Fitspire, a vegan wellness startup, has roped in international pop star Sukhbir Singh for a three months-long awareness campaign around the growing plant-based protein diet or vegan lifestyle.
Sukhbir is also an investor in Fitspire that counts Ivor Braganza from Next5 Ventures; Anuraag-Ruchirans, Jaipuria family office, and Amit Singhal -Fluid Ventures as its early backers.
The campaign starting from November will cover various activities, posters, banners, announcements, and video commercials on everyday public transport systems, including auto rickshaws, buses, and metro trains, highlighting the need for and importance of a vegan lifestyle. Besides, it will also promote Fitspire products.
“The campaign is to include individuals who may not be actively seeking health and wellness products and are so busy in the daily humdrum that they are not aware of the existence of vegan wellness products. And hence, we have chosen to leverage the popularity and visibility of everyday transport.” VipenJain, founder and CEO, Fitspire said.
The banners and posters will share information, trivia, and tips on nurturing one’s body with Fitspire’s range of vegan products.
Citing a report by Coherent Market Insights, that the Indian vegan food market was valued at US$ 16.5 billion in 2021 and is expected to grow at a CAGR of 8.1% till 2030 as consumers recognise the environmental and health impact of consumption of plant-based products, Jain added.
Riding on the burgeoning demand for vegan products, Fitspire has also grown 10x in sales every year since its inception in the 2020 pandemic year. The company has set a revenue target of Rs 300 crore within the next three years.