
Noticing the behavioural change in a developing younger population this is deeply concerned approximately its old age and is taking steps (and measuring them the use of clever telephones or health bands) to stay in shape, startups today are presenting personalized health reviews, nutrition counseling, network constructing projects – online as well as offline and tech-pushed offerings to create a successful commercial enterprise models, generate new sales streams at the same time as additionally main young India to right fitness.
On the nutrition front, a few new FMCG manufacturers are selling the western meals concepts of kale leaves, quinoa, chia seeds, and the likes while others are going lower back to the roots to spotlight the blessings of age vintage Indian foods like desi ghee, turmeric, amaranth, etc. And both these classes are being sold underneath the ‘natural’ label. In a country of a thousand million plus human beings, with more than half of the population being beneath the age of 35 years, it isn’t always surprising that there are sufficient takers for both.