Bangalore based startup, Proyog, 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.
Co-founder and product head, Malika Baruah said, “Yoga wear across the globe has been largely sportswear 0n disguise. None of the global brands have paid attention to the specific needs and requirements of yoga. 95 per cent of the market comprises 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”.
“Based on the current 200 million practitioners of yoga worldwide, the market size for yoga apparel is estimated to be well over 13 billion US Dollar Proyog is priced between Rs1900 and Rs3900 in the domestic market, and we are looking at Rs300 crore revenue by 2018”, Priyaktha Iyengar, co-founder and design head of Proyog said.
“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. 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.
