Brands
Cult.fit launches Evolve Yoga: A new frontier in fitness and wellness
Mumbai: Cult.fit, India’s leading health and fitness brand, today announced the launch of Evolve Yoga, a new evidence-based, transformative yoga format designed to enhance flexibility and mobility. Along with dance fitness, strength & conditioning, boxing, burn, and HRX, this addition further establishes Cult.fit’s positioning of being India’s largest and most holistic fitness brand.
Evolve Yoga offers a revolutionary adaptation to the age-old practice of yoga. Based on extensive research and study of movement, it combines traditional yoga poses with the use of a yoga wheel, a versatile prop that provides assistance in stretching, honing flexibility, and improving balance. It also facilitates the opening of the chest, shoulders, and hips. This makes it invaluable for beginners as well as seasoned students looking to deepen their current practice.
Each Evolve Yoga session is expertly designed to last 50 minutes, and features a holistic blend of centering dynamic warm-ups, meticulously crafted sequences, varied yoga poses, breathing techniques and savasana. Moreover, the wheel is just one of the props that will enhance the yoga practice as well as help in effectively performing these sequences and poses. In the coming future, more such props will be introduced to the program.
“Evolve Yoga is designed to improve flexibility, breath control and help people recover from intense workouts much more efficiently”, said cult.fit fitness expert Rishabh Telang. “The usage of props make it easier to get into poses that are otherwise challenging, thereby making the new format very accessible for members who prefer lifting weights or dance fitness as a preferred form of workout.”
“As new audiences embrace yoga, there is a need for evolution and adaptation of the art to address for relevance. India continues to be at the forefront of advancing the ancient practice and taking it to new dimensions,” stated cult.fit business head Porko Elango. “Integrated with specially designed props, Evolve Yoga represents a transformative approach that improves the practitioner’s well-being with a focus on breathing and flexibility, while also aligning seamlessly with the brand’s vision of making fitness easy and enjoyable. With this format launch and our upcoming initiatives, we continue to be deeply committed to providing our members a holistic experience with a wide variety of workout formats.”
Evolve Yoga is currently available in four cities: Bangalore, Hyderabad, Delhi, and Mumbai. Classes are currently conducted in 22 centers, and by the end of September, the format will be made available to 70 centers.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
