India’s athleisure and sportswear market is entering a high-growth phase as consumers increasingly embrace fitness, wellness, and lifestyle-focused fashion. Reflecting this shift within the D2C ecosystem India, sportswear startup Agilitas Sports has brought actor and entrepreneur Anushka Sharma onboard as an investor and strategic collaborator, further strengthening its ambitions in one of the fastest-growing consumer categories in the country.
The move marks another significant development in D2C startup news and highlights how celebrity-backed D2C startups continue to attract attention across India’s rapidly evolving fashion and lifestyle ecosystem. As part of the partnership, Anushka Sharma has acquired a minority stake in Agilitas and will play an active role in co-creating One8 Yoga, a dedicated yoga and activewear category under the One8 brand.
The new collection is scheduled to launch on June 21, aligning with the International Day of Yoga. The launch represents a strategic step for Agilitas as it expands the One8 franchise beyond sportswear and enters the larger wellness and athleisure market. The company believes that rising consumer interest in fitness, movement, and wellness-focused lifestyles is creating a significant opportunity for premium D2C fashion and lifestyle brands India.
Founded in 2023 by former Puma India Managing Director Abhishek Ganguly along with former Puma executives Atul Bajaj and Amit Prabhu, Agilitas has rapidly emerged as one of the latest D2C startups attracting industry attention. The company operates as a vertically integrated sportswear platform spanning product design, manufacturing, distribution, retail, and brand development.
The partnership with Anushka Sharma builds upon Agilitas’ earlier acquisition of Virat Kohli’s One8 lifestyle brand. As part of that transaction, Kohli invested approximately ₹40 crore into the company and joined as an investor and co-creator. Together, the involvement of Virat Kohli and Anushka Sharma positions Agilitas among the most prominent celebrity-backed D2C startups currently scaling within India’s sportswear and wellness ecosystem.
Agilitas has been aggressively executing its D2C expansion plans over the last two years. The company acquired footwear manufacturer Mochiko Shoes, expanded manufacturing capabilities, and built a large workforce supporting its growing operations. It also secured long-term licensing rights for Lotto across India, South Asia, Australia, and South Africa, strengthening its position within the global sportswear landscape.
The startup recently launched Sportsyard, a large-format multi-brand sports retail chain designed to bring leading sportswear and athleisure brands under one roof. The initiative reflects the company’s broader omnichannel D2C strategy as it combines physical retail expansion with digital-first consumer engagement.
Industry experts believe India’s athleisure category represents one of the most promising opportunities within the D2C market trends 2025 landscape. Increasing health awareness, growing fitness participation, and changing consumer preferences are driving demand for versatile products that seamlessly blend performance and everyday wear. According to industry estimates, India’s athleisure market is expected to reach approximately $22.4 billion by 2034, creating substantial growth opportunities for emerging and established brands alike.
For Agilitas, the launch of One8 Yoga aligns with broader consumer behavior shifts where wellness, comfort, functionality, and self-expression are becoming increasingly important purchasing drivers. The company aims to build products that integrate naturally into consumers’ daily routines while addressing the growing demand for premium activewear solutions.
As D2C brands scaling in 2025 continue attracting investor interest, Agilitas stands out for its integrated business model, strong brand partnerships, celebrity-led collaborations, and aggressive retail expansion strategy. The addition of Anushka Sharma further strengthens the company’s ability to connect with consumers seeking fitness-inspired lifestyle products.
With celebrity influence, expanding product categories, manufacturing strength, and a growing retail footprint, Agilitas is positioning itself to become a major force within India’s rapidly growing D2C fashion and lifestyle ecosystem. The latest investment and collaboration reinforce the company’s long-term ambition of building a leading sportswear, athleisure, and wellness platform for the next generation of Indian consumers.
