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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.Sales in this category is growing fast amongst Indian consumers. Indian brands can benefit if they focus on performance and provide quality at par with global players. Moreover, Indian brands need to draw from our rich history of yoga, innovate consistently and work towards building an international presence.Activewear is one a one of the fastest growing segment in the apparel market. With the growing focus on health and wellness, as well as the rising awareness of lifestyle concerns, people are getting more conscious about their fitness regimes and workout oriented lives. Hence, running marathons, hitting the gym and practicing yoga are no longer niche.Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance

“Having understood the concept of Activewear as a lifestyle trend, technical fabrics play an important role as they enable one to easily adapt to different environmental settings, making it cross functional and long wearing,” says Sunishka Goenka, Creative Director, Myraid Activewear. “The textile industry is drastically shifting to futuristic fabrics which are not only functional but also focus on longevity and usability. Hence, Activewear brands have an upper-hand because their products are designed to perform, resist and sustain. Also, consumers have become more conscious and sustainable in their approach to invest in brands that offer products with longer shelf life.”Jiggy George, Founding Partner and Managing Director, Mojostar explains that a sportswear is performance oriented. It offers technical functionality to help improve performance. Activewear, on the other hand is designed for people with active lifestyles, there is functionality, but it also offers comfort and styling, such that consumers can wear it not only for fitness and exercise regimes, but also as casual wear.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.This segment will be seen making its way to both fashion and function, as a result the opportunities for growth will be multiplied. With the increasing awareness in health and wellness, brands will continue to focus on performance and adopt seasonal trends.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.”Marking the significance of this milestone for the company, Lalit Agarwal, CMD of V-Mart said, “We remain focused on strong execution, riding on the back of our proven cluster-based expansion model.?The 200th store is a key milestone for V-Mart, more so, because we have added the last 100 stores inThe company, which operates 80 stores in Tier II & III cities in eastern and northern India, is expected to close the current fiscal with a turnover of Rs 420 crore.
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