Mile Collective transitions into a sophisticated lifestyle contender
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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