Subject category:
Strategy and General Management
Originally published in:
2021
Version: 3-Dec-2020
Revision date: 19-Jan-2021
Length: 10 pages
Data source: Published sources
Abstract
Cure.fit is a leading organized player in India's fitness industry. Founded in 2016, to provide holistic health services, Cure.fit operates four verticals including Cult.fit, Mind.fit, Eat.fit and Care.fit. Each of these four verticals has an omni-channel presence. Right from the beginning Cure.fit had emphasized a tight integration of its offline and online offerings. In March 2020, Cure.fit closed its fitness studios in response to the nationwide lockdown announced by the Indian Government to contain the spread of COVID pandemic. This brief case describes the response of the Indian fitness industry to the pandemic in general and Cure.fit’s response in particular. This case can be used to understand both the opportunities and threats posed by COVID pandemic to digital incumbents. The case is also ideal to discuss the kinds of value that can be delivered by digital businesses and business model diversification.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2016-2020.Geographical setting
Region:
Asia
Country:
India
Location:
Bengaluru
Featured company
CureFit Healthcare Pvt Ltd
Employees:
1001-5000
Turnover:
USD 100 million
Type:
Privately held
Industry:
Fitness
Featured protagonists
- Mukesh Bansal (male), Founder
- Ankit Nagori (male), Founder
Subject category:
Strategy and General Management
Originally published in:
2021
Version: 3-Dec-2020
Revision date: 19-Jan-2021
Length: 9 pages
Data source: Published sources
About
Abstract
Cure.fit is a leading organized player in India's fitness industry. Founded in 2016, to provide holistic health services, Cure.fit operates four verticals including Cult.fit, Mind.fit, Eat.fit and Care.fit. Each of these four verticals has an omni-channel presence. Right from the beginning Cure.fit had emphasized a tight integration of its offline and online offerings. In March 2020, Cure.fit closed its fitness studios in response to the nationwide lockdown announced by the Indian Government to contain the spread of COVID pandemic. This brief case describes the response of the Indian fitness industry to the pandemic in general and Cure.fit’s response in particular. This case can be used to understand both the opportunities and threats posed by COVID pandemic to digital incumbents. The case is also ideal to discuss the kinds of value that can be delivered by digital businesses and business model diversification.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2016-2020.Geographical setting
Region:
Asia
Country:
India
Location:
Bengaluru
Featured company
CureFit Healthcare Pvt Ltd
Employees:
1001-5000
Turnover:
USD 100 million
Type:
Privately held
Industry:
Fitness
Featured protagonists
- Mukesh Bansal (male), Founder
- Ankit Nagori (male), Founder
Related
Subject category:
Strategy and General Management
Originally published in:
2021
Version: 3-Dec-2020
Revision date: 19-Jan-2021
Length: 9 pages
Data source: Published sources