Proyog products to be available on Myntra

29 Jun '15

2 min read

Bengaluru-based yoga wear startup Proyog has announced that it has tied up with online retailer Myntra. Its products will be available across the country bythe first week of August. The company also said it is looking at going public on the New York Stock Exchange by 2021, according to media reports.

Proyog was globally launched on June 21, the International Yoga Day declared by the United Nations. The company sees itself as a flag bearer of Prime Minister Narendra Modi’s ‘Make in India’ campaign. Its global yoga wear brand is designed, developed and manufactured entirely in India. The company intends to demonstrate to the world, India’s ability to design and manufacture best-in-class products in the multi-billion dollar yoga wear market.

Proyog has been highly dedicated to its product development and insists on having developed the world’s first brand of products specialised 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. Its yoga wear range includes the Padma shorts, designed specifically for Iyengar Yoga practitioners, Dhoti pants, Dhoti shorts and the Katori tank.

The international market for yoga apparel is estimated to be well over $13 billion. For now, it is not domestic sales in India, but pushing its products in the US and Canada that is Proyog’s top concern.

“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 had said recently.

Internationally, the company plans to retail from Neiman Marcus, Saks Fifth Avenue and Nordstrom later this year. (SH)

Fibre2fashion News Desk – India

More Fashion News - India...