Yoga is considered the biggest export from India besides IT services. Yoga wear, however, comes from multinational sportswear labels. A Bengalurean couple is taking a shot at the growing international yoga wear market with a homespun label.
Two years ago, Dave Banerjee and Malika Baruah, over a cup of tea on the terrace of their Indiranagar home, founded the brand that hopes to target customers all over the globe from the day of its launch. Proyog, being promoted as authentic yoga wear, will launch on June 21, 2015, which is the international day of yoga.
“Korea got independence after India. It has successful global brands in Samsung and Hyundai.India, the third-largest economy , doesn’t have a single product in the top ten consumer markets of the world. Most of us don’t even use our domestic brands. Modi is advocating the `Make In India’ campaign. But he does not have an example to give,“ Dave said.
The couple believes that yoga is the next IT. “Yoga wear is a $13-billion market. The dramatic rise of yoga wear happened two years ago.We are witnessing a three-digit increase year by year,“ said Dave.
In his 25-year association with the advertising industry , Dave has worked with brands like Titan, Madura Garments, Bosch and Kings XI Punjab. Malika, a yoga practitioner herself, has worked in the fashion and retail business for 21 years. Her last corporate stint was with the Levi’s as the design head for India.
It took Dave and Malika two years to develop the fabrics and twelve styles of gar practitioners, comprises shorts, boot cut pants, dhotis, racer-back tops and tees for women.
Malika says, “Yoga wear across the globe has been largely sportswear in disguise. 95% of the market comprises polyester and nylon products. It’s like diesel on you.Proyog has been true to yoga, made with natural fabrics and giving you freedom of movement.“
Apparently , their eco-friendly line took over a year to crack.Malika explains, “We are using regenerated fabric from the cellulose of beach trees. To attain stretchability yet breatheability , we have wrapped polyester thread with certified organic cotton. It’s called core-spun technology used earlier for making socks. For the first time, it is being used for yoga wear.While we have used azo-free dyes, our R&D team is working towards cultivating naturally-coloured organic cotton.“
The collection, to be priced between `1,800 and `3,900, will be sold online and at select retail outlets. Flagship stores may open in yoga hubs such as Mysuru, Haridwar and Rishikesh. International shipping will take place through their e-space Proyog.in and http://proyogwear.com/
Source : ET, May, 2015