We are looking to establish ourselves as the go-to brand for athleisure in India
Founded in 2020 by sisters Ria and Shreya Mittal, Cava emerged from a passion for fashion, fitness, and functionality. With a commitment to quality, sustainability, and innovation, Cava offers ethically produced, trend-driven athleisure wear crafted in-house. Using BCI cotton and recycled polyester, the brand blends cutting-edge design, rigorous testing, and eco-conscious practices to create high-performance, stylish activewear. Speaking to Fibre2Fashion, Co-founder Shreya Mittal discusses how being more than just a clothing brand, Cava fosters a community dedicated to wellness and self-improvement.
Can you share the story behind Cava? What inspired you to venture into the athleisure market?
In 2020 when the pandemic had hit, my sister and I looked to find stability and routine in our daily workouts. Working out every day was the one thing that truly gave us a sense of normalcy between all the chaos around. As much as we loved staying active, something felt off—we could not find athleisure clothing in India that truly fit our style or preferences. One evening, during one of our countless conversations, an idea sparked between us: what if we created our own brand? A brand that was not just about clothes, but a lifestyle, a community, and a space that celebrated versatility, comfort, and style for younger audiences. With encouragement from our parents, we took the leap. We were just 18 and 20, but we were driven by this vision to build something we could truly call our own. That’s how our journey began—a dream born out of workouts and sisterly brainstorming sessions during a global lockdown.
How does Cava differentiate itself in the highly competitive athleisure segment in India?
Cava stands out in India’s athleisure market by combining thoughtful design, premium materials, and a deep understanding of local needs. Our signature ADPT fabric offers unparalleled comfort, stretch, and durability, tailored for diverse activities, climates, and body types. Each piece transitions seamlessly from workouts to daily life, embodying versatility and style. More than just clothing, Cava is about fostering a lifestyle—bringing together health, wellness, and community through events, collaborations, and shared experiences.
Who is your primary audience, and how do you ensure your products cater to their needs and preferences?
Cava’s primary audience is the modern, young and progressive Indian consumer who values both style and functionality. They are style-savvy, health-focused individuals who look for premium quality and versatility. They have the knowledge of international brands and seek designs blending global trends with local relevance, durable fabrics, and functional details. Drawn to brands with inspiring stories and a sense of community, they prioritise clothing that transitions effortlessly between active and social lifestyles. Keeping this in mind, our products are engineered to adapt to various activities and body types. We embody a fresh, relatable, and energetic perspective that resonates strongly with India’s millennial and Gen Z consumers.
How do you strike a balance between comfort, functionality, and style in your athleisure collections?
Each of our collections blends a mix of active and loungewear, coupled with designs that keep up with the rapidly changing fashion trends. Every piece is designed to combine international aesthetics with functional details like hidden pockets and adjustable fits. We focus on products that offer exceptional softness, breathability, and stretch so that our customers have unmatched comfort for all-day wear.
Many consumers prioritise sustainability today. What steps has Cava taken to ensure environmentally friendly production practices?
At Cava, for all our fabric blends, we only use recycled polyester, which has a smaller carbon footprint than its virgin polyester version. We exclusively use natural dyes made from plant and mineral sources. Sustainability for us not only translates in the materials we use but ethically made fashion. Creating high quality products means longer product lifecycles, and with more versatile and transitional pieces we look to reduce the number of clothes one requires in their wardrobe. We wish to honour the people behind our clothes and production by treating them fairly and giving them the recognition they deserve.
What are the primary challenges for athleisure brands in adopting sustainable practices while maintaining affordability and quality?
The challenge for athleisure brands like Cava in adopting sustainable practices lies in balancing eco-friendly materials with affordability and quality. Sustainable fabrics can be costly and maintaining durability and performance while keeping prices accessible requires careful planning. Additionally, ensuring transparency in sourcing and production without compromising on quality demands continuous innovation. At Cava, we are committed to sustainability, but it is an ongoing effort to meet the high standards our customers expect.
How do you see the athleisure market evolving in India, and what factors are driving its growth?
We are excited to see the athleisure market in India evolve as fitness and wellness become central to modern lifestyles. Some of the key drivers include a rising health consciousness, a shift towards comfort-driven fashion, growing disposable incomes, and the influence of global trends. With the convenience of online shopping, athleisure is now accessible to a wider audience seeking both style and functionality, and we are proud to be part of this growth, offering versatile, premium pieces that blend global trends with local tastes.
What shifts have you observed in consumer preferences for athleisure wear, particularly in terms of functionality and aesthetics?
Yes, we have seen a shift towards athleisure that blends functionality with style. Customers now seek versatile pieces that work seamlessly from workouts to daily life, prioritising features like breathability, durability, and added tech benefits. Aesthetically, there is a move towards sleek, minimalist designs with global-inspired trends that cater to local tastes. We are responding by creating athleisure that balances performance and style, making sure our products look great and support every aspect of our customers’ lives.
How has the global rise of athleisure impacted the Indian market, and how do Indian brands keep pace with international competitors?
The global rise of athleisure has made Indian consumers crave the same mix of style, comfort, and versatility seen in international brands. At Cava, we stay competitive by blending global trends with local needs—whether it is adapting to the climate, offering inclusive sizing, or ensuring versatility from workouts to daily life. This approach allows us to deliver athleisure that meet international standards which many of our customers look forward to.
Are there plans to expand Cava’s presence beyond India, and if so, what markets are you targeting?
As of now, we believe that India provides a market large enough for us to venture into and capture, before expanding across international borders. We are currently looking to establish ourselves as the go-to brand for athleisure in India and bringing a new wave of quality, comfort and style.
What role does technology, such as smart textiles or advanced manufacturing techniques, play in shaping the future of athleisure?
Technology is transforming athleisure by enabling smarter, more functional products. Smart textiles offer features like moisture-wicking, temperature control, and UV protection, while advanced manufacturing techniques improve efficiency, fit, and durability. At Cava, we leverage these innovations to create athleisure that is not only stylish but also functional, durable, and adaptable to our customers’ diverse needs. Our collection ‘Cava Canvas’ incorporates AR interactive designs which was a breakthrough in athleisure wear, a benchmark of technology and advanced manufacturing.
What upcoming trends in athleisure do you see shaping the market, and how is Cava preparing to align with them?
The athleisure world is evolving, and we are excited to be part of this transformation. Here’s how we are staying ahead:
- We look forward to creating pieces that are aligned with ongoing fashion trends, often fusing sports and fashion to create elevated designs.
- We are constantly looking forward to exploring advanced materials for added functionality. Characteristics like UV protection and odour resistance are always on our radar.
- Clean, minimalist styles with thoughtful details are at the core of every collection, which make them timeless and everlasting.
What are some significant challenges you have faced in establishing Cava as a recognisable brand in the athleisure industry?
As young female founders, earning credibility in a competitive market dominated by established players was our first challenge. Being taken seriously by people who had decades of experience and were not used to collaborating with youngsters like us was something that we had to work hard for. As a brand, standing out meant offering unique designs, premium fabrics, and a relatable story. Educating consumers about the value of premium, versatile athleisure in India’s evolving market was equally crucial. Building trust required consistently delivering quality products and experiences, while striking the right balance between global trends and local sensibilities demanded constant innovation. These are some things that we are still working on and are what drives us to work harder and better every day.
How does Cava leverage digital platforms to engage with its customers and understand their evolving needs?
We actively interact on platforms like Instagram, Facebook, Pinterest and LinkedIn. We believe in fostering two-way conversations with our customers. We love to host online fitness challenges, wellness sessions, and collaborations with influencers which helps us connect with our audience beyond just clothing. Our website is also integrated with user-friendly tools like the Ask Cava chatbot, which ensures customers get instant assistance, from product queries to styling advice.
Have you considered collaborating with fitness influencers or gyms to promote the brand?
We often collaborate with fitness influencers and gyms, along with workout and studio spaces to help build our brand and community. We love to collaborate with like-minded communities and brands that align with our principles, regardless of size and reach. Some of our favourite collaborations have been with Chakra Athletica, Physique 57, and Studios by Copper + Clove.
