From trading to training: Nithin and Nikhil Kamath’s Rainmatter is fighting India’s fitness crisis, one startup at a time

Machaxi, a sports-tech startup focused on grassroots coaching and digital sports infrastructure, recently raised around ₹12.8 crore ($1.5 million) in a funding round led by Rainmatter, the investment arm of Zerodha.

So far, the Kamath brothers-backed Rainmatter has invested in 36 health and fitness startups—the highest in the Bengaluru-based platform’s portfolio as per its website—to address systemic barriers such as lack of infrastructure, cultural inertia, and limited access to sports, and foster a culture of active living among ordinary Indians. It has pumped more than ₹60 crore into such startups, according to estimates. Similarly, startups like Cult.fit are also working to make fitness accessible through a mix of digital platforms and physical centres, promoting healthier lifestyles in urban and semi-urban areas.

"One of the issues with fitness is that gyms and similar facilities feel boring for a lot of people. I've always said that a better way to stay fit is to play a sport you enjoy because it won't feel like a chore. Sports are also more accessible for a lot of people. With this in mind, we've supported many sports-focused startups that are trying to get more Indians to pick up a sport through Rainmatter," Nithin Kamath recently shared on X.

All these efforts are towards addressing India’s imminent fitness crisis. According to the World Health Organization (WHO), fewer than half of Indian adults meet the recommended weekly physical activity levels—20% remain entirely inactive, and 37% engage in only mild activity. A Lancet Global Health study found that nearly 49.4% of Indian adults were insufficiently active in 2022, and at the current trend, more than 60% could be inactive by 2030. This sedentary lifestyle has significantly contributed to the rise in non-communicable diseases, posing a serious challenge to public health and productivity.

One of the largest hurdles to physical activity in India is the lack of accessible sports facilities. Schools often operate without playgrounds, and community parks are scarce. Startups like Game Theory India and Machaxi are stepping into this void by developing localised sports venues and coaching centres. These spaces function as community hubs where children can learn teamwork, adults can stay fit, and families can bond through activity.

Cultural and societal constraints have historically kept many Indians, especially women and residents of smaller towns, away from sports. Startups such as Sisters in Sweat and Fitpage are working to create inclusive opportunities. Women-only leagues and running clubs challenge outdated norms and offer safe spaces for participation.

To engage a younger demographic, startups like Spectacom and Yoska are introducing experiential formats such as obstacle races, triathlons, and duathlons. These activities turn fitness into a social, exciting pursuit, appealing to a generation accustomed to immersive experiences.

Rainmatter’s investments extend beyond recreation. By supporting organisations like Olympic Gold Quest, GoSports, and Simply Sport, the initiative aims to bridge the gap between grassroots sports and elite performance, ensuring promising talent from underserved communities has the resources needed to excel.

While these initiatives hold promise, scaling them across India’s vast and diverse landscape is a major challenge. What works in Bengaluru may not translate seamlessly to Bhopal or Bhubaneswar. Creating cultural shifts requires more than capital; it demands patience, adaptability, and long-term collaboration with public institutions and community organisations.

India may not become a sporting nation overnight. But with the right investments, it can certainly become a more active one. And that would be a win worth cheering.