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In 2017, e-commerce giant Amazon revealed about the jump in sales for yoga fashion merchandise in the Indian market. The retailer has seen a growth of over 225 percent year-on-year for yoga products under sports category. According to Apparel Resources, the majority of the demand was from urban areas. Mumbai, Delhi, Bangalore and Hyderabad emerged as top four cities that ordered these products. The remaining 60 percent came from other Tier I, II and III cities, reinforcing the percolation of this demand even to smaller cities and towns.There is a rising popularity of yoga wear, but is it a category that will benefit Indian players?The Indian government has made great headway in promoting yoga in the country and internationally, with the International Day of Yoga being celebrated across the world. It would be great if yoga could become a part of the Asian Games and Olympics in the coming future.

“For instance, if you are going for a run without wearing a sports bra you will feel the jiggle and it will make you feel conscious about how you might look, whereas if you are wearing a correct compression sports bra your breast will stay at its place, avoiding the jiggle, which will make you feel more comfortable while running resulting in improvement in performance,” she says. “So, people today are ready to spend on good Activewear for the value it provides.”Similarly, Sunishka Goenka says, “The differentiator between sportswear and activewear is the purpose of use and functionality. Sportswear is designed for a specific sport activity that demands comfort and at the same time high resistance and performance. For instance, a scuba diving suit is technically structured for performance and is not suitable for daily activities. While, activewear is curated to amalgamate an active lifestyle with a casual social life, which is rather more flexible and transitional. For instance, yoga wear can be associated with leisure wear for daily chores within a lifestyle.”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.

Sunishka Goenka also states that customers are looking at outfits that are designed for comfort as well as transitional wear with an aesthetic appeal as Indian consumers are perceived to be price value conscious and price sensitive. For instance, the market demands more than just basic to enable to move from Mat-to-Meetings. Activewear trends are being integrated steeply even in the cooperate world, like athleisure joggers and sports bras are teamed with formal blazers which sums up a look from Office-to-Crossfit.“The key drivers that will outcast other categories would the influence of international fitness workouts such as bringing franchises of international gyms like Physique 57 (Barre Workout), decoding fitness futuristic fabrics that will optimise ones daily fitness routine and celebrating fitness events such as International Yoga Day. These realisations will bring a greater degree of acceptance to the market for activewear,” says Sunishka Goenka.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.”

Nitin Mohan, Co-founder Director at Blackberrys?said, “We are committed to developing a ownership and entrepreneurial brand culture at employee level as it’s pivotal for the company in achieving its long-term objectives. As part of the accelerated growth plan, Blackberrys is focusing its HR initiatives on talent development and performance management.? The company plans to launch its new office very soon in Gurgaon, reflecting the collaborative work culture and with a young & fresh look and feel.”three years, while we took twelve years for the first 100. This demonstrates accelerated customer demand and V-Mart’s ability to translate that into all-round value creation.”The ministry said it also plans to pursue strategic engagement with Bangladesh and Sri Lanka on the?Fabric-Forward Policy.
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