A ₹160 Crore Push for BlissClub’s Next Growth Phase
With the Indian athleisure market in a state of rapid evolution, brands that have made their name online are now venturing beyond digital shelves to forge more enduring ties with the consumer. D2C label BlissClub is part of this shift, having secured ₹160 crore in a new funding round from Singularity AMC to put its plans for offline expansion and brand building into motion.
The fresh capital will be put to work in four key areas: growing the company’s physical retail presence, rolling out new product and lifestyle categories, and bolstering the technology and teams behind the business. It is an investment in the next phase of India’s athleisure sector and a means for the homegrown brand to become a full-fledged omnichannel player.
Backed by Investors Betting on Long-Term Growth
Support for the round has come not only from the lead investor but also from Elevation Capital and Eight Roads Ventures, who have been on board since the start. There were also personal stakes put in by Meesho co-founder Vidit Aatrey and BlissClub’s own Minu Margeret, underscoring the confidence they have in the company’s long-term vision.
From Activewear to a Lifestyle Brand
When Minu Margeret set up BlissClub in 2020, she was responding to a market that had little to offer Indian women in terms of functional, comfortable activewear. The brand made a name for itself by concentrating on movement and everyday wear. But ambitions have broadened. This year alone saw the introduction of a menswear line – trousers, polo shirts, crew-necks and jackets all cut for the Indian body type with an eye on breathability and flexibility.
BlissClub is no longer content to be just a women’s activewear label; the aim is to serve a wider audience across performance apparel and future lifestyle categories.
Why Offline Retail Is Central to BlissClub’s Expansion
The decision to make offline retail a priority is clear from this announcement. For technical garments where the feel and stretch of the fabric can sway a purchase, an in-store experience is something a digital platform simply cannot replicate. Moreover, it gives the company a chance to speak directly to customers and take on board feedback on colour, sizing and design that can inform later collections.
While the digital-first model has been instrumental in scaling the business, BlissClub is using its data on online demand and pin-code level activity to pinpoint where to open new stores, particularly in the metros and Tier I markets where premium athleisure is in vogue. The company already has over 40 such outlets in India.
Strong Growth Lays the Foundation for Bigger Ambitions
There is solid performance to back up these expansion plans. Over the last two years, BlissClub has seen revenue grow 60 per cent year on year, thanks to a direct-to-consumer approach and a philosophy that puts comfort first.
For Singularity AMC, the move is a bet on both the Indian market and BlissClub’s capacity to pull off an omnichannel strategy. Yet as with any retail operation putting on scale, the coming months will test the company’s execution. Opening more stores and new categories adds complexity to the supply chain and operations. Staying true to the promise of quality and comfort will be paramount.
What This Means for India’s Athleisure Industry
In many ways, the ₹160 crore raise is indicative of where India’s fashion ecosystem is heading. Shoppers want a seamless blend of online and offline convenience from brands that deliver on function and lifestyle. With its store network and new offerings in place, BlissClub is well positioned to become one of the country’s leading omnichannel names, provided it can turn this capital into a richer experience for the customer.
