Founded in 2005, Campus Activewear has emerged as a force in India’s sports and athleisure footwear market. The brand caters primarily to a young audience that is both fashionable and budget-conscious. With six manufacturing facilities, a strong e-commerce presence and 23,000 retail touchpoints, they have found a way to crack the Indian sports and athleisure market. According to a 2022 report, Campus Activewear had a 17% market share in the branded segment for sports and athleisure footwear. In an interview, Nikhil Aggarwal, their CEO & Whole Time Director, tells us about their strategy and making products accessible across urban and semi-urban areas.
Edited excerpts…
Tell us about the gap in the market that Campus Activewear aimed to fill and the journey so far.
We noticed that young people in India, like millennials and Gen Z, wanted stylish footwear that didn't cost a fortune. And with fashion and lifestyle accounting for a huge chunk of their spending (47%) and footwear being a major part of that (50%), we knew we had a real opportunity. We made it our mission to bring global fashion trends to these young, dynamic consumers without burning a hole in their pockets. Every year, we introduce over 300 new designs to keep things fresh and cater to every style imaginable.
What have been some milestones along the journey of the brand?
Since we started in 2005, our growth has been incredible. From just INR 100 crore in revenue back in FY 2011-12, we have soared to INR 1,448 crore in FY 2023-24. From the period 2015-2018, we signed on Varun Dhawan as our brand ambassador, launched our online store and hit the INR 500 crore revenue mark. We also invested heavily in our manufacturing capabilities with new facilities in Haridwar and Ganaur. Crossing the INR 1,000 crore mark in 2021 was a huge milestone that strengthened our position as a market leader. Then in 2022, we were publicly listed and expanded to a 17% market share in the branded sports and athleisure footwear segment in India.
What are some recent trends observed in the market? How is the brand expanding/ altering its proposition to suit those trends?
We have observed a paradigm shift in aspirations and behaviours across the youth driven by the rise of access to global content and the creator economy. Young consumers are now deeply attuned to global fashion and lifestyle trends. There is also a broader shift in consumer preferences towards products that combine fashion with functionality.
Apart from that, women’s footwear is witnessing tremendous growth. The lines between athletic and everyday wear continue to blur. The rise of athleisure underscores this shift towards versatile, multifunctional products. Sneakers have long transcended their functional purpose to become powerful cultural icons—they are fashion statements, status symbols and even collectables. Limited editions and collaborations with other brands are going to be key to keeping things exciting in this space. We have also diversified our product line and partnered with popular figures like Vicky Kaushal, Sonam Bajwa, and Vikrant Massey to connect with today's youth. Our latest campaign, "Move Your Way," perfectly captures our brand ethos – encouraging individuality, confident self-expression and authenticity.
As a market leader, what have been key propositions that helped the brand crack the Indian market?
Our rise in the Indian market is built on a simple, powerful idea: great style shouldn't break the bank. Our designs reflect the latest global styles, but we keep prices affordable. And we are everywhere—we are present on all major e-commerce platforms including our website and have over 23,000 retail touchpoints.
With sustainability becoming a growing concern, is the brand aligning with eco-friendly practices?
We have embraced innovative technologies to minimize our environmental impact. These include wet scrubber units for treating Volatile Organic Compounds (VOCs) emitted by EVA machines and gravity sliders for efficient material transport. We have installed a solar plant at the Ganaur facility and have a comprehensive waste collection and disposal plan aligned with Extended Producer Responsibility (EPR) principles. We have also taken steps to enhance energy efficiency across our operations, such as installing inverter air conditioners and LED lighting systems.
Is there a focus on premiumisation to appeal to a wider audience or expand the product portfolio?
Today’s youth demand what’s in trend, and we are committed to delivering exactly that. We recognise that consumers are seeking better products and are willing to invest a little more for enhanced quality and features, and we are adapting to meet these expectations. That being said, our evolution doesn’t mean we are moving away from our core. Premiumisation will remain a central focus of our strategy, but always within the framework of our price-value proposition. By launching exclusive collections and introducing innovative features, we will offer products that blend aspirational elements with accessibility.
Our strategy allows us to expand our product portfolio, ensuring we remain relevant across diverse consumer segments. Whether it’s a Gen Z customer seeking the latest trend or a millennial looking for durable yet stylish athleisure, our range is designed to cater to their unique preferences.
