he popularity of yoga has led to marketers leveraging a niche segment called spiritual fitness wear in interesting ways. Indus League Clothing Ltd, for instance, has launched a range of apparel called Urban Yoga. It is a line of clothing meant for yoga and other holistic pursuits.

The company, that has brands like Indigo Nation and Scullers, says that Urban Yoga is targeted at people who overlook the importance of wearing the right outfit for an exercise regimen. "Before launching, we did a three-step study," says Arun Sirdeshmukh, head, marketing, Indus League.... more