{"id":"f-80ae245e0c-36d5c42c-8e98-5095-8909-ebb7e9fd3bf9","title":"When Wellness Becomes Branding: Nutritionist Rujuta Diwekar Questions Influencer Fitness Culture","description":"Rujuta Diwekar’s post has reignited debate around fitness culture and how it is talked about on social media.","timestamp":1770638235,"category":"food_and_health","headline":"When Wellness Becomes Branding: Nutritionist Rujuta Diwekar Questions Influencer Fitness Culture","modifiedHeadline":"Wellness or branding: Diwekar asks","subCategories":["scid_f5dca605"],"region":"IN","bundleMetaData":{"bundleId":"0407f610-3ceb-431e-bf08-c96e78cd8b89","bundleTitle":"Fitness Mantra","cardData":null},"iabCategoryId":"232","fcSummary":"celebrity nutritionist rujuta diwekar shared a dm from a postpartum mother seeking a trainer to pay ₹1.75 lakh for a 75-day weight loss challenge, not for coaching but for strategic marketing of her transformation journey on social media, blurring the lines between wellness and branding.","summary":"Nutritionist Rujuta Diwekar questions influencer fitness culture, sparking debate on social media's role in wellness.","ctaUrl":"https://trends.glance.com/newz/news/IN/en/news18/f-80ae245e0c-36d5c42c-8e98-5095-8909-ebb7e9fd3bf9","sourceUrl":"https://www.news18.com/lifestyle/health-and-fitness/when-wellness-becomes-branding-nutritionist-rujuta-diwekar-questions-influencer-fitness-culture-aa-9881538.html","bannerImage":"https://g-mob.glance-cdn.com/public/fc/image/Z4ZtFxEhD6o0.webp","content":"

In the age of reels, filters and perfectly curated feeds, ideas of health and wellness are increasingly shaped by social media trends and influencer culture. From meals and workouts to physical transformations,

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everything is designed for public consumption, often reducing good health to how someone looks or the number on a weighing scale. But that version of wellness misses the bigger picture.

Celebrity nutritionist and author Rujuta Diwekar, who has worked with actors like Kareena Kapoor, recently highlighted this shift after sharing a surprising message she received in her DMs.

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What Rujuta Diwekar Said In Her Post?

Taking to X, Diwekar wrote, “I thought I had seen it all — pay to win awards, coverage, recognition, etc. Then I saw this in my DM. Pay to get people to lose weight!”

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i thought i had seen it all – pay to win awards, coverage, recognition etc, then i saw this in my DM.
\n Pay to get people to lose weight! pic.twitter.com/QEyb54kwFw
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— Rujuta Diwekar (@RujutaDiwekar) February 4, 2026
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\n She also posted screenshots of a proposal sent by a postpartum mother who was planning to take on the popular “75 Hard” challenge.

The proposal reads: “I currently weigh 90 kilos and I’m a postpartum mother starting a 75 Hard health transformation. I’m opening this up to one serious fitness trainer or dietitian I can collaborate with and strategically market through my documented journey.”

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The 75 Hard Challenge is a 75-day mental toughness program by Andy Frisella. Follow these strict daily rules—no cheats, alcohol, or subs: pick/follow a diet; two 45-minute workouts (one outdoors); drink 1 gallon of water; read 10 pages (non-fiction); take daily progress photos. Miss a day? Restart from zero. It builds discipline via rigid consistency.

The message invited fitness professionals to collaborate on her journey – not just as coaches, but as visible partners in a highly curated online campaign.

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She added, “This will be a high-discipline, high-visibility transformation, shared consistently with a premium narrative — positioning the coach as a key partner in the process, not a background service provider.”

The sender offered daily Instagram stories, weekly professionally edited reels, and a polished narrative documenting the transformation. In exchange, she quoted Rs 1.75 lakh for the 75-day programme.

The user also wrote, “I’m selective about who I work with and am looking for someone who values long-term credibility, alignment, and clean execution.”

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The post highlighted how personal health journeys are increasingly being treated as marketing opportunities on social media.

Netizens React To The Post

Soon after she shared the post, social media users were divided in their opinions. While some supported the marketing initiative, others questioned the idea.

One user joked, “Lol! It will be interesting to see if someone takes this bait.” Another comment read, “How to lose your money and mind,” followed by a laughing emoji.

However, a section of users defended the idea. One comment supporting social media marketing read, “In this world of social media marketing, I see no problem in this, and I am sure someone will take it up.”

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Wellness or Branding? The Blurred Line

Rujuta Diwekar’s post has reignited debate around the evolving nature of fitness culture. While social media has encouraged conversations on health, it has also blurred the line between well-being and performance, with personal journeys increasingly packaged for visibility and profit.

The episode raises key questions about ethics and authenticity, whether transformation is still rooted in health or turning into a marketable product.

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When Wellness Becomes Branding: Nutritionist Rujuta Diwekar Questions Influencer Fitness Culture

SUMMARY