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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.Sunishka Goenka also states that customers are looking at outfits that are designed for comfort as well as transitional wear with an aesthetic appeal as Indian consumers are perceived to be price value conscious and price sensitive. For instance, the market demands more than just basic to enable to move from Mat-to-Meetings. Activewear trends are being integrated steeply even in the cooperate world, like athleisure joggers and sports bras are teamed with formal blazers which sums up a look from Office-to-Crossfit.“Activewear is still treated as a luxury in India despite the reasonable price tags offered by various labels. Traditional wear is still used for multi-purpose activities, women not coming out of their silos and middle-aged consumer group yet not tapped are some of the reasons that activewear is still struggling in the age of fitness fanaticism,” concludes Rishabh Oswal.

Mufti’s footwear collection ranges from Rs 3,299-3,999 and is now available at exclusive brand outlets and select leading footwear stores across India.About 2.5 million shoppers ordered eight million products during four days of Myntra and Jabong’s special sale from December 22 to 25, a company statement said on Wednesday.The ninth edition of End of Reason Sale concluded with Myntra and Jabong recording a massive surge in sale and trafficWith the 200th store launch coming just ahead of Christmas and New Year, V-Mart has planned a grand celebration campaign at select locations, starting with Kannauj and Mughalsarai, to bolster the festive?spirit among its customers. At both the locations, the company is organizing a ‘Mela’ in large open fairgrounds, inviting the general public to enjoy an eclectic mix of food, fun and entertainment.

The company, led by J P Shukla and Ravinder Singh, began operations in 2013, raised Rs 42.5 crore from private equity firm Carpediem Advisors in December 2017 and March 2018.With this exclusive service, Berluti brings an even more bespoke look to an already-unique shoe.Within this category, a popular sub-category has emerged – yoga wear. Yoga clothes have transcended the realm of traditional exercise and is now a rising fashion fad in the active wear/athleisure segment. Influencers and A-listers are often seen sporting yoga wear on a daily basis thus adding to the growing popularity of this category.

There are over 300 million yoga practitioners in the world who collectively spend billions of dollars on yoga wear and accessories. In the US alone as per a 2016 report, over $27 billion are spent on yoga products annually. In India yoga as a consumer market is still in a nascent stage. However, people today are far more conscious about fitness that ever before.The Indian government has made great headway in promoting yoga in the country and internationally, with the International Day of Yoga being celebrated across the world. It would be great if yoga could become a part of the Asian Games and Olympics in the coming future.“For instance, if you are going for a run without wearing a sports bra you will feel the jiggle and it will make you feel conscious about how you might look, whereas if you are wearing a correct compression sports bra your breast will stay at its place, avoiding the jiggle, which will make you feel more comfortable while running resulting in improvement in performance,” she says. “So, people today are ready to spend on good Activewear for the value it provides.”
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