Reliance Retail launches athleisure brand Xlerate on AJIO; nods to Hardik Pandya as brand ambassador
Mumbai, 01 November 2022: Reliance Retail has launched an athleisure brand, Xlerate, on its new commerce platform, AJIO Business. The brand caters to the unique demands of sports and fitness enthusiasts who seek style and comfort in their fitness journey. It offers them a wide variety of high-quality, functionally superior sporting goods and footwear that provide industry-leading style and convenience.
Xlerate has something for every price segment, with deals starting at ₹699. It has signed Indian cricketer ace Hardik Pandya as its brand ambassador. Pandya is synonymous with style, youth appeal and a never-give-up attitude – qualities that define the brand.
Xlerate reflects the spirit of fitness-conscious young Indian men and women who are actively interested in sports. In all sports, Indians stand out on the world stage. The increasing number of medals won by India at the Olympics confirms this. Xlerate is therefore focused on providing young people with world-class sportswear at affordable prices.
Sport utilities offered by Xlerate include sports shoes, athletic and lifestyle shoes, apparel such as sweatpants, t-shirts, shorts, and other accessories. Xlerate products are exclusively available on AJIO Business, India’s leading B2B e-commerce platforms. Any retailer in India including small general sports stores and fashion stores can place an order for Xlerate products by registering on AJIO Business. AJIO Business reinforces Reliance’s core commitment to supporting the growth and well-being of small and medium-sized retailers and digitally empowering them.
Speaking at the launch of Xlerate, Mr. Akhilesh Prasad, President & CEO – Fashion & Lifestyle, Reliance Retail, said, “Xlerate is sure to delight the value-conscious consumer with its product offering. superior and affordable. Our Brand Ambassador, Hardik Pandya, embodies his spirit of moving forward in life undeterred by obstacles. The “Don’t Brake, Xlerate” campaign reflects the passion and enthusiasm of young people, who pursue their goals with a never-say-die attitude. The brand caters to their needs across the athletic shoes, sandals and apparel categories.”
Commenting on his association with Xlerate, Mr. Hardik Pandya said, “I am delighted to be associated with Xlerate. I think they have an extremely stylish and comfortable product line. Their brand ideology, “Don’t brake, Xlerate”, resonates with my philosophy in life, to keep working hard with confidence and intensity. I’ve always had a never give up attitude and it’s exciting to see young people today also believe in the same perspective, which Xlerate also really exemplifies. So my message to young people is – no matter what, don’t stop. Don’t brake, Xlerate.
AJIO Business, the new commerce arm of Reliance Retail, partners with retailers and merchants across the country to bring them an expansive portfolio of over 5,000 fashion and lifestyle brands.
About Reliance Retail Limited:
Reliance Retail Limited is a subsidiary of Reliance Retail Ventures Ltd, the holding company for all retail companies in the RIL (Reliance Industries Limited) group. RRVL reported consolidated revenue of ₹199,704 crore ($26.3 billion) and net profit of ₹7,055 crore ($931 million) for the financial year ended March 31, 2022.