New Delhi: SLOVIC, an Indian fitness gear and sporting goods brand, has announced the onboarding of Tiger Shroff as its brand ambassador, alongside the launch of its new campaign, ‘SLOVIC: Gym Ghar Lao’.
The campaign is built around the idea of making fitness more accessible by enabling consumers to bring the gym experience into their homes. It reflects the brand’s positioning that fitness should not be constrained by time, location, or access, but instead be flexible and easily integrated into everyday life.
With a portfolio spanning functional workout equipment such as pull-up bars, resistance bands, dumbbells, adjustable dumbbells, and yoga mats, SLOVIC aims to simplify fitness routines while promoting affordability and convenience.
The campaign comes at a time when a significant portion of India’s population remains underserved by traditional fitness infrastructure. According to the World Health Organization, 49.4% of adults in India were insufficiently physically active in 2022. Additionally, a report by Deloitte India and Health & Fitness Association indicates that fitness facility membership penetration in India stood at just 0.8% in 2024, with a majority of revenue concentrated in the top metro cities.
Designed as an age- and gender-inclusive brand, SLOVIC caters to a wide consumer base—from beginners and young adults to working professionals and older individuals seeking mobility and strength training solutions. Its value-driven pricing strategy aims to lower entry barriers and democratize access to fitness.
Commenting on the association, Tiger Shroff said, “Fitness has always been a way of life for me, which is why joining SLOVIC as brand ambassador felt like a natural fit. I connect with the brand’s vision of making fitness simpler, more accessible and part of everyday life.”
Aqib Mohammed, Co-Founder, SLOVIC, said, “Tiger Shroff coming on board as SLOVIC’s brand ambassador is a strong cultural marker for where the brand is headed. For us, the larger opportunity is not just selling equipment, but rethinking how fitness fits into Indian lives. If someone can start their journey at home with something as basic as dumbbells, resistance bands or a skipping rope, at an entry point of around Rs 500, then fitness becomes far more democratic, practical and consistent. That is the thinking behind ‘Gym Ghar Lao’.”
Shashwat Diesh, Co-Founder, SLOVIC, added, “The idea behind SLOVIC has always been to remove friction from fitness. Whether that friction is cost, convenience or access, we want to solve it through products that are practical, high-quality and built for everyday use. With Tiger Shroff coming on board as brand ambassador, we are able to amplify that thought in a way that is both aspirational and deeply relatable.”
The campaign will roll out across digital platforms, supported by films and content focused on accessibility, convenience, and the flexibility to train anytime, anywhere. SLOVIC products are currently available across leading e-commerce and quick-commerce platforms such as Amazon, Flipkart, Blinkit, Zepto, and Instamart, enabling consumers to access fitness solutions with ease
