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Expansion 28 Apr 2015

Forever Yoga apparel brand enters in wellness market, offering apparel for all body types

Shy of wearing body hugging sports gear, available at high end apparel store? A new market entrant, Forever Yoga, the exclusive ecommerce has introduced custom-made yoga apparel for all body types and sizes.

Going to your yoga class will never be the same again. Discard those figure-hugging sports gear which usually make you conscious during yoga sessions, and switch to Forever Yoga stylish apparel. 

The Indian brand offers not only comfortable, but stylish clothes for yoga, which will comfortably help in trying the most complicated yoga poses to carve the dream body shape.

Forever Yoga has also stretch its presence on the e-commerce store, where one can choose the desired apparel, in any size, shape, design or fabric.

Elaborating on the conceptualisation and need of the brand, Amit Chand, Co-Founder, Forever Yoga said, “We realisedthat though yoga originated in our country, Indians don’t really give much importance to this authentic yoga wear as the USA people does, where different yoga wear brands are available. This led us to come out with a ‘Make in India’ product that will change the way Indians practice yoga.”

Forever Yoga conducted an in-depth research before rolling out their exclusive yoga wear collection for the consumers. The comfort clothing was tried and tested by experts in different yoga academies across the country, who gave their consent after using it personally.

“Our team conducted a thorough research on the kind of fabrics and materials that will be best suited for anybody who practices yoga. We have also set up our own manufacturing units in Bangalore. Special care is taken with the product designs, colours, fabric and fits at the units. In the course of the study we also learned that women contribute heavily towards this industry, so we made sure that the products we opted appealed to women. We have fits available for women from all shapes and sizes,” added Chand.

In the wellness industry, women contribute to 70 per cent of the total market size. Most of them who practice yoga are the ones who want to regain their slimmer shape and are shy of wearing body hugging clothes. Hence, end up doing yoga in traditional wear like ladies suits or loose T-shirts and are usually uncomfortable as they are not meant for yoga practice. However, with Forever Yoga apparel, the women can experiment with all yoga moves without hesitation.

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