Fittest 40above40: Right Shift to honour India’s fittest 40+ leaders

Right Shift, a health and wellness-focused brand by ITC, has announced the launch of Fittest 40above40, in association with BW Businessworld. A first-of-its-kind initiative to recognise and celebrate India’s fittest business leaders aged 40 and above.

At a time when the demands of leadership often overshadow personal well-being, this initiative aims to spotlight those who’ve made health a non-negotiable part of their success story. The campaign will culminate in a high-impact recognition ceremony in Mumbai this September.

Fittest 40above40 will bring together a carefully selected cohort of 40 senior professionals—CXOs, founders, and business heads—who exemplify balance, resilience, and commitment to fitness alongside professional excellence.

Hemant Malik, Executive Director, ITC Ltd., says, “We support and celebrate individuals who have chosen to prioritise their health, well-being and self-growth. With our 40 above 40 – India’s Fittest Business Leaders initiative, our aim is to bring forth and acknowledge those who embody this spirit. These will not just be stories of transformation, but reminders that it is never too late to make the Right Shift.”

Dr. Annurag Batra, Chairman & Editor-in-Chief, BW Businessworld, states, “At BW Businessworld, we believe that leadership today must go beyond boardroom brilliance. The Fittest 40above40 initiative resonates deeply with our values, recognising those who exemplify not just professional excellence but also personal discipline, wellness, and resilience. These leaders are redefining what success looks like by making health a cornerstone of their journey. We are proud to partner with Right Shift and ITC in spotlighting this powerful intersection of fitness and leadership.”

Participants will undergo a two-phase evaluation, beginning with self-submitted health metrics and lifestyle insights, followed by a virtual jury interaction assessed by experts in fitness, nutrition, and business leadership. The final 40 honorees will be featured across BW Businessworld’s print and digital platforms, sharing their journeys and wellness philosophies.

Backed by the values of Right Shift—whose product range includes high protein millet-based oats, high protein multigrain atta, jaggery cookies and other high protein snacking options designed for the 40+ age group—the initiative reinforces the brand’s belief that healthy choices enable sustained leadership.

The Mumbai event will include expert-led panel discussions, fitness-inspired breakout zones, and a celebratory awards evening honouring the winners as ambassadors of the “Right Shift” lifestyle.

Nominations are now open.
To apply or recommend a leader, visit [https://fittest40above40.com/].

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