Making sweat more enjoyable: How Zymrat revolutionised premium athleisure wear in India
If clothes maketh a man, then athleisure apparel maketh the fitness-conscious man. Over the course of the pandemic, the world switched to home workouts that were often followed by online meetings. People craved to slip into apparel that was sturdy enough for exercise, yet comfortable and stylish enough to be worn over the course of other activities. Athleisure made a boom into the apparel industry and if numbers are to be believed, then it's here to stay.
While the retail fashion industry took a hit during Covid 19, activewear continued to plough through sales and is predicted to grow by US$ 80.74 billion during 2020-2024. The figures closer to home tell a similar story. Analysts have pinned the Indian athleisure market at 54000 crores and steadily, this segment is blending trend and innovation to provide customers with a wow workout experience. One such brand that has made its mark in this realm, is Zymrat.