BBA-MBA Integrated Programme

Batch: 2017-22, Semester: VI

TY BBA-A

Entrepreneurship

Individual Assignment

Startup:
Cure.Fit
Health, Wellness and Fitness
About Cure.Fit

Cure.Fit is a mobile app that adopts a comprehensive strategy towards health and fitness by uniting all
parts of a healthy lifestyle on a single stage. cure.fit offers both online and offline experience across
fitness, nourishment and mental prosperity through its 4 products, i.e, cult.fit, eat.fit, mind.fit and
care.fit. With the intend to make fitness fun and simple, cult.fit gives exercises a totally different
meaning with a range of trainer--led, group exercise classes. eat.fit makes healthy eating, simple and
affordable. Each eat.fit feast is cooked fresh with the best ingredients and is calorie tallied and
conveyed to your doorstep. Addressing the core aspect of mental wellbeing, mind.fit expects to realize
a way of life change and spotlights on alleviating everyday pressure and improving by and large
mental prosperity through yoga, guided meditation and 1:1 Therapy. care.fit is a state-of-the-art
medical and diagnostic centre that offers doctor consultations and clinical expertise to help in
providing care for common illnesses and complex issues.

Their Idea

You simply made the deadline on a riotous task, the following task is around the bend, it's been a
series of meetings since morning, and you're just left with the vitality to fall asleep once home. Why
not clear your evening plan, snatch a brisk exercise and a solid lunch, and afterward restart with a new
personality? As radical as it sounds, the way of life is predominant in western nations and places, for
example, Singapore.

Myntra co-founder-turned sequential business person Mukesh Bansal and accomplice Ankit Nagori
(ex-chief business official at Flipkart) are set for transport it to India with cure.fit. The pair left
Flipkart simultaneously in February 2016 and stayed enthusiastic about enterprise. Given India's
development potential in the healthcare space, an expected $20 billion (out of the world's $500
billion) according to the organizers, in May 2016, Nagori and Bansal zeroed in on a start-up in this
segment.
The fundamental thought behind cure.fit is to make health easy for individuals. At cure.fit, they want
to make accessible every one of the components required for a sound way of life in a customized
configuration.

Their Strategies and Approaches

 Cross-selling of products: The Bengaluru-based firm has a distinctive business model of
offering food (through its Eat.fit brand), physical fitness (Cult.fit), mental wellness (Mind.fit),
primary care (Care.fit), and fitness clothing (Cult Sport) on one platform (an app). CureFit has
 created a tech platform to help customers manage their everyday health regimes including
food, which is backed by an offline, proprietary fulfilment network to service them.
While fitness centre chains such as Planet Fitness and Talwalkars Better Value Fitness have
gone public, CureFit is the first to provide these five interconnected offerings on one
platform. Hence, cross-selling of products has happened easily, helping grow its revenue.
 Related diversification and acquisition: With their eye on key theme of fitness and overall
well-being, they have marched ahead in a seamless manner. It started with Cult.Fit (a great
answer to the monotonous gym), then moved to Mind Fit (a mental well-being-cum-yoga
centre), Eat.Fit (food segment operating in the healthy category), Care Fit (diagnostic cum
medical unit).
They have acquired a number of fitness centres and yoga centres and have aligned them
towards the Cure.Fit family (example: a 1,000-yoga aligned to Mind.Fit, Fitness first aligned
to Cult.Fit).

 Customer experience: Regardless of the classification you decided to interface with them,

whether it is Cult.Fit or Mind.Fit, they have simplified the procedure and have guaranteed that
the procedure is simplified through the combination of innovation and human association.

For instance: Once an individual chooses to join Cult.Fit, he/she needs to just go to play store
and download the application, purchase the ideal pack and book the space/class – all through
a cell phone. Indeed, even at the centre, a centre manager will be there to make the change
smooth by guiding every single essential step. To top it up, the exceptional consideration
from the mentors and the enchanting banners out of sight guarantees that the principal day at
Cult is to be sure a memorable one for the whole gang.

 Focus on Core Competencies: It is essential to take note of that all the related acquisitions
and enhancements have been done uniquely alongside the vision they at first set aside. They
know their universe and are just working in the territories where they think they have a decent
hold of their aptitude.

 Customer centricity: Hustle free booking, the convenience of energy bars, drinks and first-
aid availability at the centres till the hygienic washrooms equipped with towels and body
wash ensures that all customers have a convenient experience at the centre
 Pricing and discounting: Their whole idea revolves around an individual attaining their
fitness goals, which just behaves the way how SIP functions in case of Mutual fund. The
longer we keep investing, the better are the chances of getting returns. Even at Cult, the
pricing is centred by encouraging users to opt for a 6 month or a 12-month subscription by
 offering them at a lower price compared to a daily plan or a monthly plan. To top it up, they
also keep observing payday offers (at the beginning of every month), considering all salaried
people might have received their salaries and thus encouraging them to spend on a rationale
cause. 

 Celebrity endorsement: To associate the users of Cult feel motivated and inspired they have
done tie-ups with multiple inspirational figures across the country such as Hrithik Roshan
(actor), K L Rahul (cricketer), Tiger Shroff (actor) and Milind Soman (actor)
 Brand recall: Finally, every class at Cult ends with a huddle where the trainer provides an
inspirational speech and all the members shout out loud – WE ARE CULT!! The noise of the
roar of 25 odd people is strong enough to inspire an individual throughout the day and make
them motivated to come better and stronger the following day.
 Target the Right Audience: Identifying the right set of target customers is the foundation for
a successful marketing strategy.
Cure. Fit’s target audience is urban-dwelling, technology savvy, burn-out consumers who are
looking for a healthier lifestyle.  Their health habits are evolving and looking for one-stop
solutions for their wellness needs. Cure.Fit addresses their needs by providing an integrated
platform that offers fitness solutions (Cure.Fit), healthy meals (eat.fit), mental well-being
(mind.fit) and health management solutions (care.fit).

Future Plans and Possibilities

Health and fitness start-up Cure.Fit have set a goal-oriented point of a ten times surge in yearly
income to $1 billion by 2022, floated by a more profound extension in India just as abroad and the
launch of new items.
The organization, which accomplished $100 million every year in yearly income within three years of
starting operations, plans to make an initial public offering after it accomplishes the income
achievement.
"We are exceptionally certain that we would be able to become 10x by 2022. Right now, the time we
hit $1 billion income, we will be unquestionably profitable. Our unit financial aspects are
exceptionally strong; our contribution margin over all classifications is over 30%. As far as the long-
haul leave situation, it is go public in India or outside. Whether we go public in India or outside, is a
strategic question," Mukesh Bansal, co-founder and chief executive, Cure.Fit said in an interview.
The organization expects to have an aggregate of 25 million clients in the following three years on the
rear of its worldwide extension and launch of a few new items.

References:
http://themarketingdabbler.com/marketing-strategy/cure-fits-marketing-strategy/
https://www.theproductjourney.com/case-study/cure-fit/
https://www.livemint.com/companies/start-ups/curefit-aims-at-tenfold-increase-in-revenue-to-1-
billion-in-next-3-years-1563793586477.html
https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/curefit-goals-stay-on-track-
with-a-120-million-round/articleshow/69935812.cms?from=mdr
https://www.outlookbusiness.com/enterprise/big-idea/joined-the-cult-5088