What is the Fit India Campaign?
The Fit India Campaign is an unprecedented effort by the Indian Government to bring nutrition and physical activity to millions of Indian children. This country has one of the worst rates of child malnutrition in the world, a fact that has been acknowledged by international bodies and organizations. The campaign was launched on October 7, 2015 and will continue until 2016. The main objective of the campaign is to increase physical activity levels among Indian children by teaching them healthy eating habits such as:
• Right amount of food
• Low-fat food
• Fruits and vegetables
• Certain types of exercise (kindergarten at least 2 times a day)
The campaign was inspired by an event held for USAID (United States Agency for International Development) in India in 2012 where Dr. Maha Varma, a pediatrician from Jaipur presented development models created by her team.
These models were developed to address issues such as:
• Dietary deficiency
• Excess weight gain
• Traditionally programmed puberty
She said that their work was very successful because it was targeted at reducing childhood obesity and preventing chronic diseases such as diabetes, hypertension and cardiovascular disease from developing in children. It is also hoped that this model can be replicated in other countries with similar health conditions such as India. In addition to this, Dr Maha Varma presented data which showed that: In children who started working out at a young age, they were 75% less likely to die during their lifetimes than those who did not start exercising right away; In children who started exercising right away, they were 90% less likely to die during their lifetimes than those who did not start exercising right away; They were also significantly more likely to live longer than those who did not start exercising right away;
So, this is another method we are using with our kids: teach them healthy eating habits when they are young while they get into shape later on (if you’re interested you can read more about the study here). This is yet another reason why we should use Fit India Campaign for our kids: it will help them live longer with better health! But it does not stop there because every action we take helps improve our health overall. We need all possible actions if we want good health! Best example would be getting enough sleep which helps keeping stress under control but also keeps our bodies healthy in general so it’s better if we take sleep pills (which are
How has the Fit India Campaign helped in increasing economic growth?
We just released our fourth edition of “Fits India – The State of the E-commerce Industry”.
This year, over 30,000 Fits India participants spent over $1 billion on e-commerce and Indian products. We saw a 13% increase in total retail spending in India over 2016, and 44% growth in the number of transactions (from 1.5 million to 2.3 million). We also saw an increase in the number of consumers (+17%) and merchants (+11%), which were mainly driven by additional purchases due to the Fits India campaign.
We mustn’t forget that this is a single year — we’re already seeing double digit growth again next year (2018) with many more new merchants joining the program and more products entering the marketplace.
The benefits of the Fit India Campaign for the economy
The Fit India Campaign saw an increase in the number of B2B business and companies that felt that their existing employees were too “fat”. The campaign also led them to think about finding a new, leaner team that could provide better service to customers.
It was therefore amazing to see the effect that fit India campaign had on business culture. A few years back, everyone in India was adamant about their employees being “fit” (read: thin) and healthy, though the idea of working with leaner people went against what Indians believed in. Now, this is not just a cultural issue; it is also an issue of productivity as well. There are many different ways we can measure productivity (like time spent on things like planning, problem solving and so on), but if we take the view that we must all be doing our utmost to achieve quality service at all times, then even the most “fit” employee will be found to be less productive than he or she would have been with a more unhealthy workforce.
Fit India Campaign is one such example of how great marketing can make a huge difference for businesses across industries. It is true that Fit India campaigns don’t succeed overnight and should be used judiciously from time-to-time; but by creating awareness about its benefits early on it has become a real buzzword for businesses across sectors and industries now.
The potential drawbacks of the campaign
The purpose of this post is to discuss the impact of the #FitsIndia campaign on India’s economic growth.
The first thing to be said is that the impact of #fitsindia was not a surprise. In fact, there was strong anecdotal evidence available on social media before the campaign started that it would be a success. The second thing to be said is that this campaign has been effective at its goals in less than two months.
This isn’t news, but let’s just say that it’s a good sign.
It also gives us a chance to explain what we mean by “effective” in our context (at least for our insights). In other words, if an attack on a small group of people has some positive effect on the group as a whole, we will call it “effective” even though it might have no clear proximate goal. Similarly, if an attack on a large group of people has no clear proximate goal and only a few people are affected by its effects, we will call it “effective” even though those few people might still feel differently about their lives afterwards.