“Made for Every Indian Curve” – Fitkin on Shark Tank India Season 5 Episode 50

Fitkin, a women’s sportswear company based in Delhi, entered Shark Tank India Season 5 Episode 50 with a presentation based on a very relevant realization: Indian women have long been neglected by activewear companies that create for Western body types rather than Indian curves. Surbhi Chawla, the company’s founder, persuaded Vineeta Singh of SUGAR Cosmetics, the one Shark with the most in-depth knowledge of the women’s direct-to-consumer market, to sign a deal after making a strong argument for why India needs its own domestic fitness apparel brand.

Related: “Bringing the Taj Mahal Home” – Marbleous on Shark Tank India Season 5 Episode 49

Surbhi Chawla created the Delhi-based direct-to-consumer (D2C) sportswear company Fitkin in 2018. The company spent two years conducting extensive research before launching its products. The brand’s name, which combines the words “Fit” and “Kin” (kin is one’s own people), reflects Fitkin’s fundamental conviction that athletic apparel should feel like it was created just for you.

Fitkin’s managing director, Surbhi Chawla, founded the company in response to a glaring gap in the market: although India has a wide range of body shapes, skin tones, and climates, the market’s leading sportswear companies, which are mostly foreign brands, base their cuts and fits on Western body proportions. Finding sportswear that fits properly, looks good, and works well during actual exercises can be difficult for Indian women, particularly those with larger hips, shorter torsos, and curves in various areas.

Fitkin’s entire product concept stems from addressing that one issue: designing sportswear that is suited to Indian body shapes, constructed for the country’s diverse environment, and made to flow naturally from the gym to the office to daily life. The concept of “Life-Ready Activewear”—apparel that functions just as well on a yoga mat as it does on a business call or a casual outing—is the foundation of the brand.

Fitkin has developed a devoted following of Indian women who constantly commend the brand for its fit, fabric quality, and true-to-size sizing for Indian bodies. Fitkin has established a presence throughout the years on key e-commerce platforms including Myntra, Amazon, Flipkart, Nykaa, and NykaaFashion.

Official Website – Fitkin

Fitkin’s product distinctiveness is based on extensive research and a sincere comprehension of the body and way of life of Indian women. In India’s increasingly competitive sportswear market, the following distinguishes the brand:

• Designed for Indian Body Types: Fitkin’s cuts, rise heights, and sizes are tailored to Indian body types, such as wider hips, larger thighs, and shorter torsos. This closes the fit gap that foreign sportswear companies frequently overlook.
• Quick-Dry Technology: To ensure breathability and moisture management during strenuous exercises, all Fitkin clothing is designed with quick-dry fabric technology using performance materials including mixes of polyester and nylon spandex.
• Life-Ready Athleisure: Fitkin’s designs are made to transition smoothly from the gym to the office to the weekend, making them truly multipurpose and optimizing value for customers.
• Climate-Conscious Fabrics: Products are developed keeping in mind India’s diverse climate — from humid coastal cities to dry northern plains — ensuring comfort year-round.
• High Waist & Opaque Construction: Transparency and waistband slippage are frequent complaints from Indian sportswear buyers. High-rise waistbands and completely opaque, structured fabrics that maintain their shape are characteristics of Fitkin goods.
• Made in India: All products are proudly produced in India, promoting homegrown textile production while maintaining strict quality control.

Women’s Bottoms:

• High-Rise Training Tights (Printed & Solid)
• Gym Leggings & Yoga Pants
• Joggers & Track Pants
• Shorts

Women’s Tops:

• Sports Bras (Medium & High Support)
• Tank Tops & Gym Tops
• T-Shirts & Performance Tops

Women’s Outerwear:

• Hoodies & Sweatshirts
• Zip-Up Jackets
• Windcheaters

Men’s Range:

• Track Pants & Joggers
• Hoodies & Sweatshirts
• Performance T-Shirts

Available Across:

• Fitkin Website (D2C)
• Amazon India
• Myntra
• Flipkart
• Nykaa & NykaaFashion

Average Selling Price – Rs 1375

Stock Keeping Units (SKUs) – 36

Funding Status – Bootstrapped

Net Sales:

FY 21-22 – Rs 98 Lakhs

FY 22-23 – Rs 1.97 Crores

FY 23-24 – Rs 2.15 Crores

FY 24-25 – Rs 2.34 Crores

FY 25-26 Projected – Rs 3 Crores

EBITDA Net Margin – 12%

Every Indian lady in the audience could relate to Surbhi Chawla’s opening question when she entered the Tank on Shark Tank India Season 5 Episode 50: Why does activewear always fit the model precisely but never quite right on you?

According to Surbhi, the solution is straightforward: the majority of Indian sportswear companies are either foreign labels creating clothing for Western bodies or Indian companies replicating those same designs. The Indian woman’s body, including her curves, proportions, climate, and need to look put together whether she’s going to a work meeting or a Zumba class, is not fully understood or catered to by either.

Fitkin was designed to bridge that particular gap. Surbhi demonstrated the variety of quick-dry tights, sports bras, joggers, and hoodies that have won Fitkin a devoted following across major platforms like Myntra, Amazon, Flipkart, and Nykaa while taking the Sharks through the brand’s history, which began with two years of intense research before the first product was even released.

The Tank was moved by the brand’s “Life-Ready Activewear” concept. The multi-platform distribution strategy indicated that Fitkin had already figured out how to reach its target client, and the Sharks could see a clear consumer insight guiding the product decisions. In a market full with imitators, the brand’s fit for Indian bodies was frequently cited by customers as its most admirable feature.

However, Surbhi was under pressure from the Sharks regarding the brand’s finances, including unit economics, client acquisition costs, return rates, and the competitive environment. The Sharks questioned how Fitkin intends to protect its stance and create a moat beyond sizing in India’s activewear sector, where domestic rivals like Decathlon and Technosport are actively ramping and international giants like Nike, Adidas, and Puma have substantial financial resources.

Surbhi persisted, citing Fitkin’s emphasis on the underprivileged Indian lady, its research-based product development methodology, and the expanding customer base that had discovered their “perfect fit” with the company following years of dissatisfaction with other products.

The Ask

Surbhi Chawla asked the Sharks for ₹1 Crore in exchange for 4% equity, implying a valuation of ₹25 Crores.

Sharks’ Reactions

Shark Namita pointed out that the business’s AOP and ASP are very close, plus scaling this business takes a lot of capital. Thus, she opted out.

Shark Ritesh could not see the compounding growth for the next 5-10 years. Hence, he backed out.

Shark Kunal applauded the products whilst pointing out the Go to Market strategy of the brand not up to the mark. He opted out as well.

Shark Vineeta Singh also doubted the current GTM strategy of the brand but showed interest in the great product line. Thus, she offered – Rs 1 Crore for 12.5% Equity at the valuation of Rs 8 Crores.

Shark Aman advised her to invest in a growth partner who can skyrocket sales. But for now, he was out.

Founder gave a counter offer of Rs 1 Crore for 6% Equity at the valuation of Rs 16.67 Crores.

Vineeta Singh gave a final offer of – Rs 1 Crore for 11% Equity at the valuation of Rs 9.09 Crores.

Surbhi Chawla accepted Shark Vineeta Singh’s offer of ₹1 Crore for 11% equity at a valuation of ₹9.09 Crores, securing both capital and the mentorship of India’s most accomplished women-focused D2C entrepreneur to take Fitkin to its next phase of growth.

Fitkin now has access to one of the most valuable networks in India’s D2C fashion and beauty industry thanks to Vineeta Singh’s investment and strategic support. Fitkin’s attempt at sportswear is almost exactly modeled after Vineeta’s experience creating SUGAR Cosmetics, a company that overtook international cosmetics giants by adhering to the needs of Indian consumers.

Deepening its product line, enhancing unit economics, and growing its D2C channel while increasing retail touchpoints are probably going to be the brand’s top priorities in the near future. Fitkin’s brand awareness will be greatly increased by the Shark Tank platform itself. This kind of exposure usually results in an increase in website traffic, social media followers, and marketplace sales in the weeks that follow the program.

Fitkin’s best strategy in the long run is to remain laser-focused on what it does differently, which is to build for Indian bodies, Indian weather, and Indian lifestyles. The demand for well-made, reasonably priced, India-specific sportswear will only rise as the country’s fitness culture continues to flourish, particularly among urban and semi-urban women. With the support of the right Shark, Fitkin is in a strong position to become the company that prioritizes Indian bodies.