They say, ‘Health is wealth’ and this seems to have been a trend of late thanks to the rise of an array of athleisure brands. “The Indian athleisure market is thriving, driven by rising fitness awareness and a shift towards versatile, comfortable clothing. Factors like remote work and e-commerce accessibility have reshaped consumer preferences, fostering demand for athleisure. The market’s growth is propelled by affordable local brands and a trend towards athleisure as a status symbol,” Anand Ramanathan, partner and consumer, products and retail sector leader, Deloitte India, told BrandWagon Online.
India is currently home to many Internet-first brands such as HRX, Aastey, Blissclub, and Zymrat, among others. According to MMR – India Sports Apparel Market- Industry Analysis and Forecast (2023-2029), India sports apparel market was valued at $673.34 million in 2022, and it is expected to reach $1926.10 million by 2029, exhibiting a CAGR(compound annual growth rate) of 16.2% during the forecast period. Moreover, according to Statista, a global survey conducted in January 2022 found that nearly 44% of respondents purchased fitness equipment to exercise at home due to the Covid-19 pandemic. This shift towards home fitness contributed to the growth of the athleisure market, which combines fashion with functionality, offering workout wear suitable for everyday use. “ “Sneaker culture and the athleisure movement in India have transformed the industry from being niche to mainstream today. Sneakers have become both staples in the wardrobe, as well as sought-after collectables. Thus, there is a need for an always-on approach to brand building in this category,” Shreya Sachdev, associate director and head–marketing, PUMA India, said.
Desi goes strong!
In India’s athletic wear market, dominated by global giants such as Nike, Puma, and Adidas, there has always existed a need for affordable brands, which many brands are fulfilling today. . While multinational sportswear companies including Reebok, Adidas, Nike, and Puma traditionally dominated the Indian market through sports event associations, besides athletes, newer players have emerged as lifestyle and regular athletic clothing brands, capitalising on the growing fitness trend among Indian consumers, besides affordability. Experts believe that Indian brands, with competitive pricing, effectively cater to domestic market demand. “HRX is a homegrown Indian brand, crafted specifically for India and its people. We believe in serving society and everyday users, catering to everyday athletes and not just professionals. Our engagement with the community extends across all digital platforms. Our diverse range of products, from HRX Gyms with CULTFIT to HRX Cafes with Curefoods, aims to empower individuals on their fitness journey through every avenue possible,” Ajay Singh, head of business and marketing, HRX, said.
Moreover, HRX claims to differentiate itself from globally established through community engagement initiatives such as fitness challenges, running events, and workshops like the HRX Calisthenic games. By fostering a sense of community and interaction with customers, HRX claims to build strong brand loyalty.
Add to this home-grown direct-to-consumer (D2C) brands such as Blissclub claim to cater specifically to Indian consumer preferences while staying aligned with global fashion and fitness trends. For instance, Blissclub has rolled out a range for plus sizes. According to industry experts, this approach allows brands to carve out a unique position in the market, providing versatile and trend-forward athleisure options. “Blissclub comes with a very different approach as compared to other brands. We are building a community around women who love to move in myriad ways, beyond the gym. Understanding their challenges and building for them is what sets us apart. This translates into a design that solves problems. Our products address issues like comfort and offer flattering styles specific to Indian body types. The Indian market is flooded with fits that are built for Caucasian bodies and we are expected to squeeze into them. But we believe your clothes should fit you; not the other way around,” Minu Margeret, founder and CEO, Blissclub, said.
Hype sells all!
It is believed that in a market where price-conscious Indian consumers are known to seek the best deals and save every penny hence, not every Indian may purchase on a T-shirt worth Rs 10,000 or even for that matter athleisure wear for more than Rs 1,500. Experts believe that homegrown brands use different marketing strategies than global ones and this has allowed to capture the Indian market. One such strategy includes building online communities or various online engagement activities. “Athleisure brands in India dominate social media with workout visuals (think beach scenes and yoga poses). They engage users by seeking design input besides hosting live workouts with influencers, turning social media into a virtual fitness club. Brands now prioritise authentic partnerships with real fitness enthusiasts like yoga instructors with dedicated followings, ensuring genuine endorsements. Smaller, engaged influencers are preferred over big names, leveraging platforms like YouTube to showcase athleisure in action. This approach builds strong brand connections and boosts sales effortlessly,” Sonali Banerji, creative director, BCWW, said.
Interestingly, international players such as Puma claim to ride the influencer wave to sell their products. “PUMA’s roster of influencers includes social media creators at micro and nano levels, to large-scale celebrities with cult following. PUMA also associates with people across occupations with a strong organic community but are not necessarily digital content creators by profession. For instance, athletes, run coaches, fitness trainers and the like,” Sachdev said.
Young, urban, active!
India boasts a large and growing young demographic, according to Worldometers, 50% of the population is under 25 years old (2023). Experts believe that India’s expanding athleisure market is driven by multiple factors. “With a large and growing young demographic, there is a heightened focus on health and wellness among millennials and Gen Z. This demographic prioritises fitness activities, fueling the demand for comfortable and stylish activewear that allows for trendy self-expression,” Ramanathan highlighted.
Moreover, industry experts believe that the increasing participation of women in the workforce, which stood at 26.9% in 2023 according to the World Bank, has led to rapid growth in women’s athleisure products. Women seek versatile clothing options that can transition seamlessly from workouts to work environments, making athleisure a practical and stylish choice for the modern working woman. “We design products that transition effortlessly from the gym to the street and even work, catering to all shapes and sizes. We see ourselves as part of a woman’s entire wardrobe, not just her workout gear,” Margeret said.
Furthermore, it is believed that urbanisation is another key driver, with over 35% of the population residing in large cities. Urban dwellers tend to lead more active lifestyles, engaging in gym memberships, yoga classes, and other fitness activities. They also possess disposable income to invest in comfortable and fashionable athleisure wear, further boosting the demand for athleisure products in India. These factors collectively contribute to the dynamic growth trajectory of the Indian athleisure market.