Affluent parents who prioritize their children's athletic development through organized sports programs at exclusive clubs and academies. These parents value premium products that enhance performance, reflect their social status, and align with their environmentally conscious values. They seek high-quality sportswear that meets the technical demands of competitive activities while representing an aspirational lifestyle.
Age range
Gender
Income
Psychographics
- Status-conscious but with genuine interest in child development
- Values quality over price and willing to invest in premium products
- Environmentally and socially conscious consumption habits
- Highly involved in children's extracurricular activities
- Appreciates brands that signal exclusivity and performance
- Research-oriented purchasing behavior, especially for children's products
- Follows wellness and fitness trends
- Values Indian-made premium products with global standards
Pain points
- Difficulty finding sportswear that withstands intensive club-level training
- Concerns about skin irritation and hygiene during long sports sessions
- Frustration with sportswear that restricts movement or requires frequent adjustment
- Limited options for performance wear that also looks stylish and age-appropriate
- Environmental guilt associated with purchasing non-sustainable activewear
- Time constraints for shopping at multiple locations for different sporting needs
Purchase motivations
- Supporting their child's sporting ambitions with performance-enhancing equipment
- Seeking antimicrobial properties to maintain hygiene during intensive training
- Desire for versatile sportswear that functions across multiple sports activities
- Preference for environmentally responsible products that align with family values
- Brand association with premium clubs and training facilities
- Longevity and durability justifying the premium price point
- Peer recognition among other club parents for making informed choices
- Pride in supporting local premium brands with sustainable practices
Supporting evidence
The 4-way stretch fabric specifically addresses the need for unrestricted movement during club sports training, while the antimicrobial FreshKin fabric directly resolves hygiene concerns during intensive sports sessions. The product's premium positioning (₹1,600) aligns with this audience's willingness to invest in quality. The eco-friendly materials and production methods match the environmental consciousness of affluent families. The product's focus on court sports specifically targets activities common in premium clubs (tennis, badminton). The ergonomic design suggests performance benefits that would appeal to parents investing in their children's athletic development.
