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An exclusive Indian distribution partner of iconic global brands?Bequest Group, Managing Director, Gaganmeet Singh?said,?“Luxury is all about a bespoke experience and personalization and creating tattoos on leather is an artisanal process. We are glad to have showcased this unique technique of tattooing on the Berluti Venezia leather to our patrons in India. The activity was insightful and interactive at the same time that gave a chance to the luxury connoisseurs to get involved in the nuances of tattoo making on leather at this unique Berluti event.”In order to get a hang of the current dynamics of the yoga wear market and the prevailing trends in India, IMAGES Business of Fashion caught up with Malika Baruah, renowned Yogini and Founder of Proyog, a yoga wear brand born out of the Indian desire to preserve the principles of yoga. Excerpts from the interview…Yoga wear is a sub-category of active wear. In the west, people are already well equipped with wardrobes for different activities and occasions – whether it’s gym wear, ski gear or yoga wear. Unfortunately within active wear, yoga wear has been loosely defined.

Activewear is utility clothing, which boosts the physical performance and eases body movements, as it enhances comfort while engaging in fitness and sports activities. Technical performance is the core to an active apparel.At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.According to Rishabh Oswal, Executive Director, Monte Carlo Fashion Ltd., which launched its activewear brand ‘Rock It’ last year finds the concept of activewear to be comparatively new for India. “Today, a significant number of people are motivated by good health and a fit life drives on various platforms. The activewear segment has emerged and is potent to tremendous growth in the years to come. Growing at a steady CAGR of 23.7 percent, the segment took a leap from Rs. 24,000 crore to Rs. 37,000 crore between the years 2014 and 2016. According to forecasts, the segment will grow at a CAGR of 11.3 percent by 2021,” he shares.

Shankar Chowdhury claims that online sales are fragmented. “There is no mid-priced player in this segment. You have the international brands selling at a premium and then you have larger mass brands where quality and performance are not at its best. But we believe that with proper communication this platform will mature,” he says.“The bare necessities for the basic physical activities would be the fastest selling within the activewear category, such as yoga pants, leggings and sports bra. As casual culture continues further, leggings are becoming category crushers, replacing denim jeans. Sport bras are a vital part of this segment and have been one of the fastest selling products. Brands who expertise in sports bras have an upper hand as it is a technical garment with minimal costs and wastage, making it a profitable business with competitive price points,” says Sunishka Goenka.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentiment. With the overwhelming response that it received, the brand is now looking at beefing up the distribution of its footwear collection in 500+ locations comprising Multi Brand outlets (MBOs), its stand-alone stores and its existing network of retailers in the coming year.

For the new store launch, Manjula Tiwari, CEO at Future Style Lab, the parent company of Ancestry, said, “Ancestry provides an unparalleled, modern-day experience of old-style Indian artistries, and we’re sure that the brand’s offering will find much love and appreciation with our consumers in Kolkata. We’re truly excited about launching this store, and are thankful to South City Mall for providing us with an impeccable space and opportunity, right in the heart of Kolkata.”“Sports goods were the highest selling category with a total of eight lakh pairs of shoes sold across the country during the sale,” the statement added.Snehal Shah, SVP, Projects and Marketing, said, “V-Mart has always endeavored to createlasting value?and moments of happiness for its customers. These celebrations are a small way of saying thanks to our?customers who have made this milestone possible.”
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