Brands
Health & wellness platform cure.fit rebrands as cult.fit
KOLKATA: Health and wellness platform cure.fit has undergone a rebranding and will henceforth be known as cult.fit. The rebranding will be effective from 11 May and will be reflected across all channels, including its app and social media accounts.
Over the past few years, cult.fit has become a well-known name in fitness and is recognised as a leader in this space. Under the cult banner, it has grown to offer a host of facilities such as group workouts, online fitness classes, gym- and equipment-based workouts, swimming, and sports, amongst other things.
Having amassed a large ever-growing community of Cult enthusiasts, the company now aims to amplify their popular identity and devote its efforts to expanding the platform further under a single brand name – ‘cult.fit’. It now has a widespread network of fitness centres and gyms all over the country – a position strengthened further by the company’s acquisition of Fitternity this year.
Now, under the cult.fit identity, the popular unlimited membership pack on cult.fit’s app will also be renamed to ‘cultpass’. This will act as a universal all-inclusive pass providing access to all fitness services by the company, establishing its identity as India’s largest all-encompassing fitness chain. cultpass will house multiple pack choices under this name at different price points and access options.
cult.fit growth and marketing head Naresh Krishnaswamy said, “The name ‘cult.fit’ has caught on with our users in a big way over the last few years. Now, with this transition, we want to cement that identity further. We want cult.fit to become the one destination people think of going to when they have anything related to health and fitness on their minds. We hope that our rebranding effort will take us further in this direction and we are incredibly excited for this new phase.”
The cult.fit name will stand for everything that the company currently offers in the fitness space. Other offerings like the eatfit marketplace, therapy, and teleconsultations will fall under the wellness category within the cult.fit brand.
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.
