Sports Activewear Pricing Strategy in India

Pricing Strategy for India's Sports Activewear Brand

Creating a competitive and effective pricing strategy for a sports activewear brand, with a focus on USPs identified through competitor analysis.

Market Analysis

Understanding the current market dynamics and consumer behavior in the sportswear segment.

Consumer Demographics

Analyze age, fitness level, income, and purchase behavior of Indian consumers.

Competitor Pricing

Study the pricing models of major competitors like Nike, Adidas, and local brands.

Industry Trends

Keep track of the latest trends in sportswear, like sustainable materials or tech integration.

Economic Factors

Consider the impact of taxes, import duties, and currency fluctuations on pricing.

Seasonality & Events

Tailor prices for seasonal sales, festivals, and sporting events when demand varies.

Competitor Analysis

Gain insights into competitors’ strategies to identify our USPs.

Competitor USPs

Identify what unique selling propositions rivals use, like technology or brand partnerships.

Market Positioning

Determine how competitors are positioned - premium, budget-friendly, or niche.

Product Offerings

Scrutinize competing product ranges, quality, and styles available in the market.

Customer Loyalty Programs

Examine competing loyalty programs and customer retention strategies.

Brand Image

Assess the brand perception of competitors in consumers' minds.

Pricing Models

Analyze various pricing strategies to select the most suitable one.

Cost-Based Pricing

Setting prices based on production costs and desired margins.

Value-Based Pricing

Pricing products based on perceived value by the customer.

Penetration Pricing

Starting with low prices to enter the market and raise them later.

Skimming Pricing

Introducing products at high prices and lowering them over time.

Psychological Pricing

Using price points that make a product appear cheaper, like ₹999 instead of ₹1000.

Unique Selling Propositions (USPs)

Develop and leverage unique factors that set the brand apart.

Exclusive Technology

Highlight innovative materials or technology exclusive to the brand.

Brand Storytelling

Create an emotional connection with customers through brand history and values.


Form partnerships with athletes or celebrities to build credibility and appeal.

Customization Options

Offer personalized products to differentiate from competitors.

Community Engagement

Build a community through events, workshops, or social media interaction.


Strategies for putting the chosen pricing approach into action.

Supply Chain Efficiency

Optimize supply chain to reduce costs and justify pricing strategy.

Marketing & Advertising

Strategic promotion to communicate the brand's USPs and justify price points.

Distribution Channels

Select the best distribution mix - online, retail, or multi-channel.

Sales Training

Equip the sales team with information on USPs to support value-based pricing.

Monitoring & Adjustment

Regularly review and adjust prices based on market feedback and competitor moves.