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Hamsini Shivakumar & Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that fitness is now seen as a journey enriched with cultural and symbolic nuances, holding a mirror to societal aspirations and lifestyles. Therefore, brands will need to evolve, ensuring that their narratives remain relevant and connected to the cultural pulse of the nation

By Hamsini Shivakumar | August 25, 2023
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