In Mumbai's vibrant streets, where yoga studios pulse with energy and gym memberships rival the ubiquity of chai vendors, a transformative shift is reshaping India's fashion landscape. Urban consumers are embracing plus-size activewear with fervor, driven by a demand for inclusivity, functionality, and style. This isn't merely a trend it's a cultural evolution, amplifying body positivity and redefining fitness fashion in cities like Delhi, Bangalore, and Kolkata. As brands like Pluss lead the charge, urban India is proving that confidence and comfort are the new cornerstones of active living.
Too many plus-size shoppers in India struggle to find trendy clothes that fit well. Limited sizes and poor designs can feel disheartening, leaving you sidelined. Pluss.in offers fashion crafted for real Indian bodies, with breathable fabrics, modern styles, and sizes up to 10XL. Find confidence in clothing that fits your life. Shop Pluss.in Now!
The Booming Plus-Size Activewear Market
India's activewear market is experiencing robust growth, with plus-size clothing emerging as a vital segment. A Deep Market Insights report projects the India activewear market, valued at USD 11.64 billion in 2024, to soar to USD 23.83 billion by 2033, achieving a CAGR of 8.33% from 2025 to 2033. Tops led product categories in 2024, while sports bras are poised for the fastest growth, signaling demand for stylish, functional pieces. Concurrently, the India plus-size clothing market, worth USD 10.08 billion in 2023, is expected to reach USD 18.29 billion by 2032, growing at a CAGR of 6.84%. This expansion is propelled by a rising middle class, increasing disposable incomes, and a cultural shift toward inclusive fashion.
The catalysts are clear. Urban India's fitness culture is surging, driven by health concerns and lifestyle changes. A study published in the Indian Journal of Obstetrics and Gynecology Research, backed by NFHS-5 data, reveals that nearly 50% of Indian women aged 35–49 are overweight or obese, with 33.5% of urban women affected. This health challenge, paired with growing participation in yoga, gym workouts, and wellness activities, has fueled demand for activewear that accommodates diverse body types. Urban consumers seek versatile pieces leggings for a morning run, tops for a casual brunch blending athleisure's practicality with inclusive sizing.
Body Positivity Reshaping Fashion
Body positivity, once a Western concept, is now a powerful force in India, amplified by social media platforms like Instagram, Facebook, and YouTube, where Pluss actively engages its audience. Influencers championing diverse body types are dismantling traditional beauty standards, urging brands to expand beyond standard sizes. Pluss, with over 40 years of expertise, stands as a market leader, delivering top-quality activewear to address consumer concerns like size inconsistencies and fabric durability. This commitment resonates in urban centers, where shoppers demand clothing that reflects their confidence and individuality.
Urban consumers are discerning, prioritizing breathable, stretchy, and long-lasting fabrics think moisture-wicking polyester or sustainable cotton blends. Brands are innovating with high-waisted leggings and sports bras up to 4XL, designed for both performance and aesthetics. For example, Techno Sportswear, a Kolkata-based manufacturer, is investing Rs 200 crore to grow its outlets from 21 to 300 nationwide, targeting Rs 600 crore in revenue by 2025–26. With 30% of its business from eastern states like Bengal, Techno's expansion highlights the region's untapped potential.
Local and Global Brands Making Waves
Indian brands are seizing this opportunity, but global giants are also entering the fray. In November 2024, Adidas collaborated with 11 Honoré to launch a plus-size activewear line, offering sizes 1X to 4X with items like corset sports bras and recycled-material onesies. This collection aligns with India's urban demand for performance-driven, stylish options. Similarly, H&M introduced women's plus-size activewear up to 4XL in January 2025, while Nike expanded its performance-focused line to size 4X in August 2024, catering to curvier consumers.
Shoppers are responding with enthusiasm. On platforms like Myntra, Ajio, and Flipkart key marketplaces for Pluss plus-size activewear is flying off virtual shelves. Detailed size guides and transparent policies address fears of fraud or fit issues, fostering trust. Instagram reviews celebrate leggings that stay put during yoga or sports bras that balance support and style. This consumer fervor underscores a broader shift: urban Indians value clothing that empowers their active lifestyles, and they're investing in brands that deliver.
Navigating Challenges in the Market
Despite the momentum, obstacles persist. Many brands struggle to offer a comprehensive range of plus-size options, leaving consumers frustrated by limited styles or ill-fitting cuts. Production costs pose another challenge larger sizes require more fabric, increasing prices that may alienate budget-conscious buyers. Pluss counters this with durable, high-quality designs that justify the investment, addressing objections like fabric quality doubts. Cultural attitudes also evolve slowly; while urban India embraces inclusivity, traditional views on body size linger in smaller cities, complicating market penetration.
Logistics present further hurdles. Scaling production to meet diverse sizing demands while maintaining quality is complex. E-commerce platforms, however, are easing these challenges with virtual fitting tools and hassle-free returns. Pluss leverages its presence on Amazon, TataCliq, and Shoppers Stop to reach urban shoppers, offering clear sizing charts and responsive support to mitigate size confusion. These strategies build confidence, ensuring consumers feel valued and understood.
Untapped Opportunities and Future Growth
The plus-size activewear market in urban India is brimming with potential. Metro cities like Mumbai and Delhi drive demand, but Tier-2 and Tier-3 cities are catching up, offering brands a chance to expand. E-commerce is a game-changer, providing accessibility and discretion for shoppers wary of in-store experiences. Pluss's strategic social media presence sharing styling tips on Instagram and workout videos on YouTube positions it to capture this growing audience, fostering engagement and loyalty.
The business implications are profound. As fitness becomes integral to urban lifestyles, plus-size activewear is set to elevate India's fashion and wellness sectors. Brands that innovate with sustainable fabrics or smart textiles like temperature-regulating materials will lead the market. Pluss's 40-year legacy and focus on quality give it a competitive edge, but the market welcomes new entrants. With urban India's fitness culture thriving, the segment's growth is poised to accelerate, contributing to the projected USD 23.83 billion activewear market by 2033.
A Vision for Inclusive Fashion
As sunrise illuminates Bangalore's Cubbon Park, where joggers in vibrant plus-size activewear navigate the morning haze, urban India's fashion revolution comes into focus. The demand for inclusive activewear transcends clothing it's a movement celebrating every body and empowering every step. For brands like Pluss, the roadmap is clear: prioritize consumer needs, innovate relentlessly, and embrace the diversity that defines urban India. As the plus-size clothing market surges toward USD 18.29 billion by 2032, one truth stands out: inclusive activewear is transforming lives, one workout at a time, and its impact will resonate for years to come.
Frequently Asked Questions
What is driving the growth of plus-size activewear in urban India?
The growth is driven by India's expanding fitness culture, rising health awareness, and a cultural shift toward body positivity and inclusive fashion. With nearly 50% of Indian women aged 35-49 being overweight or obese according to NFHS-5 data, there's increasing demand for stylish, functional activewear that accommodates diverse body types. Urban consumers are seeking versatile pieces that blend performance with aesthetics, fueled by growing disposable incomes and social media influence championing body diversity.
How big is the plus-size activewear market in India and what is its growth potential?
India's activewear market is projected to reach USD 23.83 billion by 2033, growing at a CAGR of 8.33%, while the plus-size clothing segment specifically is expected to expand from USD 10.08 billion in 2023 to USD 18.29 billion by 2032 at a CAGR of 6.84%. This robust growth is concentrated in metro cities like Mumbai, Delhi, and Bangalore, with Tier-2 and Tier-3 cities emerging as untapped markets offering significant expansion opportunities for brands.
Which brands are leading the plus-size activewear market in India?
Indian brands like Pluss, with over 40 years of expertise, are market leaders offering quality activewear up to 4XL sizes through platforms like Myntra, Ajio, Amazon, and Flipkart. Global brands are also entering the market Adidas launched a plus-size line with 11 Honoré in November 2024, H&M introduced plus-size activewear up to 4XL in January 2025, and Nike expanded its performance line to size 4X in August 2024. Local manufacturers like Kolkata-based Techno Sportswear are also investing heavily, planning a Rs 200 crore expansion to meet growing demand.
Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.
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Too many plus-size shoppers in India struggle to find trendy clothes that fit well. Limited sizes and poor designs can feel disheartening, leaving you sidelined. Pluss.in offers fashion crafted for real Indian bodies, with breathable fabrics, modern styles, and sizes up to 10XL. Find confidence in clothing that fits your life. Shop Pluss.in Now!
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