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7 NICHE LABELS SHAKING UP SPORTSWEAR IN INDIA

FASHION
By Saloni Dhruv
06 May, 2022
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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.

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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.

Instagram: CAVA Athleisure


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