Brands
Love meets lunges: Puma, Bumble and Hyrox launch singles event
Valentine’s Day workout-meets-dating format for India’s sporty singles
BENGALURU: This Valentine’s Day, love may begin with lunges. Sports brand Puma India has teamed up with dating app Bumble and global fitness race Hyrox to launch a new singles-only fitness event that blends sweat, sport and socialising into one lively format.
The one-day experience will be held on 14 February at Phoenix Marketcity in Bengaluru, bringing together singles aged 21 to 35 for a beginner-friendly Hyrox challenge, followed by a social mixer. The idea is simple: work out first, warm up the conversation later.
Participants will take on a specially designed mini Hyrox course featuring short runs and functional workout stations. The format is meant to be accessible, inclusive and fun, even for those who are new to structured fitness events. The venue will double up as a social playground, where post-workout chats are as important as the finish line.
The collaboration builds on the Puma and Bumble partnership in India that began in 2024, which has focused on creating community-led sporting experiences. By bringing Hyrox into the mix, the brands aim to tap into a growing culture of fitness-driven social connections among young Indians.
For Puma India, the initiative fits neatly into its playbook of using sport as a cultural connector. The brand says Hyrox participation in India has been growing rapidly, with event entries doubling from one race to the next.
Bumble’s internal research also points to a shift in dating habits. Nearly half of singles in India now look for fitness or wellness activities as part of their dating lives, and most say sporty first dates feel more natural and less pressured.
Puma India head of marketing Shreya Sachdev, said the event builds on the brand’s approach of creating culture-led platforms through sport. She added that the collaboration is designed to bring fun, fitness and “matching wavelengths” together in one space.
Bumble chief marketing officer Neela Pal, said people are increasingly looking for real-life connections built around shared interests, with fitness offering easy common ground. She noted that the partnership aims to help singles meet in a way that feels natural, confident and pressure-free.
Hyrox India country head Deepak Raj, said the sport’s appeal lies in its strong sense of community. He added that shared effort often proves to be the best ice-breaker, and the beginner-friendly format is meant to open the doors to a wider audience.
Puma is the official apparel and footwear partner for Hyrox races worldwide, and the two have been working together to grow the sport in India. Since 2024, Puma and Bumble have also hosted several running and fitness-led community events designed to spark social connections beyond the screen.
If this Valentine’s Day experiment works, the path to romance in India may increasingly begin on a running track rather than a dinner table.
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.
