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Pure Play targets middle level consumers in India
Jan '16
Sportswear firm Pure Play is targeting the middle level consumer segment in India. The brand offers international design and quality, bringing a wave of freshness in the Indian market at a reasonable price in both its online and offline stores, according to media reports.


The company announced that it will open 50 exclusive stores across the country by March 2016, displaying a range of affordable sports apparel and footwear. Presently it owns nine stores which are a mix of direct ownership and franchisee model. 

Each store has sports collection for men and women starting from t-shirts, track suits, shorts and track pants. Pure Play outlets also offer a range of sports and casual footwear bags, caps and socks.

Vishnu Bhagat and Rajesh Kukreja, co-founders of Pure Play said the trend has started to move toward athleisure in India, which is encouraging the consumers to become sportier and incorporate more sporting products into daily lifestyle.

They further added, “These days people have become more health conscious and taking to sports not only to improve their lifestyle but also their health. Moreover, women are becoming more active and incorporating more athletic gear into their lifestyle which is giving a push to the athletic apparel market.” (NA)

Fibre2fashion News Desk - India

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