● Avvatar Protein signs a strategic partnership with the world’s leading obstacle race series, Spartan Race
● Large-scale brand activation is planned across 75 gyms, reaching 3,000-4,000 fitness enthusiasts in Bengaluru, Pune, and Noida
● The partnership brings together cricket legend Sunil Gavaskar’s Champs Foundation and Bollywood star Siddharth Malhotra as Brand Ambassador
Avvatar Protein, India’s leading manufacturer of premium protein supplements and a subsidiary of Parag Milk Foods Ltd., announces a strategic partnership with Spartan, the world’s premier obstacle course racing and endurance sports organisation. With over 250 events held annually across more than 40 countries, Spartan inspires over 1 million participants each year to push beyond their limits. Through this collaboration, Spartan’s globally renowned endurance challenges will now be introduced to Indian audiences, with the first event set to launch in Bengaluru on November 10.
This partnership comes at a time when more Indians are prioritising their fitness. According to the International Health, Racquet & Sportsclub Association (IHRSA), India had approximately 3.5 million gym members in 2019, with that number projected to grow at a compound annual growth rate (CAGR) of 9.3% from 2020 to 2024[1]. As India’s fitness landscape continues to expand, Avvatar Protein is poised to significantly increase its brand presence. The comprehensive activation plan includes a dynamic sampling program across 75 premium gyms and nine outdoor run clubs (three per city) in Bengaluru, Pune, and Noida, directly engaging an estimated 3,000-4,000 fitness enthusiasts.
To amplify this grassroots engagement, Avvatar will collaborate with Spartan influencers, who will create compelling content across various social media platforms. On race day, Avvatar will enjoy prominent visibility through five key branded areas, including the entry gate, start and finish arches, dedicated experience zones, and obstacle areas. This integrated strategy ensures maximum brand exposure, both on the ground and digitally, with content shared across Avvatar’s and the influencers’ social media channels to engage the broader Spartan community.
This landmark partnership is further elevated by the Champs Foundation, founded by cricket legend Sunil Gavaskar, which has brought Spartan to India through PMG, a leading sports marketing and management company. Adding star power to the collaboration is Bollywood actor Siddharth Malhotra as Brand Ambassador, whose commitment to fitness and personal transformation embodies the spirit of both Spartan and Avvatar.
This partnership represents a perfect alignment of values and vision,” said Akshali Shah, Executive Director of Parag Milk Foods Ltd. “Spartan’s commitment to pushing boundaries in endurance sports mirrors Avvatar’s dedication to providing premium nutrition that enables peak performance. Our 100% 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.”
The partnership will continue developing exciting events and challenges that test physical and mental endurance, integrating fitness and nutrition to inspire India’s fitness community.
