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Those of you who follow <a href="http://www.businessinsider.in/searchresult.cms?query=shahid+kapoor&amp;sortorder=effectivedate">Bollywood actor Shahid Kapoor</a> on <a href="http://www.businessinsider.in/searchresult.cms?query=instagram&amp;sortorder=effectivedate">Instagram</a> or have watched his latest movie ‘<keyword id="120160" type="CITY" weightage="20" keywordseo="Rangoon">Rangoon</keyword>’, it must’ve been hard to ignore his chiselled looks.<br />
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Shahid is looking lean, chiselled, and all sorts of dashing in Rangoon. The actor has garnered praises and there is no stopping for the Bollywood heartthrob.<br />
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Apart from his cinematic career growth, Shahid has been training quite hard and spending hours in the <a href="http://www.businessinsider.in/searchresult.cms?query=gym&amp;sortorder=effectivedate">gym</a>, which is the hidden secret behind his molded physique. He is training harder for ‘Padmavati’ as well.<br />
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Shahid is exercising right and he is also eating right. He follows a hardcore vegetarian diet and includes lot of green leafy vegetables in his diet.<br />
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Shahid has five to six small meals in a day that fuel his body and consumes healthy fats, and complex carbs in his diet.<br />
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His exercise and gym routine includes, treadmill, chin ups, flat bench press, dead lifts, lateral raise, squats, leg curls, etc. He was also off sugar and salt for 15 days for having the perfect shape cuts.<br />
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Here are the <a href="https://www.instagram.com/shahidkapoor/">videos</a> of Shahid training and his routine<br />
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGmdJHOBJpU/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. Warm up.</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"> A post shared by <keyword id="6355887" type="PERSON" weightage="100" keywordseo="Shahid-Kapoor">Shahid Kapoor</keyword> (@shahidkapoor) on</p>
		<time datetime="2016-06-13T16:10:24+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 13, 2016 at 9:10am PDT</time>
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</blockquote>
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGmesojBJti/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. #runtommyrun</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-06-13T16:23:59+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 13, 2016 at 9:23am PDT</time>
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGmoOBhhJpw/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. Tommy got back.</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-06-13T17:47:11+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 13, 2016 at 10:47am PDT</time>
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</blockquote>
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGmtyamhJqa/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. Blood and sweat. @bodyholics</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-06-13T18:35:51+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 13, 2016 at 11:35am PDT</time>
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
				&#xa0;</div>
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGmx7xyhJnv/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. Delta death.</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-06-13T19:12:05+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 13, 2016 at 12:12pm PDT</time>
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</blockquote>
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	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
				&#xa0;</div>
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BGqdrZWBJk9/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Tommy prep. Bingo joins in. 👅</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-06-15T05:32:03+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Jun 14, 2016 at 10:32pm PDT</time>
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</blockquote>
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<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="7" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);">
	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:41.574074074074076% 0; text-align:center; width:100%;">
			<div style=" background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;">
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		</div>
		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BNbOmB7DP9m/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Time for an indoor running session.</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-11-30T07:11:23+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Nov 29, 2016 at 11:11pm PST</time>
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</blockquote>
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	<div style="padding:8px;">
		<div style=" background:#F8F8F8; line-height:0; margin-top:40px; padding:50.0% 0; text-align:center; width:100%;">
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		<p style=" margin:8px 0 0 0; padding:0 4px;">
			<a href="https://www.instagram.com/p/BNRq3f4DTVJ/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">#shamelessposingselfie</a></p>
		<p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">
			A post shared by Shahid Kapoor (@shahidkapoor) on</p>
		<time datetime="2016-11-26T14:06:02+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">
			Nov 26, 2016 at 6:06am PST</time>
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Shahid Kapoor’s training routine will leave you stunned

<ul><li><keyword id="10727357" type="UNKNOWN" weightage="20" keywordseo="Sohrab-Khushrushahi">Sohrab Khushrushahi</keyword> runs <keyword id="10727359" type="UNKNOWN" weightage="20" keywordseo="sohfit">Sohfit</keyword> – a popular fitness program.</li><li>Sohfit has become popular for its 21-day and 40-day challenges that are a hit on Instagram, which started in April, 2019.</li><li>Khushrushahi runs personal training classes, which turned into Zoom calls during the pandemic, and also runs ‘camps’ in Mumbai.</li></ul>Sohrab Khushrushahi worked his way up through a Tier-1 law firm and right when he was about to became a partner (no small feat), he wanted to give it all up and turn to his passion – fitness. Today, Khushrushahi runs Sohfit, a popular fitness program that has found clients like Bollywood celebrities <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>, <keyword id="1788525" type="PERSON" weightage="20" keywordseo="Kiara-Advani">Kiara Advani</keyword> and even business leaders like Anand Piramal.<br /><br />But Khushrushahi shies away from the “celebrity trainer” tag. “We don’t choose the clients,” he told Business Insider in an interview.<br /><br />          <div type="image" title="alia bhatt" msid="80761152" hostid="261" caption="&amp;lt;p&amp;gt;Alia Bhatt and Akansha Ranjan Kapoor during a Sohfit class&amp;lt;/p&amp;gt;"></div><br />Started in October 2017, Khushrushahi runs personal training classes at people’s homes, which turned into Zoom calls during the pandemic, and also runs ‘camps’ in Mumbai across existing centres and spaces where they hold classes. <br /><br />“We started Sohfit with the idea to make fitness accessible and convenient. People hate the effort of getting up and going to a gym and that’s where half the battle is lost. Our idea was to build a community and make fitness fun and different,” he said. <br /><br />Sohfit has become popular for its 21-day and 40-day challenges that are a hit on Instagram, which started in April, 2019. “We wanted to educate people with the right kind of knowledge, there’s just a lot of rubbish about food and dietary requirements and we wanted to clear the air. The idea was to not make fitness a number-based thing, where only if you lose weight you are fit,” he said. <br /><br />For the challenges, it isn’t just something where one follows a routine seen on Instagram. Instead, one has to pay for these challenges, sign up and get guidance online from Khushrushahi through WhatsApp.<br /><br /><table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Challenge<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Cost<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">40-day challenge<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹12,500 + 18% GST<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">40-day challenge with access to bootcamp<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹16,000 + 18% GST <br /><br /></td></tr></tbody></table><br />Because of being virtual, the challenge has got people joining in from not just across India but also US, UK and Australia. Khushrushahi said that during the pandemic, as people started taking their health more seriously, their numbers also grew. “We saw the numbers stay high during the pandemic. Even right at the start of lockdown, even while people had to figure out access to dumbbells and the right food, we had almost 295 people sign up for the challenge,” he said. <br /><br />And it also helped that celebrities like Alia Bhatt further promoted the challenge on social media. Yet, Khushrushahi insists that they haven’t spent any money on marketing. “We haven’t gone out looking for celebrity clients.Word of mouth worked for us, Kiara Advani lives in my building, Alia Bhatt heard about me from someone, and so did Ranbir,” he said. <br /><br /><strong>SEE ALSO:<br /><a href="https://www.businessinsider.in/business/startups/news/upgrad-is-rushing-its-employees-back-to-mumbai-and-bengaluru-offices-and-relocating-many-without-more-money-or-temp-accommodation/articleshow/80752193.cms">EXCLUSIVE: upGrad is rushing its employees back to Mumbai and Bengaluru⁠ offices⁠— and relocating many without more money or temp accommodation</a><br /><a href="https://www.businessinsider.in/international/news/joe-biden-and-narendra-modi-spoke-over-the-phone-last-night-heres-what-they-discussed/articleshow/80759960.cms">Joe Biden and Narendra Modi spoke over the phone last night⁠— here’s what they discussed</a><br /><a href="https://www.businessinsider.in/science/environment/news/a-new-research-lines-up-a-plan-to-save-tamil-nadus-tangedco-and-your-power-bills/articleshow/80760118.cms">A new research lines up a plan to save Tamil Nadu’s TANGEDCO and your power bills</a><br /></strong><br /><br />

Meet the lawyer-turned-fitness entrepreneur who is training Alia Bhatt, Kiara Advani among others

<ul><li>As <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> recently completed two years in India, we caught up with <keyword id="218234" type="PERSON" weightage="20" keywordseo="Neha-Ahuja">Neha Ahuja</keyword>, Head of Marketing - India, Spotify who walked us through Spotify's India story so far.</li><li>She spoke to us about the factors that have led to its growth and what it plans to do to sustain this growth.</li></ul><br />It’s been 2 years since Swedish streaming platform Spotify launched in India and in these two years, the platform has had quite a few milestones. Since its launch, its brand popularity has increased 3X, Spotify recently share and the way it has marketed itself in the country has a lot to do with this reception.<br /><br /> Since the beginning Spotify has focused on localization. While it has the benefit of sound algorithms that make their playlists very personalized, based on what the listener listens to, it has also made sure its communication, both in terms of its campaigns, or the way it makes use of artists to communicate with fans, is relatable. <br /><br /> We spoke to Neha Ahuja, Head of Marketing - India, Spotify to discuss with her the things she feels worked in the platform’s favor in India, and a few things they plan to do, to capture a wider audience here.<br /><br /><cmsannotation type="cmsannotation" annotationid="India and the importance of localization" text="India and the importance of localization"><span data-til="noop">India and the importance of localization</span></cmsannotation><br /><br /> Spotify launched officially in India in February 2019 and from the very start, its focus was on localization. The platform launched at a time when people were slowly getting used to the idea of streaming music online. <br /><br /> While a lot of the younger population knew about the platform, the task at hand was to bring in new users to sample Spotify and to stick to it.<br /><br /> “While there were people who knew about us, there was also a huge audience that did not, they weren’t even streaming music online yet. And what led us to reach a destination that we're very proud of today is that we were able to talk to each of these cohorts in the manner they would have liked to be spoken to. So for people who were still new to streaming, we played to the category codes. We told them what is streaming on Spotify, introduced them to our vast library and let them know about how convenient the platform was to use. At the same time, for people who knew about Spotify, we played up on the differentiation factor. We told them about our playlists, we leveraged fandom. We understood that different people have different music needs and that’s how we streamlined our communication,” explained Ahuja.<br /><br /> It made sure it tailor-made its campaigns based on the geographies it was targeting. So while it featured <keyword id="6354700" type="PERSON" weightage="20" keywordseo="Anil-Kapoor">Anil Kapoor</keyword> to target the Hindi-speaking markets, it roped in South star <keyword id="14488" type="PERSON" weightage="20" keywordseo="Nagarjuna">Nagarjuna</keyword> to target the southern markets.<br /><br /><cmsannotation type="cmsannotation" annotationid="The impact of 2020 on Spotify" text="The impact of 2020 on Spotify"><span data-til="noop">The impact of 2020 on Spotify</span></cmsannotation><br /><br /> While the year 2020 was difficult for most businesses, <keyword id="808056" type="PERSON" weightage="20" keywordseo="Music-streaming">music streaming</keyword> was one of the lesser affected categories. People were stuck at home and looking for entertainment and music came to the rescue. <br /><br /> Ahuja agreed too. “We were one of the few lucky industries. I wouldn't say it was a bad year for us but we did see a shift in the daily routines. The consumption patterns changed. Before, people would listen to us while working out in the gym or while travelling to and from work. With the lockdown, the consumption was a little more spread through the day. There wasn’t a stark difference between weekdays and weekends,” she explained.<br /><br /> There was also a shift in the devices being used to stream the music. There was a move from smartphones to speakers, laptops or even tablets. “We saw a 55% increase in people listening to Spotify on their tablets, and a 37% increase in people streaming on their desktops between April and June 2020,” she added.<br /><br /><cmsannotation type="cmsannotation" annotationid="Spotify’s India story" text="Spotify’s India story"><span data-til="noop">Spotify’s India story</span></cmsannotation><br /><br />The platform also witnessed steady growth through the year. In a recent letter to shareholders, Spotify had said it continued to see healthy double digit Y/Y growth across all regions. “For the full year, net additions accelerated to a record 74 million compared to 2019 net additions of 64 million. In Q4, we added 25 million MAUs and benefited from faster growth in India, US, and Western Europe, with India serving as a notable source of upside vs. our forecast driven by successful marketing campaigns.”<br /><br /> Another strategy that has worked for them in India is introducing different subscription packs for different sets of audiences. “Three things have worked in our favor when it comes to our premium offering. Firstly, there’s a product market fit. The app experience, the catalog, the personalization is great which helps in making sure that people do upgrade. Secondly, in terms of pricing, India is a unique market. We are the only country in the Spotify world to have over 15 plans. Whether its an annual plan, mini plan, a weekly or a daily plan, we have it all. And thirdly, we have a dedicated communication strategy for moving the consumer up the funnel, from a free to a premium experience, clearly calling out the benefits being very relevant, but also playing up the price points, which helped bring many people to the subscription side,” shared Ahuja.<br /><br /> Spotify is also making sure it is able to give effective advertising solutions to brands, it has worked with over 100 brands in the past two years. It is also trying to expand its reach by partnering with different brands like Flipkart, Citibank etc.<br /><br /><cmsannotation type="cmsannotation" annotationid="The future" text="The future"><span data-til="noop">The future</span></cmsannotation><br /><br />On what has Spotify’s USP in India been, Ahuja said, “It's not just about music streaming. It is also about how we position music streaming differently. When we came to India, we spoke about the category, but also about how you should consume music. It wasn’t about listening to a song or track, it was about streaming a playlist. Playlists is not unique to Spotify but we do own that experience now. What we are trying to do now, both in India and globally, is to talk about Spotify as a destination for everything audio. Now, it is not just about music, we also have podcasts. And that's what we we play up. We talk about music, but also about podcasts and our exclusives that are available only on our app. We are also bringing a lot of global exclusives to India which is a great experience for users. So we ensure there is something for everybody on the platform.”<br /><br /> On what her focus areas as a marketer are going to be in the year ahead, she said, “One is to educate people on this music streaming behavior, two, to drive a love for audio, more and more people should consume more music and podcasts. So that's the intent. And thirdly, we want to leverage advocacy-both consumer and artist – where I use my current users to bring in more users along with the fandom of an artist to bring in more users.” <br /><br />

How Spotify will use marketing and communication to bring in its next phase of growth in India

<ul><li>Kareena joins the brand’s roaster of dynamic women personalities like Adriana Lima, Selena Gomez, Cara Delevingne, Sara Ali Khan, MC Mary Kom, and Dutee Chand. </li><li>Puma’s last campaign in India was <keyword id="8238661" type="UNKNOWN" weightage="20" keywordseo="Propah-Lady">Propah Lady</keyword>. It had started a conversation around redefining what a ‘proper lady’ is. It created a ripple effect on social media; women started sharing their ‘unconventional pictures,’ writing their own rules, and posing as ‘Propah Lady.’</li><li>After on-boarding Kareena Kapoor Khan, Abhishek Ganguly, General Manager, <keyword id="567332" type="COMPANY" weightage="20" keywordseo="Puma-India">PUMA India</keyword> and Southeast Asia says the brand aims to ignite a stronger women’s narrative.</li></ul>Global sports brand PUMA has teamed up with Kareen Kapoor Khan as its brand ambassador. With this association, Kareena joins the brand’s roaster of dynamic women personalities like Adriana Lima, Selena Gomez, Cara Delevingne, Sara Ali Khan, MC Mary Kom, and Dutee Chand. <br /><br />Known for her dedicated fitness routine, Kareena will be the face for PUMA’s soon-to-be launched Studio Collection – a low-intensity training apparel collection perfect for Yoga, Barre, and Pilates workouts. Channelling her sartorial workout looks, the collection is sure to keep one moving from the studio to the streets with a practice in style.<br /><br />“What I connected most with PUMA is that they have always been pushing boundaries, encouraging women to be their unapologetic self. This resonates deeply with me because it’s something I’ve always believed in and followed for myself, whether in my personal or professional life,” said Kareena Kapoor Khan who has been brought on board as the brand ambassador. <br /><br />Kareena adds, “This new partnership with PUMA gives me an opportunity to connect with and encourage more women to lead a fit and healthy lifestyle. Fitness is an essential, integral part of my life and I truly enjoy it in its various forms whether its Yoga, Pilates or even just a morning walk. I’m looking forward to everything Puma and I have planned in the coming months.” <br /><br />Speaking about the association, Abhishek Ganguly, General Manager, PUMA India and Southeast Asia says, “Kareena personifies our philosophy ‘where the gym meets the runway’. She is not only an inspiration but is also a true embodiment of what it means for women to maintain a healthy lifestyle while donning multiple hats. We are thrilled to have her join the PUMA family. Through this association, we aim to ignite a stronger women’s narrative for the brand.”<br /><br />PUMA’s Studio Collection will be available from April 2020 on PUMA.com, PUMA Stores and selected retailers.<br />

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Shahid Kapoor’s training routine will leave you stunned

Akanksha Jain

Meet the lawyer-turned-fitness entrepreneur who is training Alia Bhatt, Kiara Advani among others

Sanchita Dash

How Spotify will use marketing and communication to bring in its next phase of growth in India

Samarpita Banerjee

Puma tries to ignite a stronger women’s narrative by on-boarding Kareena Kapoor Khan as its latest face

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