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
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
