India’s sportswear market is no longer dominated solely by international giants. It has become a dynamic space shaped by evolving lifestyles, a growing fitness culture, and a generation that values both function and self-expression. Vijay Chowdhary is leading this transformation, overseeing Xtep India with a clear, consumer-first vision.
Building the Foundation
When Xtep began its journey in India, the mission was to provide high-performance sportswear tailored to the aspirations of India’s emerging consumer base. Chowdhary’s focused on authenticity and relevance rather than glamour. The emphasis was on building trust—through reliable product performance, smart retail formats, and a narrative that speaks directly to a younger, fitness-conscious audience.
“We didn’t want to be just another loud brand,” he explains. “Performance is our foundation, but culture is our voice.”
This philosophy translated into tangible action: setting up experiential retail spaces, offering long product warranties, prioritizing product technology and design, and building a nimble supply chain. The marketing approach was refreshingly different—no celebrities, no oversized billboards—just consistent engagement with the consumer.
A Shifting Mindset
India’s sportswear industry is expanding in size, and in depth. As fitness evolves into a lifestyle choice, consumers are increasingly seeking gear that performs well and resonates with their identity. From daily runners to casual gym-goers, people are demanding both functionality and style.
“The product has to perform on the track and on Instagram,” says Chowdhary.
This changing consumer behavior is especially evident among younger audiences. For them, value lies in the story behind a brand, the technology it offers, and how well it fits into their lives.
Adapting Global Innovation to Local Needs
Xtep is internationally known for its innovations in running, basketball, and outdoor wear. In India, that expertise has been localized. Footwear technologies have been customized for Indian roads and climate, making them lightweight, breathable, and responsive. The basketball range is engineered for agility and court control, while also tapping into streetwear culture.
Lifestyle sneakers are designed to cater to urban youth, combining international flair with Indian sensibilities. Meanwhile, the activewear line incorporates advanced features like antibacterial properties, UV protection, and odor resistance—ideal for those who demand more from everyday apparel.
On-Ground Focus with Digital Precision
Xtep India’s physical retail strategy has been a notable aspect in its growth. While many brands moved digital-first, Chowdhary focused on building retail experiences that allow customers to interact directly with the product—touch, feel, and test.
“When someone tries on our shoes, they feel the difference. That’s where loyalty begins,” he says.
Digitally, Xtep is crafting a focused direct-to-consumer ecosystem. The brand’s online presence goes beyond transactions, offering rich content, personalized journeys, and meaningful community engagement. The goal is to occupy space in a browser, and to create lasting relevance in the consumer’s daily life.
Scaling with Purpose
Looking ahead, Xtep India is preparing for strategic growth—expanding its retail presence, strengthening digital operations, and aligning with grassroots sports and fitness movements. But the ambition is more than just business expansion.
“This isn’t about gaining market share alone,” Chowdhary notes. “It’s about creating relevance. If we can be the brand that supports someone’s first race, their first workout, or simply boosts their confidence, that’s real success.”
Meet Vijay Chowdhary: The Strategist Behind Xtep India
Vijay Chowdhary brings over two decades of experience in retail, footwear, and lifestyle strategy. Known for his deep consumer insight and hands-on leadership, Chowdhary has been involved in launching and scaling multiple performance and fashion brands across India. His background blends operational excellence with a strong sense of brand storytelling—enabling him to bridge the gap between functionality and cultural relevance.
Prior to Xtep, Chowdhary held senior leadership roles at several global and Indian brands, where he contributed to retail transformation and brand positioning. At Xtep India, he brings corporate expertise, and a mindset rooted in India’s evolving fitness narrative.
Under his leadership, Xtep is another entrant in the Indian sportswear space—it’s becoming a brand with identity, integrity, and long-term intent.
A New Chapter in Indian Sportswear
The story of sportswear in India is being rewritten by brands that understand the balance between innovation and identity. Under Vijay Chowdhary’s leadership, Xtep is selling products—it’s building trust, driving momentum, and creating a brand narrative that is both forward-looking and connected to Indian culture.
