Domestic manufacturing pact strengthens Reebok’s Indo-Pacific fitness footprint
31 March 2026, Mumbai
The strategic realignment of global athletic brands toward localized production reached a critical juncture this week as Jerai Fitness Limited officially commenced the manufacturing of Reebok-branded gym equipment in India. Effective April 1, 2026, this long-term partnership marks the first time the iconic brand’s commercial and home-use hardware—ranging from cardio machines to high-end strength training systems—is being produced on Indian soil. By leveraging Jerai’s automated facility, which boasts an annual capacity of 21,000 units, Reebok is positioning itself to capture a significant share of a domestic fitness equipment market projected to hit $1.97 billion by 2034.
Scaling ‘Make in India’ for South Asian market dominance
The collaboration extends beyond Indian borders, with the Mumbai-produced equipment slated for export to Sri Lanka, Bangladesh, and Nepal. This regional hub strategy addresses the dual challenges of high import duties and supply chain volatility that have historically hampered the availability of premium international hardware in South Asia. By manufacturing domestically, we ensure superior quality control and cost efficiencies while reducing import dependency, states Rajesh Rai, Chairman and Managing Director, Jerai Fitness. This industrial shift aligns with a 9.2 per cent CAGR in the Indian fitness sector, where approximately 52 per cent of urban enthusiasts now prioritize ‘smart’ and ‘connected’ equipment over traditional analog devices.
Strategic integration within the premium wellness ecosystem
For Reebok, currently managed in India by Aditya Birla Fashion and Retail (ABFRL), this move signifies a transition from an apparel-centric model to a holistic ‘performance solution’ provider.
The brand is aggressively targeting a retail footprint of 500 stores by FY2027, integrating these new hardware lines into its ‘Pro’ format outlets in Tier-II cities like Muzaffarpur. As 23 per cent of US and Indian high-income households pivot toward comprehensive lifestyle health transformations, the ability to offer a unified ecosystem of high-performance footwear, technical apparel, and now, locally manufactured precision machinery, provides a formidable competitive moat against purely digital or apparel-only rivals.
Industrial excellence in motion
Based in Mumbai, Jerai Fitness is India’s premier manufacturer of professional-grade gym equipment with over three decades of heritage. Specializing in automated, ISO-certified production, the firm is scaling its domestic footprint to support 100 new gym launches in 2026, aiming for a Rs 1,200 crore revenue milestone through strategic global licensing partnerships.
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