As athleisure continues to redefine modern wardrobes, one brand stands out as a homegrown success story fusing innovation, inclusivity, and performance. TechnoSport is a dynamic Indian activewear brand that has rapidly gained recognition for blending high-performance functionality with everyday comfort. Catering to the growing demand for stylish, versatile athleisure, the brand offers a wide range of apparel including co-ords, joggers, and performance tees.
TechnoSport prioritises innovation through the use of advanced fabrics, such as moisture-wicking and breathable materials, while also championing sustainability by incorporating eco-friendly practices. With a strong digital presence and expanding retail footprint, the brand focuses on inclusivity, customer satisfaction, and continuous evolution to stay ahead in the competitive athleisure market, making it a go-to choice for modern lifestyles.
In this exclusive conversation, Puspen Maity, CEO of TechnoSport, shares how the brand is setting benchmarks in India’s activewear landscape and beyond.
Excerpts from the freewheeling chat…
TechnoSport: From a Small Office to a Market Leader
|
How have casualwear and athleisure permanently impacted the broader fashion industry?
Casualwear and athleisure have permanently blurred the lines between performance and everyday wear, making comfort a core fashion priority. Athleisure started gaining traction around 2015. Since then, demand has surged and it has rapidly risen to become a mainstream category.
What do you think were the key factors that contributed to the expansion of athleisure beyond just the gym setting?
A growing focus on health, wellness, and a demand for versatile, stylish comfort has driven the widespread popularity of athleisure in recent years. Apart from this, comfort, style, and multi-functionality have made the style suitable for both active and casual lifestyles.
Consumer behaviour too has shifted with people, especially post-pandemic, prioritising ease of movement, and transitional wear over traditional styles. Consumers also want inclusivity and diverse sizing, something which is easily incorporated in athleisure styles. People expect representation and a perfect fit for every body type and athleisure as a category has been able to provide this to them.
What styles of athleisure have become the most popular in the last few years?
Co-ords, joggers, and performance tees are some of the categories which are working extremely well. For TechnoSport specifically, active bottoms have been a strong category.
How have technological advancements influenced the growth of athleisure wear?
Smart fabrics like moisture-wicking, breathable materials have enhanced functionality and comfort, helping athleisure grow beyond workouts, into daily wear. Apart from this wearable technology and smart clothes are also emerging spaces and will likely blend more into daily activewear soon.
In addition to this, e-commerce – especially post the pandemic – has played a pivotal in the growth of athleisure brands. For us, post-pandemic, online shopping became dominant, and our digital channels saw significant growth.
The Future of Athleisure is Smart!According to Puspen Maity, the following innovations and trends will be seen in the athleisure category soon:
|
Which brand strategies have proven effective for TechnoSport in retaining a loyal consumer base?
If you ask me, I think the following have really worked for us in keeping engagement high:
- Community building
- Influencer marketing
- Consistent innovation
Of these, influencer marketing – collaborations with celebs, athletes and other influencers – have helped boost visibility, credibility, and helped us connect with younger audiences.
In addition to these, we focus on providing prompt customer support, leveraging feedback to drive innovation, offering loyalty programs, and delivering personalised experiences to build lasting relationships and ensure customer satisfaction.
Aside from this, we are also prioritizing sustainability and environmental responsibility by using recycled materials, reducing waste, and implementing eco friendly production practices.
What are TechnoSports’ key achievements? Going forward, which areas will you focus on?
For us, key achievements include a strong market presence, innovative product lines, and loyal customers. Going forward, the focus for TechnoSport is going to be expansion into premium athleisure as well as the tech-driven apparel segment.
What are your expansion plans?
Currently, we have 30+ stores. We plan to open 15 more by end 2025, focusing on Tier 1 and 2 cities.
