Yoga Apparel: The need for compensating dearth in quality brands

21 August 2018

Dr. Nayana Sivaraj

August 21, 2018 · 3 min read •

The author is a Consultant Ayurvedic Physician

Yoga is a process of getting to know oneself. India is home to this ancient physical, mental and spiritual practice. Yoga helps in binding the body and the mind. The special significance of yoga has been recognised by the United Nations. The UN had declared 21 June as the International Day of Yoga.

Talks on yoga are often limited to its benefits. Now It’s time to talk about the apparel in order to ensure that yoga is practiced zealously with comfort. The main objective of choosing the right yoga wear is to ensure that you feel the right comfort during a practice of Meditation, Asanas, Pranayama (breathing techniques) etc. It is clear that yoga as a practice is different from other workouts and hence requires a very different genre of clothing.

Less than a decade ago, a yoga session meant tossing a sheet into the terrace to keep your knees away from dirt. A few practitioners follow the instructions from a yogic master. Today the popularity of yoga has reached its zenith. Yet the market for yoga products in India are not evolved and still languish in its nascent phase.

There is an increased demand for specific class of yoga apparel as people are embracing yoga more than ever. The need for quality brands in this sector is evident from what people wear. An advanced urbanisation and related lifestyle changes are creating an aware resident community who are yearning for a change. They had started emulating a healthy lifestyle.

Introducing branded yoga apparel that too specifically customised for the Indian market will, no doubt, result in successful market penetration.