Athloun, a new entrant in India’s super-premium performance lifestyle apparel space, has announced the appointment of veteran sports commentator and personality Charu Sharma as Strategic Advisor & Mentor – Sports Culture & Collaborations.
Positioned at the intersection of performance and mindfulness, Athloun creates sustainable apparel crafted from plant-based materials such as bamboo, modal, and cotton, all certified by FSC and ZDHC. The brand focuses on minimal design, comfort, and versatility, with collections that transition effortlessly across work, play, travel, and leisure.
In his new role, Charu Sharma will guide Athloun’s efforts in building authentic partnerships, deepening its sports-lifestyle connect, and strengthening its commitment to sustainability. Sharma, who has already tested Athloun’s polos for golf and tennis, has shared early product insights that have influenced the brand’s updated size and fit framework.
Charu Sharma said, “Athloun’s commitment to high-quality, conscious, and performance-driven apparel for the modern man is what drew me to the brand. Athloun isn’t just about clothing; it’s about a lifestyle that values presence, comfort, and responsible living. I’m excited to help build a brand that resonates with sports enthusiasts and those who appreciate quality and sustainability in equal measure.”
Commenting on the appointment, Sandip Sinha, Co-Founder & CEO, Athloun Product Lab Pvt. Ltd. said, “We are thrilled to welcome a mentor like Charu Sharma to the Athloun family. His unparalleled knowledge of the sports landscape and his passion for promoting a mindful performance lifestyle align perfectly with our brand ethos. His guidance will be invaluable as we establish Athloun in the super-premium performance lifestyle apparel segment.”
Co-founded by Sandip Sinha and Renu Singh, Athloun combines Sinha’s 25 years of experience in fashion retail and sustainable innovation with Singh’s two decades in design-led storytelling and brand building.
Athloun’s debut marks a fresh step in India’s evolving active lifestyle market — offering responsible, plant-powered apparel that blends athletic functionality with everyday ease.
