Skip to main content

From Tracks to Trend: Decoding the Rise of Athleisure in Bharat

From factory floors to boardrooms, India is embracing athleisure, a style revolution where comfort meets everyday fashion

Not long ago, tracksuits and sneakers were reserved for morning walks, gym sessions, or running errands. But today, you might see sportswear in offices, gym bags in college classrooms, and even at social gatherings. Welcome to the era of athleisure—a fashion trend that blends athletic wear with everyday style. What started as a global movement is now deeply rooted in India—India beyond Bharat.

Athleisure is not just about a sporty appearance; it is about living a lifestyle that values comfort, health, versatility, and self-expression. As more Indians—especially from Tier 2 and Tier 3 cities—embrace fitness and fashion together, the athleisure segment is set for exponential growth.

Development Engine: Fitness Function

India is currently riding a fitness wave. From home workouts to yoga sessions in parks, from Zumba classes in small towns to marathon culture in big cities—there’s a noticeable shift towards healthy living, particularly among young and working professionals.

According to the MMR Report, the India Sports Apparel Market was valued at USD 673.34 million in 2023 and is expected to grow at a CAGR of 16.2% from 2024 to 2030, reaching nearly USD 1,926.10 million.

One key driver behind this growth is rising health consciousness. The pandemic made Indians more aware of their well-being. Comfort—once considered a luxury—has now become a priority. Consumers want clothes that allow them to move freely, feel good, and look good. Athleisure delivers on all three fronts.

Bharat’s Moment: The Rise of Tier 2 and Tier 3

While metros like Delhi, Mumbai, and Bengaluru helped introduce the trend, Bharat—India’s smaller towns and emerging cities—is where the real growth story lies. Cities like Indore, Surat, Lucknow, Coimbatore, and Patna are witnessing a new generation of consumers with rising disposable incomes, internet access, and global fashion awareness.

E-commerce and social media have made premium fashion aspirational yet accessible. Influencers from smaller towns are promoting fitness routines and local brands, turning athleisure into a mainstream movement. Whether it’s breathable leggings for college-goers, quick-dry T-shirts for factory workers, or multipurpose sneakers for the everyday man, athleisure is becoming part of the everyday wardrobe in real India.

What Makes Athleisure Click?

The success of athleisure lies in its ability to serve multiple needs. It is:

  • Comfortable: Fabrics are stretchable, breathable, and soft—perfect for India’s diverse climates.

  • Versatile: One outfit can work for a walk, a meeting, or a mall visit.

  • Stylish: Modern designs, vibrant colors, and sleek fits keep it fashion-forward.

  • Functional: Features like pockets, zippers, UV protection, and sweat-wicking fabrics add value beyond style.

Moreover, brands are now designing specifically for Indian body types, weather conditions, and lifestyle habits. Many local players are creating purpose-made collections that are affordable yet aspirational.

The Role of Homegrown Brands

Indian brands are playing a crucial role in shaping this trend. They understand local tastes better than many international labels and can adapt quickly to changing market needs. With in-house manufacturing, they ensure quality, maintain competitive pricing, and respond rapidly to consumer demand.

These brands aren’t just selling clothes—they’re promoting a lifestyle. Many collaborate with fitness coaches, yoga instructors, and influencers to build loyal communities. Their storytelling connects with the aspirations of young Indians who want to look good, feel confident, and lead active lives.

Challenges and the Road Ahead

Despite its strong growth, the athleisure segment faces challenges. Many consumers still confuse athleisure with casualwear, indicating the need for better product education. While urban audiences are increasingly open to investing in performance wear, affordability remains a barrier in deeper rural markets.

Brands must focus on educating customers about the value, durability, and technology behind athleisure garments. Innovation in materials, fit, and design will be critical for staying ahead in an increasingly competitive market.

Conclusion: More Than a Trend

Athleisure is not just a passing fashion fad—it reflects a changing India, one where health, convenience, and self-expression are becoming core values. From small-town college students to working mothers, from budding entrepreneurs to fitness enthusiasts—everyone is embracing athleisure in their own way.

As Bharat continues to grow and mindsets evolve, the athleisure wave is here to stay. It is rewriting fashion norms, creating new business opportunities, and—most importantly—making everyday life a little more comfortable and a lot more stylish.

The post From Tracks to Trend: Decoding the Rise of Athleisure in Bharat appeared first on India Retailing.



from India Retailing https://ift.tt/FQpquay
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

Eagle Labs launches impirica CBD brand

ST. PETERSBURG, Fla. — Eagle Labs has launched impirica, a new brand of CBD intended to eliminate consumer fear, and increase confidence, in trying the exciting new cannabidiol category. Michael Law Although most Americans have now heard about CBD, many are very confused and concerned about product quality. This is inhibiting trial in the category and holding back conversion into sales. In fact, a 2017 study by Johns Hopkins University found that two out of three CBD products on the shelf did not contain the amount of CBD reflected on the label. Furthermore, in 2018 and 2019, the FDA sent notices to a substantial number of CBD manufacturers advising them of serious concerns about product quality or egregious medical claims. The impirica brand looks different than most CBD brands — the brand name itself connotes testing and trust, says Eagle Labs chief commercial officer Michael Law. “It doesn’t use the traditional category colors of browns and greens, and you won’t find a hemp...
70 comments
Read more

Sagar Daryani, CEO and Co-founder – Wow! Momo & Saga: From a Kiosk to a Kingdom

Sagar Daryani’s entrepreneurial odyssey from humble beginnings to pioneering success has redefined the landscape of food startups in India. Co-founding Wow! Momo, he has spearheaded the growth of the largest indigenous QSR chain in the country, crafting a remarkable saga of triumph The Genesis: A Visionary Venture Takes Root In 2008, armed with a mere Rs. 30,000 and boundless ambition, Sagar Daryani and Binod Homagai embarked on their entrepreneurial journey while still pursuing their graduation in B.Com Hons from St. Xavier’s College, Kolkata, even before their college results were out. They knew the value for money and boot-strapped to plough back profits and grow their venture. Sagar spearheaded brand expansion, brand creation, and marketing and retail operations. Grew across the city with a strong consumer focus. The early days were hard but keeping track of the money flow was even harder. Believing in the concept of ‘1 rupee saved is 5 rupees earned’, and the lessons they lear...
1 comment
Read more

Homegrown ice cream chain HOCCO to open 250 stores, eyes Rs 400 crore by FY26

Ankit Chona, Founder and Managing Director of HOCCO, delves into the company’s revenue model, growth strategies, and vision for the future… Bengaluru: HOCCO (House of Chonas Collaborative) , the Ahmedabad-based ice cream and quick-service restaurant (QSR) chain, boasts a rich legacy spanning over 70 years, with roots tracing back to pre-independence India. The Chona family has been deeply entrenched in the food industry since 1944, originally operating in undivided Pakistan. Following the Partition, Satish Chona , an engineer with British Overseas Airways Corporation, relocated from Karachi to India. After journeying through multiple cities, he ultimately settled in Ahmedabad, where he established his first QSR outlet in 1953. Three decades later, he expanded into the casual dining segment, launching a restaurant in Baroda while continuing the family’s ice cream manufacturing business. However, in 2017, the company sold its ice cream division to a South Korean firm, shifting its fo...
Post a Comment
Read more