We want to be one of the most technology enabled product innovation companies
Technosport is a brand that combines technology, fitness, and style to create activewear that is comfortable, breathable, and affordable. With a belief that everyone should have access to high-quality activewear that can help them achieve their fitness goals without breaking the bank, the company employs advanced fabric technologies, and designs its clothing to be moisture-wicking, quick-drying, and breathable. Speaking to Fibre2Fashion, the company’s CEO Puspen Maity talks about activewear, digital marketing, R&D and future plans.
What recent trends or advancements have you observed in the sportswear industry, and how do you anticipate they will impact the future of the sector?
Lifestyle and activewear trends are merging together and the distinction between them is getting blurry. Consumers want a mix of styling, fashion, comfort and lifestyle in an activewear package.
Earlier, we could see lot of people doing gym and other physical and sporting activities using regular causal clothing. But now awareness has improved. Consumers know that activewear is better for physical activity. Now people are not only wearing activewear to the gym, but also as a casual and work outfit.
How has technology disrupted traditional sportswear business models, and what opportunities and challenges does this present for companies operating in the industry?
Technology has disrupted everything around us, including the business models. Today India is a young country with excellent internet connectivity with the world’s best payment solution. This has fundamentally changed the ways a consumer shops. Hence accessibility of products and services through digital media has become a must for all brands and are not an option anymore.
What strategies have proven effective for sports/active companies in engaging and retaining a loyal fan base, and how can these strategies be adapted to evolving consumer preferences and behaviours?
It is all about understanding the problems faced by a community and solving them. In our brand journey we have never invested in a huge marketing campaign but invested the same money in our R&D. By using objective evaluation technology, we are able to measure and improve the performance of our products.
Features such as moisture management, dry rate, anti-microbial, UV-protection, air permeability etc make a difference in consumers’ lives. Using our high-end manufacturing capabilities, we are able to make these features durable and noticeable to users over the use life. Hence, we are able to create and retain a loyal fan base.
How are sports organisations and activewear companies leveraging data analytics and insights to enhance decision-making, improve performance, and create personalised experiences for fans and customers?
At Technosport, we utilise data in 2 main ways. First is the objective data, where we test our fabrics in state-of-the-art labs with various set of technical tests such as AATCC-195, AATCC-201, AATCC-100, AATTC-183, Qmax etc…. and we record these parameters. Second is the subjective data, where we distribute free products to a select user group. They use them and fill pre-defined feedback forms. Later, we compare products’ both data sets to see what’s working for which kind of consumer.
We have digitally stored this data from last 7-8 years. Since we have our R&D facilities in India, our teams are able to quickly study this data and predict which raw materials and which technologies can solve the problems of Indian consumers. And having vertically integrated manufacturing enables us to mass produce those solutions quickly for our consumers in a cost-effective way. This gives us an edge compared to international brands.
What role does social media and digital marketing play in the sportswear industry, and how can companies effectively leverage these platforms to increase brand visibility and engage with their target audience?
In today’s digital era, the role of digital platforms in brand marketing has become paramount. One significant aspect is the emergence of social commerce, which has replaced traditional experiential marketing. By capitalising on this trend, brands can make a substantial impact. It is crucial to stay updated with current trends to maintain relevance and maximise marketing effectiveness.
India is currently undergoing a significant transformation, largely due to widespread internet access. As a result, consumers from various segments across the country now have exposure to the modern world and are finding unique ways to express themselves through social media. In this context, it becomes crucial for modern brand marketers to identify these micro trends and influencers to create relevant content and maintain an active presence. However, it is important to note that this landscape is constantly evolving, requiring marketers to adapt their strategies over time to stay effective.
How do Technosport’s products and services differ from competitors in the market?
Our products are superior in technology to provide excellent comfort in daily active life.
We offer unmatched value for the price, thus ensuring that our products are affordable to a large set of consumers across the segments.
We are a ‘Made in India’ brand, and we are fully committed to innovate to build and offer products that are indigenous yet at par with global brands.
We are a channel agnostic brand. Both offline as well as online channels are important as we believe our brand should be accessible across channels without any bias.
We are deeply invested in R&D led innovation. Hence, we keep innovating and adding value with every drop we launch.
How do you leverage technology and innovation to stay ahead in the rapidly evolving sportswear industry?
In our journey, as I mentioned earlier, we have invested more money in R&D and product testing facilities compared to marketing. The idea is simple: we would like to be one of the most technology enabled product innovation companies in the world. Most of the brands in India import either the garment or the fabric, but we have always focused on making this possible in India with technology specifically developed to suit the needs of Indian consumer.
We use technology to solve more than one problem statement of the customer. This, in fact, sets us apart from the rest of the companies. Most brands, even the global ones, only focus on solving one aspect at a time and the consumer ends up having to shell out more and more to sometimes not get enough. Our R&D division’s focus is to try and counter that. We always ask ourselves “how can we solve this and that or how can we solve all of this & still be true to our promise to the customer?” This helps us to remain a couple of steps ahead of the curve both in terms of competition and consumer needs.
What strategies have you implemented to foster strong relationships with clients and maintain customer satisfaction?
We can proudly say that our repeat purchase rate is high. And typically, our consumers end up buying more than a single piece. One of our key strengths so far has been our retail and distribution network which itself has a loyal customer base. Second important factor has been our affordable pricing strategy in comparison to global brands, which not only attracts the customer but also helps retain them.
We also have a close-knit retail and distribution partner network, which has been the pillar of our success. The business model has been fair, transparent and rewarding over time. This has helped us to scale our business rapidly in India and abroad as well.
In what ways do you prioritise sustainability and environmental responsibility in your operations and product development?
From the time we started our own manufacturing in India, our focus has been on sustainability and social development. We are proud of the fact that we are a 100 per cent renewable energy and zero per cent liquid discharge brand and continue to do further enhancements in ESG space. We have also recently been awarded the ZED gold certificate, which verifies and substantiates our journey.
As we speak, we are in the process of building up our new mega-factory, which will be a hallmark in the global activewear manufacturing ecosystem. The facility will make us the least per garment water/carbon consumed activewear brand in the world.
Could you share some recent milestones or achievements that Technosport has accomplished in terms of business growth or market expansion?
● 1.2 crore individual units sold in FY 22-23 (largest by any sportswear brand in India).
● Launched D2C website in March 2023. On track to achieve the fastest ₹100 crore GMV ARR from launch date.
● Available in 5,000 retail outlets in the offline space through our multi-brand retail partners.
Can you shed some light on Technosport’s future plans or upcoming projects that will shape the company’s growth trajectory?
New manufacturing facility: It will boost our supplies. Currently we have more demand and less supply. With the new manufacturing plant, we will be able to cater to 4X of the current demand.
New category expansion: We have just launched women’s activewear range and we are seeing great traction. We would like to expand our range further for women. Secondly, in the kidswear category, currently we are catering only to the boys’ segment, and we will be launching in the girls’ segment as well. Third, we are also doing research on footwear and accessories. Once we are confident about our product portfolio, we would look at expanding our offering there too.
Expanding the digital channel: On D2C, we are already seeing huge traction across marketplaces and on our own website. We would like to focus on further enhancing the same using omni-channel ideas such as ONDC etc... On B2B side, we are launch our B2B app for retailers across the country. On the app our retailers can access our products and order them at the click of a button.
Marketing: We believe our brand is excellently positioned and ready to take on new heights in marketing and brand development. We are considering multiple strategies such as appointing brand ambassadors, sponsoring athletes and sports teams, and creating content in various regional languages, among other opportunities.
What is the future of athleisure wear, according to you? At what rate is the market expected to grow in the coming years?
We strongly believe that in the fashion industry, current demand will pivot more towards athleisure – fashionable, yet comfortable and functional clothing. We have already noticed several traditional casual/formal brands branching out into this segment.
Moreover, the fitness industry penetration in India currently stands at just two per cent, compared to China’s 8 per cent and the US’s 25 per cent. However, the Indian consumer base is evolving, and fitness participation rates are increasing. As this happens, we anticipate a significant boost in the ecosystem surrounding fitness, including demand for the appropriate products – from apparel and footwear, to health, food and nutrition.
Furthermore, India’s youthful population coupled with an increasing disposable income suggests a growing demand for products that combine fashion, comfort, and functionality for an active daily lifestyle. This holds true even for individuals who are not sports professionals or athletes.
20230103183907.png)
