Brands
Bold move Arshdeep joins boldfit in pace perfect brand play
MUMBAI: He bowls fast and now, he’s making fitness moves just as bold. India’s speedster Arshdeep Singh has officially joined Boldfit as a brand athlete, bringing fresh firepower to the fitness gear company’s athlete-first vision. The collaboration isn’t just another star-studded endorsement, it’s a stride towards making Boldfit a brand truly built by athletes, for athletes.
The 25-year-old pacer, known for his toe-crushing yorkers and chilled-out charisma, was revealed as the newest face of Boldfit in a cheeky social media campaign that mirrored a locker room chat with KL Rahul, Boldfit’s first investor and long-time brand face. The rollout, heavy on Gen Z energy and casual flex, saw Arshdeep sporting Boldfit merch and fans were instantly bowled over.
Arshdeep Singh, speaking about the partnership said, “I have always believed in doing things with full power, on and off the field. Boldfit gets that vibe. It’s not just good looking gear, it’s made for how athletes actually train, recover and live. Really excited to build this.”
Boldfit founder Pallav Bihani shared his vision, “We started Boldfit to create a brand rooted in real athletic journeys. KL Rahul gave us that foundation. With Arshdeep coming on board, we’re doubling down on our mission to make Boldfit an athlete-first, performance-led brand. We are excited to co-create products with Arshdeep, tailored for the Indian fitness consumer.”
KL Rahul, cricketer and also an investor in Boldfit added, “Boldfit has always been about more than merch or gear. It’s about creating something from within the sports ecosystem. Seeing Arshdeep come on board is a proud moment the movement is only getting bolder.”
The Chandigarh-born cricketer joins Boldfit at a time when it’s already one of India’s fastest-growing fitness brands, riding the wave of a Rs 7,000 crore plus sports and wellness industry. With athletes like Arshdeep on board, the brand is moving beyond protein shakers and joggers aiming to rewrite what Indian fitness looks like from the inside out.
And with that, Boldfit isn’t just selling lifestyle, it’s helping script one. One pacer, one product, one power move at a time.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
