Can Heelium Outpace Decathlon In India’s Fast-Growing Activewear Segment?

When Prateek Sharma and Siddharth Jain set out to build a running shoe brand, they had no idea that their journey would take them in a completely different direction. During their early trials, they encountered a recurring problem — standard polyester socks caused blisters, odor, and discomfort when playing sports or engaging in high-impact activities. 

Rather than ignoring the issue, they decided to solve it for the masses, leading to the birth of Heelium in 2017, a D2C performance wear brand built around sustainable, high-quality materials.

Creating Performance-Driven, Sustainable Sportswear

Heelium specialises in bamboo-based performance wear, including socks, towels, and innerwear, offering an alternative to synthetic fabrics. The brand’s proprietary bamboo blends provide moisture-wicking, odor-resistance, and anti-bacterial properties, making them ideal for athletes and everyday consumers alike. Unlike traditional polyester-based sportswear, Heelium’s materials are more breathable, durable, and eco-friendly, ensuring both comfort and sustainability.

The D2C brand’s mission is twofold: enhancing performance through superior fabric technology while providing a greener alternative to mass-produced synthetic apparel. Its flagship products, including bamboo socks, bamboo Turkish towels, bamboo women’s innerwear, and acrylic woollen socks, have seen strong adoption across online marketplaces.

Scaling Growth Through Digital & Quick Commerce

Operating in India’s $15 Bn performance wear market, Heelium has rapidly scaled its presence through D2C and online marketplaces, selling its products via Amazon, Myntra, Ajio, and quick commerce platforms like Zepto and Swiggy Instamart. 

This digital-first approach has enabled the brand to reach a wider audience while maintaining strong unit economics. The brand’s ability to deliver high-performance, sustainable sportswear at competitive prices has helped it gain traction, especially among fitness enthusiasts and environmentally conscious consumers.

In 2024, Heelium expanded its manufacturing operations, doubling its factory space to accommodate growing demand. The D2C brand also saw a 51.5% increase in revenue, growing from INR 16.9 Cr in the financial year 2022-2023 (FY23) to INR 25.6 Cr in FY24. With a focus on continuous product innovation, Heelium has added bamboo handkerchiefs and additional athleisure offerings, further strengthening its portfolio.

Future Growth & Expansion Strategy

The D2C brand aims to close FY25 with INR 45 Cr in revenue, driven by increased demand, expanded product lines, and a stronger quick commerce presence. While the brand has primarily been an online player, it is now preparing for offline retail expansion by 2026, paving the way for an omnichannel presence.

Competing with global giants like Jockey and Decathlon, the brand’s long-term strategy revolves around scaling production, enhancing direct-to-consumer engagement, and leveraging technological advancements in fabric innovation. 

[Authored By Anirudh Trivedi]