A business grows because it has dedicated years to building a viable product that fills any gap in the market. A business grows because the leadership commits hours to strategizing the right marketing campaign for the right consumers. And a business grows when the buyers witness value in the product and lend their hand of support and trust. Today, the editorial at Business Outreach Magazine collaborates with Tushar Jagannath Chivate, who did not just believe in his product design but also strategized to build CTSTRENGTH from the ground up as the Indian fitness equipment manufacturing company.
CTRENGTH arises from a major gap in the Indian homegrown fitness manufacturing market. CTSTRENGTH shares that most companies here in India do white labeling, where the product is either manufactured in China or Taiwan and is sold to the Indian market after rebadging. Being a mechanical engineer with about 35 years of experience and with an advanced diploma in industrial safety, Tushar Chivate stands for the vision of Viksit Bharat 2047, and he strongly believes that the manufacturing industry can hugely contribute to the national goal.
Chivate Tushar Strength, or CTSTRENGTH, offered their debut product, which was a rotating dumbbell design. In spite of consistent efforts talking to equipment manufacturers and dumbbell manufacturers, the design was falling behind in the manufacturing schedule. And it was then that the great fitness industry expert, the late Mr. Kaizzad Capadia, suggested Tushar go for owning the design and starting their own brand. This was during the COVID-19 era, when the entire market was under lockdown and the fitness industry might have been affected the most in terms of revenue.
Mr. Chivate and his wife, Mrs. Madhura, who is also the business partner and from a medical background, incorporated CTSTRENGTH INDIA LLP on 4th April 2020. The brand was officially registered the following year. In the first year, CTSTRENGTH made a business of around 500 kgs, selling products mostly to friends and family. But with every passing year, the brand scaled impressively. In 2025 CTSTRENGTH made a sale of 25,000 kg, portraying years of hard work and gradually establishing a market reputation and, most importantly, earning customer trust.
A few of CTSTRENGTH’s products would be rotating steel dumbbells, fixed-weight barbells, Olympic weight plates, Olympic bars, log logbars, mudgals, dumbbell racks, plate stands, bar stands, and weight stack assemblies. Their products are premium quality and offer hard chrome plating as well as powder coatings. CTSTRENGTH has made customized gold-plated stainless steel dumbbells weighing 40/50 and 100 kg in cities like Mumbai, Bhubaneswar, and Delhi. CTSTRENGTH has direct customers in 23 states in India, and they have collaborated with more than 150 gyms.
Recently, CTSTRENGTH won the Rabindra Ratna Puraskar for the heaviest single dumbbell manufactured by them, weighing 150 kg. Currently, CTSTRENGTH’s success earned Tushar Chivate got a pen from the pioneer of the Indian fitness industry, Shri Madhukar Talwalkar, who witnessed the products at Asia’s biggest fitness expo, IHFF, held in Mumbai in Dec 2023. Mr. Chivate is also hoping that the GST structure kindly considers the fitness manufacturing industry to be taken under the essential services system. Although there has been a scarcity of skilled labor and rising energy costs to run the lights on, Tushar Chivate is optimistic about the future of the Indian manufacturing industry. To the aspiring entrepreneurs and the business ecosystem, Tushar says, “Excellence is achieved when responsibility is owned, and quality is never compromised.”
