Tiger Shroff Debuts With Lifestyle Brand PROWL

Tiger Shroff Debuts With Lifestyle Brand PROWL

Bollywood star, Tiger Shroff has recently launched his maiden active lifestyle brand PROWL. His launch comes close on heels to celebrities like Virat Kohli and Hritik Roshan launching their retail brands in the fashion market.

Shroff’s new initiative is a joint venture between Kwan Entertainment and Dream Theatre, and is jointly owned by him and Mojostar. For Mojostar too, it was a maiden retail brand launch. The company has plans to enlist more celebrities to launch new lifestyle brands in the future.

The target audience for PROWL is young consumers, especially those leading a high activity life style. Besides, it caters to youngsters who are constantly on the move. The features of this lifestyle brand include clothing items and accessories that will be tailor made for these young consumers.

PROWL which will be made available on all e-commerce platforms is scheduled to hit the stands in June 2018. The pricing of the products is also attractive ranging between INR 1,000 and INR 3,000.

Supplying the rationale for the brand launch, the CEO of Mojostar, Abhishek Verma, said in a statement to the media, “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.”

Complementing Verma’s opinion, Tiger Shroff said, “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.”

In the global space, the active wear industry yields a corpus of around USD 7 billion and is registering an annual growth of 18 to 20 percent.