In the fast-moving cities of modern India, long work hours and hectic schedules have made traditional, home-cooked breakfasts a rare luxury. While the rich and diverse Indian breakfast culture remains beloved, most urban professionals and students simply don’t have the time to prepare elaborate morning meals. In their search for convenience, many turned to quick, processed options—often loaded with refined sugars and artificial ingredients, offering little nutritional value.
For Pathik Patel, this was a major frustration. On his own journey to healthier eating, he found himself stuck between tasteless, uninspiring breakfast choices and those that were overly processed. The gap in the market was glaring: people needed a quick, nutritious, and flavorful breakfast option that didn’t compromise on quality.
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The Birth of Fit & Flex
Determined to change this, Patel launched Fit & Flex in December 2019, setting up operations in Ahmedabad. His goal was clear—create wholesome, oat-based breakfast cereals and snacks that were both delicious and convenient. From the start, the brand focused on 100% baked products made with premium ingredients, ensuring each bite delivered the right balance of taste and nutrition.
The company introduced its flagship product—100% baked granola—in four flavors, investing in cutting-edge European machinery and setting up a 4-acre production facility capable of producing 375 metric tons of product. This made Fit & Flex the only brand in India with such large-scale baking capacity.
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Rapid Expansion and Product Innovation
In 2021, Fit & Flex expanded into muesli, followed by baked multigrain mixtures and chocolate mini bites in 2022. Today, the brand offers a diverse range of granola, muesli, oats, and snacks, available in over 5,000 retail stores across India, including Reliance Fresh + Signature and SPAR. Their products are also stocked in 200+ vending machines and sold online through Amazon, Flipkart, and Big Basket.
Beyond India, Fit & Flex has made its mark internationally, with distribution in over 1,000 stores across the UAE, Africa, and the Maldives.
What Sets Fit & Flex Apart?
With 35 SKUs, the brand offers a 100% baked breakfast range that stands out in the market. Its muesli is made from 90% whole grains, nuts, and seeds, rich in protein and fiber, and available in three flavors. Their granola—offered in four unique variants—includes freeze-dried fruits and prebiotic fiber for gut health, while boasting the lowest sugar content in its category.
For snack lovers, Fit & Flex provides baked multigrain mixtures in three flavors and mini bites in indulgent options like chocolate almond and cranberry yogurt. The secret to their signature crunch? A proprietary 360-degree slow-bake technology, which ensures better texture and taste compared to traditional methods.
The Road Ahead
With a rapidly growing customer base, Fit & Flex is redefining India’s breakfast culture, proving that convenience doesn’t have to come at the cost of health or flavor. As demand for mindful eating rises, Pathik Patel’s vision is clear: to make nutritious, delicious breakfasts accessible to everyone, one bite at a time.
