Atin Gupta: The Visionary Behind EDIT  - Effort Does It 
Atin Gupta is a passionate founder with one goal in mind: to change the sports experience in India. After 3-4 years of intense research in the sports industry, he realized something big—India, despite its vast population, was falling short in providing the right support to its athletes. This realization wasn’t just academic; it was personal. Atin’s daughter, a potential national-level swimmer, struggled to find a quality coaching center. The lack of infrastructure hit close to home, and from that frustration, the seed of an idea was planted.
 
EDIT: Because Effort Does It
Driven by his own experiences and a burning desire to make a difference, Atin founded EDIT: Effort Does It, a brand built on the principle that hard work and effort are the true game-changers. Whether you’re an aspiring athlete or a seasoned player, success doesn’t just happen—it’s earned through effort, and Atin’s mission is to support that effort in every way possible.

With EDIT, Atin isn’t just creating a sportswear brand; he’s creating a movement. A homegrown brand with its roots in India but with global ambitions, EDIT is all about providing high-quality sportswear, equipment, and training, designed specifically to meet the needs of Indian athletes. Atin’s goal? To build a community where athletes feel empowered to push their limits and become their own heroes.
 
From Challenges to Solutions
Atin’s journey began with the frustrations of many Indian parents trying to support their children’s sports dreams. It was clear to him that the existing infrastructure wasn’t enough. But instead of accepting things as they were, Atin took it as a challenge. With EDIT, he’s setting out to fill the gaps—creating better coaching, better gear, and ultimately, better opportunities for athletes across the country.
 
Taking on the Giants
Atin doesn’t just want to compete with big names like Decathlon—he wants to surpass them. He’s not just building a brand; he’s building a legacy that can reshape the sports landscape in India. With a keen understanding of marketing and the drive to solve real problems, Atin is positioning EDIT to become a household name, offering athletes what they’ve always needed but never had—a brand that truly has their back.
 
The Power of Effort
Atin believes in one core truth: effort changes everything. His vision for EDIT is rooted in this belief. He’s on a mission to make sports accessible, empowering athletes of all levels to push their limits and realise their potential. For Atin, EDIT is more than just a business—it’s a passion project, a way to give back to the community, and a vehicle for transforming the sports industry in India.
 
Things We Worked on with Atin to Chase the Dream:

• Brand Strategy: Together, we built the core identity of EDIT, ensuring its mission of effort and empowerment is felt in every product and message.

• Market Research: We dove into India’s sports ecosystem to understand the needs of athletes and to design solutions that fill the gaps.

• Product Innovation: Collaborating with Atin, we worked on designing sportswear, equipment, and training gear that not only meets international standards but is tailored to the needs of Indian athletes.

• Retail & Expansion Plans: We helped strategize the first EDIT store—a place where athletes can not only find the gear they need but also feel supported in their journey.

Athlete Empowerment: With a focus on community, we crafted programs and training solutions aimed at empowering local talent and helping them reach their highest potential.