Home / Knowledge / News / Apparel/Garments / 'Make in India' campaign gets a push from Yogawear brand
'Make in India' campaign gets a push from Yogawear brand
14
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


Must ReadView All

Courtesy: Kai Pilger from Pexels

Apparel/Garments | On 26th Apr 2018

FOBAP in the Philippines trying for garments sector revival

The Foreign Buyers Association of the Philippines (FOBAP), a body...

German investors keen to invest in Pakistan: top official

Textiles | On 26th Apr 2018

German investors keen to invest in Pakistan: top official

A German traders delegation will soon visit Pakistan to explore...

Courtesy: Uster

Textiles | On 26th Apr 2018

Uster Technologies acquires Elbit Vision Systems

Uster Technologies has announced the successful closure of the...

Interviews View All

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Top executives
Textile industry

GST has levelled the playing field to an extent

Hannah Lane
Redress

Encouragement from brands will motivate supply chains to become more...

Urmil Arya

Sushila International, a well established textile organisation established ...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search