Vegan wellness startup Fitspire has recently joined hands with actor Tiger Shroff and the upcoming movie "Ganapath." This collaboration involves the prominent placement of Fitspire's newly launched peanut butter brand in the film, aiming to tap into India's growing peanut butter market, estimated to be worth $120 million. Founded in 2020 by Vipen Jain, an alumnus of IIM Lucknow, Fitspire is an FMCG startup offering a range of over 80 vegan products and combinations tailored for a healthy and active lifestyle. 

The startup is co-founded by two women, Nidhi Jain and Hinah Sawhney. With a substantial customer base of 1 million, Fitspire presently serves more than 15,000 pin codes across India, providing vegan wellness and fitness products crafted from natural ingredient extracts. Importantly, all their products adhere to international safety standards and FSSAI regulations. Vipen Jain, Founder and CEO, Fitspire, said, “Tiger Shroff is a youth icon and is known for his stringent health and fitness. Associating with Tiger Shroff for our peanut butter made perfect sense as the segment is growing rapidly at a 20% CAGR driven by rising demand from health-conscious GenZs and millennials.” 

“The demand peanut butter has grown exponentially post-2020 pandemic due to a rising trend among consumers looking to include vegan and plant-based protein into their diet. The trend is likely to dominate the Indian market in coming years owing to rising awareness about healthy and sustainable living,” Jain added.  The Tiger Shroff and Kriti Sanon movie Ganapath produced by Vikas Bahl and Jacky Bhagnani shows how a simple man transforms into a well-built and strong mercenary who sets out on a mission to safeguard his people from evil forces. The movie that hit the box offices today will introduce Fitspire Peanut Butter in various scenes.