We round up a list of homegrown activewear brands that score high on both fashion and functionality
The past few years have made most of us rethink our health and fitness goals. Owing to the Covid-19-induced pandemic, growing health concerns and disposable income, India has speedily caught up with global fitness trends in recent times. A 2019 report by Statista stated that the sportswear market in the country was valued at over ₹540 billion in 2018, almost 100 billion more than the previous year itself. A report by Research and Markets even suggested that the Indian sports apparel market is estimated to reach ₹997.8 billion by 2024.
The numbers are big, but so are the players in the field. The obvious MVPs who have ruled this competitive market of activewear and athleisure are international sportswear giants. Brands such as Nike, Adidas, Puma and Reebok landed on Indian shores decades ago and have established their presence with celebrity endorsements, unique collaborations, technological advancements and, of course, brand loyalty.
But the growth in the number of Indian consumers gravitating towards activewear and athleisure has made space for many homegrown brands to enter the market. Due to their affordability factor and their understanding of Indian body types, these brands have carved a niche for themselves alongside their bigger counterparts. Be it rapid-dry T-shirts or workout leggings engineered to lift and sculpt, these brands lend inclusivity and have built a community for like-minded people seeking comfort and functionality without burning a hole in their pocket.
+1
1/7
CAVA Athleisure
Started in 2020 by sisters Ria and Shreya Mittal, CAVA Athleisure was their ‘eureka’ moment during the pandemic as they weren’t happy with the clothes they came across online. From asymmetrical bras to criss-cross leggings, CAVA’s clothing is for those who want function and fashion as the “new normal” when it comes to activewear. With one foot in fashion, the sisters have made sure that the other foot lands on sustainability, by using 100 per cent recycled polyester and BCI (better cotton initiative) fabrics which attempt to conserve vital natural resources during production.
A scroll through Kica Active’s website will present you with a range of fun colours you’ve probably not come across in sports apparels yet: think mint green, lavender and honey yellow. With an attractive price range and a range of products and apparels (including sustainable yoga mats and hairbands), founder Aneesha Labroo, a fitness enthusiast herself, wanted to build a community to help empower women, while looking stylish.
Whether you’re going for a Pilates workout or heading to a café, BlissClub’s range of activewear is extremely versatile. Simple basics can be mixed and matched for different occasions. When Minu Margeret, the founder of BlissClub, saw a huge gap in the Indian market when it came to providing high-quality fabrics with a range of sizes for women, she decided to enter the game.Sizes range from XS to XXXXL, including a range for mothers-to-be.
What happens when athletics meets aesthetics? The answer is Pace Active. If you wonder how you can look good in spanx, Pace Active has got you covered. High on style and functionality, the flutter fly pants with a slit in the front, paired with oversized shirts, make for perfect outfits to go from a workout class to a dinner date.
When two athletes team up to create an activewear brand, you know it’s going to be something special. Ochre (pronounced Oh:kuh) was born out of a conversation between Radhika Shanker and Aditi Kakkar to create the best pair of tights for women. With minimal styles and earthy tones (yes, including ochre yellow), the brand promotes slow fashion and aims to be sustainable, producing in small batches, choosing ethical fabrics and eliminating plastic waste in packaging and sampling. With every order, they donate a sum to an NGO that works towards preserving the marine ecosystem.
For professional dancer Sanjana Masand, activewear was like a uniform, akin to a second skin, that she lived in. When she was unable to find clothing that could assist in her performance, it made sense for her to fill in this gap herself. Started at the height of the pandemic in 2020, Seeq Active seeks to find an equilibrium between body movements and clothing, with their unique fabrics made to focus on nothing but your workout–be it the deepest squat or a forward bend.
If you think you need a change of clothes from work to workout, Fit Frame’s versatile leggings will change your mind. From their printed leggings to their wide-legged stretch pants, you can go from work to workout mode in a minute. With a range of fun prints for leggings, Fit Frame assures that your activewear will be anything but boring.