“Changing lifestyle preferences and a promising economy are compelling Indian consumers to be more health conscious and add new health and fitness routines to their already hectic lifestyle, primarily benefiting the sportswear industry in India,” opines Sanjay Dawar, Director, Bodycare Creations. The brand recently appointed cricketer Hardik Pandya to endorse its new Body X range. The range offers a varied collection that includes everything from track pants, capris, pajamas, tees, shorts for women and track pants, tees, shorts and bermudas in solid colors and print for men. The garments are available in a mix of cotton spandex, cotton polyester and 100 per cent polyester fabrics. “We undertake a thorough study of segment trends before finalising a range. We also employ the best sourcing strategies. A customer buying a Bodyactive product will never have to worry about its quality and comfort,” adds Dawar.
Association to help brand reach desired milestone
Hardik Pandya was a natural choice as he is very stylish and attracts almost all youngsters. “We wanted someone who would gel with our tag line seriously x-rated. Sportspersons, especially cricketers have a strong presence in the people’s mind. Their association with any brand increases its value and market share. It will also help us reach our desired milestone,” adds Dawar.
Dawar says, the athleisure market in India is highly price sensitive. “Higher per capita income of Indians and growing middle class is propelling growth in this segment. Though not completely mature like other global markets, it is slowly inching towards this goal,” adds Dawar.
Strengthening market hold
Still a fairly new entrant in this segment, Bodycare Creations’ first and foremost challenge is to establish itself in the market. The brand’s recently launched Body-X range offers stylish innerwear including vests, briefs and boxers for men. Appointing Pandya as the brand ambassador was a masterstroke employed by the brand to capitalise on the ongoing cricket fever in the country. “We wanted someone who would stand out from the existing clutter, hence, we opted for a sports personality,” adds Dawar.