Blissclub is an Indian D2C business that specializes in women’s activewear. Minu Margeret founded the company in 2020 when she realized how the Indian market lacked practical and comfortable activewear. She started the company in the hope of crafting functional, innovative, technical and durable sportswear. The company offers swimwear, a wide variety of bottoms, t-shirts, sports bras, jackets, hoodies, etc.
Being an ISB alum who is a frisbee player and working in corporate, Minu Margeret combined her skills and experience to create a community-based business.
In FY 23, the reported revenue for the company was Rs. 86 crores. While the business’s loss may have been 4X of the previous year and the company may have fired 18% of its employees to cut costs, many people consider this business a success story. Its customers are always satisfied, which makes one wonder.
Strategies by Blissclub
- Functional Garment- It noticed the gap between the needs of the audience and the sportswear market in India. Blissclub produces clothes that make women confident and are size-inclusive. From sustainability to material that is sweatproof, this Banglore-based company is ticking every box on the list and more.
- Product Line- The brand’s constant effort to bring innovative changes to its product line takes it a step ahead. It focuses on attention to detail in each product from its trendy cuts and lines to its seams and stitches.
Blissclub is revolutionizing gym and yoga wear in India by making it fashionable and of superior quality.
- Fostering Community – Apart from the high-quality products, the brand focuses on building a strong community. They started a community way before they started offering products. It has groups across Instagram, WhatsApp, Facebook etc. It provides the customers with a sense of belongingness and a platform to express themselves.
This also helps in getting feedback and getting to know what the customers want. The company’s Associate Director posted on LinkedIn saying when people ask him how is Blissclub so successful. He says, it is because they obsess over the customers’ needs. The company focuses on motivating its audience to stay active with #KeepMoving.
Sales Channel and Social Media
- Digital Marketing – The brand spends a significant amount on marketing. It focuses on digital marketing to gain customer data and analytics. If further helps the company to know more about their customer’s preferences and their actions. As of today, they have an Instagram following of around 265,000.
- YouTube channel – Blissclub’s YouTube channel has videos ranging from beginner’s workouts to tips and tricks to reviews to influencer collaborations. The workout videos help its audience to begin the journey to keep moving and it helps them gain confidence to go to public gyms. As of today, they have around 12,000 subscribers on their YouTube Channel.
- App – Not long ago, the company launched its mobile application to increase customer engagement. It provided a reward system to customers called ‘Blisscoins’.
- Blissclub Stores – They recently opened a store in the Mumbai with a total tally of 10 stores in Mumbai, New Delhi and Bengaluru.
Overall Blissclub is going beyond business. It is creating an ethical, environmentally-conscious business that makes women feel seen and heard. It was high time the Indian market saw a body-positive activewear brand. Minu Margeret’s entrepreneurial journey was no cakewalk but her determination built a brand that is now helping several other women.