Interview with Nirali Mehta & Jeenie Madan

Nirali Mehta & Jeenie Madan
Creative Director & Marketing Director respectively
Stretchery

We offer the most comfortable natural yogawear

Childhood friends Jeenie Madan and Nirali Mehta started Stretchery, an organic activewear brand, in August 2014. Designed to blend fitness into one's lifestyle, New Delhi-based Stretchery harmonises comfort, style and conscience. The 'Made in India' brand uses fully organic cotton to complement its simple and natural ethos. Fibre2Fashion chatted with the co-founders on the occasion of International Yoga Day about the growing potential for activewear in India.

Why did you get into yogawear?

The first seed of thought to this idea came a few years back. In a country where the majority of the 'active' population does mild workout like walk, yoga and jog, we observed there was a lack of or absence of good quality and comfortable fitness wear for different body types for varied activities. Over a year's time with research and understanding, we redefined our idea. We wanted to use organic, natural fabrics in the realm of fitness using their natural qualities of breathability, softness and allergy free traits.

Stretchery is a sustainable fitness apparel brand. We aim at making well-designed fitness apparel with sustainable material and ethical practices.

Natural fabrics definitely are best suited as yogawear but we have a large chunk of our customer base that uses and wears our products for various other activities and exercises, especially in a tropical climate like ours.

How would you describe the yogawear market in the United States? At what rate is it growing?

Yoga is one of the ancient forms of workout and meditation that originated in India. Since the past decade, yoga has gained significant popularity globally, especially in the United States and Canada. Yoga is close to a $48-billion industry in the United States alone. There are various brands, fitness and wellness ambassadors who are trying to take it beyond the postures and stretches. People are opting for yoga and meditation due to multiple benefits, including stress relief, flexibility, general fitness, and overall development of health. It has thus become a way of life. But there is still a lot of awareness that needs to spread. We as yogawear makers support and promote all those who are trying to change the perspective and spread awareness of a healthy body and a healthy mind. How would you describe the yogawear market in the United States? At what rate is it growing?

Which are your major markets?

India is our focus. There is an on-going growth of awareness and willingness among Indians about leading a well-balanced and healthy life. We have been a lazy nation, but this is changing rapidly and positively. We do not see this is as a fad but a growing change. We do have a soft presence in the United States and do intend to grow there eventually. But for the next few years our focus is going to be India.

Who are your target audience?

Anyone above 25 who aspires to or is on the journey of working towards a healthy and fit lifestyle is our customer. A customer who along with being discerning about design and quality is also driven towards being responsible to the environment and what is affecting it.

What innovative fabrics do you use?

Bringing together comfort, style and conscience using sustainable fabrics and fair practices is our innovative offering in the highly technical and synthetic fitness market. When we started in 2014, we were probably one of the first few brands to do so. Our garments are made using certified organic cotton with Lycra. We are looking at using recycled polyester and other natural fabrics like bamboo and hemp in the future too. By using these we want to give our customers an all-natural breathable option to choose from. What innovative fabrics do you use?

Where do you source fabrics and accessories from? Do you have your own manufacturing unit?

Our raw material is sourced from a farmer's cooperative that grows organic cotton supporting and promoting organic farming that helps in maintaining the overall clean water and rich biodiversity. All our goods are manufactured at a factory that is cent per cent compliant to Fair Trade and Global Organic Textile Standard (GOTS). Thus, providing for fair wages and good working conditions to the workforce without any compromise on the quality of the product.

What are your best-selling price points and products?

Our best-selling price points have been between ₹1,200 to ₹1,400.

Our pants are the most loved products for the fit, comfort and price. We aim at providing the most comfortable yet well designed and tailored garments.

How does a homegrown brand like you counter competition from international giants like Adidas and Puma?

We do not put ourselves next to the giants and iconic brands like Nike and Puma as their target audience, market strategy and brand positioning is very different and has grown over decades. But the organic and yogawear market is growing rapidly and everyone will diversify to that as well. We chose to remain true to our offering of the most comfortable natural yogawear that is well designed and thought of along with being socially responsible. Our product is for anyone who wants a good fit and the most comfortable clothing to work out in and can feel confident wearing it from a yoga session to the grocery store. Our product provides the basic but aesthetically thought and designed styles for all body types.

What is your retail presence? Do you plan to go offline soon?

Currently we are present at stores in Goa, Mysore, Jaipur and studios in San Francisco. We do not plan to go offline as of now. What is your retail presence? Do you plan to go offline soon?

What is next in the pipeline?

Each day is a new thought to grow more, try more and be more. We may be a small team, but as a bootstrapped company we have maintained to deliver quality and affordable products and gain customer validation and love till now and wish to keep doing so. We plan to diversify, keep making our products better for women and men as well. We would like to build on some essential accessories for everyday use to our already existing small segment of accessories. (HO)

Published on: 18/06/2019

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.