Rising awareness and comfort driving athleisure market in India

Fueled by a surge in fitness consciousness and a preference for comfortable, multipurpose clothing, the Indian athlesiure wear market is flourishing. Factors like remote work and accessible e-commerce have reshaped consumer choices, driving the demand for athleisure. This growth is further boosted by affordable local brands, with athleisure becoming a symbol of status.

India hosts numerous internet-first brands like HRX, Aastey, Blissclub, and Zymrat. According to industry analyses, the Indian sports apparel market was valued at $673.34 million in 2022, projected to reach $1926.10 million by 2029, growing at a CAGR of 16.2 per cent. The COVID-19 pandemic spurred a shift towards home fitness, contributing to the rise of athleisure, which blends fashion with functionality for everyday wear.

The emergence of sneaker culture and athleisure as a mainstream movement has reshaped the industry. While global giants like Nike, Puma, and Adidas dominate, there's a rising demand for affordable brands catering to Indian consumers. Indian brands like HRX focus on community engagement, fostering brand loyalty through initiatives like fitness challenges and workshops.

Direct-to-consumer brands like Blissclub tailor offerings to Indian preferences while aligning with global trends. They address diverse needs, such as offering plus-size ranges, carving unique market positions. Marketing strategies of homegrown brands emphasise online communities and engagement activities, leveraging social media to connect with consumers authentically.

An international player, Puma harnesses influencer marketing, engaging micro and nano influencers alongside celebrities. India's youthful demographic, with 50 per cent under 25 years old, drives the athleisure market. Millennials and Gen Z prioritise health and wellness, seeking trendy activewear for self-expression.

The increasing participation of women in the workforce, at 26.9 per cent in 2023, has spurred growth in women's athleisure products. Versatile options that transition from gym to work environments are in demand. Additionally, urbanisation, with over 35 per cen of the population residing in large cities, contributes to the market's dynamism. Urban dwellers lead active lifestyles and invest in fashionable athleisure, further propelling market growth.

In essence, India's athleisure market thrives on a confluence of factors, including shifting lifestyles, evolving consumer preferences, and targeted marketing strategies by both local and international brands.