HomeNewsOpinionCan Fit India movement include women from rural India?

Can Fit India movement include women from rural India?

PM’s call for greater outreach of the fitness programme is invariably linked to improving on-ground coverage of healthcare for last-mile access

September 02, 2019 / 10:07 IST
Story continues below Advertisement

Varsha Pillai

Currently, India’s fitness market is pegged at $3 billion. However this market is focussed on urban areas and is perhaps slowly trickling into smaller cities and towns of the country.

Story continues below Advertisement

According to a recent Redseer study titled ‘Indian Habit of Being Healthy’, India accounts for 90 million health-conscious people. This report further states that India’s “young, economically empowered population” seek “a more value-conscious demand”.

Sadly, this study which is focused on India’s urban centres does in no way mirror the health aspirations of rural India. Fitness or to stay fit is a function of the rich or for the ones who can afford to be fit.