The Indian male wants to stay fit, and have his fries too.
6-pack abs and chiseled torsos – society today demands that men be as fitness and body conscious as women. In India, however, watching your diet and working out religiously is still something only models and movie stars do. The average Indian man, as a survey discovers, would love to be fit, but loves his junk food more!
A four-city, in-depth survey by A.C Nielsen, probing modern attitudes to health and fitness among Indian men, reveals that while ¾ of the men surveyed wanted to achieve their ideal weight, few of them actually found the time, or the will, to do so.The study, commissioned by Kaya Life, a revolutionary, holistic weight management company and a subsidiary of Marico India Ltd., was conducted in Mumbai, Delhi, Kolkata and Chennai. It covered 500 men in affluent SEC A households, ranging in age from 18 years to 50 years.
Half of these respondents, reflecting social norms today, equated having an ideal weight with looking good. But ¾ of them stated that more importantly, an ideal weight keeps one fit and healthy.
Admitting that eating unhealthy food and a lack of exercise was what led to their weight gain, most Indian men, however, still cannot put an end to these two evils. Almost 2/3 of the men surveyed said they just didn’t find the time to exercise. 39% of them consumed junk food 2 to 3 times a week, and 24% of them consumed it even more often. Moreover, 64% of them confessed that they find it difficult to stay away from their favorite snacks, even though they know they’re unhealthy.
So, despite a rapidly growing anti-obesity market, estimated at over Rs. 2000 crores, it seems that health and fitness consciousness is still not a top priority for Indian males.
That could change, say social commentators. Staying trim and looking fit enhances one’s image socially as well as professionally. With India emulating western norms, it stands to reason that Indian men, too, will soon be compelled to pay more heed to their fitness.
Probably why many of the men covered in the survey said they do make an attempt to keep the kilos off, usually by controlling their diet. 39% of them tried to eat more vegetables, 26% said they cut down on food laden with ghee, butter and cheese, while 24% avoided chocolates and sweets.
And though a disciplined fitness regime is not on their radar, 65% of the men took a stand against quick weight loss methods, believing that they harmed the body in the long run.
‘Health consciousness is definitely growing’, asserts a Senior Fitness Consultant at Kaya Life. Most Indian men, in the corporate sector especially, lead very fast-paced, stressful lives, and it can be difficult for them to make that additional effort and change their lifestyle, give up a few comfort foods, exercise more regularly. But the number of men signing up for a balanced, holistic weight loss plan is significantly increasing.’
With a little more social pressure and a little more willpower, Indian men can soon achieve their ideal weight and fitness levels. And six-pack abs will be a more frequent phenomenon!
Big Gig © weight loss expert
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