FitnessEquipmentMarket Fitness Equipment Market India

April2009

ExecutiveSummary
EstimatedworthINR12.5bnIN2008;ExpectedtoreachINR63.3bnby2012 Annualgrowthrateof50% Keysegments :HomesegmentandInstitutionalsegment Typesoffitnessequipments:CardiovascularEquipmentandWeightTrainingEquipment

Market

Drivers:

Challenges:
LackofR&DfacilitiesinIndia Lack of consumer confidence in Indian LackofconsumerconfidenceinIndian equipments Lackofgoodfitnesstrainers Lackofspaceinresidentialcomplexes

Drivers& Drivers & Challenges

Indiansbecominghealthandfitness conscious Growingdemandfromcompanies Entryofforeignfitnesschains/clubs Reductioninpricesandimportduties RealEstateboom Healthchainsenterequipmentretailingmarket Emergenceofnewdistributionchannels p Introductionofinnovativeproducts

Trends

Competition

MarketisdominatedbyforeignbrandslikePrecor,Cybex,Nautilus ForeignequipmentbrandshavedistributiontieupswithIndiancompanies AlargenumberofimportersandsmallplayerscompeteforashareintheIndianfitness A large number of importers and small players compete for a share in the Indian fitness equipmentindustry

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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Fitnessequipmentindustryhasahugegrowthpotentialasonly afractionofurbanIndiapracticesworkoutregularly
Overview
FitnessequipmentmarketworthINR12.5bn in2008 Fitnessequipmentscanbeclassifiedas
CardiovascularEquipments: Treadmills, Stationarybicycles,Stairclimbers,Rowing machines,Ellipticalcross trainers machines, Elliptical crosstrainers WeightTrainingEquipment: Weightlifting machines,barbells,varioustypesofbenchesbars andracks
50 5.6 56 0 8.3 83 12.5 18.8 28.1

MarketSizeandGrowth
INR bn
100 63.3

+50%

42.2

2006

2007

2008

2009

2010

2011

2012

Industry has huge growth potential as only Industryhashugegrowthpotentialasonly 1.5%oftheurbanIndianpopulationregularly practicesworkout Demandforfitnessequipmentisattracting companiesfrom

Segmentshare
Home segment 24%

76% Institutional segment

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Institutionalsaleisthelargestsegment;Treadmillisthemost popularfitnessequipment
End Usersegment

Residential Residential
Soldtoindividualswhopreferworking out/exercisingathomeduetopaucityoftimeor convenience Equipments used for residential purpose are usedforresidentialpurposeare generallybuiltwithlightermaterials Costistheprimefactorwhilemakingthebuying decision

Institutional
Bulkofequipmentssoldtohealthclubs/gymsand corporatehouses Equipmentsusedbyinstitutionsaremoresturdily builtandexpensivecomparedtothoseusedathome built and expensive compared to those used at home Qualityistheprimeconsiderationandbuyersare readytopaypremiumforbetterqualityand technologicallyadvancedproducts

Top3EquipmentinHomeSegment
Approx.Cost Treadmills T d ill ExerciseBikes MiniMultiGym
Note:Equipmentpricesareindicative

Top3EquipmentinInstitutionalSegment
Approx.Cost Treadmills T d ill DumbbellsandPlates PlateLoadedFitnessEquipment INR0.2 0.6mn INR 0 2 0 6 INR14275perkg INR26k0.45mn

INR35k 0.15mn INR 35k 0 15 INR4k40k INR18k0.10mn

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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Drivers&Challenges
Challenges Drivers IndianbecomingHealthand FitnessConscious GrowingDemandfrom Companies C i EntryofForeignFitnessChains/ Clubs ReductioninPricesandImport Duties RealEstateBoom R lE B LackofR&DFacilitiesinIndia Lack of R&D Facilities in India LackofConsumerConfidencein IndianEquipments LackofGoodFitnessTrainers LackofSpaceinResidential p Complexes

FITNESSEQUIPMENTMARKET INDIA.PPT

Increasinghealthconsciousnessanddemandfromcorporate houseshasspurredtheindustrygrowth
IndiansbecomingHealthandFitnessConscious
RapidurbanizationandchanginglifestyleismakingIndianshealthandfitnessconscious
UrbanIndianconsumerspendsabout6%ofhisincomeonhealthandfitness PercentageofurbanpopulationInIndiaworkingourregularlyisstillmuchbelowtheglobalstandards

Impact

Urbanpopulationworkingoutregularly
20 10 0

TypeofPhysicalActivitiesUndertakenbyIndians
Walking Physicalworkout/Aerobics y 84% 19% 12% Walking 16% 5% 5%

17.5% 1.5% Global Average India

Jogging/running Yoga WeightTraining Cycling

PartofIndianpopulationbornafter1985,comprisingofchildrenandworkingsingles,is expectedtodrivethedemandforfitnessequipmentsinIndia

GrowingDemandfromCompanies
I di I i IndiaInc.isrealizingtheimportanceofemployeefitness li i th i t f l fit Bigcorporatehousesareoptingforaninhousefitnesscentres
CompanieslikeWipro,GE,Airtelhaveestablishedmoderngymsintheirworkplaces

Impact

Manycompaniesprovideallowanceforthegymmembership S ll Smallenterpriseswithlessthan50employeesoptforacorporaterateatlocalhealthclubs i i hl h 50 l f l lh l h l b

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Entryofforeignfitnesschainsandreductioninimportdutiesto increasethedemandforfitnessequipment
EntryofForeignFitnessChains/Clubs
EntryofforeignfitnesschainsinIndiahasincreasedthedemandforfitnessequipment FitnessChain Goldgym SnapFitness FitnessOne FitnessFirst IndiaStrategy gy GoldGymhas18gymfacilitiesinvariouscities Itplanstoexpanditsoperationsusingfranchiseroute SnapFitnessplanstoopen250gymclubsintierIandIIcitiesinIndia FitnessOnealsoproposestohave150centres FitnessFirstplanstoinvestINR2bnby2010torollout15largeformatgyms

Impact

ReductioninPricesandImportDuties
Reductioninimportdutiesoveraperiodisencouragingforthefitnessequipmentimporters Fitnessequipmentscanbeimportedatalowprices,thusmakingitmoreaffordable Importduty
100

Impact

ReductioninPricesforMotorizedTreadmill
INR

56%
50 0

100,000

36%

60,000 20,000

25% 2008

50,000 0

1998

2005

1995

2005

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Realestateboompromotingthehealthandfitnessindustry
RealEstateBoom
Everyprestigiousrealestateprojectaimstogivevalueformoneybyprovidinghealthclub facilities Therealtyboomhasresultedinexponentialgrowthforthefitnessequipmentindustry Moreandmoregymsarecomingupnotonlyinresidentialcomplexesbutalsovariousmallsin India
FitnessFirstopenedagyminAmbiencemallinGurgaon F t re Gro p has tied p ith Tal alkars Better Val e to offer fitness destinations in shopping mall The FutureGrouphastiedupwithTalwalkarsBetterValuetoofferfitnessdestinationsinshoppingmall.The 50:50jointventureiscalledTalwalkarsPantaloonFitness

Impact

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DomesticmanufacturersfaceissueslikelackofR&Dfacilities andconsumerconfidenceinIndianequipments
LackofR&DfacilitiesinIndia
Technologicalinnovationandintroductionofnewproductsisamustforfitnessequipment manufactures However,Indianmanufacturerslacksuchresearchanddevelopmentfacilitiesintheareaof fitnessequipment DevelopingandsourcingtechnologythathasaccuratebiomechanicsisbighurdleforIndian players

Impact

LackofconsumerconfidenceinequipmentsmanufacturesinIndia
Indian manufacturers tend to compromise on quality in order to keep the price low Indianmanufacturerstendtocompromiseonqualityinordertokeepthepricelow ManyconsumerslackconfidenceinIndianfitnessequipmentandprefertouseimportedfitness equipmentswhicharesuperiorinquality HencefitnessequipmentsmanufacturedbyIndianmanufacturersfinditdifficulttocompete q p y withfitnessequipmentsmanufacturedbyinternationalbrands

Impact

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Lackofgoodtrainersandspaceconstraintinresidential apartmentshamperingthegrowthofmarket
Lackofgoodfitnesstrainers
Indiadoesnotproduceknowledgeablecertifiedtrainersthroughanyofthemainstream educationalinstitutions
Nutritionistsandphysiotherapistsarenotjobreadywhentheycomeoutofcollege

Impact

Fitnessequipmentdistributorshavetobuildarelationshipwiththetrainersofhealthclubs/ corporategymsastheyinfluencetheequipmentbuyingdecisionoftheowner Lackofknowledgeamongtrainersaboutlatesttrendsandproductsinfitnessequipment markethamperthegrowthoftheinstitutionalsalessegment market hamper the growth of the institutional sales segment

Lackofspaceinresidentialcomplexes
WiththeriseinrealestatepricesinIndia,veryfewpeoplecanaffordtobuybigapartment/flat A AveragesizeofanIndianhouseis494sq.feetinruralareas and504sq.feetinurbanareas i f I di h i 494 f i l d 504 f i b Smallapartmentsleaveverylittleornospaceforinstallingatreadmillorahomegym Householdwithlessthan100sq.ft.perperson
60 40 20 0

Impact

55.0% 56.0% 55 0% 56 0% 46.0% 38.5% Urban Rural

1953-54

2006-07
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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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KeyTrends

HealthChainsenterEquipment Health Chains enter Equipment RetailingMarket

Trends
IntroductionofInnovative Products P d t EmergenceofNewDistribution Channels Ch l

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Leadingfitnesschainsaremovingintoequipmentretailing;New distributionchannelshaveemergedinthemarket
HealthChainsenterEquipmentRetailing
Leadinghealthclubchainsaremovingtowardsequipmentretailing FitnessOne,ahealthclub,isallsettoforayintofitnessequipmentretailing
ThecompanywillsellequipmentfromPrecoroftheUSanditsinhousebrandPropelFitness ThecompanywilloutsourcethemanufacturingofPropelFitnessequipmenttoTaiwanandKorea

Talwalkar,IndianFitnesschain,planstosellfitnessequipmentsbyopeningstoreinshopping malls
C Companyplanstoopen50TalwalkarsFit&Activestoresinshoppingmallsacrossthecountryby2010 l t 50 T l lk Fit & A ti t i h i ll th t b 2010

Brand capitalization andincreasein competition

EmergenceofNewDistributionChannels
Withtheadventofcabletelevisionandinternet,teleshoppingandonlineshoppinghave emergedasnewdistributionchannelsinfitnessindustry Peoplepreferbuyingfitnessequipmentsonlineasitallowsproductcomparisons,savestime andconvenient Teleshoppingnetworkssellhomefitnessequipmentsthroughtelemarketing
Abdominalexerciserisapopularfitnessequipmentsoldthroughtelemarketing

Channels evolvingbeyond brickand mortar

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Manufacturersarelaunchingnewandinnovativeproducts
IntroductionofInnovativeProducts
Manufacturersenhancingtheexistingproductswithnewfeatureslike givingentertainmentoptionsinequipment giving entertainment options in equipment CardiomachineswithbuildinLCDTVscreens,iPodconnectivityand mobilephonechargersareavailableinmarket
TechnogymshaslaunchedtreadmillwithanintegratedTVandradio

Enhancingexisting products

Equipment manufacturers f t goingbeyond basic equipments

Newconceptoftimeefficientmachineswhichenablesusertospend p p lesstimetoremainfitascomparedwithconventionalmachines

Singaporebased company, OSIM and Indian manufacturer Proline Singapore basedcompany,OSIMandIndianmanufacturerProline fitnesshavelaunchedmassagechairsfortheIndianmarket Introductionofnew products
Thesearepreprogrammedmassagechairswhichsimulatetheexperienceofa livemassage

PowerPlateInternationalhastiedupwithHeroMotorsLtdto introducepremiumvibrationdevicesintheIndianmarket i d i ib i d i i h I di k
CompanyhasopenedPowerPlateStudiosatTheClub,MumbaiandAsian Roots,Delhi

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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Franchiseerouteispreferredmarketentryrouteforforeign players
Majorityofthehighendfitnessequipment(treadmills,arctrainersetc)soldinIndiaareimported
AmericanfitnessequipmentbrandsaremorepopularinIndia MostoftheAmericanandEuropeanmanufacturershavefabricationunitsinChinaandTaiwan

DomesticmanufacturerslackR&Dfacilitiesandcompromiseonqualityinordertoreduceprices f l k f l d l d d
Domesticfitnessequipmentsareavailableathalfthepriceanyforeignbrands

GovernmentFDI policy li

Indiangovernmentallows51%FDIinsinglebrandretailand100%FDIinwholesalecash& carryoperations carry operations Indiangovernmentisconsideringallowingforeigndirectinvestment(FDI)totakea49% stakeinmultibrandretailers Foreignplayersmarkettheirproductsthroughdistributors/importersinIndia Foreign company can appoint a master licensee to market and distribute their brands Foreigncompanycanappointamasterlicenseetomarketanddistributetheirbrands MasterlicenseeinturnappointssubdealerstodistributethebrandinIndia Appoint Authorized Authorized Distributor Selldirectlyto endusers

FranchiseeRoute Franchisee Route

ForeignPlayers Foreign Players

Appointsub dealers

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ForeignPlayers(1/2)
ForeignPlayer AccellFitness Products Treadmills,cycles,muscle trainers,EllipticalsandRowers Homegyms,functionaltrainers, freeweightsystems,freeweight machines,benchesandracks, weightsanddumbbells weights and dumbbells Treadmills,crosstrainers, exercisebikesandvariousplate loadedequipment Treadmills,EllipticalTrainers, ExerciseBikes,AscentTrainer Treadmills,ellipticalcross p trainers,exercisebikes,summit trainers,homegymsandracks IndiaStrategy IthasappointedFitlineasitsmarketingpartnerinIndia AccellFitnessislookingforgrowthinTierIandIIcitiesin India I di BodysolidhasatieupwithProlinefitnessfordistributionin India

BodySolid

Cybex

CybexisdistributingitsproductsinIndiathroughFitLine CybexisintroducinglatesttechnologyproductsinIndiabased onitsexpertiseinbiomechanics,ergonomicsandphysiology HorizonFitnessdistributeitsproductsinIndiathroughProline fitness LifefitnesshastiedupCardioFitnessfordistribution p IthasatiedupwithHDFCBanktoofferfinanceloanto consumersuptoINR0.5mnforbuyingLifefitness equipment ItisnowplanningtosetupsixcompanyownedCelebrate LifeshowroomsinIndiaataninvestmentofINR100mn

HorizonFitness

Lifefitness

Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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ForeignPlayers(1/2)
ForeignPlayer Precor Products Cycles,Stretchtrainer,strength systems,Treadmills,Elliptical Crosstrainersandclimbers Cross trainers and climbers Cycles,stepper,climber, treadmills,dumbbells,home gyms,ellipticalsandbenches gyms ellipticals and benches Vibrationmachinebasedfitness equipments IndiaStrategy PrecorhasappointedGympacasitssolemarketingpartnerin India A ApartformhotelsandfitnessclubsPrecoristargeting f h l d fi l b P i i companies,whicharesettingupinhousefitnesscenters NautilushasbeenawardedanoverINR50millionby Talwalkars,India'slargestchainofhealthcenters InIndiaforitsBowflexrangeithasappointedAceSporting& di f i fl i h i d S i & Fitnessfordistribution IthasadistributiontieupwithTrinityHealthcarePvtLtd Launchedtwovariantsoftheequipment 'VibroGym Professionaland'VibroGymDomestic f RecentlysolditsequipmenttoBodylinegyminBangalore VisionFitnesshasappointedProlinetodistributeitsproducts

Nautilus

VibroGym

VisionFitness

Treadmills,EllipticalTrainers, cycles,Cardioandstrength products

Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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DomesticPlayers
IndianPlayer AsianSports& Enterprises Products VibratoryBelts,HomeGym, AbdominalMachine, MotorisedJogger,climbers Motorised Jogger climbers andstairsteppers BusinessOutlook Thecompanyalsomanufacturesequipmentcustombuiltasper clientrequirement Th ThecompanyisanauthorizeddistributorofCosco,Jonex,Silver, i h i d di ib fC J Sil EasternShoes,B.D.M.,Champs,SunnyandSelf Itscustomersinclude,government.,corporateoffices,heritage hotels,bigresortsreputedschoolsandcolleges Itmanufacturesmostextensivelineoffreeweightandmultistation f i li ff i h d li i exerciseequipmentintheindustry Planstointroduceinnovativeproductsonacontinuingbasis Manufacturescustombuiltproductaccordingtoclientspecifications

JeraiFitness i i Pvt.Ltd NationalSports

Plateloadedequipment, l l d d i cardioequipment,racksand benches Weightliftingbarsand weightliftingplates f Treadmill,steppersand ellipticals

TICycles

Planstolaunchanexclusiveretailstorestosellfitnessequipment TICyclesplanstoofferfinancingschemestocustomersandhastied upwithvariousfirms

OtherdomesticmanufacturersincludeAdvansys,BullworkerEnterprises Domesticmanufacturersareinvolvedonlyinlowendfitnessequipments
Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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Distributors(1/3)
IndianDistributor AceSporting& Fitness Overview Productrangeincludeshomegyms,treadmills,dumbbells, climbersandvariousaccessories Th ThecompanyisbasedinDelhithecompanydistributesits i b d i D lhi th di t ib t it productsthroughvarioussubdealersandorganizedretail chainslikeHometownandHomestop ProductrangeincludesCardiovascularequipments, strengthequipmentsandaccessories strength equipments and accessories IthasnationwidepresencewithcentersinChennai,Pune, Mumbai,Bangalore,Delhi,Cochin,KolkattaandCoimbatore Itdealsintreadmills,climbers,exercisebikes,ellipticalcross trainersandplateloadedequipment trainers and plate loaded equipment CardioFitnessisbasedinDelhiwithbranchesinMumbai, Hyderabad,BangaloreandChennai DealsinCardioEquipments,StrengthTraining,Functional Training,Sauna&Steam Training Sauna & Steam CardiomedisbasedinDelhiwithbranchesinMumbai, Bangalore,HyderabadandKerala ForeignTieups Bowflex

AcmeFitness

TrueFitness,BHFitness,Tuff Stuff,PaceMaster,Body Stuff PaceMaster Body Solid,Lexco,OctaneFitness, Concept2,WaterRower HammerStrength

CardioFitness

Cardiomed

FreeMotion,Keyton,Jacobs Ladder,Procourt,andBSW Ladder Pro court and BSW

Aftersalesserviceandgeographicalcoverageofthedistributorsarethedifferentiatingfactorinthisindustry After sales service and geographical coverage of the distributors are the differentiating factor in this industry
Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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Distributors(2/3)
IndianDistributor Gympac Overview CompanydealsinEllipticalcrosstrainers,treadmills,cycles, strengthsystems G GympacisbasedinChennaiwithbranchofficesin i b d i Ch i ith b h ffi i Bangalore,NewDelhi,Pune,Hyderabad,Kochiand Chandigarh Thecompanyhassalesandaftersalesteamsinallmajor cities cities Inadditiontohotels,fitnessclubsandhighnetworth individuals,Gympacistargetingcompanies,whichare settingupinhousefitnesscenters It has 70 exclusive fitness stores across India Ithas70exclusivefitnessstoresacrossIndia Thecompanyisplanningtoexpandto200storesinthenext twoyears ForeignTieups Precor,HurandInflight

GrandSlamFitness Grand Slam Fitness

SportsArt Fitness Kettler and SportsArtFitness,Kettlerand Turbuster

M.K.Marketing

Thecompanydealsintreadmills,ellipticals,rowers,strength Maxfit,Californiafitness, trainingequipmentandvariousaccessories training equipment and various accessories sportop ThecompanyisbasedinHyderabad

Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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Distributors(3/3)
IndianDistributor ProlineFitness Overview CompanydealsinHomegyms,bikes,ellipticals,treadmills andstrengthequipment P li Fit ProlineFitnesshasapanIndiapresencewith58exclusive h I di ith 58 l i showroomsinover35citieswithaneffectiveandefficient aftersalesbackup CompanyplanstosetuptwostoresinSriLanka The company plans to increase its presence in tier I and II ThecompanyplanstoincreaseitspresenceintierIandII cities ProductrangeincludesTreadmills,bikes,EllipticalCross Trainers,Steppers,Rowingmachines,Multigyms,Benches, Massagers,Fitnessaccessories Massagers Fitness accessories StayfitisbasedinBangaloreandprovidesnationwideafter salessupport TrinityHealthcaredealsinvibrationmachinebasedfitness equipment ThecompanyisexpandingitsbusinesstoWestAsiaand SouthEastAsia IthasopenedshopsinBangaloreandMumbaiandplansto p p openashopinDelhi ForeignTieups HorizonFitness,Vision Fitness,Matrix,BodySolid, JohnsonHealthTech.Co.Ltd Johnson Health Tech Co Ltd

Stayfit

IconHealth&Fitness

TrinityHealthcare

Vibrogym

Note:Thislistisnotexhaustive FITNESSEQUIPMENTMARKET INDIA.PPT

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

FITNESSEQUIPMENTMARKET INDIA.PPT

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KeyDevelopments
Date 14 Nov 2008 Development CardioFitnessIndiaPvtLtd,afitnessequipmentcompanybasedinDelhi,isplanningtoincreaseits retailoutletsfromtheexistingsixto30withaninvestmentofINR200mninthenexttwoyears.The companyhastieupswith16globalmanufacturers,includingLifeFitnessoftheUS JMD Ltd, real estate developer, has partnered with Celebrity Fitness India Pvt Ltd for its retail mall JMD Regent Arcade on MG Road in Gurgaon. Celebrity Fitness will offer fitness solutions through professional personal trainers, gym equipment and spa. Gymandfitnesstrainingtoequipmentretailingcompany,FitnessOne,isnowworkingonestablishing y g q p g p y, , g g largeformatsportscentres,wherethecompanywillextendfunctionalfitnesstrainingto sportspersonsapartfromfitnessfreaks TICyclesofIndia,partoftheMurugappaGroup,aspartofitsretailexpansionplanintendstoopen 120exclusivestoresacrossthecountry,storeswouldbeaonestoppremiumstoresforallbicycling, fitnessequipment,sportsandinfantproducts fitness equipment sports and infant products SingaporebasedOSIMInternationalLtdisplanningtosetupanother100exclusivebrandoutletsin IndiaasitiseyeingasixfoldincreaseinturnoverforitsIndianarminthenextfouryears.Itsproduct portfolioincludesfootreflexologyproducts,handheldmassagers,eyecaremassagers;footmassager isthebiggestcontributortoitsrevenue.

31 Oct 2008

25 Sep 25 Sep 2008

12Sep 2008

24June2008

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