Avvatar Protein Partners with Spartan to Redefine Indian Fitness Challenges

Avvatar Protein, a leading producer of premium protein supplements under Parag Milk Foods Ltd., has announced a strategic alliance with Spartan, the globally renowned obstacle course racing and endurance sports organization. Spartan, which holds over 250 events annually across more than 40 countries, encourages over 1 million participants worldwide to test their physical limits. This collaboration marks Spartan's entry into India, with the first event set to take place on November 10 in Bengaluru.

The partnership arrives as fitness continues to gain traction among Indian consumers. According to the International Health, Racquet & Sportsclub Association (IHRSA), India had approximately 3.5 million gym members in 2019, with a projected compound annual growth rate (CAGR) of 9.3 percent from 2020 to 2024. In line with this expanding fitness trend, Avvatar Protein plans to strengthen its market presence with an extensive activation plan, featuring sampling programs at 75 premium gyms and nine outdoor run clubs in Bengaluru, Pune, and Noida. This initiative is expected to engage between 3,000 and 4,000 fitness enthusiasts.

To deepen its connection with participants, Avvatar will collaborate with Spartan influencers to create engaging content on social media. Additionally, Avvatar will have a strong on-ground presence at Spartan events through branded spaces such as the entry gate, start and finish arches, experience zones, and obstacle areas. This dual approach ensures extensive brand exposure both at events and online within the Spartan community.

The partnership also benefits from the support of the Champs Foundation, established by cricket legend Sunil Gavaskar, which has brought Spartan to India through PMG, a top sports marketing and management firm. Bollywood actor Siddharth Malhotra, who exemplifies a commitment to fitness and self-improvement, adds further appeal to the collaboration as its Brand Ambassador.

Akshali Shah, Executive Director, Parag Milk Foods Ltd shared, “This partnership represents a perfect alignment of values and vision. Spartan's commitment to pushing boundaries in endurance sports mirrors Avvatar's dedication to providing premium nutrition that enables peak performance. Our 100 percent vegetarian whey protein, packed with nine essential amino acids, is designed to support athletes through every challenge they face - from training to race day. Together with Spartan, we're not just sponsoring an event; we're fueling a movement that empowers Indians to achieve their ultimate potential.”

Going forward, Avvatar and Spartan aim to create more events and challenges that combine physical and mental endurance, further integrating fitness and nutrition to inspire India's growing fitness community.