Yoga reached a significant global milestone on International Yoga Day in 2015, highlighting its ancient roots spanning at least 5,000 years. Renowned for cultivating strength, flexibility, and endurance, yoga's intricacies call for appropriate attire. Throughout its history, Yogis and Yoginis recognized the importance of clothing for practicing yoga. As its popularity grows, yoga wear emerges as a prominent trend, with the global market for yoga apparel and active wear standing as the fastest-growing segment in the apparel industry.

On International Yoga Day, several Indian yoga wear marketers seized the opportunity to showcase their trendy collections. Various brands unveiled yoga-related products to commemorate the occasion. Reebok introduced new collections featuring vibrant yoga pants, breathable leggings, and sports bras with moisture-wicking technology for workout support. Fashion designers combined chic styling with comfortable mesh jackets and embellished track pants. Online marketplace Snapdeal launched an exclusive yoga-themed store, presenting over 500 yoga-centric products, including modern yoga equipment and yoga wear.

Inspired by Prime Minister Narendra Modi's "Make in India" initiative, Proyog, a specialized yoga wear brand, launched worldwide on International Yoga Day. It boasts being the world's first yoga wear crafted from natural, breathable fabrics, distinctly different from synthetic alternatives. Proyog's women's yoga wear collection includes dhoti shorts and pants inspired by traditional Indian attire, as well as padma blouson shorts, racerback tops, and katori tank tops. This line of yoga wear caters to dedicated practitioners, aiming to enhance the yoga experience. In the domestic market, Proyog aims to achieve revenue of Rs 300 crore by 2018.

Another "Make in India" product, Forever Yoga, offers a range of yoga clothing that has been tested by yogis globally. Their collections extend beyond yoga and become an integral part of the lifestyle wardrobe. With a target audience of individuals aged 21 to 40, both in domestic and international markets, Forever Yoga produces yoga wear for both women and men, with a focus on women's yoga wear initially.

Brands like Do You Speak Green, Moral Fibre, and Urban Yoga add a touch of flair to the market by offering a range of organic yoga clothing that prioritizes both comfort and style.

Booming Market:

Active wear is experiencing a significant boom in the United States, where its appeal extends beyond workout sessions. Consumers are drawn to these outfits for their comfort, versatility, and fashion statement. Yoga pants are increasingly replacing jeans as the preferred apparel choice in the U.S. According to the NPD Group, Inc., a market research company, while overall apparel sales rose by two percent last year, active wear sales surged by nine percent, reaching a value of US$ 33 billion.

For several celebrities, focus has shifted from pricey perfumes to fitness apparel. Actress Kate Hudson and singer Carrie Underwood launched active wear apparel.


List of brands:

  • American actress Kate Hudson is the co-founder of Fabletics. This brand was launched in October 2013 to inspire women to get active and embrace health, determination, passion and joy.
  • Calia was launched by Carrie Underwood in 2005. The collection includes mid-range capris, tops and pants. Some of their designs are optimised to hold smart phones.
  • Jillian Michaels, an American personal trainer, launched Impact by Jillian Michaels at Kmart in August 2014. The brand offers 24 styles under yoga, running, core training, and lifestyle.
  • Actress, dancer and model Brooke Burke-Charvet is very popular for her fitness and launched Caelum Lifestyle. The brand's collections include bold printed capris, leggings and workout tops.


Research analyst of Euromonitor International, David McGoldrick says, "Fitness brands are having a moment, and have never been more popular." Yoga pants have given rise to a new dressing phenomenon, athleisure. Barclay's analysts estimate the United States of America's athletic market will increase an additional 50 percent by 2020.


Journey ahead for India:

India's yoga wear market is minuscule compared to the global market. The United States of America and Europe have a few yoga wear manufacturers. India is still an untapped market with just a handful of players. The majority of players at the national and international level deal with sportswear, and none of them dedicatedly focus on "performance" fabrics for yoga.


New entrants seem to have a vision to change the whole perspective of yoga attire globally. Experts view a huge opportunity for India-specific yoga clothes brands. Based on the current 200 million yoga followers worldwide of whom half are believed to be Indians, the yoga apparel market is estimated to be well over US$ 13 billion (about Rs 82,300 crore). The players see themselves as leaders of the Make in India campaign to prove that India has the ability to furnish the best-in-class products in yoga wear.


References:

1. Dnaindia.com

2. Internetnewsfoyou.com

3. Proyog.com

4. Fortune.com

5. NPD.com

6. Economictimes.com