Homegrown athleisure brand Blissclub has announced Bollywood actor Karisma Kapoor as its latest brand partner. The collaboration aims to strengthen Blissclub’s positioning as India’s movement-first apparel brand for women.
The campaign features Kapoor in a behind-the-scenes-style video, where she cheekily refuses to return the Blissclub outfit after a shoot, highlighting the comfort of the apparel. Her manager eventually exclaims, “Minu, woh toh outfits le gayi, le gayi!”—a nod to Kapoor’s 90s dance legacy and the brand’s focus on comfort and ease.
Founded in 2020 by Minu Margeret, Blissclub has grown from a single-product D2C brand into a full-fledged movement-first apparel company. The brand currently services every pincode in India and caters to over 1 million women. It has also expanded offline, with more than 15 retail outlets across six cities.
Blissclub’s technical apparel lines such as BareButter and RibSupreme are designed for Indian body types and blend performance with comfort and versatility.
The brand is preparing for its next phase with plans for retail expansion, new category launches, and community-led initiatives.
“With Blissclub, Karisma Kapoor felt like the perfect partner for us. She is an icon of movement – someone who danced through our collective childhoods, and still continues to embody grace, confidence and timeless charm. We wanted this campaign to have fun with nostalgia while showing just how irresistible our clothing is. Because if Karisma won’t give them back, why would anyone else?” said Founder and CEO Minu Margeret.
The full campaign featuring Karisma Kapoor is now live across digital platforms. Products are available on blissclub.com and in stores.
