Manoj Thakur Co-founder & CEO

Fibre2Fashion

19-07-2025

Aguante stands apart as a brand built by runners, for runners
Aguante is a purpose-driven activewear brand born from a runner's passion to bridge the gap in high-performance, runner-focused apparel. Committed to quality, functionality, and innovation, Aguante designs gear that empowers movement and supports an active lifestyle. With ethical values and sustainability at its core, the brand is led by passion—just like its community.
In a conversation with Fibre2Fashion, Co-founder & CEO Manoj Thakur shares how his personal experiences shaped the brand's journey, Aguante's commitment to performance and community, the role of athlete feedback in product design, and how the brand is navigating India's growing activewear market through innovation, storytelling, and sustainability.
What inspired you to start Aguante, and how did your own experiences influence the brand's inception?
As a passionate long-distance runner, I often struggled to find running apparel that truly met my needs, either the quality was not right, the functionality was lacking, or the price was too steep. I noticed that while global brands dominated the market, their primary focus was on footwear, and their apparel offerings did not feel tailored to runners. With my background in retail and experience in the apparel industry, I saw a clear gap, a lack of high-quality, runner-specific gear designed with purpose. Post-COVID, the surge in fitness and running made the timing ideal. Aguante was born out of that need to create accessible, passion-driven running apparel, designed by a runner, for runners.
How does Aguante differentiate itself from other performance wear brands in India and globally?
Aguante stands apart as a brand built by runners, for runners, focused solely on purposeful, performance and passion-driven running gear. While global brands prioritise footwear and local ones often compromise on quality, we offer premium products tailored to Indian conditions at accessible prices. Our innovations come from real runners' needs, and our storytelling celebrates everyday athletes, not just elites. With a seamless digital experience and deep community engagement, Aguante is more than a brand; it is a movement powered by runners.
Your collections emphasise 'athlete-engineered' design. Could you walk us through how athlete feedback influences product development at Aguante?
At Aguante, 'athlete-engineered' is not just a tagline; it is the foundation of our product development process. Every collection starts with real insights from runners, their pain points, preferences, and feedback from the road, track, and trail. We regularly engage with athletes across levels, from everyday runners to elite marathoners, to understand what truly matters to them, whether it is the fit, breathability, storage, or durability.
This feedback directly shapes our designs. For example, our race-ready T-shirts and Singlets came from runners asking for lightweight gear with better range of motion, while our half tights were developed to meet demands for long-distance comfort with ample pocket space. We also test prototypes with athletes during their actual training cycles, using their input to tweak everything from stitch placements to fabric feel. It is a continuous loop —listen, design, test, refine. That is how we ensure that every Aguante product is not just built for performance, but truly built for the runner.
How is Aguante integrating fabric technology and innovation—such as moisture-wicking, anti-odour, or stretchability—into its product line?
At Aguante, fabric technology is not an add-on; it is where our design process begins. The idea was born out of real challenges runners face: apparel that clings uncomfortably, holds onto sweat, or restricts movement over long distances. As runners ourselves, we knew how these small discomforts could turn into big barriers during a run.
That is why we work with performance fabrics that are moisture-wicking, anti-odour, and offer optimal stretch, including four-way stretch in key pieces. These are not marketing claims—each fabric is selected with intent, tested extensively by runners in actual training conditions, and refined to suit Indian heat, humidity, and varied terrain. Whether it is ensuring freshness on a humid day or freedom of motion on a tempo run, the goal is to create gear that does not just perform in the lab; it performs where it matters the most: on the road, the trail, and the track.
You cater to both professional and everyday athletes. How do you balance performance-grade quality with lifestyle comfort in your designs?
We design with the belief that every runner, whether professional or recreational, deserves high-performance gear. Our approach blends technical functionality with everyday comfort. We use performance-grade fabrics with features like sweat-wicking, stretchability, and breathability, but balance them with soft-seam finishes, ergonomic fits, and versatile styles that transition from training to daily wear. The result is gear that performs on race day but feels just as good on a recovery jog or a coffee run, because comfort should never come at the cost of performance.
How is Aguante building a community of athletes and fitness enthusiasts around its brand, and what role does storytelling play in your marketing strategy?
We are not just building a brand; we are nurturing a movement of runners and fitness enthusiasts who share a passion for the sport. Our storytelling is deeply rooted in this passion. Through every campaign, social media post, and customer interaction, we celebrate real people, real journeys, and the everyday grit that defines the active lifestyle.
This authentic, purpose-driven storytelling helps us foster a strong emotional connection with our community and reinforces our identity as a passion-driven activewear brand.
What challenges did you face in setting up a high-performance apparel brand in a price-sensitive market like India, and how did you overcome them?
Setting up a high-performance apparel brand in a price-sensitive market like India came with its challenges, especially when educating consumers on the value of technical gear. Our products are priced above mass-market brands, but below, and in some cases at par, with global giants. What sets us apart is our focus on the finer details that truly matter to athletes, from fabric innovation to race-specific design features. Functionality is our top priority, and every product is built with purpose and precision. This commitment to quality and performance has helped us earn the trust of serious runners and fitness enthusiasts, allowing us to rise above pure price sensitivity and build a loyal, value-driven customer base.
How is Aguante tapping into the growing fitness and athleisure trend in India, and what strategies are in place to grow your market share?
At Aguante, our current focus is firmly on the activewear segment, specifically running, yoga, and fitness, where we see a significant and growing demand in India. While the athleisure trend is on the rise, our strategy is rooted in serving the endurance-related needs of serious fitness enthusiasts and runners. We are building a brand that speaks to those who move with intent, not just style. Our growth strategy includes expanding our product range within these verticals, investing in high-quality gears with innovation, and strengthening our connection with the fitness and running community through storytelling, partnerships, and grassroots engagement. By staying true to our niche and delivering real value to active consumers, we aim to steadily grow our market share in India's evolving activewear landscape.
Sustainability is increasingly important in apparel. Is Aguante taking any steps towards eco-friendly materials, ethical production, or conscious consumption?
Sustainability is a key priority for Aguante as we grow. We are in the process of adopting recycled materials across our product range, with a clear goal: to completely transition to recycled fabrics by 2030. All our products are manufactured in our factory, which allows us to maintain strict control over quality and ensure ethical production practices. We uphold high labour standards, providing a safe, fair, and respectful working environment. As we move forward, our focus is not just on performance, but on creating gear that supports both the athlete and the planet.
How can Indian performance wear brands compete with established global players in terms of innovation, quality, and branding?
Indian performance wear brands can compete with global players by focusing on three key pillars—relevance, responsiveness, and relationships. While global giants come with scale and legacy, local brands like ours can outpace them by being more attuned to the unique needs of Indian consumers—from fabric choices to fit to climate adaptability. Innovation does not always mean big tech; it can be in listening deeply to your community and solving real problems. With a D2C model, we maintain a tight feedback loop and rapidly iterate. Branding that focuses on authenticity and community rather than celebrity helps create deeper connections, and that is where Indian brands have an edge.
How is digital commerce, especially D2C (direct-to-consumer), transforming the way performance wear brands connect with and retain their customer base?
D2C is reshaping performance wear by allowing brands to connect directly with customers, offer personalised experiences, and build loyalty through better value, storytelling, and seamless service, all while maintaining full control over the brand journey.
What are some key consumer trends influencing design and functionality in sports and activewear today?
Today's activewear is driven by demand for versatile, tech-enabled, and sustainable designs. Consumers want moisture-wicking, breathable fabrics, inclusive sizing, and styles that work beyond workouts. Personalisation, influencer impact, and eco-conscious choices are also key factors shaping buying decisions.
What role do technical textiles and smart fabrics play in shaping the future of activewear?
Technical textiles and smart fabrics are shaping the future of activewear by enhancing performance, comfort, and functionality. Features like moisture-wicking, stretch, and odour control are now standard, while emerging smart fabrics can track biometrics and support recovery. For brands like Aguante, these innovations allow us to create gear that not only performs but evolves with the needs of modern athletes.
How do you see the performance wear market evolving in India, especially with the rise of athleisure and fitness-conscious consumers?
India's performance wear and athleisure market is witnessing rapid growth, driven by rising health consciousness post-pandemic, a young and fashion-forward consumer base, and the expanding reach of e-commerce across urban and tier-2 and 3 cities. Consumers are increasingly seeking versatile, tech-enabled, and sustainable apparel that blends function with comfort and style. The market is projected to grow significantly over the next decade, with the sports apparel segment alone expected to triple by 2034. While global brands dominate the premium segment, domestic players are gaining ground by offering locally relevant, price-sensitive innovations. Overall, brands that prioritise innovation, inclusivity, and community engagement are best positioned to lead in this dynamic and evolving space.
Are there any plans to expand Aguante's presence internationally or diversify into other categories such as footwear or accessories?
At this stage, we have no immediate plans to expand internationally or diversify into categories like footwear. Our focus remains clear: to deepen our presence in the Indian market and strengthen our core categories of running and fitness apparel.
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.