16 January 2025, Mumbai

The Indian athleisure landscape witnessed a significant shift this January 16, 2026, as Ten X You, the performance-wear brand co-founded by cricket icon Sachin Tendulkar, officially launched its e-commerce operations on Myntra. This strategic marketplace debut marks the brand's transition from an experiential launch to a high-scale retail offensive. Positioning itself with a ‘play-first’ ethos, the label aims to convert India from a sports-loving nation into a sports-playing one, specifically targeting a burgeoning demographic of recreational and fit-curious consumers.

Engineering for the Indian physique

A primary differentiator in Ten X You’s commercial strategy is its focus on regional ergonomics. Unlike global counterparts that often adapt Western blueprints, the brand’s initial portfolio of 30 footwear styles and 60 apparel designs is engineered specifically for the Indian foot structure, which is typically wider. ‘Centimeters make the difference between winning and losing; we have applied 18 months of R&D to ensure stability on local turfs, noted Tendulkar during the rollout. The collection includes specialized professional cricket spikes alongside recovery shoes and premium nylon apparel featuring moisture-wicking and thermal-regulation technologies.

Capitalizing on athleisure tailwinds

The partnership with Myntra comes as India’s sports apparel market is projected to cross the $1 billion valuation mark in 2026, growing at a robust CAGR of 16.2 per cent. Digital platforms remain the fastest-growing segment, with Myntra reporting that 60 per cent of its sports category customers have made repeat purchases in the last six months. By leveraging this sustained appetite for activewear, Ten X You is positioned to disrupt the mid-to-premium segment, filling a void between high-cost international labels and entry-level domestic brands. The company plans to scale its operations to international markets, including the UK and West Asia, within the next 18 months.

Operational stewardship: Ten X You market position

A ‘play-first’ athleisure brand co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, backed by Peak XV. The brand deals in high-performance cricket footwear, multi-sport shoes, and breathable apparel. It aims to generate Rs 100–150 crore in revenue within three years, supported by a strong digital-first D2C strategy and strategic marketplace partnerships.

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15 January 2025, Mumbai

Garment Mantra Lifestyle has achieved a significant milestone by recording Rs 100 crore in export sales for the current financial year. This performance represents the highest export turnover in the company's history, signaling a successful strategic transition from a domestic-centric wholesaler to an internationally recognized apparel manufacturer.

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Regional focus secures market share

The company’s growth trajectory is largely underpinned by aggressive expansion within the Gulf region and the Middle East. While broader Indian apparel exports to the United States have faced headwinds - with sector-wide shipments to the US declining nearly 30 per cent in late 2025 due to a 50 per cent punitive tariff regime—Garment Mantra’s diversified market mix has shielded its bottom line.

By concentrating on non-US corridors, the Tirupur-based manufacturer has maintained competitive pricing without the margin compression currently impacting US-dependent peers.

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Operational scaling and efficiency

This fiscal success follows a standout second quarter where consolidated net profit rose by 288 per cent to Rs 2.64 crore.

Management attributes the scalability to modernized manufacturing infrastructure and improved working capital management, which has shortened debtor cycles from 72 to approximately 37 days. By maintaining a lean supply chain and focusing on value-added hosiery, the company is positioning itself to capitalize on the projected 10.5% growth in India’s apparel sector for FY26.

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Strategic transformation and growth

Established in 2005 as Junction Fabrics & Apparels, Garment Mantra is a Tirupur-based specialist in knitted garments and fabrics. The company operates ten retail outlets and manages over 5,000 SKUs under brands like Hylex and Monk. Currently expanding its distribution network into Tamil Nadu, the firm aims to leverage its record ₹100 crore export momentum to achieve sustainable long-term value.

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16 January 2025, Mumbai

The domestic activewear landscape is undergoing a structural shift as co-founded by actress Samantha Ruth Prabhu, Mile Collective transitions from its 2023 ‘Mile Active’ roots into a sophisticated lifestyle contender. Moving beyond generic global sizing, the brand has invested in proprietary fit-mapping designed specifically for Indian body types and tropical humidity levels. This strategic focus addresses a long-standing gap in the market where international standards often fail to account for local ergonomic variations. Industry data suggests, the Indian athleisure market is projected to grow at a CAGR of 16 per cent through 2026, driven largely by a ‘wellness-first’ consumer demographic that demands transitionary apparel capable of moving from high-intensity workouts to professional environments.

Capitalizing on the celebrity-founder synergy

By integrating Prabhu not merely as a face but as a strategic partner, Mile Collective leverages the ‘authenticity premium’ currently dominating retail trends. Analysts note, celebrity-led brands in India now command a significant share of the direct-to-consumer (DTC) sector, provided the products meet technical benchmarks. Harshita Motaparthi, Co-founder maintains, the brand’s technical edge lies in its ‘soft-cloud’ fabric technology, which balances compression with breathability. As the sector faces rising competition from established players, Mile Collective’s commitment to localized R&D serves as a critical differentiator. Success in this category is no longer about aesthetics alone; it is about the intersection of textile science and cultural relevance, notes Anjali Varma, Retail Consultant. The brand's trajectory mirrors successful global case studies where localized niche players successfully challenged legacy giants by prioritizing community-specific feedback loops.

Mile Collective specializes in technical lifestyle apparel, focusing on the premium ‘movement-wear’ category. With a primary stronghold in Tier-I Indian metros, the firm is aggressively expanding its digital footprint and exploring physical experiential stores. Following a successful 2023 proof-of-concept, the brand expects a 40 per cent uptick in annual revenue, fueled by the rising demand for high-performance, climate-adaptive textiles.

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12 January 2025, Mumbai

Kazo is accelerating its retail footprint with a strategic store opening at Phoenix United Mall, Bareilly, scheduled for mid-January 2026.

This launch is a key operational lever in the brand's roadmap to achieve a 25 per cent revenue growth through the 2026 fiscal cycle.

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By entering high-traffic urban clusters like Bareilly, Kazo is capitalizing on the increasing demand for premium western wear in Tier-II markets, which are currently outpacing traditional metros in discretionary spending growth.

This expansion follows a robust 2025 performance where the brand reported over 180 points of sale, with current plans to scale its EBOs past the 100-mark by year-end to secure deeper market penetration.

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Driving margins through high-margin category maturation

The Bareilly launch represents more than just geographical expansion; it serves as a high-density node for the brand's premiumizing portfolio, including the luxury-focused Kazo Kontour and the high-margin Kazo Details accessories line. Operational discipline is non-negotiable in a market where customers prioritize consistency and quality above all else, says Deepak Aggarwal, Founder, Kazo.

With the Indian women’s western wear segment projected to maintain a double-digit CAGR, Kazo is utilizing its vertically integrated design-to-retail model to mitigate supply chain volatility.

By focusing on ‘A-grade’ mall locations, the firm expects to improve store-level trading density, targeting a significant contribution from its accessories segment, which is slated to account for 15 per cent of total turnover in FY26.

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Premium retail excellence: The Kazo profile

Founded in 2007, Kazo is a leading Indian women’s western wear brand with over 180 points of sale across 70 cities. It specializes in contemporary apparel, fragrances, and accessories.

With a projected 25 per cent revenue growth for FY26, the brand is prioritizing Tier-II expansion and designer-led collections to solidify its domestic market share.

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16 January 2025, Mumbai

The luxury Indian menswear landscape reached a new milestone as Kora by Nilesh Mitesh inaugurated its third flagship store in Tamil Nadu.

Situated in the high-street hub of Anna Nagar, Chennai, the store spans 4,200 sq ft. The outlet represents a strategic response to the rising demand for premium ethnic wear in North Chennai. This expansion follows the brand's established success in Nungambakkam and Coimbatore, signaling a broader intent to dominate the South Indian ‘bridge-to-luxury’ segment during the critical 2026 wedding season.

Cultural ergonomics and regional curated lines

An important development in the brand's retail strategy is the introduction of region-specific design modules. The Anna Nagar store highlights a ‘Tamil Heritage’ collection, featuring silk veshti sets, angavastram-styled sherwanis, and festive silk kurtas optimized for the Pongal season. The Chennai clientele demonstrates a unique preference for blending classic silhouettes with contemporary luxury, state Nilesh Chhadva and Mitesh Sumbad, Founders. To cater to this, the store integrates a dedicated made-to-measure section and personalized styling consultations, addressing a niche where mass-market players often struggle to provide bespoke craftsmanship.

Market dynamics and luxury retail projections

The launch aligns with an industry-wide shift as the Indian ethnic wear market is projected to reach $167 billion globally by 2030. In 2026, the sector is experiencing a ‘Great Unstitch’ trend - a modern renaissance where traditional menswear like the kurta-pyjama is being reinvented for daily luxury. With the premium ethnic segment growing at an estimated CAGR of 15 per cent, Kora’s expansion into Tier-I residential pockets like Anna Nagar is a calculated move to capture a larger share of the wedding and temple-occasion market. Currently operating 28 stores internationally across India, the UK, and Dubai, the brand is positioning itself to be the primary bridge between artisanal heritage and modern retail convenience.

Established in 2011, Kora specializes in luxury men's ethnic wear, including sherwanis, bandhgalas, and bespoke wedding attire across 28 global locations. The brand reported a revenue of Rs 110 crore as of March 31, 2024, with plans to accelerate domestic and international footprints through FY26. Founded by designer duo Nilesh and Mitesh in Mumbai, the brand transitioned from a boutique studio to a globally recognized leader in men’s haute couture.

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13 January 2025, Mumbai

Luxury ethnic wear brand Kalki has forayed into the Chennai market with a dedicated bridal and festive wear store, signaling a sharper push into South India’s high-spending wedding market. Industry estimates peg India’s wedding-related fashion spend at over Rs 4.7 lakh crore annually, with South India accounting for nearly 35 per cent of premium bridal purchases, driven by gold-heavy ceremonies and multi-day celebrations.

Localised design meets occasion-led consumption

The Chennai store showcases regionally adapted lehengas, sarees and fusion silhouettes, incorporating Kanjeevaram-inspired motifs, temple borders and jewel-toned palettes. Southern brides are design-conscious but deeply rooted in tradition. Our Chennai assortment reflects that balance, says Saurabh Gupta, Founder & CEO, Kalki. Average ticket sizes in the bridal category range between Rs 1.8 lakh and Rs 3.5 lakh, significantly higher than festive wear, according to company executives.

Omnichannel strategy strengthens store economics

Kalki’s brick-and-mortar expansion complements its strong digital base, which contributes over 55 per cent of total sales. Chennai will act as a hub for Tamil Nadu and Kerala, enabling faster fittings, customisation and last-mile fulfilment. The brand plans to open 10–12 additional stores over the next 18 months across Bengaluru, Hyderabad and Kochi, targeting a 30 per cent year-on-year revenue growth.

Competitive landscape and margin pressures

With brands such as Sabyasachi-calibre boutiques and regional players intensifying competition, Kalki is banking on controlled inventory cycles and in-house manufacturing to protect margins amid rising silk and zari costs.

An Indian luxury ethnic wear brand specialising in bridal, festive and occasion-led apparel for women and men, Kalki operates across major metros and international markets including the US and UK. The company follows an omnichannel model and targets sustained double-digit growth.

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12 January 2025, Mumbai

Premium Indo-western label Chique is entering 2026 with a high-stakes retail expansion, targeting a 50 per cent Y-o-Y revenue increase.

Having closed 2025 with an annual recurring revenue (ARR) of Rs 100 crore, the brand aims to scale to Rs 150 crore by the end of the 2026 fiscal cycle.

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This trajectory is fueled by a Rs 20 crore investment, with Rs 15 crore specifically earmarked for setting up 25 new company-owned stores.

By focusing on high-consumption urban corridors, Chique is moving to capture the resilient demand for versatile, ‘everyday premium’ clothing that balances traditional aesthetics with modern silhouettes.

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Strategic footprint expansion in high-velocity markets

The 2026 roadmap was officially inaugurated with the opening of Chique’s first flagship in South India at Phoenix Mall, Bengaluru on January 3.

This 800 sq ft debut marks a move towards regional diversification, soon to be followed by a ‘double-down’ strategy in the Delhi-NCR market.

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A second, significantly larger store is slated for Rajouri Garden in late January, with a new outlet at DLF Avenue, Saket following in mid-February. ‘Opening a grander store in Rajouri Garden reflects the deep trust our customers have shown us, notes Siddhant Gupta, Partner, Chique.

These locations function as ‘experience hubs,’ designed to meet women where they live and shop through thoughtful, comfortable design rather than transient trends.

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Navigating a $100 billion apparel opportunity

Chique is positioning itself to secure a larger share of the Indian apparel retail market, which is projected to reach $108 billion by 2026.

To sustain its competitive edge against global giants, the brand is integrating Artificial Intelligence across logistics, design, and retail operations to improve unit economics.

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While physical retail remains the primary revenue driver, the company continues to leverage its digital maturity via its D2C platform and marketplaces like Myntra.

This omnichannel approach is critical as the sector shifts toward a focus on long-term customer loyalty and operational efficiency.

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Chique: A leader in Indo-western sophistication

Founded in 2015, Chique specializes in premium Indo-western womenswear, operating over 65 stores across 25+ cities. The brand targets a 50 per cent revenue growth in FY26, scaling toward a 150-store global network. Known for body-positive designs and accessible luxury, it maintains a strong presence in India and the UAE.

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13 January 2025, Mumbai

The traditional Indian festive wardrobe is undergoing a structural realignment as high-performance loungewear displaces rigid ethnic silhouettes.

Data from the Amazon Great Indian Festival 2025 indicates a decisive shift toward ‘celebratory comfort,’ with premium apparel brands recording a 150 per cent growth.

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Unlike previous cycles focused solely on occasion-wear, the 2025-26 season reflects a market valuation of $5.81 billion for the organized sleepwear and loungewear segment.

Industry leaders note, consumers are increasingly prioritizing versatile, ‘AM to PM’ pieces that bridge the gap between household festivities and casual social outings.

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Logistics and speed-to-market fuel Tier-II Growth

Regional market expansion has become the primary growth engine for organized retail. This year, 70 per cent of festive shopping traffic originated from Tier-II and Tier-III cities, supported by a logistical framework that enabled over 4 crore same-day and next-day deliveries.

To mitigate the 15 per cent waste rate common in traditional textile extraction, major players are integrating vertical manufacturing and AI-driven sizing tools.

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The modern Indian consumer is simultaneously price-sensitive and quality-obsessed, notes Rahul Mehta, Chief Mentor of the Clothing Manufacturers Association.

*Brands like Blissclub and Clovia are leveraging this by securing long-term offtake agreements for breathable cotton and modal blends to ensure consistent ticket sizes despite rising raw material costs.

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Organized retail captures market share from unorganized street-side trade

The push toward premiumization is successfully converting shoppers from unorganized local markets to branded digital storefronts. Driven by GST standardizations at 5 per cent and ‘No Cost EMI’ options - which saw a 10 per cent Y-o-Y growth - the retail sector is on track to hit $1.6 trillion by 2030.

By focusing on modularity and climate-adaptive fabrics, retailers are justifying higher price points, with average festive loungewear sets now maintaining stable margins through controlled inventory cycles and rapid fulfillment strategies.

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The Great Indian Festival is Amazon’s flagship annual retail event, serving as a primary launchpad for domestic D2C brands and global labels. Covering nearly every serviceable pin code in India, the event drives significant volume in fashion, beauty, and electronics.

For the 2025-26 cycle, the festival achieved a record 276 crore customer visits, reinforcing its role as a critical barometer for Indian consumer sentiment and premiumization trends.

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12 January 2025, Mumbai

A standout ‘fashleisure’ brand within the Aditya Birla Group’s TMRW portfolio, Fashleisure has reached a critical milestone with its latest store opening at Metro Junction Mall, Kalyan.

This move marks the brand's formal entry into the Mumbai Metropolitan Region - a geography that already contributes significantly to its digital sales.

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By transitioning from a pure-play D2C model to a high-visibility physical footprint, Nobero is capitalizing on the premiumization of India’s activewear segment, which is projected to expand at a 15.5 per cent CAGR through 2032. This physical offensive is designed to convert digital browsers into high-LTV (lifetime value) customers by offering an immersive brand experience.

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Strategic synergy and the path to a 125-store network

The Mumbai expansion is a cornerstone of Nobero’s roadmap to establish 25 EBOs by 2026-end. Operating under the TMRW ‘House of Brands’ ecosystem—which recently secured a Rs 437 crore investment from ServiceNow Ventures - Nobero is leveraging group-level supply chain efficiencies and data analytics.

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‘Physical retail is the next frontier for our hypergrowth phase,’ notes Prashanth Aluru, CEO and Co-founder of TMRW. With the TMRW portfolio reporting a 27 per cent Y-o-Y revenue growth in recent quarters, Nobero is utilizing its "travel-inspired" fashion niche to outpace generic casualwear rivals.

The brand is currently on track to help TMRW exceed a cumulative 125-store network by FY26, ensuring a seamless omnichannel journey for its millennial and Gen Z audience.

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Aditya Birla TMRW: Pioneering digital-first fashion

An Aditya Birla Group venture, TMRW is a leading ‘House of Brands’ scaling digital-first fashion labels like Nobero, Bewakoof, and Wrogn.

Focusing on activewear, casualwear, and ethnic segments, TMRW targets a $1 billion valuation by 2028. With a portfolio growth of 38 per cent in FY25, it is aggressively expanding its offline footprint across India’s top 20 urban clusters.

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