Bharti Airtel said it has acquired a 10% stake in digital content company Spectacom Global under the Airtel Start-up Accelerator Programme, a move which will help the telecom operator beef up its offerings in health and fitness training.
In a statement on Thursday, Bharti Airtel said it will help Spectacom deliver exclusive digital content through its platforms Airtel Xstream and Wynk Music. This deep digital distribution reach will allow Airtel customers, including the youth in small towns and villages, to make the fitness movement a part of the mainstream, it said.
The two companies did not disclose any financial details.
Spectacom produces digital content that allows people across languages, locations and fitness levels to connect with each other and explore innovative health and fitness training programmes. It is the second company to join the Airtel Start-up Accelerator Programme, which focuses on supporting growth of early-stage Indian startups.
The company was founded by Adnan Adeeb and Zeba Zaidi, creators of the highly popular Devils Circuit military-style obstacle races.
Bharti Airtel, which has more than 280 million users, said that it will work closely with Spectacom to help increase awareness and adoption of its Health & Fitness platform. Spectacom will create training and nutrition videos, along with live extreme sporting events.
“Thanks to the deep penetration of mobile internet in India, the potential to grow the adoption of Devils Circuit style X Sports amongst India’s youth is immense,” Bharti Airtel’s chief product officer Adarsh Nair said in the statement.
Spectacom will also carry exclusive digital rights for promotion of all content for Devils Circuit, including the new seasons of its popular shows, The College Frenzy and The Corporate Challenge.
Source: Economic Times