Inspired by 'Make in India', Proyog to launch yoga wear

Bengaluru-based startup company Proyog, who have been inspired by Prime Minister Narendra Modi's 'Make in India' initiative, is to launch yoga wear which is designed, developed and manufactured in India.

"Yoga wear across the globe has been largely sportswear in disguise. None of the global brands have paid attention to the specific needs and requirements of yoga. Around 95% of the market comprises of polyester and nylon products that are antithetical to yoga," Proyog co-founder and product head Malika Baruah said.

"Proyog, on the other hand, has stayed true to yoga wherein every product is designed to enhance the practice. It is very unlikely that a yoga practitioner will go back to anything else after having tried
Proyog," she added.

After extensive research with yoga teachers and textile engineers, Proyog has taken designs from ancient India and recreated them to make them relevant to the modern age.

"Based on the current 200 million practitioners of yoga worldwide, the market size for yoga apparel is estimated to be well over US $13 billion. Proyog is priced between Rs.1900-3900 in the domestic market, and we are looking at a Rs.300 crore revenue by 2018," Proyog design head Priyaktha Iyengar said.

Proyog will be available in various e-retail companies in India and abroad, and is also looking to target various retails chains across the world.