Brands
One million Indians make fitness a habit with cult
MUMBAI: India just got a little fitter! cult, the fitness and wellness platform from Curefit, has announced that one million members have successfully built lasting fitness habits through its programmes, a remarkable feat in a country where only 0.6 per cent of the population actively engages in fitness activities.
At the heart of this achievement lies cult’s 3 by 4 framework, which defines habit formation as exercising at least three days a week for four consecutive weeks. Miss a session, and the cycle resets, making consistency the ultimate test. Backed by a seven-year study of 1.5 lakh members, the data revealed that users who complete this 3 by 4 cycle are three times more likely to stay active long-term.
Interestingly, most achievers were between 25 and 34 years old, with men and women forming habits at nearly the same rate. More than half (58 per cent) built habits within the first month of joining.
To make the process engaging, cult introduced features like ‘cult Ninja’, a gamified multiplayer challenge that keeps members motivated through levels, leaderboards and positive reinforcement. Trainers celebrate milestones, while streaks, nudges and flexible access across gyms, sports centres and online classes help users stay consistent, anytime, anywhere.
“Our vision is to make fitness an achievable daily habit,” said cult CEO Naresh Krishnaswamy. “In a country where fitness isn’t a natural priority, we’ve built an environment that helps people stay committed. This milestone proves that with the right approach, fitness can become a way of life.”
With offerings like cult Pro, cult Elite, cult LUX, cult PLAY, and partnerships with Gold’s Gym and Fitness First, the platform caters to every kind of fitness enthusiast, from beginners to pros.
As cult continues to innovate and expand its ecosystem, one thing is clear, India’s fitness story is no longer a sprint, but a sustained, community-powered marathon.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
