PlayR, an athleisure lifestyle brand, has set an ambitious goal of achieving sales worth Rs. 300 crore by the fiscal year 2025-26, said Ravi Kukreja, co-founder of the company.
During the previous fiscal year of 2022-23, playR recorded sales of Rs. 8 crore, along with Rs. 8 crore from the distribution of its other brands. For the ongoing fiscal year FY ’24, the brand aims to surpass the Rs. 60 crore sales milestone.
Kukreja emphasised the brand’s focus on physical retail stores as a means to differentiate itself. Over the past year, playR successfully entered over 175-180 multi-brand outlets (MBOs) across India, targeting Tier-2 cities. Looking ahead, the company plans to expand its presence further by adding 800 stores within the next 2-3 years.
Highlighting their strategy, Kukreja mentioned that playR avoids competition with its distributors and instead concentrates on maintaining consistent pricing and discounts for end customers across channels. The brand intends to prioritize direct-to-consumer (D2C) channels and adopt a clear omnichannel approach.
playR primarily exports to markets such as South Africa, the US, UK, Canada, and the UAE. However, Kukreja acknowledged that the Indian market poses challenges due to its diverse nature. Going forward, the company expects exports to contribute 5-7 per cent of its sales, with the majority coming from the domestic market.
