Built on Kapiva’s clinical study showing gym-goers lift 30% heavier in 60 days, the campaign makes Shilajit a mainstream natural performance supplement for the first time

India: Kapiva, one of India’s most trusted science-backed Ayurveda brands, has launched ‘Build Naturally’, a new campaign for Kapiva Shilajit Gold Resin featuring brand ambassador Tiger Shroff, making a definitive case for Shilajit as a natural, clinically-validated gym supplement and marking a deliberate shift in how one of Ayurveda’s most powerful herbs has long been perceived in India.

The campaign film features Tiger Shroff alongside a doctor who together walk through a simple but powerful question: what does it actually take to lift 30% heavier in 60 days? The answer, as the film explains, is testosterone boost, that directly drives protein absorption, muscle synthesis, and overall endurance. The doctor takes viewers through Kapiva’s clinical study, showing how Kapiva Shilajit Gold delivered a 40% boost in testosterone over 60 days on Indian gym-goers, translating directly into the strength and performance gains that every serious gym-goer is working toward. Kapiva is the first brand in the category to give consumers direct access to verify this themselves, through publicly available lab reports and the registered clinical study, putting the proof in the hands of the consumer.

Natural bodybuilding is one of the fastest growing movements in Indian fitness, and Kapiva Shilajit Gold is built precisely for the gym-goer who wants results that are safer, proven, and built to last. For years, Shilajit has been narrowly associated with sexual health, a categorisation that kept it off the gym floor despite strong pharmacological evidence for its role in physical performance. Kapiva was the first brand to recognise and act on the wider benefits of this ancient herb, repositioning it for overall men’s health, natural muscle building, and sustainable energy. Build Naturally is the fullest expression of that positioning to date, bringing Shilajit into the mainstream fitness conversation with clinical backing, safety credentials, and a transparency standard the category has never seen.

Ameve Sharma, Founder and CEO, Kapiva said, “Shilajit has been one of Ayurveda’s most powerful and most misunderstood herbs. At Kapiva, we are the first brand in this category to actively challenge the sexual health connotation that has kept Shilajit away from the gym community for years. Our clinical study gave us the evidence to make that case credible, 30% heavier lifts, 40% free testosterone improvement, in 60 days on Indian men. This campaign is our commitment to bringing Shilajit to the mainstream as the natural gym supplement it has always deserved to be.”

Action Superstar Tiger Shroff said, “I’ve always believed that strength and fitness should be built the right way and as naturally as possible. That’s what I like about Kapiva Shilajit Gold – it takes something traditional like Shilajit and backs it with research. For me, it’s about supporting your strength, energy and performance naturally, and that’s something I genuinely connect with.”

According to a study by IMARC Group, India’s fitness supplements market crossed USD 2.6 billion in 2025 and Kapiva has made its mark as India’s No. 1 Shilajit brand. The Build Naturally campaign will roll out across Kapiva’s owned digital channels including Instagram, YouTube and LinkedIn, alongside Connected TV and OTT platforms.