Kapiva bets on Tiger Shroff to reposition Shilajit for fitness users

MUMBAI: Looks like Shilajit is swapping whispered conversations for weight racks. Long associated with sexual wellness, the traditional Ayurvedic ingredient is now being pitched as a mainstream fitness supplement, with Kapiva launching a new campaign that aims to flex science as much as strength.

The Ayurveda-focused wellness brand has unveiled its ‘Build Naturally’ campaign for Shilajit Gold Resin, fronted by actor and fitness enthusiast Tiger Shroff. The campaign seeks to reposition Shilajit as a clinically backed supplement for gym-goers, moving the conversation beyond its long-standing association with sexual health.

At the heart of the campaign is a film featuring Shroff alongside a doctor explaining findings from a clinical study commissioned by Kapiva. According to the company, Indian gym-goers who consumed Kapiva Shilajit Gold recorded a 40 per cent increase in free testosterone over 60 days, which it claims translated into the ability to lift 30 per cent heavier. Kapiva said it has also made the study and laboratory reports publicly available to enable consumers to review the findings.

The campaign marks the latest attempt by wellness brands to blend traditional Ayurveda with modern clinical validation, as competition intensifies in India’s rapidly expanding fitness nutrition market.

Kapiva founder and chief executive Ameve Sharma said the company wants to change how consumers perceive Shilajit, arguing that the ingredient has long been misunderstood and unfairly confined to the sexual wellness category. He said the clinical study provides evidence to support its positioning as a natural supplement for strength, muscle building and sustained energy.

Shroff echoed that message, saying he prefers building strength “the right way and as naturally as possible” and that the research-backed approach to a traditional ingredient aligned with his fitness philosophy.

The timing reflects the growing commercial opportunity in the segment. Citing IMARC Group data, Kapiva said India’s fitness supplements market crossed USD 2.6 billion in 2025, as consumers increasingly seek products that promise both performance and natural ingredients.

The ‘Build Naturally’ campaign will roll out across digital platforms including Instagram, YouTube and LinkedIn, alongside Connected TV and OTT platforms, as Kapiva looks to muscle its way into India’s increasingly competitive fitness conversation.