FITPASS has launched a bold new nationwide campaign titled ‘Thoda Fit, Thoda Rich’, reimagining how Indians approach fitness by adding a powerful incentive: money
Built on a sharp cultural insight into India’s love-hate relationship with fitness, the campaign addresses a familiar contradiction. While gym memberships, protein supplements and fitness influencers are booming, consistency remains elusive. FITPASS cites industry data suggesting nearly half of users abandon fitness routines within months not due to lack of awareness, but because most programs fail to align with real Indian lifestyles.
To announce the campaign, FITPASS co-founder Akshay Verma partnered with comedian Gaurav Kapoor in a humorous Instagram-first rollout that reflects widespread skepticism around fitness promises. Kapoor, playing the voice of the everyday Indian, openly questions whether the concept is too good to be true, an exchange that mirrors public sentiment shaped by years of dubious “quick-fix” health schemes.
In this initiative there is 6-7-8 Challenge
- Month 1: Complete 6 workout days and/or 6 days of clean eating
- Month 2: Increase consistency to 7 days
- Month 3 onwards: Maintain 8 days consistently
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“Indians love two things: staying healthy and making money,” says Verma, with the kind of clarity that only comes from understanding your market deeply. “So why not combine them? We noticed that almost 50% of people quit fitness programs in the first few months because they’re either too intense or they don’t fit into real life. With this campaign, we wanted to reward effort, not perfection. Small steps, real rewards. Thoda Fit, Thoda Rich. Simple.”
Adding something that hits differently, he says: “Wealth is inherited but fitness is something you must build yourself. And honestly, what you do in your 20s, 30s, and 40s decides whether you’re thriving or just surviving in your 70s and 80s. It’s about time we put actual value on showing up.”
It’s a truth that resonates particularly in Indian families, where we watch our parents age and wonder if we’re setting ourselves up for the same health struggles. The multigenerational household structure means we see the consequences of lifestyle choices play out in real time.
Arushi Verma, co-founder of FITPASS, brings the harder truth: “The harsh reality is that 60% of Indians lose their lives to lifestyle diseases. Most of these are preventable with movement and proper nutrition. Traditionally, people paid hefty money to get fit, but the returns couldn’t be compared to the investment. That’s demotivating.”
“But with ‘Thoda Fit, Thoda Rich,’ we’re flipping the script. Fitness becomes about building simple, consistent habits that help you move and eat clean. Earning your fitness goals shouldn’t be a daunting task – you can have fun while making progress. And maybe get a little payday too.” she added.
