innovation in Activewear propelling its steady growth

COVER STORY
Arpit Aryan Gupta
smaller cities is also supportive towards
the growth of activewear.
Manufacturers in this segment that
have their own labels have also got the
advantage of their distributors’ reach
in Tier-3 and Tier-4 cities or villages.
E-commerce is also beneficial to the
industry as a whole.
Manufacturers enjoying
growth
The majority of manufacturers in this
segment are enthusiastic about rapid
and steady growth. Few of them are sure
about 15-20 per cent growth at least,
while there are companies that are geared
up to double their business in the next 3
to 4 years. Focus on innovation, quality
and quick turnaround are major factors
making them different from others.
Tirupur-based Techno Sports India, one
of the most respected manufacturers in
this segment, has integrated fashion and
technology to drive innovations in final
products. With a current revenue of Rs.
200 crore, it aims for five times growth
in the next 3 years. Sunil Jhunjhunwala,
Co-Founder & CEO, Techno Sport, an
ex-Microsoft engineer also has plans to
start a fabric unit as his thrust has been
innovation in fabrics.
“We have been collecting data on fabrics
and fibres for 8 years in order to develop
better garments. We have observed that
spandex is not good for activewear because
it decreases air permeability and increases
compression, so we ventured into using
Sunil Jhunjhunwala
polyester instead. We have also produced
mesh clothes with high air permeability.
These kinds of various elements are taken
care of in product manufacturing ensuring
our growth,” says Sunil. The company
spends 2 per cent of its annual revenue on
R&D, in close collaboration with Wool
Research Association (WRA), Thane.
He further adds that brands like Techno
Sports, achieved good growth as they
offered the greatest functional clothing
that gave a transforming experience while
keeping customer psychology in mind.
At the same time, the price range is also
affordable, unlike the globally wellknown
brands that are unaffordable for
the masses.
“Techno Sport is a firm believer in the fact
that Indian consumers do not give much
attention to tags or information; they want
a garment that meets their needs within
their limited budget,” avers Sunil.
Activewear is all about knit base, so
companies from knitting hubs like
Tirupur, Ludhiana are witnessing high
growth in this segment. Arpit Aryan
Gupta, Director, Marketing, NG
Apparels, a leading manufacturer of
activewear in Ludhiana says, “I have
seen almost a 400 per cent jump in
India’s activewear market as more and
more homegrown brands have now
started focusing on quality rather than
quantity and even consumers these days
are willing to pay the extra buck for
an international standard homegrown
product. I can expect the Indian
activewear market to go double in the
next 5 years.”
Overcrowded, not for
quality products
As per industry estimates, there are more
than 1000 brands across India which are
into activewear and with a growing focus
on the same, it will not be wrong to say
that this number is growing, so this space
is now overcrowded.
Although new brands and players
at different levels are coming in this
segment, but the majority of them are
offering regular products which lack
innovation especially functional aspects.
Hence, these kinds of products have
regular demand unlike the high demand
for proper activewear. So this segment
appears to be overcrowded.
Mojostar, a Mumbai-based company,
intending to co-create authentic, highimpact
indigenous brands in lifestyle
space, has launched Prowl brand.
Abhishek Verma, CEO of the company
believes, “There is a gap in the activewear
market for products that are meant for
hyperactive young Indians. Traditional
activewear brands have over-specified the
products, whereas young consumers want
simplified functional products that offer
great style. Products that help you look
amazing, are suited for multi-functional
movement and are easy to maintain, are
the needs of this market.”
Along with quality and innovation,
changing dynamics of the market and
economy are important aspects ensuring
the long-term demand for activewear.
“India is a manufacturing economy,
slowly shifting towards a consumer
economy which means the market is
going to expand further and with more
and more people having higher incomes
and international exposure, I believe
that the market is ‘not’ overcrowded
with ‘quality’ products. There is going
to be a huge demand for homegrown
brands now with a focus on quality and
innovations,” says Arpit.
Due to versatility and flexibility that
activewear offers, it is here to stay but the
market will be mainly for innovators only.
30 AO India | November 2022