Hey! My health-cognizant readers, how are you doing? Let me ask you something. If you were to name a few problems or scarcity of proper resources in your fitness journey, can you do that? I bet you can name at least one, right? Everyone faces some or the other problem, what’s new in this? So, in this case, the newness is that when our fitness enthusiast Mr. Pratik Patel faced one such problem, he established a whole brand in search of a solution. Yes! You read that correctly. This time HFM was in close conversation with Mr. Pathik Patel, founder of Fit & Flex. Let's indulge in it.
The Idea Behind
Mr. Pratik Patel is an Ahmedabad-based businessman and entrepreneur, who is involved in the textile and chemical industries and founder of Fit and Flex. Mr. Pathik is a fitness freak and passionate about running marathons. “During my fitness journey when I tried to balance my diet and eat right, I found a big gap in the Indian market. There were not many breakfast cereal options.” This situation was evaluated, which gave birth to an idea of starting something new. Then they gave it some thought and did their research. “Because the food industry was a new and untraveled path for us”.
Firstly, there was this gap in the Indian market and secondly, they presumed, in the long run, there would be a considerable shift in consumer habits regarding healthy foods, and at that time ‘we’ would be able to fill the preferences. “In our view these two were the opportunities.” So, all these combinations of thoughts and events gave birth to the brand ‘Fit & Flex’ in 2019.
The Brand
Fit & Flex is a young snack and cereal brand that mainly deals in 4 major products- muesli, granola, multi-grain mixture, and recently launched mini bites. Launched the first product granola in the second half of 2019. The utmost technologically equipped manufacturing unit was set in Ahmedabad. They have the largest cereal-making plant in Asia. The technology is patient baking technology and is one of a kind in the country which is fully automated.
When we come to the other features, what makes it different is that, there is no compromise on taste, it is entirely baked which makes it easy to chew, and surprisingly high on flavours. “We describe it as an any-time snack, so don't limit it to just breakfast cereal.”
The Past, The Present, And The Future
“If we go 3-4 years behind, then the reason to choose cereal for a new startup was, the need of the hour.” Mr. Pathik said if he felt the need then others also must have felt it. Though breakfast patterns in this country are different, we surely need good nutrition and carbs. And this thought encouraged the start of ‘Fit & Flex’. Today, we have some customers who are consistent with us for many reasons, few of them being the taste and flavours. The brand is all about eating healthy without compromising taste, and many of our customers are replacing it with their evening snack. It is the time when most unhealthy eating is done. If we talk about the future vision of the brand, it aims to become a globally recognized and considered brand for quick and healthy eating options and aims to reach a 20% share of Indian markets.
Personal Take On Health And Fitness
Mr. Founder himself is a fitness freak and believes that eating habits have a great influence on health.
“Fitness is not only about working out physically but it 70% depends on your diet.” He gave a very interesting concept of the 80-20 rule. You do 80% mindful eating and 20% of whatever you like including junk. Stay fit so as to eat your favourite food. “After all it is all about balance and sustainability.”
He believes that fitness is a very personal term. “For me, it's about a healthy mind and body.” Because mental and physical health complements each other. He believes that mindful eating and active living are fundamentals of health.
So finally, this is our favourite segment where we ask them about being candid about life and advise our readers.
Mr. Pratik has a very nice message to convey, “Fitness is not a phase, being healthy doesn't mean that you need to compromise on the way you live your life. Fitness should be your state of mind, that’s the space where ‘Fit & Flex’ wants to be in.”
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