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Case study · Mar to May 2026

what have women learned to tolerate?

Understanding the women’s activewear market, and turning it into launch-ready product ideas for Terractive.

Business Strategy Lab, Product Foundry · Presented to founder Raena Ambani

Terractive packaging concept: four products in kraft boxes
200+minutes of conversations
4product ideas
₹1 CrGTM plan per product
2ndof 15 teams

The brief

Find the highest-potential product for a fabric-first activewear brand, then plan the whole launch.

Terractive was founded by national-level athlete Raena Ambani because activewear kept choosing performance over comfort. We went from research to insights, white space, product strategy and GTM.

Shubh with the team and Terractive founder Raena Ambani after the pitch
After presenting to Terractive’s founder, Raena Ambani.

What women told us

80%reported recurring sports bra issuesDiscomfort, poor support, rash marks, hard to take off after sweating.
70%wear activewear beyond workoutsI always wear at least one piece of athleisure every single day of college.
70%said pockets drive the purchaseI bought one pair of pants from Nike only because it had pockets.
60%asked for a built-in bra jumpsuit, unpromptedIf it’s a jumpsuit with a built-in bra, there won’t be any problem for girls.
50%raised fit or climate issues with global brandsIndian bodies and Indian weather keep getting ignored.

Women had normalised the discomfort. So we stopped asking what was missing, and started asking which friction we could remove.

The market

TAM₹96,800 CrIndian activewear
SAM~₹50,100 Crwomen’s, 56.8%
Year 1₹2 to 6 Cr

Global brands own performance. Indian brands own comfort. Terractive can own both. Year 1 is built bottom-up: marketing spend ÷ CAC ÷ AOV.

The portfolio

Four products, launched in phases:

Soft Support Sports Bra concept render with feature calloutsPhase 1 · build trustSoft Support Sports Bra

₹1,399 ₹1,499

Campaign: The 8-Hour Move Test

The biggest validated pain point. The hero product.

CAC under ₹850 · margin over 60%

Everyday Performance Leggings concept render with feature calloutsPhase 2 · bigger basketsEveryday Performance Leggings

₹1,599 ₹1,799

Campaign: What’s In Your Pocket? + The Squat Challenge

Squat-proof, with real pockets. Cross-sells with the bra.

CAC under ₹500 · margin ~61%

Built-in Bra Jumpsuit concept render with feature calloutsPhase 3 · innovationBuilt-in Bra Jumpsuit

₹2,599 ₹2,899

Campaign: One Piece. Game On.

First mover in an uncontested category.

CAC under ₹950 · margin ~59%

Everyday Performance Track Pants concept render with feature calloutsPhase 4 · ecosystemEveryday Performance Track Pants

₹1,799 ₹1,999

Campaign: One Pair. Every Plan.

Beyond workouts: work, travel, coffee runs.

CAC under ₹500 · margin ~62%

Where ₹1 Cr goes

The sports bra launch budget.

₹25L₹18L₹12L₹8L₹8L₹8L₹6L₹6L₹5L₹4L
TrustTerra Trial

A 30-day comfort guarantee with free size exchange, so first-time buyers can say yes.

LoyaltyMovement Club

Early access, limited drops, referral rewards, founder meetups and product beta testing.

The result

2nd

of 15 teams at Product Foundry Demo Day. The best moment: one product we pitched closely matched a concept Terractive was already exploring for launch.

What I learned

Good product strategy starts before the product. Sports bras, pockets, Indian fit: these are category problems any activewear brand could start from.

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