Mojostar launches first celebrity fitness brand ‘Prowl’ with Tiger Shroff

By

Maverick Martins

Published
Feb 13, 2018

Indian firm Mojostar has launched its first celebrity brand in collaboration with Bollywood actor Tiger Shroff which is an active lifestyle brand aptly titled ‘Prowl’ to go with the actor’s image.
 

The fitness brand is targeted at the youth and will feature clothing, accessories priced in the range of Rs 1000 to Rs 3000 (approx $15 to $45). Prowl is expected to hit the markets in June this year and will be available across the country.
 
Mojostar is also in talks with e-commerce platforms to strike a deal for a partnership to take the product online to cater and reach a wider consumer base.

Mojostar was formed in August this year when Kwan Entertainment and Dream Theatre decided to join hands to get into the celebrity brands business in India to cash in on the large, profitable fashion market. To launch its private labels with celebrities the company is believed to have raised around Rs 64 crore (approx $10 million) in Series A funding.
 
Commenting on the launch of its first brand Abhishek Verma, CEO, Mojostar in a statement said, “There is a gap in the active wear market; in products for hyperactive young Indians. We find that traditional active wear brands have over specified the products, whereas the young consumers want simplified functional products that offer great style. Products that help you look amazing, are suited for multi-functional movement and are easy to maintain, is the need of this market. We are committed to providing that.”
 
“I am a part of creating this brand and it feels great to be involved with everything and at every stage. This brand is a reflection of my identity and this is how I live. I love to be active through the day, which is why I want to wear something that is stylish, looks good, and yet gives me the freedom of uninhibited movement”, said Tiger Shroff.
 
The company has already signed deals with Jacqueline Fernandez and another Bollywood actor with their fashion labels expected to hit the market later this year.