"We currently have 5 product categories and plan to launch an additional 10 categories this year": Krishna Chandak

In an exclusive conversation with Krishna Chandak, Co-founder, TEGO sheds light on the growth strategy of the brand.

Kindly tell us about the brand TEGO? How did the brand get started? Also shed light on the journey of the brand so far?

TEGO is a premium activewear brand for the modern everyday athlete. It was born out of the need for gear we could not find - so we set out to create products that would make a difference to our workouts. TEGO’s deep product story is the result of two years of identifying textile technologies and emerging materials; working with designers who have led teams at global sports and lifestyle brands.

We started in 2016, and have established a strong product-market fit across channels through our differentiated product line that uses fabric technologies which are certified and tested; sizing that optimize movement for average in Indian body types; materials that are ideal for Indian weather conditions. Each concept is executed with a clear purpose and function: to motivate everyday athletes likes us to be their sweatiest best.

How do you see activewear market is growing in India? What is your projection about this market considering next five years?

There are approximately 400 Million millennials in India, of which 36% have a fitness app on their phones. This consumer group is placing a higher value on health and fitness - attempting to fit exercise into their schedules - and eventually driving Activewear ’s growth as they look for apparel that transitions from the gym to everyday use. The segment will continue to grow faster than casual & formal apparel in India.

How do you segregate activewear segment to sportswear segment?

Activewear is generally designed for multiple usage occasions, while sports apparel could be designed for a specific sport or function (tennis /football etc.)

According to you what are the major challenges as far as active wear retailing is concerned?

A lack of multi-brand sports stores in India is a challenge, as touch and feel for apparel and accessories remains important. However, department stores and traditional retailers are taking note of the increased consumer demand for active pieces and expanding their sports categories’.

What kind of initiatives have you taken in building your brand?

Digital marketing, BTL activities, and collaborating with like-minded brands and influencers have been our primary activities. We also have a deep commitment to our in-store communication efforts, which has helped support conversion and gain retail space. We strongly believe that even the most amazing creative campaigns will not work if you can’t get retailers excited to display and support your brand. In 2018-19, we are focussed on building our content engine to create a more engaging customer experience for online channels.

Who do you see as your competition within same space? Also, what would your strategy to compete with large format retailers such as Puma and Adidas?

The definition of premium is changing: with a clear demand for inherent quality and long lasting value. Incumbents are losing market-share faster than ever before in the global activewear market because niche brands can respond faster to rapid changes in consumer needs. TEGO is successfully solving pain points by elevating mundane categories through emerging technologies. We have created a hook with early adopter customers through scalable niches and will continue to deliver products with a higher functionality-to-price in a yet to mature Indian market.

Kindly shed light on your current distribution in online as well as offline space? Going forward, what would be your strategies to scale up the distribution?

While online marketplaces have given us tremendous reach, we are also working to build our direct-to-consumer channel www.tego.fit to create a closer connection with our customers.

Physical touchpoints through presence in multi-brand Brick&Mortar stores will remain an important part of our strategy, and we are currently working with distributors for the south, north (ex Delhi), east and north-east regions which have given us access to 100+ stores. We also work directly with various specialty dealers and multi-brand sports chains such as Total Sports and Sports Station among others. We are actively looking to add distribution partners, who can take ownership to grow TEGO in their respective markets.

At last, kindly highlight your growth plans?

TEGO is moving quickly on relevant trends that will impact athletic product categories over next 5 yrs – and building a sense of exclusivity with customers. We currently have 5 product categories and plan to launch an additional 10 categories this year, using licensed innovations to roll out high-quality staples.

 

 

Krishna Chandak
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