In the ever-evolving world of fashion, athleisure has emerged as a dominant force, seamlessly blending comfort and style.
Offering valuable insights into this trend, Sumit Santhalia, Co-founder, Technosport, a trailblazer in the Indian athleisure market observes a significant shift away from traditional, uncomfortable fashion. People are moving away from itchy fabrics and uncomfortable fashion. Athleisure is one of the key responses to this demand, he states. Positioned as a ‘tech wear’ brand, Technosport combines functionality with contemporary style, catering to the active lifestyles of its consumers.
Having over 15 years of experience, Santhalia has steered Technosport from a manufacturing-centric operation to a consumer-focused brand, aligning with the modern consumer's demand for comfort, functionality, and style. His commitment to innovation and quality positions the brand for continued success in the dynamic world of fashion.
Evolution and consumer shift
Starting as a manufacturing brand, Technosport is slowly transitioning into a more consumer-facing brand, explains Santhalia. This shift mirrors the broader change in consumer behavior, accelerated by the COVID-19 pandemic. Consumers have understood the real need for comfort wear, he notes, underscoring the pandemic's role in prioritizing health and comfort.
Growth and market expansion
Looking ahead, Santhalia is optimistic about Technosport's growth. The company looks forward to greater business in the next five years across India, he observes. To achieve this, Technosport actively participates in exhibitions and fairs, aiming to strengthen its market presence.
Manufacturing challenges and government Initiatives
Despite the booming market, challenges persist, Santhalia points out. There is a lack of a robust manufacturing ecosystem in India, which has historically relied on imports for high-quality activewear, he says. However, the government strives to boost local production through initiatives like the Production-Linked Incentive (PLI) scheme.
While the PLI scheme has its challenges, such as high turnover rates that make it difficult for many manufacturers to qualify, the government is working to tweak the norms, Santhalia explains. This adaptability could pave the way for more Indian brands to thrive in the athleisure sector, he adds.
Global collaboration and technological advancements
Highlighting the global landscape of activewear technology, Santhalia says, Taiwan is currently the world leader in activewear technology, and we are seeing many Taiwanese brands setting up operations in India. This collaboration could lead to significant advancements in the quality and innovation of athleisure products available to Indian consumers, he notes.
Future of the athleisure market in India
The athleisure trend is more than just a fleeting fad in India; it represents a fundamental shift in how people perceive fashion and comfort. With brands like Technosport leading the charge, the future of athleisure in India looks promising. Santhalia's vision and Technosport's commitment to innovation and quality position the brand for continued success in this dynamic market.
