Jaipur | BR News Network | Surbhi Chawla established her identity by launching Fitkin, one of India’s first activewear brands designed specifically for women. Her journey began with a clear gap she observed in the Indian fitness market-activewear that looked appealing but failed in terms of fit and performance for real Indian body types.
The idea started taking shape around 2018, when she began researching fabrics, fit, and customer pain points. This led to the official incorporation of Fitkin Active Private Limited in 2021. What followed was not overnight success, but the careful building of a brand rooted in functionality, comfort, and a deep understanding of its audience.
In the early stages, Surbhi focused heavily on product trials and direct customer feedback, which became the foundation of Fitkin’s identity.
Instead of chasing fast fashion trends, the brand focused on performance-led essentials. Its product range-including sports bras, leggings, tights, tank tops, T-shirts, jackets, joggers, and co-ord sets-was designed to solve everyday workout challenges faced by women. The brand emphasized technical precision, incorporating features like four-way stretch fabric, sweat-wicking technology, anti-odor finishes, and anti-chafing construction to ensure durability and comfort across different fitness routines.
Fitkin gained national attention when Surbhi Chawla pitched the brand on Shark Tank India Season 4. During her pitch, she presented Fitkin as a growing direct-to-consumer activewear label with annual revenue already crossing Rs. 1 crore and improving margins. She initially asked for Rs. 1 crore in exchange for 4% equity, reflecting strong confidence in the brand’s future. After negotiations, she secured a deal with Vineeta Singh-Rs. 1 crore for 10% equity-bringing both funding and strategic mentorship into the business.
Focused on strengthening online presence and product improvement
What truly set Fitkin apart during the pitch was its problem-solving approach. The brand was not just selling apparel-it was addressing issues like poor fit, lack of inclusivity, and discomfort during workouts. Thoughtful features such as functional pockets and size-inclusive designs became central to its philosophy. One of its standout products, the women’s 1/4 zip slim-fit T-shirt, gained strong popularity and contributed significantly to early growth, showcasing the brand’s ability to achieve strong product-market fit.
Post Shark Tank, Fitkin continued to grow as a digital-first brand, focusing on strengthening its online presence and continuously improving its products. Its platform offers a wide range of activewear, including leggings, sports bras, performance tops, and training sets, catering to both fitness enthusiasts and everyday users. Rather than expanding aggressively, the company adopted a measured approach, prioritizing repeat customers and consistent quality.
Carving a space in India’s growing athleisure segment
Fitkin continues to operate actively, serving its customer base through online channels. The brand has established itself in India’s rapidly growing athleisure segment, driven by increasing fitness awareness and lifestyle changes.
Surbhi Chawla’s journey reflects a disciplined, insight-driven approach to entrepreneurship, where understanding the consumer came before scaling rapidly. Fitkin’s growth story is proof that a focused idea, supported by consistent execution, can evolve into a meaningful brand.
From identifying a gap in women’s activewear to building a performance-driven label, Fitkin continues to carve its place in a competitive market-staying true to its original vision of delivering comfort, confidence, and functionality.
