Mumbai: Leeford Healthcare Limited, a healthcare company, has announced a strategic investment of INR 200 crore over the next three years to expand its Orthopedic & Mobility Aids division, marking a significant push into India’s rapidly growing preventive healthcare and rehabilitation segment. As part of this initiative, the company has appointed action superstar and fitness icon Tiger Shroff as the brand ambassador for the division and unveiled its nationwide campaign, ‘Fit Raho, Hit Raho’.
India’s orthopedic supports and mobility aids market, currently valued at around INR 2,500 crore annually, is projected to grow to INR 8,000 crore by 2030. This growth is being driven by rising lifestyle-related disorders, increasing sports injuries, an ageing population, and greater awareness around preventive healthcare. Leeford Healthcare Limited’s investment will be directed towards manufacturing upgrades, new product development, digital-first marketing, clinical engagement, and deeper retail penetration across urban and rural markets.
“From the total investment of INR 200 crore, decent share of this investment will go for upgradation of our manufacturing facility for orthopaedic and mobility aids as we aim to strengthen the ‘Make in India’ initiative, with the remaining funds to be utilized for marketing, advertising & penetration in newer towns. We are also planning to expand our geographical spread across majority of pincodes in India,” said Neha Gupta, Director, Leeford Healthcare Limited.
The company sees strong demand emerging from both urban and rural India, with urban growth driven by lifestyle-related health issues and rural demand supported by an ageing population and improving access to affordable healthcare. Growth is expected across both online and offline channels, supported by Leeford Healthcare Limited’s expanding digital footprint and its extensive offline sales and distribution network. The company continues to maintain mass-market pricing while delivering clinically aligned, high-quality products to ensure accessibility at scale.
The ‘Fit Raho, Hit Raho’ campaign aims to reposition orthopedic and mobility aids as everyday lifestyle companions for prevention, recovery, and active living, moving the category beyond its traditional post-injury focus.
“India is facing a silent epidemic of musculoskeletal disorders. Our goal is to combine clinical credibility with everyday relevance — making high-quality, affordable mobility aids widely available so that prevention and rehabilitation go hand-in-hand. With Action Superstar Tiger Shroff as the face of our campaign, we want to inspire millions across India to adopt orthopedic and mobility aids not only for treatment but also for long-term prevention and resilience,” added Gupta.
Sharing his association with the brand, Tiger Shroff said, “I’m proud to partner with Leeford Healthcare Limited in a campaign that champions movement as a daily habit. True fitness isn’t just about training hard but also about protecting your body, preventing injuries, and recovering well. Orthopedic and mobility aids should be part of an active lifestyle—just like gym gear or other fitness essentials. Leeford Healthcare Limited’s vision of making these supports accessible to everyone resonates with my own philosophy, and together we want to inspire people to stay strong, keep moving, and live the mantra: Fit Raho, Hit Raho.”
Launched in 2023, Leeford Healthcare Limited’s orthopedic and mobility aids portfolio was developed to address the gap between affordability and quality in the mass market. The company currently offers 32 clinically aligned products, including lumbar belts, posture correctors, cervical collars, knee caps, wrist and ankle supports, and sports recovery aids. The portfolio is set to expand to 50 products by the end of FY 2026–27, with 20 new launches planned across rehabilitation, prevention, and sports wellness categories.
All products are manufactured at the company’s WHO-GMP and ISO-certified facility in Ludhiana. While Leeford Healthcare Limited has a presence across 12 lakh retail touchpoints nationwide, its orthopedic portfolio is currently available in 1 lakh outlets. The company plans to double this to 2 lakh touchpoints by Q2 FY 2026–27, supported by a strong presence on leading e-commerce and quick-commerce platforms.
“Our differentiation lies in being both medically credible and accessible,” said Sidhant Gupta, Director, Leeford Healthcare Limited. “Our products are designed in consultation with clinicians and physiotherapists to complement prescribed therapy and empower individuals to use them proactively in daily life—whether it is a student avoiding spinal strain, an office worker managing posture, or an athlete protecting joints. By integrating these supports into conservative care pathways, we are enabling people to sustain movement, prevent injuries, and recover more effectively.”
The ‘Fit Raho, Hit Raho’ campaign has been conceptualised by Schbang – Mumbai, with Hogarth as the production house. It will be rolled out through digital films, in-store activations, clinician partnerships, and awareness drives, highlighting key products such as the Posture Corrector Belt, Knee Cap, and Abs Wrap (Tummy Trimmer). Tiger Shroff’s association will anchor consumer outreach and digital engagement, alongside medical and community initiatives including workplace ergonomic programmes, rural orthopedic screening camps, and physiotherapist training efforts.
Looking ahead, Leeford Healthcare Limited expects the orthopedic and mobility aids category to evolve rapidly over the next three to five years, driven by emerging sports, new fitness formats, and a growing shift towards lifestyle-led fitness and early adoption of preventive supports.
