On a cloudy Sunday afternoon in Hyderabad, Technosport’s new flagship store in Tolichowki is overflowing with customers. By most measures, this shouldn’t be a crowded store. Not for an activewear brand with no celebrity face, no discounts, and minimal marketing. 

Yet here they are: students, runners, retirees, gym-goers, construction workers, filling out every inch of the 4,200 sq ft space. They spill across the white-and-black flooring, surrounding two mannequins frozen mid-sprint under a bold “MADE TO MOVE” sign. The yellow silhouette of a man running—Technosport’s logo—flashes from racks packed with t-shirts, joggers, and shorts.

“Nobody had heard of us before this. We’re only now getting known,” said Puspen Maity, the CEO. “But from day one, we built the company with one idea: the product is the hero. If we can give every Indian international-quality activewear they can actually afford, the rest will follow.”

True to its promise, its basic tees sit at Rs 400 at full price, unusually low where most shoppers have been trained to expect ‘premium’ pricing, especially for apparel that looks and feels like global activewear.

Technosport has existed since the mid-2000s, but its rise is recent and steep. Since 2022, it has grown 40–50% every year. In 2024, it crossed Rs 300+ crore in revenue and sold a staggering 25 million units of activewear—the highest volume of any brand in India, according to a senior representative at the company. Today, it moves nearly two million garments a month, competing with Nike, Adidas, Decathlon, and homegrown stars like HRX. The latter, co-owned by Hrithik Roshan, declared a Rs 1,000 crore revenue in 2024.

This little-known brand from Tirupur becoming India’s highest-volume activewear seller isn’t a marketing story. It’s a business model lesson.

Global sportswear brands like Nike and Adidas built their India strategy around the gym-goer and the weekend runner—the premium urban consumer willing to spend Rs 1,500–2,000 on a t-shirt. Even homegrown brands, inspired by them, targeted the same, small aspirational slice. Decathlon, often seen as the benchmark for affordable performance wear in India, still designs for organised sport and leisure. Technosport is solving a different, more Indian problem.

In Coimbatore, a delivery rider wearing Technosport’s basic tee said he buys the brand because “it dries in 10 minutes and doesn’t smell”.