Cult celebrates 1 million fitness habits with playful brand banter on Instagram

India’s leading fitness and wellness brand, Cult, has reached a landmark in its mission to build India’s fitness culture: one million people sustaining a fitness habit on its platform. To celebrate, the brand opted for a playful, social-first approach rooted in community engagement.

On November 4, Cult kicked off an Instagram thread with the prompt: “You know someone is one in a million when they ______.” The thread quickly sparked a witty cross-brand conversation. Razorpay quipped, “You know someone is one in a million when they pay you on time. Without a gentle reminder email.” Naukri.com added, “You know someone is one in a million when they push you to apply for that role you actually deserve.”

Tata Soulfull, Amazon Music India, Uber India, Croma Retail, Adidas India, and several others joined the banter, each offering playful takes that connected everyday life to the “one in a million” theme.

 

 

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Cult co-founder Rishabh Telang and cultstore also participated, engaging directly with the community, while the brand replied to every comment with humor and personality. The interactive celebration highlighted both the fun and dedication behind building a fitness habit.

Speaking on the milestone, Cult CEO Naresh Krishnaswamy said, “This isn’t just about scale. It’s about commitment, routine, and everyday effort. We wanted to celebrate in a way that felt authentic to our community, and social banter was the perfect format. The replies were fun, but they also reminded us that building a fitness habit is no small feat — and a million people have done it with us.”

He added that Cult will continue driving a modern, community-led narrative around fitness, celebrating consistency, playfulness, and shared motivation in India.