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Consumers very savvy these days, we can't fool them for money, says Strch Active CEO

Known for its innovative fabrics like Strch-engineered nylon and spandex, Strch offers durable, stylish, and comfortable activewear options for fitness enthusiasts across all age groups

Sharad Tandon ,CEO of Strch Active

Consumers very savvy these days, we cant fool them for money, says Strch Active CEO
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27 Jan 2025 4:41 PM IST

Founded by Prithvi Bhagat, a fourth-generation entrepreneur from the renowned Gulabdas Group, Strch Active Pvt Ltd has rapidly emerged as a game-changer in India's activewear industry. Leveraging innovative fabrics like Strch-engineered nylon and spandex, the company has set new standards in comfort, durability, and style for fitness enthusiasts.

“Our vision is to reinvent how Indians approach an active lifestyle,” says CEO Sharad Tandon, in an interview with Bizz Buzz. With a product line that caters equally to men and women—featuring joggers, polo shirts, crop tops, and more—Strch has struck a chord with consumers across age groups.

Launched just over a year ago, the brand has achieved remarkable milestones, including a projected revenue of Rs 30 crores and a plan to expand to 50 offline stores by mid-2025.

What makes Strch activewear special?

Strch is one of the few companies to design an activewear line made by new and innovative fabrics such as Strch-engineered nylon and spandex. These apparels, are renowned for its softness, comfort and durability and truly set a new benchmark in fitness apparel.

Strch aims to reinvent how Indians engage with an active lifestyle, by leveraging nylon's superior quality to allow consumers to stretch to their full potential. Unlike most other players in the industry, Strch activewear caters equally to both men and women with its diverse range of stylish joggers, polo shirts, crop tops, sports bras, shorts, skorts and more.


When was the brand launched and is it available Pan India?

The brand was launched over a year ago. It is available Pan India in online mode. We are in the process of launching offline stores. We have a target of 50 stores by March-April. It has been available online essentially for about a year.

The Tata Mumbai Marathon Expo provided the perfect platform for us to showcase our commitment to innovation and quality. The overwhelming response to our entire range of activewear has been truly gratifying. This expo reinforced our belief that Strch can compete with global giants while staying true to its Indian roots.


How is it faring and is it being exported?

Amazing. We are on track to touch Rs 30 crores in revenue; which is an amazing benchmark for any activewear brand in India including Blissclub. No one has had this kind of traction that I know of. Particularly at the price point we are, because that was one major thing to me, which at this price point there is no market. No, at the moment we don't have any export plans.


What is the forecast for the brand volume wise and value wise?

Strch aims to reinvent how Indians engage with an active lifestyle, by leveraging nylon's superior quality to allow consumers to stretch to their full potential. Unlike most other players in the industry, Strch activewear caters equally to both men and women with its diverse range of stylish joggers, polo shirts, crop tops, sports bras, shorts, skorts and more. We are planning to hit 100 crores in revenue for online by the end of this year and maybe 50-60 crores for offline.

What is the target audience for your brands?

Basically, we feel once a consumer tries our product, they appreciate the product at the price point. Today's consumers are very savvy; we can't fool them for money. And they don't mind spending, provided they are not getting conned in the name of perceived value. That's what we are actually succeeding in. And it's going across ages. I am 65, I’m wearing this very happily. A lot of our senior colleagues that we have sent across, including CEOs of MNCs, etcetera; they've all appreciated this product and have been buying this product. Age is not so much of a target. Yes, we are very confident of the youth of India will appreciate the product but they have a mind of their own and they will make the right decision.

What are the price points for your brands?

We are higher than the HRXs and other mass-produced brands, but we are offering a better-quality product at a 30-40 per cent higher price range. It’s a properly placed price point.


What has been the impact for your brands?

We are the first to reintroduce nylon in the market. It got priced out and went out of the Indian market. After we re-launched nylon and Spandex based products in the market, we are seeing 4-5 other brands developing items with this fabric. We are trying to stand out from fast fashion brands by offering a quality and stylish product at a reasonable rate.

What kind of new products do you plan to launch?

We are planning on launching new lines, more sophisticated products with nylon more carbon-based nylon and collagen and nylon products which are friendly to sensitive skin. Our full range of high-performance activewear, crafted with Strch-engineered nylon and spandex is not only world’s softest activewear, but it also prides itself to be vegan, cruelty free fabric, with zero polyester usage.

What will be the nature of your portfolio in the next three years?

It is difficult to say as we are market and consumer led company and as of now, we are focused on being an activewear company.

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