29th January 2026: There’s a uniquely Indian paradox playing out in gyms and kitchens across the country right now.
On one hand, we’re slapping extra makkhan on our parathas at unlimited breakfast buffets, defending our love for chhole bhature like it’s a constitutional right, and treating Sunday brunches as sacred rituals of indulgence. On the other hand, gym memberships are selling out faster than Coldplay tickets, fitness influencers are multiplying on Instagram, and protein powder has become a grocery staple.
So what’s the truth? Is India actually getting fit, or are we just really good at talking about getting fit?
FITPASS, India’s largest fitness and wellness membership startup, has been watching this contradiction unfold for years. And they’ve come up with an answer that’s equal parts cheeky and brilliant: ‘Thoda Fit, Thoda Rich.’
It’s not another guilt-trippy wellness campaign. It’s not about 5 AM warrior routines or expensive transformation programs. It’s an offer you simply cannot refuse!
The Problem? We Know What to Do. We Just Don’t Do It.
Let’s be honest about Indian fitness culture. We’ve tried everything. We’ve downloaded the apps. We’ve bought the gym memberships in January. We’ve saved the meal prep reels. We’ve even convinced ourselves that taking the stairs counts as cardio.
But here’s what the data shows: almost 50% of people quit their fitness routines within the first few months. Not because they don’t want to be healthy. Not because they don’t know they should move more and eat better. But because fitness programs are generally either too intense or too disconnected from how real Indians actually live. Real Indians want convenience, not just motivation. FITPASS’ ‘Thoda Rich, Thoda Fit’ campaign provides momentum to your motivation according to your convenience.
We’re stuck in this weird limbo where we want to be healthy, we know how to be healthy, but something in the equation isn’t working. Meanwhile, 60% of Indians are losing their lives to lifestyle diseases – most of which could be prevented with simple, consistent movement and proper nutrition.
The Solution: What If Fitness Actually Paid You Back?
Enter ‘Thoda Fit, Thoda Rich’ – FITPASS’s new campaign that flips the entire fitness transaction on its head.
The concept is deliciously simple: Show up. Eat clean. Move your body consistently. And FITPASS pays you. Real money. The kind you can withdraw and spend. Not discount coupons for supplements you’ll never use. Not just motivational badges in an app. Actual rupees in your bank account that can fund your next cheat meal or weekend movie plan.
It’s India’s first behavior-verified, habit-reward fitness model. And yes, it sounds too good to be true. Which is exactly the reaction FITPASS expected.
The campaign is a cheeky, no-BS cultural movement that might just be the irresistible offer to get an entire nation into getting fit.
So Two Delhi Boys Walked Into a Gym…
To announce the campaign, FITPASS co-founder and certified fitster Akshay Verma teamed up with comedian Gaurav Kapoor for a moment that perfectly captures the Indian skepticism around fitness promises.
Gaurav represents all of us – the chhole bhature loyalists who’ve been burned by too many “revolutionary” fitness schemes. His first question to Verma? “Are you running a startup or Phir Hera Pheri’s Laxmi Chit Fund?”
