US-based activewear brand Fabletics has entered the Indian market through a long-term partnership with Reliance Brands Limited (RBL), opening its first store in New Delhi as it targets India’s fast-growing athleisure and activewear market.
The launch marks Fabletics’ latest international expansion and gives Indian consumers access to a global activewear brand that combines performance apparel with fashion-led design.
The brand has launched in India through both online and offline channels, with its India website going live alongside its first mono-brand store at DLF Promenade in Vasant Kunj, New Delhi. A second store in Mumbai is expected to follow shortly.
Fabletics India Launch: What We Know
Fabletics’ India entry is being executed in partnership with Reliance Brands under a long-term agreement.
RBL will develop and operate the brand’s Indian business through an omnichannel retail model, covering standalone stores, e-commerce and experiential retail formats.
The partnership brings together Fabletics’ international product and brand proposition with Reliance Brands’ experience in building and scaling global fashion and lifestyle brands in India.
For Fabletics, India represents an important new market at a time when athleisure is increasingly becoming part of everyday fashion, rather than being restricted to gyms and sports activities.
First Fabletics Store Opens in Delhi
Fabletics has chosen DLF Promenade, Vasant Kunj, New Delhi, for its first Indian mono-brand store.
The brand is also launching its dedicated India website, giving consumers both physical and digital shopping options from the beginning.
The Mumbai store is expected to be the next step in its retail expansion.
This store-first approach, combined with e-commerce, reflects Fabletics’ broader global transition from a digital-first activewear company into an omnichannel fashion business.
What Will Fabletics Sell in India?
Fabletics’ Indian assortment will include women’s and men’s activewear designed for a range of activities and everyday use.
The product categories include apparel for:
- Training
- Running
- Yoga
- Pilates
- Everyday movement
The brand’s proposition is built around combining performance fabrics with contemporary designs, colours and silhouettes.
This positioning is particularly relevant to the Indian athleisure market, where consumers are increasingly looking for clothing that can work both during workouts and outside the gym.
In other words, activewear is becoming less about having separate “gym clothes” and more about having clothes that fit into an active lifestyle.
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Why Fabletics Is Entering India Now
India’s fitness and athleisure market has changed significantly over the past few years.
Younger consumers are increasingly spending on fitness, wellness and lifestyle products, while sports-inspired clothing has become a mainstream fashion category.
Fabletics is entering this market with a proposition that sits directly at that intersection: performance, style and everyday wear.
Reliance Brands’ Sumeet Yadav said India’s consumer landscape is changing as younger consumers increasingly embrace movement, mindfulness and athleisure as part of everyday life.
That shift creates space for international activewear brands looking to establish a presence in India.
Fabletics’ Global Journey
Founded in Los Angeles in 2013, Fabletics initially built its business as a digitally native activewear brand.
It has since expanded into a global omnichannel business with more than 125 retail locations and over 3 million active customers globally.
The company operates across North America, Europe and other international markets.
Its brand proposition has focused on making performance apparel more fashion-oriented, with products designed around both functionality and style.
The India launch therefore represents another step in Fabletics’ international growth strategy.
Reliance Brands’ Role in Fabletics India
The partnership with Reliance Brands is an important part of the India expansion.
RBL is a subsidiary of Reliance Retail Ventures and currently operates more than 1,855 doors across India, including standalone stores and shop-in-shop formats. Its portfolio includes a range of international fashion and lifestyle brands.
For Fabletics, this provides access to an established retail network and Reliance’s experience in localising international brands for Indian consumers.
For Reliance Brands, Fabletics adds another global activewear name to its growing fashion and lifestyle portfolio.
The partnership is therefore significant for both companies.
Fabletics Wants to Combine Performance and Fashion
One of the central ideas behind Fabletics is that consumers should not have to choose between performance, style and value.
That becomes particularly relevant in India, where athleisure is increasingly being adopted outside traditional fitness environments.
Consumers may wear activewear while travelling, running errands, working remotely, meeting friends or simply going about their daily routines.
Fabletics’ product proposition is designed around this changing behaviour.
Its Indian assortment will therefore not be positioned solely as sportswear but as clothing for movement and everyday lifestyles.
What Fabletics’ India Entry Means for the Athleisure Market
Fabletics’ arrival adds another international player to India’s increasingly competitive activewear market.
The category already includes global sportswear companies, Indian fitness brands and newer digital-first labels.
As the market expands, differentiation will become increasingly important.
For Fabletics, its combination of global brand recognition, fashion-led activewear and omnichannel retail could be its key differentiator.
The partnership with Reliance Brands also gives the company an established local operating partner, which could help accelerate its physical expansion.
What’s Next for Fabletics in India?
The immediate focus will be on establishing the brand in Delhi and Mumbai before potentially expanding its retail footprint further.
With the India website launching alongside the first store, Fabletics is also starting with an omnichannel model rather than relying exclusively on physical retail.
The company has described India as an important next step in its international expansion, while Reliance Brands sees an opportunity to tap into changing consumer attitudes towards fitness, wellness and athleisure.
The bigger opportunity could be the continued blurring of boundaries between fashion, fitness and everyday lifestyle.
Fabletics is entering India at a time when that shift is already underway.
Its success will ultimately depend on how well it can translate its global brand proposition for Indian consumers while building the scale needed to compete in one of the world’s most dynamic retail markets.
For now, one thing is clear: Fabletics is officially in India, and Reliance Brands is betting that India’s growing appetite for stylish, functional activewear has plenty of room to grow.
