JKC Sports, the sports investment arm of JK Cement, has made a strategic investment in Sheru Classic Universe, strengthening its ambitions to build a global fitness, health and wellness ecosystem while creating new pathways for Indian athletes to compete on the international stage.
The announcement was made during the closing day of IHFF x Sheru Classic 2026 at Bharat Mandapam in New Delhi, where approximately 250 athletes from five countries competed before a crowd of nearly 150,000 visitors across the three-day festival.
The investment marks a significant step in JKC Sports’ long-term strategy to expand beyond traditional sports properties and establish a presence across fitness, sports technology, infrastructure and intellectual property development. Founded in 2025 by Madhav Singhania and Dr. Raghavpat Singhania, JKC Sports is building its business around three core pillars: a global fitness and wellness platform, JKC Sports Media, and a high-performance centre focused on coaching, sports science and athlete development.
For JKC Sports, the partnership with Sheru Classic represents more than a financial investment. It forms part of a broader vision to create a structured pathway for Indian talent to progress from grassroots participation to elite international competitions, including the prestigious Mr. Olympia stage.
Speaking on the occasion, Madhav Singhania, CEO & Joint Managing Director, JK Cement, and Co-Founder, JKC Sports, said, “Beyond the investment itself, we see Sheru Classic as a platform for Make-in-India talent to reach a global stage. We want to build a clear pathway from India to the world, not only through the Olympia but through new platforms across technology, infrastructure, and fitness IPs.
“India is a young nation on its way to becoming a global superpower, and fitness, health, and wellness will be the differentiator that makes this generation more productive and more invested in nation-building. Nation-building has been the JK Group’s philosophy for decades. Through JKC Sports, we now see sport and fitness as a future pillar of our growth.”
Sheru Aangrish, Founder of Sheru Classic, added. “For years, Indian athletes have had the talent but not always the platform,” he said. “JKC Sports coming on board helps us change that and carry more of our home-grown talent from the gym floor here to the biggest stages in the world.”
Founded by former Mr. India Sheru Aangrish, Sheru Classic has grown into one of the world’s leading fitness and bodybuilding platforms, operating across nine countries and hosting events in markets including the United States, the United Kingdom, and the United Arab Emirates. Through its partnership with the IFBB Pro League and NPC, the platform has established itself as a key gateway for athletes seeking qualification opportunities on the global bodybuilding circuit.
The deal reflects a growing trend of sports investors targeting the wider fitness and wellness economy, a sector increasingly viewed as a high-growth complement to traditional sports assets. For JKC Sports, the investment provides access to an established global platform with strong community engagement, international reach and multiple commercial opportunities across events, media, sponsorship, technology and consumer wellness experiences.
