Chkokko Banks On Affordability And Inclusivity To Create Waves In Athleisure

SUMMARY

With versatile, inclusive and breathable athleisure, Chkokko has disrupted the D2C athleisure market and empowered customers to explore their style

The Origin Story

Vancouver-based Lululemon might have triggered the athleisure craze globally, but India lacked a homegrown juggernaut for a long time and depended heavily on foreign brands with limited options. Until 2018, that is, when the Sabharwal family (father Shivi, son Lavanya and Lavanya’s wife Alisha) launched Chkokko to meet the rising demand for affordable, fashionable and premium quality activewear. The trio successfully turned their half-a-decade-old textile production into a D2C athleisure brand for men and women. Two years later, Lavanya’s friend Mihir Parashar joined the founding team.

The Differentiator

Chkokko has a versatile product portfolio designed and developed in-house, helping users integrate fitness, leisure and other activities into daily life. Think of a pair of men’s shorts that can be worn for exercising and then at a brunch or comfortable combos for travelling, lounging and informal meetings. It has kept in mind plus sizes (up to 5XL) and the fashion preferences of a diverse user base, especially Gen Z and the millennials. Again, the brand has consistently used high-quality dry-fit materials like cotton, terry cotton and lycra to wick sweat and provide support. Its manufacturing unit in Ludhiana produces 1 Lakh+ garments per month.

The Growth

Its growth formula is simple – a strong focus on quality and continuous product evolution. Its products are sold on its website and ecommerce marketplaces (Amazon, Flipkart, Myntra, Nykaa Fashion and Ajio). In December 2023, the D2C brand’s monthly revenue peaked at INR 7.2 Cr, the highest until now, and it reached another milestone by serving the 3500000th customer. Its Instagram following has now reached 100K.

What’s Next

Chkokko will empower individuals to embrace an active lifestyle without compromising their style quotient. It will focus more on brand building and grow its business by venturing into offline retail. The D2C brand also aims to earn an annual revenue of INR 300 Cr by FY25.