The Indian casualwear and athleisure market has undergone a radical transformation, fuelled by shifting consumer lifestyles, digital retail expansion, and a growing emphasis on health and sustainability.
What was once reserved for gym sessions has now seamlessly blended into daily wardrobes, from office spaces to social gatherings.
This evolution is reflected in the market’s numbers—the Indian athleisure sector, valued at $13.15 billion in 2024, is projected to hit $21.25 billion by 2033, growing at 5.5% CAGR.
Year | Market Size (USD Billion) |
2024 | 13.15 |
2025 | 13.87 |
2026 | 14.63 |
2027 | 15.43 |
2028 | 16.28 |
2029 | 17.17 |
2030 | 18.12 |
2031 | 19.12 |
2032 | 20.17 |
2033 | 21.25 |
The sports and athleisure retail market alone is expected to touch ₹402 billion by 2025, proving that this segment is far from a passing trend.
Fitness is no longer just a lifestyle choice—it’s a movement, and it’s reshaping fashion. From morning joggers in metro parks to weekend treks and pilates classes, Indians are embracing active living like never before.
The pandemic ignited a surge in home workouts and digital fitness programmes, encouraging consumers to invest in performance-driven activewear.
This shift has propelled homegrown brands like HRX by Hrithik Roshan and BlissClub, which seamlessly blend style with function, catering to fitness-conscious millennials. The demand extends beyond sportswear—people want moisture-wicking t-shirts for brunch, compression leggings for long flights, and even yoga-inspired loungewear for casual outings.
It’s no surprise that the Indian fitness industry is expanding at a CAGR of 9.3% (2023-2028), with brands racing to offer innovative designs that complement this movement.
Nike and Adidas continue to dominate, but local players are carving out their niche, offering affordability and inclusivity in a market that’s growing by the day.
Corporate India has undergone a quiet revolution in dress codes. The rigid formals of pre-pandemic offices have given way to hybrid styles, where comfort and professionalism coexist. Walk into any co-working space in Mumbai or Bengaluru, and you’ll see professionals pairing polo tees with tailored joggers, relaxed blazers over sweatshirts, and slip-on sneakers replacing traditional leather shoes.
Decathlon India and Jockey (Page Industries) have tapped into this space, launching collections that cater to the working professional who doesn’t want to compromise on comfort.
The rise of hybrid performance fabrics—think stretchable chinos, wrinkle-free joggers, and sweat-resistant polos—is making athleisure a staple in modern workplaces.
This shift isn’t just about convenience—it’s also driven by changing attitudes towards productivity. A Stanford study found that employees wearing casual and comfortable clothing reported higher job satisfaction and creativity, a sentiment echoed by India’s growing startup culture.
Athleisure’s growth story is intertwined with India’s e-commerce boom. With platforms like Myntra, Ajio, and Amazon dedicating entire sections to athleisure, consumers now have unparalleled access to global and local brands.
Social media has further accelerated this trend, with Instagram-driven brands like Zymrat and Neeman’s using influencer marketing to drive sales.
The appeal lies in customisation, convenience, and quick delivery—a stark contrast to the traditional brick-and-mortar experience.
The numbers back this up: online fashion sales in India are expected to contribute 40% of total apparel revenue by 2025 (RedSeer). This shift is particularly beneficial for smaller brands, allowing them to reach niche audiences without hefty investment in physical stores.
Indian consumers are becoming increasingly conscious of the environmental impact of their purchases, and athleisure brands are taking note. The demand for recycled polyester, organic cotton, and bamboo-based fabrics is rising, forcing brands to rethink their production processes.
Companies like Alcis Sports have made sustainability their USP, offering eco-friendly, high-performance sportswear without compromising on quality. Even global giants like Puma India are stepping up, integrating ethical sourcing and reduced-water production methods into their supply chains.
This shift is part of a larger global movement, with the sustainable athleisure market projected to reach $63 billion by 2028. In India, consumers—especially Gen Z and millennials—are willing to pay a premium for brands that align with their values, making sustainability a key differentiator in an increasingly crowded market.
The market is a blend of legacy sportswear giants, homegrown challengers, and emerging direct-to-consumer brands, each vying for a slice of the growing pie.
While the Indian casualwear and athleisure market is on a strong upward trajectory, it’s not without its challenges. The very factors that have driven its success—rising competition, sustainability concerns, and evolving consumer expectations—are now testing the resilience of brands, both global and homegrown.
To thrive, brands must find the right balance between affordability, quality, and innovation while keeping up with shifting market dynamics.
One of the biggest hurdles for domestic brands is competing with international players when it comes to fabric technology, durability, and overall product quality.
Established giants like Nike, Adidas, and Puma have decades of experience in performance-driven innovation—think moisture-wicking Dri-FIT by Nike or Adidas’ Boost cushioning. These global brands also have the R&D budgets to consistently improve fabric blends, stretch recovery, and wear resistance, making their products highly durable and functional.
In contrast, many Indian brands struggle to offer the same level of innovation at a competitive price. The cost of importing high-tech synthetic blends (such as elastane-infused polyesters for stretch and breathability) or investing in local R&D often makes it difficult for domestic brands to keep pricing affordable.
This has led to intense price wars, with brands undercutting each other to appeal to budget-conscious consumers.
However, lowering prices often comes at the expense of fabric longevity and overall quality, which can hurt brand reputation in the long run. The challenge for Indian brands is to find a middle ground—offering durable, functional clothing while maintaining accessibility for the price-sensitive Indian consumer.
Sustainability is no longer just a buzzword; it’s a consumer demand. Shoppers today, particularly Gen Z and millennials, are making more conscious fashion choices, seeking out brands that use organic cotton, recycled polyester, and bamboo-based fabrics. However, this shift comes with its own set of challenges.
Eco-friendly materials cost significantly more than conventional ones, making it difficult for brands to offer sustainability at scale without raising retail prices.
For instance, a pair of organic cotton joggers can be 30-50% more expensive than one made from conventional cotton. While niche brands like Neeman’s and Alcis Sports have successfully built their identity around sustainability, mass-market players face a tougher battle in convincing budget-conscious buyers to pay extra for green fashion.
Beyond materials, sustainability also extends to ethical manufacturing, waste reduction, and carbon footprint minimisation. While global brands can absorb these costs, smaller Indian brands struggle to balance eco-friendly production with profit margins.
The key moving forward will be for brands to educate consumers on why sustainability matters and explore ways to make green fashion more affordable—whether through government incentives, local fabric innovation, or scalable eco-friendly processes.
With every fashion and sportswear brand jumping onto the athleisure bandwagon, differentiation is becoming increasingly difficult. The market is crowded with similar-looking activewear collections, from budget-friendly polyester leggings to high-stretch yoga sets.
The risk? A race to the bottom where brands that fail to offer something unique may struggle to stay relevant. Consumers now have countless options, making it crucial for brands to carve out their own identity—whether through innovative designs, tech-infused fabrics, or exclusive collaborations.
For example, HRX by Hrithik Roshan has successfully built a fitness-focused brand identity, while BlissClub has positioned itself as a women-centric activewear brand with a strong community-driven approach. Meanwhile, brands like Zymrat are banking on premium-quality materials and tech-driven comfort to appeal to high-end consumers.
The challenge for newer entrants is to go beyond generic activewear offerings and truly connect with their audience—whether through hyperlocal designs, cultural relevance, or performance-driven features.
Beyond domestic challenges, the Indian casualwear and athleisure market is also grappling with geopolitical tensions, trade wars, and shifting tariff policies. As supply chains remain highly interconnected, disruptions—such as the US-China trade war, rising import duties, and reciprocal tariffs—are adding new layers of uncertainty for brands operating in India.
One of the biggest concerns is the sharp tariff increases on Chinese textile exports to the US, prompting global brands to rethink their sourcing strategies. While this shift has opened opportunities for India as an alternative manufacturing hub, it has also led to cost volatility for brands that rely on imported high-performance fabrics, trims, and synthetic blends—primarily from China, Taiwan, and Southeast Asia. Any tariff hikes, import restrictions, or currency fluctuations can lead to increased costs, which brands must either absorb or pass on to consumers—affecting price competitiveness.
Additionally, reciprocal tariffs imposed by the US on key trading partners, including India, have made exports to the American market more challenging. Higher duties on apparel and textile products mean Indian manufacturers must either absorb the additional costs or raise prices, potentially reducing their competitiveness against Bangladesh and Vietnam—two of India’s key rivals in global sourcing.
To mitigate these risks, brands must focus on supply chain diversification, reducing dependence on Chinese imports, and investing in domestic R&D for high-tech fabrics. Strengthening regional trade agreements and leveraging government incentives for textile innovation could also help offset rising costs and bolster India’s position as a key player in the global fashion industry.
The next phase of India’s athleisure boom will be shaped by technology, personalisation, and a renewed focus on sustainability. Brands that can anticipate consumer needs and integrate innovation will lead the pack.
Technology is set to redefine athleisure, making it smarter and more functional than ever. Expect to see an explosion of performance-driven materials, such as:
While international brands like Under Armour have already started integrating smart fitness tracking into their gear, Indian brands have a massive opportunity to develop tech-infused activewear tailored to local weather conditions and consumer habits.
As the market matures, brands will need to cater to diverse Indian demographics—from metro city professionals to small-town fitness enthusiasts.
With social commerce, AI-driven personalisation, and instant delivery reshaping consumer expectations, brands need to level up their digital game.
Shoppers Stop offers an ‘Express Store Pick Up’ service, enabling customers to place orders online and collect them from a nearby store on the same or next day. FirstCry has also stepped up with same-day and next-day delivery options for select products, catering to the needs of parents who require quick fulfilment.
Meanwhile, AJIO provides same-day delivery for certain fashion items, helping it compete with the rising trend of instant gratification in online shopping.
Even global players like Decathlon are adapting by collaborating with rapid-commerce specialists like Zepto to enhance their delivery capabilities across multiple Indian cities.
This shift reflects a broader industry trend where fashion brands are moving towards hyperlocal, near-instant delivery services to stay competitive in the evolving e-commerce landscape.
Athleisure isn’t just a passing trend—it’s a reflection of India’s evolving lifestyle, fitness consciousness, and digital transformation.
The demand for comfortable, stylish, and performance-driven clothing will continue to rise, creating new opportunities for brands to innovate and differentiate.
However, with intensifying competition and growing sustainability expectations, brands will need to balance affordability, innovation, and ethical production to stay relevant.
The future of India’s athleisure industry lies in smart fabrics, hyperlocal designs, and digital-first retail strategies—and the brands that embrace these changes will shape the next chapter of casualwear in India.
For consumers, the future is clear: comfort is no longer a luxury—it’s the new standard. And as athleisure continues to redefine Indian fashion, one thing is certain—the journey has only just begun.
This article is an adapted version of a feature originally written by The Knowledge Company/WGSN exclusively for IMAGES Business of Fashion. For more such content, log on to www.imagesbof.in
