Brands
Jonty Rhodes joins Vig-Gunjal’s Upurfit as investor and brand face, dives into India’s fitness startup race
MUMBAI: It’s not every day that one of cricket’s most agile fielders jumps into the startup arena—feet first. But Jonty Rhodes, the South African dynamo whose name is etched in every highlight reel from the ’90s, has added a fresh title to his career scorecard: strategic investor and brand ambassador for Upurfit, a rising Indian sports and fitness brand.
Based in Mumbai and launched in 2023, Upurfit is angling for a slice of India’s booming sports wellness market, projected to touch $40 billion by 2030 at a CAGR of 19 per cent, according to a joint Deloitte-Google report. With its range of performance, recovery, and hygiene-focused products, the brand promises clean ingredients and results that speak to the everyday athlete.
What drew Rhodes to the brand wasn’t the glitter of celebrity endorsement. “What struck me about Upurfit was the clarity of its mission. When Vikram and Munish first approached me, it wasn’t about signing up a celebrity endorsement. Their focus was on product relevance, clean ingredients, and true performance. My family and I tried the products ourselves, and that’s when I knew I wanted to be part of this journey. I’m excited to support Upurfit not just as a face, but as a strategic investor committed to building value”, he said.
For co-founders Munish Vig and Vikram Gunjal, the association is more than a high-profile endorsement. It’s a hands-on alliance.
“For us, Jonty isn’t just a cricketing icon. He represents resilience, commitment, and performance. He’s the ideal mentor and gospeller for a brand like ours that is built for the athlete in every Indian. His belief in our products and now in our mission is a huge validation of what we’re building”, said Gunjal.
Vig added, “The turning point for us was Jonty’s feedback. He shared detailed insights on what athletes and fitness enthusiasts truly need, and his perspective has already shaped our upcoming product roadmap. His involvement goes far beyond brand value. It’s product leadership and strategic insight in action”.
Upurfit is now doubling down on building products that combine science, simplicity, and performance. With a cricketing legend on board and a homegrown ethos at heart, the brand seems primed to take a firm stance in India’s increasingly health-conscious ecosystem.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
