Mumbai, India, 1-07-2025: In a bold and refreshing move to promote both fitness and mindful eating, Grain2Grind, India’s fastest-growing heath based food products, has unveiled a unique in-store campaign that’s catching attention for all the right reasons: “The Atta is Free if You Sweat for Health.”
The concept is as simple as it is revolutionary. Shoppers can earn their free, freshly milled flour by using an in-store pedal-powered flour mill. The idea? To reinforce that good health comes from effort—and that food should be both nutritious and earned with pride.
The initiative was launched at Grain2Grind’s flagship store at Freshpik, Powai where celebrities and health advocates were seen breaking a sweat to grind flour. The custom-built, pedal-powered mill is symbolic of the brand’s philosophy: Wholesome food starts from wholesome effort
Actor Gajraj Rao, known for his grounded screen presence, said, “In a world where we often disconnect health from our daily choices, this initiative by Grain2Grind is a beautiful reminder that fitness can begin in the kitchen. Earning your atta by sweating for it—not just buying it—is a powerful message. I love it!”
Steve Waugh, cricket legend and global advocate for wellness, remarked, “Fitness and nutrition must go hand in hand. This initiative connects both beautifully—earning your flour with real effort. It’s symbolic, but also genuinely inspiring.”
Prahlad Kakkar, adman and foodie, added, “I’ve always believed food tastes better when there’s a story behind it. This is a campaign with soul—it gets people to think, move, and smile. Brilliantly executed by Grain2Grind.”
“This is not just about atta. It’s about reminding people that health is earned. We want people to engage with the process, understand the quality of their food, and feel pride in taking a step—literally—toward wellness. We also extend our sincere thanks to the Freshpik team for believing in our vision and giving us the opportunity to step into the retail space with confidence” said, Sandeep Gupta, Co-founder, Grain2Grind.
This experiential activation is part of the brand’s broader mission to promote clean eating, local grains, and healthier habits. With India facing a growing burden of lifestyle-related health issues, Grain 2 Grind believes this simple, memorable action can spark larger conversations on fitness, food traceability, and mindful consumption.
What makes this campaign stand out?
- Interactive Experience: Customers grind their own atta using physical effort—no machines, no shortcuts.
- Fresh & Transparent: Grains are milled on-site, offering 100% traceability from grain to grind.
- Health First: The campaign ties in seamlessly with wellness goals, offering rewards for physical movement.
- Community-Centric: Designed to spark conversations, selfies, and social media buzz.