Bangalore based yoga wear startup IKA Yoga Wear has launched Proyog, its line of yoga suits on International Yoga Day on June 21, 2015. The company has got a funding boost from former Cafe Coffee Day chief executive Naresh Malhotra, and Ajay Malhotra, Managing Director of Dubai-based Vamm Capital.
Recently, Sanjay Nayak, India president at McCann Erickson Worldwide put in his papers after 14 years to launch Proyog. Nayak took over as Co-Founder and CEO of the Bangalore-based start-up. Its other founders include Dave Banerjee, Malika Baruah and Priyanktha Iyengar.
Proyog, would follow ‘Make in India’ campaign, initiated by PM Narendra Modi for its global yoga wear brand, completely designed, developed and manufactured in India. Proyog would focus on creating a brand completely dedicated to yoga, for which it had undertaken extensive research with yoga teachers and textile engineers to develop the fabrics and 12 styles. The startup consulted yoga teachers and textile engineers and spent two years in extensive research before developing the fabrics and styles of garments. It also took insights from yoga practitioners from 11 nationalities. Their findings showed that most practitioners are not even aware that they are practicing yoga in nylon and polyester clothing. Proyog range is priced at Rs1,899 to Rs 3,099 for tops and Rs1,899 to Rs 3,899 for bottoms, depending on the styles, and the company aims to achieve a revenue target of Rs 300 crores by 2018. Proyog says it is the only company in the world to use core-spun technology in yoga wear. In this, Lycra yarn is wrapped with organic cotton before knitting, ensuring that it doesn’t come close to the skin.