making athleisure a go-to choice for everyday wear. Affordable domestic brands have also emerged, transforming athleisure into an attainable status symbol for many.
Local Brands Shine Bright: Numerous online-first Indian brands like HRX and Blissclub are thriving alongside established international players like Nike. Industry experts predict a bright future for the market, with the sports apparel industry projected to reach nearly $2 billion by 2029. This significant growth is partly due to the pandemic's influence, with home workouts becoming increasingly popular. Athleisure perfectly bridges the gap, offering both style and functionality for daily activities.
Building Communities, Reaching New Consumers: The rise of sneaker culture and mainstream athleisure have significantly transformed the industry. While global brands still dominate, there's a growing demand for affordable Indian brands that cater to local preferences. These brands, like HRX, foster strong communities through engaging fitness events, leading to increased brand loyalty.
The D2C Advantage: Direct-to-consumer (D2C) brands like Blissclub have a distinct advantage due to their deep understanding of the Indian market. They cater to specific needs, such as offering inclusive sizing options, which allows them to carve out a unique niche. These brands leverage social media to build authentic connections with consumers through engaging online communities and activities.
Adapting to Win: International brands are not standing still. Puma, for example, is adapting its approach by utilizing influencer marketing with a wider range of influencers, including micro-influencers alongside celebrities, to reach a broader audience.
A Young and Active Market: India's young demographic, with over half the population under 25, is a major driver of the athleisure market. Millennials and Gen Z prioritize health and wellness, seeking trendy activewear that allows them to express themselves.
Women on the Rise and Urbanization Fuel Demand: The growing number of women in the workforce (over 26% in 2023) fuels the demand for versatile athleisure pieces that can seamlessly transition from the gym to the workplace. Rapid urbanization, with over 35% of the population residing in large cities, also plays a role. Urban dwellers lead active lifestyles and invest in fashionable athleisure, further propelling exponential growth in the market.
A Thriving Future: Comfort Meets Style and Profit
India's athleisure market is a confluence of several factors, including changing lifestyles, evolving consumer preferences, and targeted marketing strategies by both domestic and international brands. This dynamic and exciting industry is poised for unprecedented growth in the years to come.