New Delhi: Xtep India, operated by Virisa Sports, is planning to expand across retail and online platforms, with plans to strengthen manufacturing capabilities and launch a new facility in Odisha, a company’s official said.
Virisa Sports is the exclusive licensee of Chinese sportswear brand Xtep in India. Founded in 2019 by Vijay Chowdhary, who also serves as CEO, Virisa Sports is a joint venture between Chowdhary and Xtep.
Building on a 53 per cent jump in the previous year, the company is targeting a 24 per cent revenue growth in India in 2025-26.
“We are focused on scaling through a balanced mix of online and offline channels. This year, we expect online to contribute around 45 per cent of sales,” said Vijay Chowdhary, Founder, Xtep India.
The brand, which currently operates over 100 exclusive brand outlets (EBOs), aims to reach 200 EBOs and 500 multi-brand outlets (MBOs) over the next four to five years. Ten new stores are expected to open this year, the company shared.
Xtep is also investing in domestic manufacturing to navigate evolving import norms, especially after the implementation of the BIS (Bureau of Indian Standards) certification requirement for imported footwear. Currently, about 20 per cent of its apparel is manufactured locally, while footwear production involves importing components from BIS-certified facilities in Vietnam and China for assembly in India.
The company operates three brands in India – Xtep, Palladium, and Vayu, targeting the mid-premium segment with price points between Rs 2,000 and Rs 15,000. Running shoes account for a significant portion of revenue, with the 160X series alone contributing 25-30 per cent of topline.
In terms of online distribution, Myntra, Flipkart, and Amazon are key platforms, while Xtep’s D2C site is gaining traction. The company is also piloting products under Rs 1,999 for potential quick commerce distribution.
While the company sees strong demand in both premium and value segments, it notes faster inventory cycles and increasing interest in India-focused branding, especially through its Vayu label.
“Offline stores continue to play a crucial role in building brand visibility and influence online sales in the same markets,” Chowdhary added.
Xtep’s India strategy is centered around channel diversification, localized production, and consumer segmentation as it seeks to consolidate its presence in the competitive activewear market, the company said.
