Bengaluru – Avvatar Protein, a subsidiary of Parag Milk Foods Ltd., announced a strategic partnership with Spartan. With over 250 events held annually across more than 40 countries, Spartan inspires over one million participants each year to push beyond their limits. Through this collaboration, Spartan’s endurance challenges will now be introduced to Indian audiences, with the first event set to launch in Bengaluru on 10 November.
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 per cent from 2020 to 2024. The 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 partnership is further elevated by the Champs Foundation, founded by former Indian cricketer Sunil Gavaskar, which has brought Spartan to India through PMG. 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 Parag Milk Foods Ltd executive director Akshali Shah. "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."
