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Nysaa Retail Pvt Ltd established its first store in?Uttar Pradesh?and operates stores in Bihar, Jharkhand, Chhattisgarh, Bengal and the North East.Talking about the event, the only female shoemaker in the world?Olga Berluti?said, ‘’I always wanted to grace leather shoes with the markings of the skin; scars, gashes, branding, piercings. We have already mastered the color technique on the leather from bronze and brown to red and copper, and the dark blue of the Tuaregs. Only one thing was missing, the most obvious and most difficult: tattoos. I tried to tattoo shoes using every possible process, but the designs faded, the colors were lost beneath the patinas, and the tattoos had no “life” in them. However, my technique has evolved over the years and today I am using the exact same methods as tattoo artists, along with inks that work well with leather. I hope Berluti loyalists from across the world admire this new art.”In 2017, e-commerce giant Amazon revealed about the jump in sales for yoga fashion merchandise in the Indian market. The retailer has seen a growth of over 225 percent year-on-year for yoga products under sports category. According to Apparel Resources, the majority of the demand was from urban areas. Mumbai, Delhi, Bangalore and Hyderabad emerged as top four cities that ordered these products. The remaining 60 percent came from other Tier I, II and III cities, reinforcing the percolation of this demand even to smaller cities and towns.

Sales in this category is growing fast amongst Indian consumers. Indian brands can benefit if they focus on performance and provide quality at par with global players. Moreover, Indian brands need to draw from our rich history of yoga, innovate consistently and work towards building an international presence.Activewear is one a one of the fastest growing segment in the apparel market. With the growing focus on health and wellness, as well as the rising awareness of lifestyle concerns, people are getting more conscious about their fitness regimes and workout oriented lives. Hence, running marathons, hitting the gym and practicing yoga are no longer niche.Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance“For instance, if you are going for a run without wearing a sports bra you will feel the jiggle and it will make you feel conscious about how you might look, whereas if you are wearing a correct compression sports bra your breast will stay at its place, avoiding the jiggle, which will make you feel more comfortable while running resulting in improvement in performance,” she says. “So, people today are ready to spend on good Activewear for the value it provides.”

Similarly, Sunishka Goenka says, “The differentiator between sportswear and activewear is the purpose of use and functionality. Sportswear is designed for a specific sport activity that demands comfort and at the same time high resistance and performance. For instance, a scuba diving suit is technically structured for performance and is not suitable for daily activities. While, activewear is curated to amalgamate an active lifestyle with a casual social life, which is rather more flexible and transitional. For instance, yoga wear can be associated with leisure wear for daily chores within a lifestyle.”Fitness as a trend is not just limited to metros. However, Rishabh Oswal feels that fitness movement is still an urban revolution and needs more to be democratised. “In Tier II cities, fitness awareness is sporadic but not completely missing. Women are reluctant participant in any workout, men comprise the majority in gyms. It is important to have a pan-India presence for any brand and as far as activewear is concerned we are hopeful to crack the walls through online presence,” he says.“Amongst the variety of activewear, mesh leggings, yoga pants, joggers and track pants are high on demand. Trendy, easy on skin and comfortable to wear these bottom wears can be easily teamed with tank tops or sweatshirts for both gym and a stroll through the park,” says Rishabh Oswal.

“Activewear is still treated as a luxury in India despite the reasonable price tags offered by various labels. Traditional wear is still used for multi-purpose activities, women not coming out of their silos and middle-aged consumer group yet not tapped are some of the reasons that activewear is still struggling in the age of fitness fanaticism,” concludes Rishabh Oswal.Mufti’s footwear collection ranges from Rs 3,299-3,999 and is now available at exclusive brand outlets and select leading footwear stores across India.For the new store launch, Manjula Tiwari, CEO at Future Style Lab, the parent company of Ancestry, said, “Ancestry provides an unparalleled, modern-day experience of old-style Indian artistries, and we’re sure that the brand’s offering will find much love and appreciation with our consumers in Kolkata. We’re truly excited about launching this store, and are thankful to South City Mall for providing us with an impeccable space and opportunity, right in the heart of Kolkata.”
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