Athleisure market boom attracts international fashion retailers to India

India's activewear and athleisure market is expanding rapidly toward $1.5 billion, fueled by rising urban incomes and sustained consumer demand for health-oriented fashion. Global athletic labels are increasing direct retail footprints in tier-one metros to capitalize on high-density shopping centers. Reliance Brands (RBL) is accelerating this segment's growth by introducing US performance label Fabletics through an exclusive long-term master franchise agreement. Bypassing traditional multi-brand wholesale distribution, foreign apparel groups are establishing unified direct-to-consumer digital channels and high-street flagship stores in New Delhi and Mumbai.

Navigating premium competition and supply chain realities

While import tariffs, margin pressure, and localized supply chain integration pose operational hurdles, international brands rely on advanced omnichannel technology to scale store economics. Fabletics, which generates over $900 million in annual global revenue across 125 retail outlets, plans to gain market share by offering specialized technical wear across yoga, running, and lifestyle product lines. Young consumers are embracing movement and athleisure as essential to their everyday lives, creating considerable opportunity for fashion-forward performance apparel, states Sumeet Yadav, Head, Reliance Brands. This launch underscores a broader structural shift toward premiumized apparel retail across South Asia.

Expanding international footprint through omnichannel rollout

Founded in Los Angeles in 2013, Fabletics produces high-performance activewear for North American and European markets. Delivering over $900 million in annual sales, the brand plans to expand its 125-store international footprint through an exclusive Indian omnichannel rollout with Reliance Brands across e-commerce and flagship stores.