Boldfit is an Indian sports and fitness brand from Bengaluru. It sells gym gear, sportswear, sports shoes, backpacks and supplements, mostly online. The cricketer KL Rahul is both an investor and its brand ambassador.
It has grown fast, more than doubling revenue to ₹304 crore in FY25, and in October 2026 it raised over ₹400 crore to open stores. Across the 20 Boldfit products we track, most of them shoes and bags, the typical product sold for ₹1,499.
Boldfit is a genuine, profitable Indian fitness brand from Bengaluru, run by Bling Brands Private Limited, and the items we checked were made in India. At a typical ₹1,499 for shoes and gear it is fair value for everyday gym use, though not a replacement for specialist running shoes. Its median discount is 55% off MRP, and it will soon face its real test: competing with Decathlon in stores.
Snapshot
- Founded
- 2018, in Bengaluru
- Founder
- Pallav Bihani and Aasshna Guptaa
- Headquarters
- Bengaluru, Karnataka, India
- Current owner
- Bling Brands Private Limited, run by its founders, with Bharat Value Fund, Bessemer Venture Partners, KL Rahul and Sania Mirza among investors
- Category
- Sports and fitness: gear, apparel, sports shoes, bags, supplements
- Price band in India
- MRPs of ₹399 to ₹6,999; our list sells for ₹339 to ₹3,499. Mid-range
- Available in India
- Official: online marketplaces including Myntra, with stores planned
How it started
Pallav Bihani and Aasshna Guptaa started Boldfit in Bengaluru in 2018, selling fitness products online. It raised ₹110 crore from Bessemer Venture Partners in November 2024, and KL Rahul invested in July 2024.
In October 2026 it raised more than ₹400 crore in a Series B round led by the Bharat Value Fund, managed by The Wealth Company Alternates, with Bessemer taking part again. The money is meant for store expansion, manufacturing and selective acquisitions.
Reported by Open magazine, October 2026, citing Entrackr. Net profit was ₹16.82 crore in FY24 and ₹35 crore in FY25.
A filings site shows lower figures labelled FY25, close to the FY24 number above. The sets may simply be a year apart. Treat ₹304 crore as the widely reported figure, and the direction as the point.
What they actually make
Boldfit’s range spans more than 400 products across apparel, equipment, supplements and accessories. Our shop list leans towards sneakers, sports shoes and backpacks, which makes the prices below higher than a typical Boldfit gym accessory.
On 30 October 2026, three Boldfit items we checked on Myntra listed India as the country of origin and named Bling Brands Private Limited, Jayanagar, Bengaluru, as the manufacturer or packer. The company has said part of its new funding will go into manufacturing, so its setup may change.
What Boldfit costs in India
We looked at all 20 Boldfit products listed on FashionAudit on 30 October 2026. The median MRP was ₹3,499 and the median selling price was ₹1,499.
- Typical MRP
- ₹3,499
- Typical selling price
- ₹1,499
- Gap
- 55% below MRP
- Checked on
- 30 October 2026
Median prices, FashionAudit listings, 30 October 2026. The blue part is what you pay.
15 of 20 listings sold at 50% or more below MRP.
Boldfit’s next test is not online pricing but whether its ₹1,500 shoe can sit beside Decathlon’s in a shop.
Typical selling price after each name. FashionAudit listings: Boldfit 20, Puma 100, Decathlon 17. Item mixes differ.
On our list, Boldfit’s typical item costs about ₹200 less than Decathlon‘s and about ₹1,200 less than Puma‘s, although the item mixes are different. Decathlon is a much bigger rival in India, with ₹4,133 crore of FY25 revenue, about 14 times Boldfit’s. Our Campus audit covers another Indian sports-shoe option at a similar price.
Who Boldfit is actually for
Boldfit suits someone starting at the gym or doing yoga who wants tights, basic gear or a training shoe without a big spend. It is one of the easiest ways to buy a whole starter kit from one brand online.
It is less suited to serious runners or lifters who need tested, specialist gear. For those buyers, spending more on a dedicated running shoe or lifting belt from a specialist brand is often worth it.
Fitness basics at low prices
Profitable, growing Indian company
Listed as made in India
MRPs are about twice the real price
Not specialist performance gear
Store experience is still unproven
Reputation and controversies
Boldfit’s record is mainly financial, and it looks healthy: profit doubled alongside revenue in FY25, which is uncommon for a young brand spending on growth. Its celebrity investors bring attention, but buyers should judge the products on their own.
The open question is retail. Decathlon’s Indian business swung from a ₹197 crore profit in FY24 to a ₹65 crore loss in FY25, partly because of spending on stores and manufacturing. That shows how costly it can be to compete in shops.
Buying it in India
Check the seller and maker
Genuine listings name Bling Brands Private Limited, Bengaluru. On Myntra, it often appears as seller too.
Ignore the discount badge
50% to 60% off is normal. Compare the selling price with Decathlon’s equivalent item.
Do not over-buy on shoes
A ₹1,500 Boldfit shoe is fine for the gym and walking. For running long distances, compare with a specialist running shoe.
Check supplements separately
If you buy Boldfit supplements, read the label, the licence number and the expiry date, as with any supplement.
You can compare current Boldfit prices on our Boldfit shop page.
Common questions
Is Boldfit an Indian brand?
Yes. Boldfit was founded in Bengaluru in 2018 by Pallav Bihani and Aasshna Guptaa, and is run by Bling Brands Private Limited. The items we checked listed India as the country of origin.
Who owns Boldfit?
Its founders run it, with investors including Bharat Value Fund, Bessemer Venture Partners, KL Rahul and Sania Mirza. Individual shareholdings have not been published in the reports we read.
Is KL Rahul the owner of Boldfit?
No. KL Rahul invested in July 2024 and is its brand ambassador. The founders are Pallav Bihani and Aasshna Guptaa.
Is Boldfit good quality?
For everyday gym and yoga use at these prices, it is fair value. It is not specialist performance gear, so read reviews for the exact item and compare with Decathlon.
Is Boldfit better than Decathlon?
Not across the board. On our lists, Boldfit sold for a typical ₹1,499 and Decathlon for ₹1,699, with different items. Decathlon has stores you can visit; Boldfit is only starting to open them.
How we research and verify brand audits: our methodology.
References
- Open magazine, October 2026 — founders, 2018 founding, Bengaluru, FY24 and FY25 revenue and profit, Decathlon comparison, range
- Business Today, 13 October 2026 — Series B, investors, KL Rahul, retail plans, acquisitions
- Venture Intelligence — ₹110 crore from Bessemer
- Myntra, Boldfit listings, checked 30 October 2026 — country of origin, maker name and address, sellers
- FashionAudit Boldfit listings, 30 October 2026 — MRP and selling-price analysis of 20 products, and comparison with Puma and Decathlon
Boldfit is a real success: profitable, Indian and growing fast, with low prices on the gear most gym beginners actually need.
Its MRPs are about double the real price, and its products are basics rather than specialist equipment. Now, with ₹400 crore to spend on shops, it has to prove it can match Decathlon where customers can touch the product and compare.
Buy Boldfit for your first gym kit at these prices, and choose a specialist when your training gets serious.
