PROWL’s USP lies in its smart product design: Tiger Shroff

Cashing in on his image as a fitness freak, Tiger Shroff is the new entrant to the Bollywood's entrepreneur club. Excited about his new active wear range PROWL, Shroff is using his muscle power quite literally. The actor has also tied up with health startup Cure.fit to present an exclusive fitness programme under PROWL. The PROWL workout will be led by Tiger and will comprise a unique mix of combat, dance and functional fitness. Living up to the tagline of his brand READY to MOVE, the actor’s apparel line will target youngsters.

Edited excerpts from the interview:

Tell us what PROWL is all about?

PROWL is all about movement and the fluid transition from one activity to another. It is an active lifestyle brand for today’s on-the- go generation, co-created and co-owned by Mojostar and me. Through PROWL, we aim to provide young Indian consumers with highly-functional yet stylish apparel and accessories that perfectly fit their active lifestyles. Our brand tagline, “READY TO MOVE” captures this purpose and customer proposition.

We do have a couple of active wear brands in the market already? How is PROWL going to be different from them? What will be the brand’s USP?Most active wear brands in the market are specialised, niche products. While they enable the freedom of movement, they don’t necessarily meet the standards of style that today’s youth demands and expects. Consumers today are living extremely active lifestyles, and they want products that can complement the shift from one activity to another without compromising their fashion statement. This is the gap that PROWL is fulfilling with its range of apparel and accessories. PROWL’s USP lies in its smart product design, which seamlessly blends style and functionality. Its offerings are perfect for new-age professionals who regularly transition from one activity to another and want to look awesome, regardless of what they are doing. PROWL products are not overspecialised and require minimal maintenance. They also provide the maximum elegance, comfort and durability to customers.

Tell us about the product range. What will be the price range?

We are currently offering active wear clothing under the PROWL brand, priced between Rs 1000 and Rs 3000. We have also recently collaborated with Cure.fit to launch a PROWL workout. This unique, first-of- its-kind workout combines dance, combat, and functional fitness for a fresh take on traditional fitness routines. We will also be launching other products later this year to allow young Indian customers to fulfill all their active wear needs through PROWL. Competitive pricing will allow us to take the PROWL brand to a larger section of consumers across India, allowing them buy and use our products day in, day out.

Who are your target audience? How do you plan to promote the brand?

Our target audience is the Indian youth, specifically those aged between 18 and 25 years. We will be driving the PROWL brand through digital channels, as well as through physical offline activation. We are also confident that our products will become popular through word-of- mouth publicity, given that they are designed for the specific needs of our core target audience. PROWL products are already a big part of my day-to- day life. I like to move and stay active through the day. PROWL lets me do that in style. I wear PROWL products to work, at home, at the gym, and at social events. I am accustomed to the comfort and the convenience that they bring.

How much of an entrepreneur are you? How do you plan to get involved with the brand?PROWL is my first entrepreneurial venture and as the co-owner of the brand, I am involved in every aspect of its operations, be it product design, growth, business strategy or marketing. I am committed to this project and have marked specific days on my calendar just for PROWL. I am also extremely grateful to have Mojostar as my business partner in this endeavour. The team at Mojostar has been extremely supportive of my long-term vision for PROWL. With the team’s extensive expertise in building retail brands, I am confident that PROWL will be a huge success.