Flipkart sees health and fitness related purchases soar

By

Isabelle Crossley

Published
Mar 14, 2023

E-commerce giant Flipkart has seen health and fitness purchases increase significantly as Indians prioritise healthy living. The business expects the trend to continue, with international brands also growing in popularity. 

“Since 2020, the fashion category has witnessed a 30% growth in athleisure wear overall, while tracksuits alone have witnessed a 200% uptick in growth,” said Flipkart in a press release on March 13. “The country’s inclination towards living a healthier life led to categories such as fitness, personal care, athleisure and grooming to emerge as the most sought-after, for people across India. The fitness category witnessed a 10% year-on-year growth in comparison to January 2022, while athleisure and activewear emerged as the new ‘closet essentials’ with customers increasingly prioritising comfort and convenience at the core of their fashion choices.”
 
The pandemic was a significant catalyst for increasing the popularity of comfortable clothing and home exercise, which resulted in both athleisure and sportswear sales rising. Many Indian brands launched specific lines in the sector and Flipkart and its fashion arm Myntra both added new international brands to their roster. 

Another way Flipkart tapped into the health trend was by launching a dedicated segment on its mobile app named ‘Sports Hub’ which retails fitness accessories. The business reported a 20% rise in demand for cross trainers after launching the segment. With an expansion of 3D and augmented reality try on services online, Flipkart has also tapped into the digital boom to promote sportswear and health goods online.