Urban Yoga rides high on fitness, health awarness

India’s first yoga wear brand, Urban Yoga, has been redefining active wear in the country with its youthful designs. Launched by Indus League, a division of Future Lifestyle Fashion, Urban Yoga has made active wear more fashionable and desirable. In the last two years the brand has grown at a CAGR of 27 per cent and now hopes to even better that in the coming season.

Urban Yoga has brought out a seamless collection (with compressed knitting technology), and bottom wear line. The fabric used is polyester and organic cotton. The popular products are graphic tees, cotton fabric based bottoms and lifestyle products. Men and women’s range is 30:70. In fact, the women’s category has gone up in the last few years. The present trendy fabric is compressed knitted polyamide elastine fabric and the latest designs include crop tops, seamless body fitted top and bottom and three-fourth bottoms joggers and harem pants. Interesting innovations that have been introduced by the brand are fabrics which are seamless, breathable, four-way stretch, odour resistance and moisture absorbant.

Active wear becomes hip and happening

Active wear market in India is around Rs 6,000 crores, growing at of 12-13 per cent. Lifestyle brands and retailers are sharing only 5-7 per cent for active wear and as per the growth rate of 13 per cent, it’s very low. In the last few years, people have become conscious of their health and fitness. As such there has been a boom in the fitness market and now people want to wear the right clothes for their fitness rituals. With an increase in disposable incomes and a growing middle class, active wear market has become very important. Leading brands have got into this market and many others are diversifying into this lucrative market. Experts say the growth is happening across markets from metros to Tier II and III towns and cities.

Knitwear grows despite big challenges

The knitwear industry, a major part of which is located in Tirupur, is highly fragmented. It is dependent on cotton, has lower productivity and is cost competitive. Then it faces a decline in its mill segment and obsolete machines. There has been no technological advancement in most of the factories. In addition, the knitwear industry doesn’t participate in any trade agreements. European Union is a major market for knitwear from India. In 2014-15, total knitwear exports to EU was Rs 19,774 crores with the export share of 42.25 per cent.

And as Datta S Naiknavare, Brand Manager says, “In India, the knitwear industry after struggling for many years is preparing to take off. It is not surprising that the knitwear industry is gaining prominence in India as the country has a history of a rich industry for textiles and fashion. Today, there are over 30 knitwear companies of significance in India.”