Lululemon enters India: How big is India’s premium athleisure market?

Health and wellness are becoming a bigger focus for India’s youth. India’s Gen-Z is likely to spend $40 billion on fitness and sports by 2030. The forecast highlights a broader shift in spending priorities. Already, one-third of Gen Z spends at least 20% of its disposable income on fitness and sports.

The report shows that half of India’s young consumers exercise every day, and are moving beyond traditional gyms to community sports. Newer sports like pickleball and futsal are fast gaining interest. They are attracting new participants in both metropolitan as well as Tier-2 cities, driving demand for dedicated sports arenas and clubs. The growth of pickleball has been particularly striking. India had just 200 pickleball courts in 2024. Today, there are more than 2,500.

The shift in active lifestyles is influencing how India’s younger cohort spends, dresses and socialises. Athleisure sales have more than doubled year-on-year, according to research.

For instance, Brandman Retail Limited, a New Delhi based distributor of premium international sportswear brands saw its operating revenues rise by 137% year-on-year to ₹67.1 crore ($7 million) in Q4 of FY26. The growth was mostly driven by premium athleisure. Brandman distributes brands such as New Balance, On Running, Saucony, Anta, and Wilson.

Lululemon’s India investments

Lululemon’s India launch follows an earlier investment in the country. In 2021, Lululemon opened a technology centre in India’s tech-city Bengaluru. This is Lululemon’s first tech centre outside North America. The hub supports functions including data science, machine learning, cloud engineering and merchandising for its global business. Lululemon’s retail network is present in 30+ countries. It’s biggest market is the U.S. followed by Mainland China and then Canada.

Lululemon joins a small group of international brands expanding into India’s premium athleisure market. In mid-2025, US-based Athletifreak opened its first Indian store in a premium mall in New Delhi through a partnership with Indian film actor Shahid Kapoor and Mira Kapoor. The company expects India to eventually account for 50% of its global sales.

Luxury Volt analysis

Despite India’s rising affluence, its premium athleisure market remains underserved. Category specialist such as Alo Yoga has been present in the market since 2023. but still sells only through multi-brand e-commerce platforms. It has no offline retail presence in India. On Running and Saucony are also available only through select multi-brand retailers, with no standalone stores in the country.

Meanwhile, homegrown brands are beginning to target the segment, hoping to establish themselves before more international players enter the market.

One of the most notable launches in 2026  was of ‘One8’. It is a lifestyle brand backed by Indian cricket icon Virat Kohli. Positioned in the masstige (mass + prestige) segment rather than the premium category, One8 spans athleisure, sportswear, lifestyle and consumer products. Its offerings are priced from around ₹1,000 to ₹20,000 (approximately US$12–240)