Key Ac­counts Head, Black Pan­ther, A unit of Juneja Global.

Business of Fashion - - Contents -

un­der­gar­ment brands vy­ing for a slice of the ac­tivewear pie by styling them­selves as sportwear brands. Added to this is the huge un­or­ga­nized sec­tor with a full-fledged and wellde­vel­oped mar­ket for coun­ter­feit mer­chan­dise of global brands, re­tail­ing brazenly through not only MBOs but also lead­ing on­line por­tals,” she adds.

As a whole, the sports­wear mar­ket in In­dia has tra­di­tion­ally been dom­i­nated by the big in­ter­na­tional brands, aptly named the ‘Big Four’ — Ree­bok, Adi­das,

Of late, a le­gion of celebrity launched brands have sur­faced in an at­tempt to cash in on the mam­moth pop­u­lar­ity they en­joy among the com­mon­al­ity. “With fit­ness fever grip­ping the na­tion, celebri­ties have also caught on to this trend. Bol­ly­wood stars Hrithik Roshan and Jac­que­line Fer­nan­dez have launched their own sports­wear brands which are gain­ing pop­u­lar­ity amongst the gen­eral au­di­ence. How­ever, for those who are more se­ri­ously into fit­ness, they still stick to more in­ter­na­tional and well-es­tab­lished brands be­cause of proven tech­nolo­gies and brand eq­uity,” re­marks Vishal Gupta, Di­rec­tor - Re­tail, Puma In­dia.


The av­er­age, mod­ern In­dian con­sumer’s lifestyle is un­der­go­ing a mas­sive me­ta­mor­pho­sis. Ris­ing in­comes and dis­cre­tionary ex­pen­di­ture in ur­ban In­dia have al­lowed peo­ple to fo­cus in­creas­ingly on health and well­ness, as well as ris­ing aware­ness of lifestyle dis­eases. The pro­lif­er­a­tion

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