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In order to get a hang of the current dynamics of the yoga wear market and the prevailing trends in India, IMAGES Business of Fashion caught up with Malika Baruah, renowned Yogini and Founder of Proyog, a yoga wear brand born out of the Indian desire to preserve the principles of yoga. Excerpts from the interview…A lot of brands are embracing sustainability over the last few years and consumers are becoming more aware of the disasters caused by the use of plastic in apparel. At Proyog we are continuously innovating materials to create organic and sustainable yoga gear. Our new yoga mat is also created with natural rubber and jute, all sourced in India. It is completely biodegradable. We want to put India on the map with our range of premium yoga products that’s both great for you and the environment.At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.
Shankar Chowdhury claims that online sales are fragmented. “There is no mid-priced player in this segment. You have the international brands selling at a premium and then you have larger mass brands where quality and performance are not at its best. But we believe that with proper communication this platform will mature,” he says.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.”
The rare tattoo designs based on four themes:?a classic bestiary of Insects & Animals, the signs of the Zodiac and the Chinese horoscope, vintage designs with Eagles, and the subtle art of Calligraphy?can now be perfected on Berluti’s original and globally renowned Venezia leather. The noblest of all leathers, only Venezia leather sustains the creative audacity of Olga Berluti’s vision of art.“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.”Market Dynamics
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.“Amongst the variety of activewear, mesh leggings, yoga pants, joggers and track pants are high on demand. Trendy, easy on skin and comfortable to wear these bottom wears can be easily teamed with tank tops or sweatshirts for both gym and a stroll through the park,” says Rishabh Oswal.Indian denim brand Mufti has announced its expansion into the footwear category with a multi-fold strategy including the launch of its latest Autumn Winter footwear collection. Over the past two decades, Mufti has redefined the stereotypes of mainstream fashion and now is extending the same ethos in bringing an alternative choice in footwear which is fashionable yet comfortable. The company’s expansion into the footwear segment is a result of the company’s in-depth research highlighting the rising demand for trendy footwear in the casual segment for men.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentiment
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