If the pandemic brought one positive change, it was the shift in people’s mindsets towards fitness. As they realised that staying indoors could be just as risky, many turned to working out, focusing on both physical and mental well-being.
This rising awareness led to a boom in sports and athleisure brands. Athleisure brands including Puma, Decathlon, Adidas, Skechers, and Asics saw a 35-60% year-on-year growth in FY21 (as reported by ET.) Amidst this boom, sisters Ria and Shreya launched CAVA Athleisure, a D2C clothing brand that sells stylish athleisure that easily transitions from workouts to daily life.
During the lockdown, Ria and Shreya embraced regular workouts for a sense of normalcy and noticed a gap in the market for stylish athleisure brands in India. Inspired to fill this void, they created Cava—a brand that blends fashion, comfort, and versatility for fitness enthusiasts. At just 18 and 20, with their parents’ support, they took the leap into entrepreneurship.
IMAGES Business of Fashion spoke with Shreya Mittal, Co-founder of Cava Athleisure about what’s in store for the brand for the future.
Excerpts from the chat…
Tell us about CAVA’s core offerings, what are the best selling products?
With today’s generation seeking clothing that balances work, play, and movement, CAVA’s core offerings is adaptive athleisure – stylish and versatile activewear designed to transition seamlessly between workouts and daily life.
We also invest heavily in fabric innovation and high-performance materials like our proprietary ADPT™ blend and Supima cotton to deliver maximum comfort, durability, and style.
Among some of our bestselling products are the Sculptor Jacket, a body sculpting activewear jacket, the Tennis Swirl Skorts, the Hourglass Leggings, and the Overlap Tee.
Have you raised external funding, or is the business bootstrapped?
CAVA was initially bootstrapped. We started with a vision and a lot of belief, but we also understood that to scale, we needed the right partners on board. So in June 2024, we raised 1.14 million dollar in a seed-funding round led by Spring Marketing Capital.
With that funding, we accelerated our growth to execute a strategic expansion plan, which included a significant push into online channels, the introduction of a men’s activewear line and launching trademarked fabrics developed through extensive research over the years.
Tell us about ADPT™, your signature fabric.
ADPT™ is our signature fabric blend of nylon and spandex that offers unparalleled stretch, comfort and durability.
The fabric has three major qualities – it is super stretchy, buttery smooth and has exceptional moisture-wicking capabilities.
The idea behind creating ADPT™ was to innovate with materials using our expertise in textiles and manufacturing to make something suitable for diverse activities, climates, and body types.
What’s your design process?
We follow a meticulous design process which is rooted in innovation and quality. It starts with months of in-depth research and trend forecasting across the fashion, health, and fitness landscapes to ensure our designs are relevant and future-forward.
We then move into product design, creating initial samples that undergo multiple rounds of testing, feedback, and trial runs. Once perfected, we then proceed with manufacturing, followed by rigorous post-production tests for colour bleeding, light exposure, shrinkage, wash durability, and pilling.
Only after months of refining, testing, and ensuring every detail meets our high standards do we then launch our products.
How did you market your product when you initially started, how has it evolved over time?
When we first started our brand, we had a lot of friends and extended family try out our products and carried out photoshoots with them. Initially, we started selling on our Instagram shop and then moved to a more structured format.
Who is CAVA’s core target audience?
Cava’s target audience is the modern, young and active Indian consumer who values both style and functionality. They are style-savvy, health-focused individuals who look for premium quality and versatility.
They have the knowledge of international brands and seek designs blending global trends with local relevance, durable fabrics, and functional details. Drawn to brands with inspiring stories and a sense of community, they prioritise clothing that transitions effortlessly between active and social lifestyles.
Tell us about your market presence. Do you plan to enter the physical retail space anytime soon?
We currently retail through our own website which serves as our primary sales platform. We are also available on various e-commerce platforms like Myntra, Ajio and Nykaa Fashion, and quick-commerce platforms including Zepto and Slikk.
We are also present at multi-brand stores including All Sports in Shantiniketan Mall, Bangalore, Broadway Delhi, and Uptrends in Noida.
As for our physical presence, we are currently planning to open our first brick-and-mortar store soon.
What is your annual turnover and what is your expected growth rate over the next 2 years?
We’re setting ambitious goals for the future. Over the next two years, we are aiming to achieve 10x growth, fuelled by our commitment to innovation, premium quality, and customer-centric designs.
With a projected net revenue target of ₹100 crores, we aim to expand our market presence, launch groundbreaking collections, and build a stronger connection with our community.
Tell us about what’s next in store for Cava.
We are currently looking to establish ourselves as the go-to brand for athleisure in India and bringing a new wave of quality, comfort and style for every consumer.
We are also reimagining menswear in the athleisure space. At the customer experience front, we are continuously improving our CX by using technology and innovation at all fronts of our operations.
What are some of the key insights you’ve gathered about Indian consumers’ preferences in athleisure?
As more athleisure brands have entered the Indian market, consumers now have become very price sensitive. At the same time, they have also become more cautious about the quality of clothing that they buy. Their awareness about fabrics and materials is also growing by the day, which works in our favour since we are able to justify the superiority of CAVA fabrics and products to the customers. Aesthetically, we see a move towards sleek, minimalist designs often influenced by global trends but still adapted to local tastes.
Another noticable trend is where athleisure brands are not just solely focused on selling clothes, but are also building fitness and wellness communities. Athleisure brands are now leveraging fitness related events, workshops, and ambassador programs to drive customer engagement.
