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Athleisure / Activewear · India

Athleisure / Activewear·India

Market overview

Size
₹12,800 Cr
Growth
28% YoY
Online penetration
38%
AOV range
₹900–₹4,000
Stage
growing

Key statistics

Market Size

₹12,800 Cr

IMARC 2024

YoY Growth

28%

Technopak 2023

Online Share

38%

Redseer 2024

Avg Order Value

₹900–₹4,000

Bain 2023

Consumer behavior

Purchase triggers and recurring complaints shape how shoppers talk about brands in this space.

Triggers

Fabric technology (moisture-wicking, 4-way stretch, odour-resistant)Gym/yoga influencer endorsement and workout contentFit and size inclusivityDual-use positioning — gym to casual wear

Complaints

Fabric pilling after few washesSizing runs small or inconsistentWaistband rolling down during exercisePrice gap vs global brands (Lululemon, Nike) feels unjustified

Price sensitivity

Medium-high — consumers willing to pay premium for quality but brand must prove performance credentials first

Repeat purchase

High when quality delivers — 55% repurchase within 90 days; strong word-of-mouth in fitness communities

Top channels

Brand D2C websiteAmazonMyntraNykaa Fashion

Discovery

Instagram fitness influencersYouTube workout channelsGym community word-of-mouthFitfluencer affiliate codes

Competitive context

Market leaders

New entrants

High — fitness boom post-COVID driving dozens of new D2C activewear brands annually

Consolidation

Early stage — Myntra investing in private label activewear; few acquisitions yet

Avg CAC range

₹600–₹1,500

Sources: IMARC Group India Activewear Market 2024 · Redseer India D2C Apparel Report 2024 · Technopak India Sportswear Outlook 2023 · Bain & Company India D2C Study 2023

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