Sneha Subramanyam walks us through Blissclub’s marketing strategy, which involved keeping community building at the centre to gain loyal customers.

The sportswear and athleisure market has been on the upswing in India, even outperforming fast fashion, ethnic wear and formal footwear since the onset of the pandemic. As per Statista’s report, in 2021, the Indian market was valued at Rs 158 billion and it is predicted to grow to Rs 402 billion by 2025. Although the growth has been promising, for a really long time the sportswear sector in the country has been restricted to certain body types. New-age D2C wellness brand Blissclub’s founder and CEO Minu Margaret realised this deep-rooted flaw in the sector. 

Blissclub started off as a small community on Instagram and WhatsApp groups during the pandemic. It catered to Indian women and offered sportswear for their different body types. The brand used WhatsApp as their initial mode of communication, where they…

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