I was emailed in her office, “Rujuta Devakar does not measure her weight and height.”
In the 2008 Bollywood show for the bikini scene, Indian weight loss guy Guru, who is still known as Bollywood star Karena Kapor Khan, changed his body to skin-and-bone “size zero”. That would be a strange response.
But a Mumbai-based Devaker, whose customers are spread across 50 countries and includes some of India’s biggest Bollywood stars and business owners, is always at odds with grain.
According to a London-based Triton market study, India has about 13,000 registered dieticians – along with many more nutritionists and self-employed life coaches to fight the country’s $ 502.7m weight loss diet and leadership cake piece.
Dewakar, 43, has been able to set herself up in this crowded place by simultaneously disagreeing and offering unique, culturally interesting advice.
Occasionally fasting age, keto diets, morning juices and executives have one meal a day with the Indian grandparents suitable for imitating Devakar. She says food is not intended to be eaten outside of packets. Instead, eat as much as your grandparents – nature, seasonal and local.
“We don’t need to be healthy, healthy and lose weight,” Devacar said in a video interview from the salon in Mumbai. She dressed casually, wore a purple T-shirt, and finally set aside 30 minutes for an hour-long discussion.
According to India’s National Family Health Survey, India is gaining weight fast. The World Obesity Federation estimates that by 3040, Indians will be overweight by 2040.
The obesity epidemic is exacerbating health risks, but it will also cost the health industry an estimated $ 24 billion – of which the “health food market” alone is expected to reach $ 9.35 billion next year, according to the Ernest and Young report and the Indian Chamber of Commerce and Industry. Housing Federation.
Dewekar: The two men – the grandparents and the farmers, the Indians who think they should be telling us what to eat and when to split it – will never consult the industry to spend just a lot of money to break this yo-yo cycle. , Policy makers or feeders.
“Our traditional, collective cuisine is invaluable, but our perception of indigenous foods and customs is distorted by the influence of big market budgets on social media and the food industry,” Diucar said.
She’s trying to fix that, one meal plan at a time.
‘The Most Valuable Dietist’
According to the 2021 report by Huru and India’s $ 2.44 billion film industry, India’s commercial and attractive capital Mumbai is home to 16,933 millionaires and 60 billionaires. Most are DeCar customers. She does not name – for privacy reasons, perhaps, but when she is interfering with the production of “Rujuta Devakar”.
Working with a group of five women in a small office in the Mumbai suburbs, Devakar is one of India’s most sought after nutritionists. “One of the world’s most followed dietitians” (as DeWarck mentions in most of her brand), she has an online quota of up to 3.6 million followers on Instagram, Facebook, Twitter and YouTube.
She is the best-selling and author of nine books in India that have sold 1.5 million copies.
A.D. As Editor-in-Chief of Random House India in 2008, “what sets Rujutta apart is his unique vision and excellent communication skills,” says Chiki Sarkar. Your mind, you lose weight. According to Nielsen Book Scan India, thirteen years later, India will remain the best-selling book in the “Fitness and Nutrition” section. The second best-selling diet book in the last 10 years is also Deckerkar.
“Rujuta is 100 percent Indian. No health writer makes that clear. What does she say? “Go back to the Indian diet.”
She writes that she calls herself a diacar (technically not a dietitian), who calls herself a dietitian. Cruel, windy, but focused and practical. She often uses Bollywood sentences, stocks and illustrations rather than science. It is like throwing a “bad diet” with a bad boy. They know that it will not work for long.
Actress Anupam Care, who interviewed Deacar a few years ago, says she loves him because she was conservative and wanted him to taste it. Under her leadership, her weight dropped to 14 kg (30.8lb). The 66-year-old now claims to have been physically fit for more than 60 years – and the rules of decibar remain with him. “You know, she’s a psychologist,” she told Al Jazeera.
What it does mean is that DeCar is able to fix the customer’s relationship with the food and where it is interrupted and fix it.
When Diakar sends you a diet, she is doing many things at once. First, she tries to take the weight loss test. “Health,” she says, “is not something that is available only to people with special needs.”
Food is life, she says.
Of course, she prepares her diet based on the client’s health needs and weight loss goals, but does not divide food into proteins, fiber and carbohydrates. She does not specify parts.
Her diets include traditional Indian cuisine and she satisfies her cravings. Eat mangoes, drink informal milk from your local dairy farm, add white rice and barley (refined butter), drink sugar cane juice, and add sugar to your tea, she says.
At the same time, she urges customers to adhere to six simple rules: wake up close to sunrise, eat fruit or nuts within 10 minutes of sleep, eat breakfast at home, and break them down and eat every two hours instead of three large meals.
She takes her grandparents and farmer back to the dinner table, allowing people to comfort themselves according to their traditions and region, and directly opposes the health food industry’s latest fashion trends and “guest” foods that are suitable for everyone. spiel.
But Decker’s rich advice is not cheap.
A 12-month program costs $ 20,000 per client for half an hour, twice a month. That’s $ 1,666 an hour and there’s a two-month wait.
Kerr says he received the money he spent on counseling Decker “worth… because I got it.” Separately, he liked the “pride of pride,” because she “came from nothing and made herself.”
Smile and name
Born into a high-income Kaharatarian family, the mother of a professor of chemistry, DiCar is a graduate of industrial chemistry and holds a diploma in sports science and nutrition. She practices and studies yoga and is a diligent traveler – and for both, she returns to the Himalayas where she has found love – at least twice – once. In 2005 she met a tall German at a yoga institute and met her future husband on a trip the following year.
Before that it was a little bit. In 2004, Devacar first came to prominence. Anil Ambani, a wealthy Indian man, was the younger brother of Anish Ambani to run the Tata Mumbai Marathon. Ambani lost one-third of his weight, ran a marathon, and was born under the name “Rujuta Devakar.”
In addition to paying customers, DeWakar has also built amazing weight loss tips and programs online for free.
In January 2018, Devikar launched a free 12-week weight loss program online. In five hours, 75,000 people were registered in 40 countries. She now regularly posts videos of diet and exercise, diet tips and personal moments for your fan posts.
All Divicar videos start with the same animation, inviting way – warm smiles, name and head shaking. Her hair is often pulled up to the tail end and she wears it by accident, in T-shirts, shorts or trousers. On her small frame, three things stand out – her wristwatch, a large white dial, a large aviator glasses, and her famous forehead. She speaks fast and speaks loudly. Some mornings she makes a headrest. Some days it is a lime talk about Indian pumpkins, mangoes or sugar. Other days she is in the kitchen, cooking.
All your posts and videos revolve around the same message: “Our traditional food art is invaluable because it has been around for centuries, tried and tested, and is hindered by what science tells us.”
But not everyone will buy that message.
Shoanali Sabhawal has been serving the Mumbai-based vegan, macrobiof and nutritionist Katrina Caffein and Jacqueline Fernandez for nine years. She recalls the riots in Diabetes at Sugar, Anti-Aging in her book Superfads in India.
She says, have a little. What is small? There is intestinal health chemistry, and sugar kills intestinal bacteria. Sugar can be poisonous … [but] When you get that big, you can sell and sell S *** on a sandwich, ”Sabherwal told Al Jazeera.
Devaker dismisses all criticisms, provides clear research papers, indifference, and idioms that fit the story she wants to tell. “The day people stop criticizing you, you’re no longer relevant, or you’re dead,” she said.
Obviously, she is right because in the last few years in India, Rujuta Dwekar-es have been offering similar advice to dieticians at low prices. But no one is as popular as Decker.
One of the reasons for this is the fact that DeWakar does not endorse or endorse any product or brand. She finds many such steps. During the COVID-19 pandemic alone, it received more than 700 branded support requests for products that claim to be immune boosting.
“Every crisis is an opportunity for one person. “The corporate food industry is now starting to re-pack and sell our culture, our food. It has never been the same as it was in the last year,” said Deckerar, an oil and cracker manufacturer. , Grains, even lipstick who are willing to pay for social media posts.
The COVID-19 crisis has led to a shift in stress to healthy, natural, organic and Indian packaged food companies. Some, such as Hindustan, Universal Limited and Dabur India, are planning new health supplements, while others have promised to improve the nutritional value of their existing products.
Dewey says she has great interests, but not in the way corporations want her to be. She has no interest in taking over her company – the sole ownership of her name – public. She wants to keep Rujuta DiCar, simple, small and private.
“Food is very, very important. You are building relationships for your life,” she said. “I am very greedy for power. I want my grandchildren to inherit the food they hold. ”