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Cricketer
Virat Kohli is set to start his own chain of gyms and fitness centres. One of
Kohli's partners in the venture, Satya Sinha, said the total investment to
launch 75 centers in three years is around Rs 190 crores.
In This Pic : Virat Kohli
Pic Courtesy : BCCL
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The
gyms will be launched under the brand name Chisel. The brand is jointly owned
by Kohli, Chisel Fitness and CSE, the sister concern of Cornerstone Sport &
Entertainment, which is the agency that manages Kohli.
In This Pic : Virat Kohli
Pic Courtesy : BCCL
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"We
will launch gyms of various sizes and with different facilities according to
their locations. We are also in talks with international sports-based fitness
experts to bring in their expertise," said Sinha, director of Chisel
Fitness, a Bangalore-based startup that specializes in corporate fitness.
In This Pic : Virat Kohli
Pic Courtesy : BCCL
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"The
gyms are just a start. There are plans on the anvil to launch fitness inspired
clothing lines and tech wearables in the future," said Gaurav Marya,
chairman of Franchise India, which is a commercial and marketing partner in
this venture.
In This Pic : Virat Kohli
Pic Courtesy : BCCL
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The
country's fitness industry comprising branded fitness chains and standalone
gyms is pegged at around Rs 1,300 crore. "These days, the reach of fitness
centers goes beyond just the top ten cities. Apart from his financial equity,
Kohli's brand equity is so strong at the moment that it may catapult the chain
to success,' says Arvind Singhal, founder of retail consultancy Technopak.
In This Pic : Virat Kohli
Pic Courtesy : BCCL
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