MS Dhoni Backs Fitness Startup Tagda Raho To Popularise Traditional Training Equipment

Former Indian cricketer and entrepreneur MS Dhoni has invested an undisclosed amount in fitness startup Tagda Raho.

In a statement, the startup said the partnership would help it expand its footprint across the country.

Founded in 2020 by Rishabh Malhotra, Tagda Raho provides fitness programmes that combine traditional Indian equipment, such as Gada, Mudgars, Vajra, and Sumtola, with modern training applications.

Tagda Raho currently has training dugouts in Bengaluru and will be launching its first dugout in Maharashtra next month. The startup is looking to expand its presence to another four-five states next year.

Besides, Tagda Raho also sells training equipment on its website.

Commenting on the investment, Dhoni said, “I believe in investing in startups and homegrown brands that I can help grow from a grassroot level. Tagda Raho for me is very interesting because of the innovation involved in bringing a perhaps forgotten workout to the forefront once again.” 

The Chennai Super Kings captain added that Tagda Raho’s fitness programmes will also be useful for athletes to maintain their fitness levels and remain injury-free.

The startup claims that its equipment and training programmes have been used by Lucknow Super Giants, Haryana Steelers and the National Cricket Academy (NCA), which has helped it gain recognition and credibility. The startup also claims that it has patented modular equipment that enable customisation and adaptability to suit the needs of different users.

Commenting on the partnership, Tagda Raho founder Malhotra said, “Our aim is to expand Tagda Raho’s training dugouts across India and enter international markets, with a belief in the potential of Indian fitness practices to make a global impact.”

Dhoni is an active investor in the Indian startup ecosystem and has backed startups like Rigi, Shaka Harry, Garuda Aerospace, and HomeLane.

With increasing health awareness, the fitness and wellness market in the country has grown rapidly over the last few years. This has also attracted the attention of investors, including cricketers and actors.

While Shilpa Shetty is an investor in D2C nutraceutical brands Fast&Up and Chicnutrix, Rakul Preet Singh backed whole food nutrition startup Wellbeing Nutrition last year. Meanwhile, Kriti Sanon has her own fitness brand ‘The Tribe’. 

As per a report by Statista, the Indian fitness equipment market was valued at $4.15 Bn in 2023 and is expected to grow at a CAGR of 8.29% between 2023 and 2028.