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“The biggest strength for an Activewear brand is its performance that consumers experience after wearing it. If the product performs with him/her. They will become a loyal customer for a long run,” explains Shankar Chowdhury, GM – Design (Athleisure & Activewear), Van Heusen.Indian men and women are embracing the ‘stay fit and stay healthy’ lifestyle. “Men and women in the age group 25 to 35 are the biggest buyers of activewear. Women lead the market with a 60 percent share in this segment,” shares Shruti Behal. Jiggy Goerge states that there are more activewear brands for men and therefore the sales are higher. “However, there is so much potential for women activewear brands and with Just F, we are addressing this vastly under-serviced segment.”At present, the online sales are appreciating at a great speed with alternative options of payments and easier movement of inventory. People have started trusting online sales and have greater confidence in purchasing through payment gateways. Online retailers are collaborating with brands to have greater visibility and brand diversity across channels of distribution. E-commerce players who have made activewear as a separate category are seeing between 20 to 70 percent growth in this segment. For example, Amazon India set up a dedicated activewear store and collaborated with global and Indian brands selling activewear.

Commenting on the launch of Mufti’s footwear collection, Kamal Khushlani, Founder & Managing Director, Mufti said, “With the current estimated size of Rs 34,400 crore, the footwear segment is expected to grow over Rs 55,400 crore in the coming five years. The expansion into the footwear segment is a part of the company’s vision of becoming a Rs 1,000 crore brand on MRP in the coming 3 years. Our footwear collection carries forward our brand ethos and our promise of bringing quality products that comprise of style in the markets. Our primary focus continues to be on delivering more value to the customer with our products as we begin to expand into newer categories.”The two portals together sold 1,200 products per minute during the four-day sale.The ministry said its strategy to boost?exports?involves diversification of markets, positioning India in value chain and promoting collaborative exports, according to a PTI report.

With the Zero Liquid Discharge process, the brand ensures that they do not pollute the environment with effluents.The market today is ablaze with a plethora unique propositions – right from products that are free from chemicals including bleaches, toxic waxes, sulfur and heavy metals commonly used in the production of clothing to offerings that are pushing the envalope in terms of colors, fits, flexibility and silhouettes.How are consumers accepting this yoga wear as a different category from Active wear in India and globally?
At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.Fitness as a trend is not just limited to metros. However, Rishabh Oswal feels that fitness movement is still an urban revolution and needs more to be democratised. “In Tier II cities, fitness awareness is sporadic but not completely missing. Women are reluctant participant in any workout, men comprise the majority in gyms. It is important to have a pan-India presence for any brand and as far as activewear is concerned we are hopeful to crack the walls through online presence,” he says.Ancestry is inspired by the evolving face of the new age Indian who is self-assured, professionally competent and curious to discover new paths. The brand’s offering, encompassing women’s apparel & accessories, home furnishings, and other lifestyle products, is constantly evolving and is in line with international trends, and yet interestingly rooted in Indian heritage and crafts.
“Sports goods were the highest selling category with a total of eight lakh pairs of shoes sold across the country during the sale,” the statement added.92 percent of water used in the manufacturing of the products is recycled. The heat from the same recycled water is then extracted for use in manufacturing thereby reducing the carbon footprint.Within this category, a popular sub-category has emerged – yoga wear. Yoga clothes have transcended the realm of traditional exercise and is now a rising fashion fad in the active wear/athleisure segment. Influencers and A-listers are often seen sporting yoga wear on a daily basis thus adding to the growing popularity of this category.

Yoga wear is a sub-category of active wear. In the west, people are already well equipped with wardrobes for different activities and occasions – whether it’s gym wear, ski gear or yoga wear. Unfortunately within active wear, yoga wear has been loosely defined.According to Rishabh Oswal, Executive Director, Monte Carlo Fashion Ltd., which launched its activewear brand ‘Rock It’ last year finds the concept of activewear to be comparatively new for India. “Today, a significant number of people are motivated by good health and a fit life drives on various platforms. The activewear segment has emerged and is potent to tremendous growth in the years to come. Growing at a steady CAGR of 23.7 percent, the segment took a leap from Rs. 24,000 crore to Rs. 37,000 crore between the years 2014 and 2016. According to forecasts, the segment will grow at a CAGR of 11.3 percent by 2021,” he shares.Favouring online route over the traditional retail and standalone stores as the latter still do not service all towns and cities, he says, “Our consumers are everywhere and currently online is better suited to deliver than offline retail.”
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