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'Make in India' campaign gets a push from Yogawear brand
May '15
Bangalore based startup, Proyog, see themselves as the flag bearers of Prime Minister Narendra Modi’s ‘Make in India’ campaign. It will soon launch a global yoga wear brand designed, developed and manufactured entirely in India. The company is intent on demonstrating to the world, India’s ability to design and manufacture best-in-class products in the multi-billion dollar yoga wear market, it said in a statement.

Co-founder and product head, Malika Baruah said, “Yoga wear across the globe has been largely sportswear in disguise. None of the global brands have paid attention to the specific needs and requirements of yoga. 95 per cent of the market comprises of polyester and nylon products that are antithetical to yoga. Proyog, on the other hand, has stayed true to yoga wherein every product is designed to enhance the practice. It is very unlikely that a yoga practitioner will go back to anything else after having tried Proyog.”

Proyog has been highly dedicated to its product development and insists on having developed the world’s first brand of products specialized for yoga. It has taken extensive research with yoga teachers and textile engineers and over two years to develop the fabrics and twelve styles of garments.

“Based on the current 200 million practitioners of yoga worldwide, the market size for yoga apparel is estimated to be well over $13 billion. Proyog is priced between Rs1900-3900 in the domestic market, and we are looking at Rs300 crore revenue by 2018”, explains Priyaktha Iyengar, co-founder and design head of Proyog.

While various start-ups are mushrooming across the country, Proyog’s marketing approach is unusual. “Unlike most Indian start-ups, our focus is not the domestic market. In order to establish product supremacy we must dominate consumer markets globally. After having tested our products among eleven nationalities, we know we are about to launch India’s first global consumer brand”, marketing head Dave Banerjee said.

In India Proyog will be available in Myntra and Jabong and is in talks with Shopper’s Stop. Internationally, the company plans to retail from Neiman Marcus, Saks Fifth Avenue and Nordstrom later this year. The company plans to open its first store in Mysore, followed by Rishikesh, Pune and Goa where many yoga teachers come from all over the world for certifications. (SH)

Fibre2fashion News Desk - India

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